If you’re sitting around wondering why your website isn’t doing a thing to earn its keep, then this article is for you.
After all, if you’re like many marketers, you’ve spent a pretty penny having a web designer come up with a look and feel along with plenty of bells and whistles for your online presence.
The compliments flow. ‘Oh, it looks so clean!.’ and ‘What great graphics!
The problem? No one visiting your site is taking the next step in your selling process. They don’t call or email.
It’s almost like they don’t ‘get you’ and definitely don’t understand how you can change their lives.
Chances are, they DON’T get you. Why?
Well, if you’re like many marketers, there’s nothing on your website to get.
There’s no story. No selling. In short, there’s not much of anything they can’t find on just about any other site in your industry.
And THAT’S a big problem if you’re trying to make sales.
If your website isn’t generating sales inquiries, chances are you don’t have enough copy that your prospects can use to make a buying decision. Or, at least, getting them leaning in the right direction.
Something happens when marketers take their selling story online.
I see it time and time again.
In a face-to-face selling situation, it’s unlikely anyone would sit down with a prospect and begin the conversation with:
I know you’re here to solve a problem or fulfill a need. That’s great.
But here are my rules:
I’m not going to answer any questions beyond the basics. You’ll have to figure out why you should buy from me.
Forget pushing me to tell you WHY we’re a better choice than our competitors. I know why, but that’s our secret.
Don’t expect me to be concerned with your emotional needs. I don’t really care WHY you want my product or service. Feel free to at our cookie-cutter graphics and skip through the usual blah blah you see everywhere else like, ‘we’re #1’, ‘award-winning’ and ‘best in class.’
But that’s it.
Why do we do what we do? C’mon. Cause people like you need stuff like ours.
Who are we? Where are we? Why does that matter? Do you really care?
Look, we pushed our products and services at you. Just give us your money and trust us…we’ll look after you.
Now, before you start thinking ‘that sounds ridiculous’, you MAY want to take a critical look at YOUR website.
Because the exchange above is EXACTLY the message 90% of the marketers out there are sending to potential clients and customers when they publish websites that…
…Lack complete information prospects can use to understand the value the marketer offers. Many site owners have fallen for the ‘no one reads copy’ lie many web designers feed them.
…Don’t explain why the prospect should pick them over the competitor. There’s no unique selling proposition.
…Use an About Us page that could be cut and pasted on any competitor website and no one would know the difference.
…Make no attempt to develop any trust or credibility with the reader. Many don’t even show a physical address.
Look at your website. If you were a potential customer arriving for the first time, would you consider buying from YOU?
Is there enough information on your site to move a prospect through to the next step in your buying process?
Or, are you simply peddling the same stuff your competitors are hawking and hoping that you somehow win the bun fight over price that inevitably ensues when no value is being presented or questions answered?
Click here to see what can happen to your sales when you present your prospect with enough information to make a buying decision.
If you want visitors to your website to make a buying decision, you need to give them enough information that identifies the value you offer and answers their questions and addresses their objections.
For a complimentary, 25-minute chat about how to make some critical changes to your web copy so your site generates more sales leads, email me and we’ll set aside a date and time so you can start attracting more customers.