Video Transcription:
One of the most common problems that you have with your website right now is how do you get people to stay on the website?
When someone visits your website — let's face it —you have seconds to capture their attention. If you don't they'll leave right away, so how do you keep them on your site?
There are three things that your visitor needs to know right away on your website. If you want to know what they are, keep watching.
Hi, I'm Tom, Founder and President of EZ Marketing, and you're watching AskEZ. This is where small business owners go to get real answers to their marketing questions.
#1: What Do You Do?
First, people need to know what you do. It's obvious to you. You think it's obvious to the website visitor, but it may not be.
Here's an example of a website that we recently rebuilt. It's the National Association of Watching Clock Collectors. Take a look at the before screenshot. Now imagining you're visiting this website for the first time. So what is horology? Are they a historical society do I have to be a member?
Before:
Now take a look at our finished website design with a headline of 'Educating the World in the Art and Science of Timekeeping.' Much clearer.
After:
And to make it even more clear about what they do, we have a section on the home page to visit the National Watch and Clock Museum – so now you know that you can visit them. We also have a section about the benefits of becoming a member, so now you also know that they're a membership-driven organization. This makes it much clearer about what the watch and clock collectors association really is all about.
So here are a few tips for you:
Use a clear and descriptive headline at the top of your homepage. It's a huge mistake to use fluffy feel-good phrases as your headline like "Reliability and Exceptional Service." Also, use images to help people visualize what you offer.
#2: How Can You Help Me?
Second, you need to be able to answer the question, "How can you help me?"
Remember it's about what's in it for them. They don't actually care about what you do; they care about how you help them.
So a tip for you is stop talking about yourself. No one cares that you're the best in town since 1946. If you talk about how you solve their problems, it will go a lot further.
I also want you to focus on the benefits not the features. So here's an example: "Know when hackers are stealing your passwords and stop your employees from giving them away." So let's contrast that with a feature which would be "24-hour password monitoring, employee training and phishing."
Which would you rather buy?
#3: What Do You Want Me to Do?
And finally you need to answer the question "What do you want me to do?"
If you want people to do business with you, actually have to tell them exactly what to do. Don't assume that they can read your mind or it's clear what that next step is.
I want you to use descriptive active language in your calls to action. So in other words, use "Buy Now" or "Schedule an Appointment" versus "Click Here" or "Submit."
We also want to highlight any kind of benefits that reduce their risk, so in other words: why should you do it? Maybe it's free or there's no obligation.
Also, if you can make those buttons and links stand out by using bright contrasting colors to make it obvious that it's clickable and don't clutter it in the middle of other stuff, you'll have a lot more success.
RECAP
3 big things your website needs to say within seconds:
- What do you do?
- How can you help me?
- What do you want me to do?
If your website design isn't attracting customers or making money for your business, that's a problem. I want you to download our free, no-obligation "Ultimate Website Buyer's Guide" to learn how you can get an effective website without the hassle.
