The past 4 months have been a bit of a "plot twist" in our lives, don't you think?
With more people being stuck at home (which means more time being spent online), it's vital your website is working for your business, not against it.
My #1 goal is to help you and your business win. (Get a quick website check here!)
So today I wanted to share with you, 4 reasons your website may be losing customers...
It’s important to take customers on a journey.
Too many websites dump all their information at one time and leave it to the visitor to navigate on their own. People get overwhelmed with too many choices and eventually leave.
You don't need all your information on your website homepage. A clear menu bar will direct people to specific pages where they can get more detailed information. Your homepage should be a teaser that leads people to ‘click the button’ for more information.
Keep your menu bar simple and clean. You don't need multiple choice of buttons, social media icons, login and shopping cart icons. Too much creates chaos for a visitor within the first 60 seconds.
It’s important to create a calm and logical order to your site that allows visitors to flow through smoothly.
If you give people too many ideas to choose from, or you don’t create a simple plan for them to follow, you’ll confuse them. And, when you confuse, you lose.
Always start with the problem, not your solution.
Too many businesses want to talk about their solution first. But, the customer needs to know that you first understand their pain.
You know the old saying, “People don’t care how much you know, they want to know how much you care.” If you can express empathy first, you can connect faster.
Empathy can be conveyed through your past experience or a simple sentence that articulates the feelings and emotions someone may be going through. It’s even more powerful if you can authentically say, “we’ve been there ourselves.”
I know you're super excited to share your solution because you believe in what you do and how much you can help your customers. But before you do that, identify the problem they have, and communicate with empathy before you dive into your solution.
Tell your customers what to do next.
This may seem like it's "too pushy", but people actually want to be told what to do.
If they’ve scrolled halfway through your homepage and like what they see, they want to know how to take the next step. Make it easy for them and tell them what that next step is. Rather than leave it to chance, be explicit in your instructions. For example, ‘Register Today’, ‘Schedule A Call’ or ‘Join the Waitlist’.
We think that by talking about our features and benefits, people will connect the dots and understand right away. Never assume that they know (for example) they will save time or money as a result of working with you. Tell them they will save time or money.
Don’t make them waste time navigating around your website trying to figure out how your product or service will help them. Tell them how and then give them a clear call to action.
Never play the hero. Always play the guide.
Too many businesses use messaging like...
* Our Vision
* Our Mission
* Our Team
* Our Clients
* Our Work
If I was a customer, my first thought would be..."Good for you! You’re amazing, you're a hero like me, but I’m really looking for a guide."
A good guide talks about the person they are helping and uses language and perspective that is focused on the main character (aka the hero... your customer).
So, can you even talk about yourself? And if so, where?
...Yes, there is room for you, in the section about the guide. (You may know it as your "About Us" page)
That is where you focus on empathizing with your customer and communicating your authority, such as experience, skills, expertise, perspective, certifications, etc. They need to know you are capable and qualified to help them.
People love to talk about themselves (and think about themselves) so remember to keep your messaging focused on ‘them’, not you, and you won’t lose them on your website.
Was that helpful? Maybe after reading this, you're still feeling unsure about your website?
Schedule a website check here so you never confuse your customers again. With more clarity, comes more sales!