I had a client meeting today with a local entrepreneur who has been in business for over 20 years. She has created a solid business and wants to see it continue to thrive. We hopped on a discovery call to talk about her websites. Unfortunately, yes, there are two. For whatever reason, she kept an old one to see how the new website would take off. And unfortunately, the new website was created by a corporation that spills out several websites by the thousands and makes big bucks renting them to the consumer, and it just didn’t hit the mark with the new website. And if you were to ask me, why doesn’t it work? I’d say-
Because nothing about their website speaks to their customers. It doesn’t address their problems, and it certainly doesn’t solve them either. There is very little evidence of why a customer would hire them. It just floats paragraphs with: “This is what we offer …. Give us a call here….” It might as well say, “You can call us if you want, but we really don’t expect you to.” And that’s not good!
A website needs to communicate. I don’t mean to say what you offer. I mean, have a conversation. That’s the number one rule with Copywriting and great Website Development. Know your target market so well, you can have a conversation with them without even being in the room. Your website should always work for you, not against you. Listen to your customers and what they need, want, and ask. Take every possible issue or question they may have- and find the solution. And then, post it on your site. And say it with enthusiasm. If you don’t get excited about what you’re trying to sell, good luck finding others to do that for you. That’s the hard truth!
Your website is the first thing the next potential customer will use to test you. I hope everyone succeeds with a passing grade. But if you’re not, let’s talk about how to get there.