How many times have you found yourself wishing you could find the perfect salesperson? The salesperson who is at the office every day clearly communicating your message and hitting the mark every time. When conversation begins between the prospect and salesperson, the prospect immediately knows that this salesperson understands them completely. Within just a few minutes they feel completely confident that your company’s product offering is just right for them. This salesperson can meet with far more clients than you ever dreamed possible. This salesperson is available right now, and is willing to work for you 24/7! That salesperson is your website!
Most companies view their website as a brochure, and tell every detail they can about their company. They talk about history, management team, fabulous products they carry with all the latest greatest features and on and on and on all about themselves.
You know what? Your customers don’t care about you, your products, or your management team. They only care about what’s in it for them!
The sad truth is whether you are receiving 50 or 5,000 visitors each day, you are simply wasting their time if you are providing a bunch of information they aren’t interested in.
If that is the situation you’re in right now, don’t worry! 95% of companies, including your competition, are in the same boat. The only reason you should worry is if you don’t do something about it.
If you take the time to clearly understand your buyers, identify main problems they are looking to solve, use that intelligence to create a content strategy to walk them smoothly and efficiently through the buying process, your sales will go through the roof!
When creating your content strategy, identify each type of buyer that could potentially arrive at your site. Once you have these different buyer personas, identify the common problems they’re looking to solve, and create clear paths to the exact information they’ll be seeking.
The best way to think about it is to imagine you’re meeting each one of your website visitors at the front door of your office. Imagine them looking at a menu above the receptionist desk and having them choose the problem they are looking to solve. Once they’ve done this you have the opportunity to lead them through the perfect sequential information flow which addresses every possible reason they might have for not buying from you. Once finished, your visitor can easily let you know what their interest level is by selecting one of the few options you provide them.
Quit treating your website like a brochure! You can communicate to your visitors with video, audio, written word and even through a conversational source (blogs, articles, discussion forums, etc.). If you have the option of communicating so clearly to your visitors, why aren’t you? Spend some time analyzing your current content strategy and if it is not communicating your offering to each and every visitor perfectly every time, change it. The beauty of the Web is that you can analyze every action that takes place on your website almost instantaneously. If something isn’t working, you can change it.
Take the time to train your "salesperson" correctly, and equip them with the ability to communicate to your visitors effectively each and every time. Your salesperson will sell for you 24/7 - even when you're sleeping!
