The Number 1 Reason Why Your Website Isn’t Performing
"Why isn't my website performing?" Because your website is probably about your product or service, and not about your customer.
Luckily, this is an easy problem to solve.
You've paid thousands to a web designer/developer or well-known development firm for cutting edge design and development. You've poured hundreds every month into pay-per-click advertising. Yet still, your conversions are low.
According to projections by Forrester Research Inc, online shoppers in the US will spend $327 billion in 2016, up 45% from $226 billion in 2012. Even If you don’t sell online, you should pay attention to their forecast that by 2021 the web will influence 46% of offline sales.
With the flurry of dollars thrown at web browsers, why isn’t your business getting a bigger piece of the pie?
If your website is narcissistic, that could be the reason.
When visitors hit your website, what’s the first thing they see “above the fold”? Is it the features of your products or services, or how long you’ve been in business? If the first thing your visitor sees is information about your business you’re missing an important truth about how your customer browses the web.
They’re looking for solutions to their problems, not searching for facts about businesses. No matter how proud you are of your Better Business Bureau A+ rating, the truth is, they don’t care - yet. People go online to research first, and to shop second. They may ultimately engage, but only after they have confidence that you understand their unique problem or can empathize with their particular need.
For example, Dear Mr. Chiropractor, don’t tell me about how many years experience you have, or where you went to school. I’m not even that interested in how beautiful your waiting room is. Instead, tell me that you understand how this pain is limiting my life. Show me that your treatments will get me up and out and able to enjoy an active life again. Show me you understand I have groceries to carry, and an 8-month-old I have to carry on my hip for most of his waking hours. Show my husband you understand chronic pain is limiting his ability to enjoy his beloved game of golf.
In other words, enough about you. Let’s talk about your customer. When I feel that you understand me, that’s when I’ll click the “About” page and the “Contact” link to make an appointment.
The secret for making your website about your customer?
The secret is no secret at all - to write copy about your customer, you have to know them personally. A useful tool for getting focused on your ideal customer is a customer persona or avatar.
A customer persona is a generalized profile of your ideal customer’s demographics, psychographics habits, and most important - the problem your business solves.
A basic persona starts out with gender, income, job title, family status, and location. Identify what magazines they read, or what blogs they like to read. Then dig deeper and imagine what goals and challenges they have. What objections do they have or hurdles do they face when making a purchasing decision? Give them a first name. Find a picture of your ideal customer and add that to your profile.
Now that you have a clear picture of that person in mind, rewrite your landing page and all your other copy to that person, and that person alone. Immediately acknowledge that you understand their problem or need. Pretend that they are sitting right across the desk from you. What would you say? Say it on your landing page and in your product description.
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THREE STEPS TO WEBSITE SUCCESS
We promise never to share your information.
Make sure you:
1. Empathize with the problem or need.
2. Explain how you will make their life better by solving it.
3. Establish authority and trust and provide social proof.
4. Give a clear call to action.
The most important asset of your website is the ability to connect with your customer’s current situation. Use customer personas to tailor your written copy to people, not market segments.
Need help creating your ideal customer persona? Let me explain how.
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