People are generally in a hurry these days, not making much time to research products and services before making the ‘buying’ decision. Potential customers are ‘suspects’ of your business, until you convince them otherwise. Your website is your 24 hour a day, 7 days a week, 365 days a year salesperson, and like any good employee, your website should be giving your potential clients a short, direct accurate account of what you have to offer.
Having good, clean, articulate content on your website allows those suspects to learn what your business is about, and start the Trust process. Make it easy for them to turn from suspects into ‘prospects’ as they read through your website. Use key words and phrases carefully, not repeating your wording too often and becoming repetitive. Depending on the complexity of your business, keep pages short and easily digestible.
You know when you’re onto something with your website content when you make changes and your statistics show an increase in the amount of time spent by organic visitors, paid visitors, and not only do they stay longer, but they dig deeper into your website with more page clicks, and hopefully you have laid out your Social trial properly and they engage on one or more platforms.
When telling your story, describing your business, and building trust with new potential clients, follow this very KISS method:
- Who are you – Beyond the business name, who is on your team, who is the leader of your business? Can they contact you easily?
- What are you– What EXACTLY do you want your customers to do…book an appointment, call you, order from you? Let them know exactly what you provide to solve their problem
- Why are you – Provide a bit of background about your business to allow people to begin the trust process. Why should they choose you over another similar business?
- Where are you – Put the Google Map on, clearly have your address and contact information smack dab on the home page, and declare if you are a local, provincial, national, or international business
- When are you– available to speak with, visit, shop from, open, or closed. On the footer of every page, if you have hours of availability, let it be clearly displayed.
- Keep a BLOG going: On a Blog you can launch a new product, service, provide industry updates, share your client testimonials, spread the word about events, and demonstrate your expertise in your field. Blog Regularly! Use key words and phrasing in your posts to assist with search results.
Keep your branding consistent across not only your website but across all social platforms. If your logo and brand colours, profile pictures, and business name is not consistent, it will confuse the ‘shopper’ when they find you on one platform, and then see something different on the other.
Go to your website with a neutral person and get their feedback. Is your content needing work? If you’re not sure if your content is up to snuff, contact us at www.ConsumerViewMarketing.com.
– Victoria Sautner
ConsumerView Remote Marketing Services and 368 Durham work with Small Businesses in Clarington and Durham Region, Ontario to create responsive, consumer-friendly websites from the ground up.
Contact Victoria Sautner for a consultation on your Website and Social Media Marketing.