In preparation for changing my Profitable Sales and Marketing Web site, I’ve been looking at quite a few Web sites lately. Most of them take me back to when I initially thought of putting up a site. What should I include? I had wondered.
My answer was, Everything I want to tell customers about my business.
I see that same answer in most of the Web sites I have recently visited.
In retrospect, I realize that I had the wrong focus. While I thought I was communicating with my customers, what I was actually doing was talking at my customers. I was telling them what I thought I should say rather than giving them the information they were seeking.
I was looking at the situation from my point of view, not my customers’ point of view.
After I had come to that conclusion, I read a post from Hubspot about what visitors want from your Web site. The article suggested to identify the three main reasons visitors come to your site and create a landing page for each of those reasons. Make each of the landing pages easily accessible from your site’s home page so that visitors can immediately find what they want.
On each of the landing pages offer the information a visitor is seeking on that subject and have links to other pages with further information. When you are finished, you will likely be offering much of the same explanation about your products and services. However, you will be presenting it as a solution to your customers’ problems rather than a slick presentation on what your business does.
Setting up your site with easy answers to visitors’ questions makes a great deal of sense. Doing so gives visitors reasons to click through. It prompts visitors to learn more. It encourages visitors to linger and to buy. It establishes your business’s concern to the customer. It helps develop customers.
What are the three main reasons visitors come to your Web site? Answer that question. Give it some thought. Ask a few customers. Once you have the answer, apply it to your Web site.
The change will yield profitable results.
This week's marketing trivia challenge is What Web site have you visited that immediately gave you the information you were seeking? E-mail me your answer.
My answer was, Everything I want to tell customers about my business.
I see that same answer in most of the Web sites I have recently visited.
In retrospect, I realize that I had the wrong focus. While I thought I was communicating with my customers, what I was actually doing was talking at my customers. I was telling them what I thought I should say rather than giving them the information they were seeking.
I was looking at the situation from my point of view, not my customers’ point of view.
After I had come to that conclusion, I read a post from Hubspot about what visitors want from your Web site. The article suggested to identify the three main reasons visitors come to your site and create a landing page for each of those reasons. Make each of the landing pages easily accessible from your site’s home page so that visitors can immediately find what they want.
On each of the landing pages offer the information a visitor is seeking on that subject and have links to other pages with further information. When you are finished, you will likely be offering much of the same explanation about your products and services. However, you will be presenting it as a solution to your customers’ problems rather than a slick presentation on what your business does.
Setting up your site with easy answers to visitors’ questions makes a great deal of sense. Doing so gives visitors reasons to click through. It prompts visitors to learn more. It encourages visitors to linger and to buy. It establishes your business’s concern to the customer. It helps develop customers.
What are the three main reasons visitors come to your Web site? Answer that question. Give it some thought. Ask a few customers. Once you have the answer, apply it to your Web site.
The change will yield profitable results.
This week's marketing trivia challenge is What Web site have you visited that immediately gave you the information you were seeking? E-mail me your answer.
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