Question One: “Does this company have what I’m looking for?”
Sometimes, businesses are so focused on what they want to say on their web home pages (“Serving customers since 2009;” “Striving to exceed expectations”) they may forget to prominently address the single most basic thing buyers need to know. When you or I are on a mission online, we have some idea what we want, and we don’t want to waste time on sites that don’t offer it. Rather than staring at a Home page or clicking around looking for our answer, it’s too easy to bail and look elsewhere. That company needs to take a fresh look at their approach – from the customer’s perspective, not their own.
Question Two: “Do they understand what I’m trying to achieve?”
The perspective of business insiders proudly trying to sell their wares is very different than the point-of-view of someone with a pesky issue to solve. If a company has a Frequently Asked Questions (FAQ) page on their site, they should take a closer look at it, for insights into what’s on buyers’ minds. Digging a bit beneath the surface, what is it they’re really trying to accomplish? And if they haven’t bought yet, where are they stuck? Personally, if the first headline I see on a website speaks to the struggle I’m trying to address – not just the product I’m looking to buy – I’m more likely to trust them because, well, they ‘get’ me.
Question Three: “Why should I choose them over their competitors?”
Again, a surprising number of business websites fail at this test, since they’re too busy telling visitors why they need this type of product. The reality is, if I’m on your website, it’s because I already know why I need it; I’m past that decision, so don’t waste my time. What I really want to know is whether your approach or offerings present any particular advantage that would help me make a buying decision. That’s why every company needs to clearly focus on a core unique benefit that will catch the visitor’s eye and help them stand out from the crowd. Be sure to include any additional real-world advantages that their competitors may have forgotten to mention.
When you’re the buyer, you naturally ask these 3 questions. When you’re the seller, addressing them should come just as naturally.
What other questions are your web visitors asking? Let’s dig deeper together to make your business site more effective.
About the Author: Tom Tortorici is an Atlanta copywriter and web content writer who helps companies make a genuine connection with their audience. His classes and conference presentations have focused on how writing, strategy and design can work together to grab attention and interest even among readers with short attention spans. In addition to working directly with businesses, Tom regularly partners with web designers and marketing agencies. MORE
Tom Tortorici Inc. | Tom@TomTortorici.com | 770-934-7861 | 3101 Rockaway Rd | Atlanta GA 30341