When prospects visit your website, some are going to come in hot. These are the people who were referred or maybe they’ve heard of you before.
Some are going to be completely cold. These are people who came in off an SEO search… someone looking for what you offer right now!
On your homepage, it’s important to write and design your site so that your least educated prospect can understand it. It really has to work for both audiences.
One of the biggest mistakes small businesses make with their websites is they talk about themselves too much. It’s egocentric marketing that no-one cares about. So how do you fix that?
One way to do it is to write all the copy on your website write all the copy on your website from the customer’s perspective.
What information are you giving them?
- When they’re looking for a solution to their problem?
- When they’re comparing you to your competitors?
- To reduce the perceive risks of buying from you?
- To re-enforce their decision to become a customer?
- To continue to improve their lives so they’ll want to tell others?
It’s important to understand the customer’s journey. To guide them down a path. Make them feel welcome. Make them feel special.