Have you ever landed on a website and wondered exactly what it is that company does? Have you ever wondered if people feel that way about your website?
Your business needs a website but too many business owners rush to make one without really knowing what it should say. Whether you do it alone or with a web designer, you can make your website look beautiful.
The real problem presents itself when you have to provide the visual and written content for the website.
You may be starting out and don’t have original images of what you offer, so you rely on stock photos. Or you have some images of low quality and use those on the site.
As for written content, you haven’t thought about how your product or service makes your customers’ lives better. Instead you write to the design in a hurry to fill each page.
By the time it’s ready, your website looks great but is all about you. It talks about who you are, where you got the idea, how long you’ve been doing it. It’s you, you, and you.
Where is your customer?
Let’s fix this
To start, you don’t need the fanciest website. You need a clear message and you need to speak to your audience.
Images
If you don’t have images to use, then go with a minimal design. Use your logo colors and a few stock images that work for your service.
Avoid photos with people in them — people know it’s a staged photo and not your real customers.
Words
It’s time to review what you’ve written for your site. Rewrite it outside of the site so you can see the message you’re sending on its own.
If your site is filled with jargon, get rid of it! The average person should know what your business does.
Next, review how you talk about what you do. Are you touting features? Replace them with benefits. Don’t tell me why your product is great, tell me how it will make my life better.
The Headline: Say what you do
When someone goes to your home page, you have five seconds to keep their attention. Now is not the time to get fancy.
First, explain in simple language what you provide. Your customer should understand what your website is about without scrolling.
It’s time for a bad idea, good idea
Best in class service with over 20 years of experience
Experience in what? And “best in class” is nothing but fluff.
Expert landscaping for your dream yard
Now I know you provide landscaping services, PLUS I’m envisioning my dream yard.
After the headline
With your headline clear, your prospective customer is more likely to scroll down. Now you grab them and present their problem.
“You’ve lost countless weekends and your lawn still doesn’t match your vision.
“The yard should be the place where you recharge. It should relieve your stress, not add to it.”
Now, and only now, it’s your time to shine. Now you can show how you make it all better. Use simple language and keep the focus on your reader. They are the star, not you.
Make your website work
Your website is like a sales person that never sleeps. But it can’t help you if your prospects don’t see how your business helps them.
Keep it simple. Say what you do. Show your potential customers you understand their pain. Show how you make life better. And ask them to take just one step with you.
If you need additional content marketing help, contact me today to set up an introductory call.
Your friend,
JC
