People do not visit your website to learn more about you. They are looking for a solution to their problem, and whether or not you are it.
The day of the brochure website has come and gone. People are no longer visiting your website looking for a brochure or a flyer about your business, the awards you have won, and how awesome you are. Today’s web searchers are savvy and busy people, and they are looking at your site to learn one thing, and one thing only: Can your business solve their problem?
Your website should..
Clearly identify the problems you solve
Make it easier on your prospects, and clearly identify the problems you solve, and how it aligns with their needs. This will allow your prospect to relate with your brand, and will help to disqualify those prospects that simply are not a match for your services or products.
Answer your prospect’s questions
While prospects are not looking to learn more about you they are still looking for information on how you will help solve their problems. Answer the most common questions and objections up front to establish trust, credibility, and increase the alignment between your prospects and your business.
Engage and Educate your prospects
Provide information and education to your prospects. As a source of information, prospects will trust your company more and be more likely to purchase from you.
Convert Prospects to Leads
You must create great content and nurture your visitors through channels that give them the opportunity to opt in and continue interacting with you. Get off the web marketing merry-go-round, and stop wasting your time with ever changing sources of web traffic. When your prospects land on your web site, connect with them and continually solve their problems.
Be easy to explore
Your website is a journey. Each page should have a specific purpose and strategy. The flow from page to page should be seamless, guiding your prospects deeper into the information and education you provide while minimizing the need to stumble from place to place in search of useful data. Keep your navigation simple and straight forward, avoiding ‘clever’ navigation and dropdowns and submenus. Use growth driven design practices to help identify the pages your prospects need to see, and avoid wasting time developing unnecessary content.
Play nice with search engines
Search Engine Optimization isn’t dead, but the game has changes. Write your pages to educate and inform your prospects first, and appease the search engines second, or even last. That said, even though you are writing good content meant for human beings, make sure you have your keyword optimization and technical SEO solid. When the search engines see how your prospects love your content, this preparation will help!
Be powerful, and easy to maintain
Minor issues can have a major impact on your traffic or how well you convert your prospects. Managing many popular open-source blogging/CMS options can be complex, and offer quite a bit of risk to your organization. Teaming up with a solid site management platform, or a knowledgeable partner can make all the difference. We prefer HubSpot, and recommend it to our customers – one of the most powerful, secure, and easy to manage platforms out there. Whether you are on HubSpot, WordPress, or Drupal, we can help.