Most businesses waste an enormous amount of money on websites that don’t work. Year after year and with dollar after dollar we trust our websites to design agencies and graphic artists who have degrees in design and know everything about Photoshop, but they’ve never read a single book about how to clarify a company’s message.
The reality is, people buy products only after they hear or read words that make them want to buy those products. If your website doesn’t answer these three questions in 🖐 (five) seconds, you’re losing sales.
1. What do you offer?
You’d be surprised at how many websites don’t tell people what they do. Most websites use clever or illusive phrases that might sound nice in a poetry book but don’t tell anyone looking at the site what the company offers. You need to be so clear that even a fourth grader could understand what you do. Remember this: If you confuse, you’ll lose.
If you confuse, you’ll lose.
Your website should include an easy-to-understand tagline. Be sure to state exactly what it is that you offer.
For example:
- We clean gutters
- Get fit with a personal trainer
- Lease an apartment within walking distance of work
- We fix leaky toilets
2. How will it make my life better?
It’s important that your website clearly communicates why someone would want to do business with you. What value will they get from your products or services? How will that make them feel?
Too often, companies waste the entire site talking about themselves. A website isn’t about you, it’s about your customers. Everything on your website should be created with your customers in mind.
A website isn’t about you, it’s about your customers.
As tempting as it is to show off your new cat or use pictures of the front of your building on your website, avoid the temptation. Instead, use images on your website that tell a story about what life will look like after someone buys your product or service. In most cases, these are pictures of real, smiling people – not your products.
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3. What do I need to do to buy it?
The top right corner of your website is the most valuable real estate of your entire site. Be sure it includes a direct call to action like “Buy Now” or “Schedule an Appointment”.
Most websites use passive language such as “Get Started” or “Contact Us” which communicates that you don’t believe in your offering. Or worse, you might not even have a direct call to action.
Picture this: You’re walking through Walmart filling your cart with groceries. When your cart is full and you’re ready to pay, imagine having to look around the entire store to find someone who will take your money. That’s exactly what you’re doing when your website doesn’t feature a clear call to action.
Don’t ask people to hunt for the ‘cash register’ on your website. Make it easy to take their money.
Your website should make it easy for people to give you money!
For example:
- Buy Now
- Place an Order
- Get a Quote
- Schedule an Appointment
If your website isn’t generating sales, we can help.
