When you think of a typical small business website what pages do you think of? Look at your website, what pages do you have?
What does the home page say? Does it talk about how long you have been in business? Do you have a list of Associations you are a part of? Does your about page talk about the history of your company and all of the awards you have won?
Those things are all fine and good…but they are not immediately important.
Notice I said not IMMEDIATELY important. I am not saying your prospect will not want to know that information. It is just not the information that they need to know about your business in order to make the buying decision.
Think about what is important to you when you are looking to buy from someone. Is it important that they have won 5 awards or that they are able to solve the problem you are having? Do you want to know HOW they can help you or how long they have been helping people?
What you can do to help people is more important than how long you have been doing it. They want to see happy customers. They want to see videos showing exactly how you want help them.
Your website should focus on your prospect. Talk to your customers and ask them why they made the decision to buy from you versus your competition. Then focus on those reasons. Add answers to the most asked questions you hear from prospects.
Your home page should answer these questions clearly to show why you are the best choice. It should talk TO your prospects instead of about how amazing you are.
Things like great customer service should be a given. If you go to your competition’s website and see them talking about the same exact things you are, maybe it is time for a change. Figure out why you stand out. Figure out why you are the better choice and then focus on those reasons.
You should still have the awards and the associations, but they should not be the focus. Some prospects will need to see those things to tip them over the top in their decision. However those things are not what will keep their interest when they first begin considering you.
Your website should be about your prospect, not about you.
