What are your website visitors really looking for?
By Tom Tortorici | TortoriciInc.com
When we’re creating a new or updated website for our company, we’re quite naturally approaching it from the point-of-view of, well, the company. As it turns out though, your website visitors will be eyeing the site from a very different perspective. The more we understand our perfect buyer’s goals, questions and buying issues, the better we can tailor our website to present their perfect solution. So what exactly is it folks are looking for when they land on your website?
1. They’re looking to see what you’re selling.
Since sellers are so familiar with whatever it is they’re offering, sometimes they don’t make it immediately clear enough to outsiders. Be more explicit than you think you need to be, because searchers on a mission want to know your core product or service on first glance.
2. They’re looking to see if you understand their issues.
Before getting into your product details, tap into the real-world circumstances and frustrations that triggered the buyer’s search for a solution. If people see that you truly understand their issues, they’ll have a lot more confidence that you can actually solve their issues.
3. They’re looking for a unique advantage.
Research what your competitors are doing on their websites, and you might find that they’re all pretty much saying the same things. So do something different. What buyer-focused benefit can you offer, or emphasize, that makes your product or service stand out from the crowd?
4. They’re looking for a good value.
Everyone — even luxury buyers– — want to feel that they’re getting a lot for their money. So promote the heck out of that ‘unique advantage.’ Or focus on a product feature that saves them money over time. Or show how your service helps them make more money.
5. They’re looking for what they can expect.
People are more likely to fill out your contact form if they know what’s going to happen after they send it in. Also, if you include a How It Works page on your site, visitors will feel more knowledgeable about your process, and therefore more comfortable about getting started.
6. They’re looking for others who were satisfied.
Testimonials and reviews are popular because what others say about us has more credibility than what we say about ourselves. Case studies can also be effective in showing results. But both are more meaningful if when they relate to that visitor’s specific needs.
7. They’re looking for what they should do next.
A website without clear next steps is leaving visitors high and dry. Prominent calls-to-action should include explicit benefits, not just “Click Here.” Also, consider having one call-to-action for folks who are ready to buy, and another one for those who are still researching.
By taking off our seller’s hat and putting on our buyer’s hat, we can do a more effective assessment of our new or updated site before it goes live. So be sure to build a good case on a logical level, and also hopefully connect on an emotional level. Because when people who land on our site are quickly engaged, they’re less likely to reach for that Back button.