Have you ever engaged in a conversation with someone only to realize they talked about themselves the whole time? How did you feel when you walked away? Probably not great.
Similarly, your business website should not be a one-sided conversation. It is common for businesses to make their website all about them—how great they are, how long they’ve been in business, how many employees they have, etc. In most cases, customers don’t care about those details. They care about whether you can solve the pain or problem they’re currently facing. That’s the question burning in their mind.
Your website must be customer-centric rather than business-centric.
For everything on your site, ask yourself this: “Do my potential customers really care about these things? What’s in it for them?”
Shift the Focus to Your Customers
Did you know visitors spend just a couple of seconds scanning your website before making a decision to leave or stay? When a potential customer lands on your website, it is imperative to answer their questions quickly to keep them on your site. This means taking the focus off your business and shifting it immediately to your customer. As they click through your site, customers are asking themselves:
- “Am I in the right place?” It may seem obvious, but if a customer is looking for IT services for their business, they’ll leave the site quickly if the page they land on has no pictures or text about IT services on the homepage.
- “Do you understand my pain/problem?” Remember, the customer has some pain or problem burning in their mind, which has sent them seeking a solution. Through the content (text, images, videos, etc.) of your site, show that you’re well aware of their problem. For example, you could say, “63% of small businesses say their IT provider is unreliable.”
- “Can you solve my pain/problem?” Now that you’ve acknowledged the problem, show that you can solve it. For example, you could say, “97% of our customers give us top scores for reliability.” Throughout your site, support that assertion that you’re reliable.
Prove Your Business has Solved this Problem for Other Customers
Customers want to know that you’ve solved their problem for others. Providing testimonials of how your business has helped others is another great way to prove that you’ve actually done what you claim to do. Continuing with our IT services example, your website could display testimonials from customers who praise your ability to communicate with non-technical people, or your incredible dependability. By sharing this real feedback, your business will quickly gain credibility with new customers.
Perform An Audit of Your Site
Finally, it may be helpful to hire someone to help make sure your website is focused on your customers and not just your company. An outsider will be able to help identify red flags and make suggestions that you, being so close to the business, may be unable to see.
Looking for someone to help make your site more customer-centric? Contact OptimWise today!