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Your company's message needs to be about helping your prospects achieve the personal transformation they are looking for.
Your website is much, much more than just a virtual billboard advertising your company to all the cars speeding past it on the internet superhighway. It's the focal point for your digital marketing program, the centerpiece of your online promotional efforts.
It's the opening to your sales funnel. You use multiple marketing tactics including social media, paid traffic, free business directories, email marketing and other methods to regularly drive new traffic into it.
The luxury your website affords you is that it's a place where you can share your story, exactly the way you want it told. That valuable piece of online real estate is yours to do with as you wish, but with it comes a temptation to focus solely on your business and the products or services you sell.
The story you tell there and in all of your other marketing content has to go well beyond simply describing who you are and the products and services you provide.
Many business owners make the common mistake of devoting their entire website to talk about themselves, how great they are, how they have the latest equipment, nicest offices and all that. That's fine up to a point, but frankly, new prospects couldn't care less about you.
What your website visitors really want to know is whether or not you can help them solve their problem or satisfy their need.
Your website must describe the personal transformation your products and/or services are going to give your visitors. Visitors are new prospective customers and they want to know how their lives are going to be improved by doing business with you.
At the end of the day, your website's main marketing message should be about their transformation.
When you use your website and other marketing collateral to paint a picture describing how their lives will be transformed for the better, you'll improve your odds of converting prospects into paying customers / clients / patients.
Take a critical look at your website and other marketing collateral through unbiased eyes. Is it too me-oriented?
When you focus on making your website's messaging more about the prospect's needs and desires, you're likely to see better conversion results from it and more new business. And isn't that what you really want?
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