Talking about what you do and how long you’ve been in business just doesn’t appeal to the majority of your website audience. You must talk about the benefits of what you offer and what it will do for the people reading it and their businesses.
It’s not about you it’s about them
Your Life History
Nobody cares about your life history on a website.
How many websites do you see that talk about how long they’ve been in business, how they started in their grandfathers’ garden shed, 27 years ago with only their pet dog for company.
They talk about their struggle to get their business off the ground and how wonderful it was to move out of the garden shed and into their spare room, though it was tough at first with their three children…
Boring ! People don’t care!
They want to know what your company can do for them, quickly and precisely.
Yours is probably just one of many other websites, waiting in a search engine list. If your website starts to waffle and doesn’t get to the point, they’ll close your website and go right to the next one in the list. Usually that of your competitor.
Keep it Simple
You have to get your message across clearly, swiftly and keep it very simple. Don’t use technical jargon if you can help it.
Never assume that people know as much about your business as you do – they don’t!
If they did, they’d be doing it rather than trying to find you and your website. Tell them, tell them and tell them again, so that they get the message about what it is you can do for them.
What’s in it for them
Marketing aficionados call if the ‘WIFM’ statement. What’s in it for me?
People visiting your website want to know what’s in it for them – everyone is selfish and is only looking around your website because they want something for themselves or their business.
You have to tell your website visitors what they will get from your business. Tell them why you are different from the rest. Why you are better.
Benefits versus Features
However in doing this you need to keep telling them about the benefits that they will receive.
So what’s the difference. Simple.
A feature is a fact about something: An iPod has 4gb of memory for you to store your music on.
A benefit is how it will affect someone: An iPod can store up to 30,000 songs for you to listen to on the move, wherever and whenever you want.
It’s very subtle, but a benefit makes people want something, it’s make them think “hey that’s me”
The That’s Me Statement
Making someone think “that’s me” is what your website content is all about.
If you can make your reader believe that you are specifically talking about them, they are more likely to convert into a paying customer, give you a call or click on that buy now button.
They want to feel that you have tailored everything about your website to them and them alone.
Once your readers start thinking “that’s me” you”ll be starting to convert visitors into customers. They’ll be starting to get interested in what your business can do for them.
Your website content has to be all about convincing your audience that the services and products you provide will enhance their business. That they will gain something from using you, rather than someone else.
Don’t just talk about “we” or “I” on your website.
Go through your website content and anywhere where you mention “we” and “I”, replace it with “you” and “your”.