If you’re a marketing or business leader, you want customers to engage with your website and buy your products or services.
But, you’ve probably learned by now that you’re good at getting in your own way of success. I’m speaking from experience here.
When we communicate with customers on our website, we have our “business hat” on; which means we do everything backward from how the customer wants to see it, hear it, and experience it.
In short, we communicate what we want to say—not what they want to hear.
We do this by using photos of our team or our office building instead of photos of our customers using our products or services.
And we explain our services in the most detail but leave out the details that matter most.
And people leave. Never coming back. Never buying.
It’s because they’re looking for two things you never give them.
These things aren’t complicated. In fact, it’s so stupid simple you’re going to be kicking yourself after I tell you.
Here it is…
They’re looking to understand and be understood.
If you can give them these two things, no matter what you sell, they’ll want to buy from you. And there’s no better place to communicate those two things than on your website.
Let’s look at how you can use your website to give your customer what they want, starting with their desire to be understood.
1. To be understood
In order to be understood, your customers have to know you care more about their problem than your product.
This is something that we talk a lot about in the Websites That Work Coaching Program.
The reason most business leaders can’t seem to make their customers feel understood is because they have the curse of knowledge.
This is something you and your company need to avoid at all costs.
What is the curse of knowledge? The curse of knowledge happens when someone like you knows so much about their products and services, they project that knowledge on their potential customers. You care and you genuinely think you are doing them a service.
The problem is, most customers will only give you a couple of seconds to make your pitch on your website. That means it needs to be easy to understand. And the best way to be easy to understand is to make your pitch less about you and more about them.
Less about your product and more about their problem.
When you do this, and you communicate with empathy and authority, they’ll trust you and feel like you understand them.
This works because your competition isn’t doing this. They’re over there strutting their stuff and you’re over here caring for customers. While they may look better, you’re doing better.
And as I’ve mentioned before, what’s better than padding your pride with a website that stuns impressive is padding your pockets with one that sells.
Now, don’t leave out your product or service from your website altogether because your customers need it to win the day—just make sure it’s in its place.
So before you present your product or service, present your understanding of your customer’s life and their pain. They’ll feel understood and want to buy.
2. To understand
Second, they want to understand HOW your product or service will help them overcome their challenge.
In the Websites That Work Coaching Program, I teach a lot about the difference between information and transformation.
We go super deep in the program, but I’ll distill it down to a really basic principle here for you.
If you list all your products and services on your home page, people are going to get bogged down and lost.
Most agencies would tell you to break down your products and services into bite-sized categories so it’s much easier to digest what you sell. That’s good advice and would probably be helpful in a lot of ways. But that advice only touches the surface of the subject.
Your customers aren’t just looking to better understand what you sell or how your product works. They don’t need more features or facts. They don’t need to be bogged down by new releases.
Not that those things aren’t cool, because you worked really hard on them, but your customers want more than that. Your customers want much more than that.
They want to understand how your product works for them.
All you have to do is explain it to them.
Let me get real practical.
You know the Skittles tagline, “Taste the rainbow?” Skittles isn’t stupid. That’s exactly what your customers want. They want to get a taste of the transformation they’ll experience in their life when they buy from you.
So, on your website, do this: talk less about your products and more about how your products help your customers.
Make your website a profitable marketing tool—not a painful one
You know your website could be making more money for your business. But when customers don’t understand how your product or service helps them, they tune you out and take their dollars elsewhere.
Watch our free video training 5 Reasons Why Most Websites Fail to Deliver Leads & Sales, and I’ll guide you through a simple process that will help turn your website into a sales machine because you remove the obstacles that are stopping people from buying from you and implement automated and sustainable sales systems that could actually DOUBLE or TRIPLE your revenue.
Visit https://wearestructure.com/webinar/ and you’ll be able to sign up for the free training.