Imagine for a minute that you have just heard an incredible story about a new product on a news broadcast. The product sounded amazing. Almost too good to be true. The story you saw really piqued your interest, and, although your confidence is low that it’s as good as they say, you decide to do a search on Google to find it. Well what do you know, there it is - the top listing.
You click the link and end up on a great looking page that is organized very well. Not only that, the content seems to have been written just for you! As you continue to scan the site you are absolutely convinced this company knows you better than you know yourself. Every time you get to the end of a page it is as if they anticipated where you wanted to go next.
This scenario sounds like an impossible dream!
The reason it sounds so unbelievable is because of the frequency of which the complete opposite happens. You are intimately familiar with clicking the top listing and almost immediately clicking the back button on the browser, because the first listing is not what you are looking for. You repeat this process over and over until you finally find the company that provides the information in a believable fashion. Sometimes this search can go on and on until you simply give up.
The initial scenario is one you can accomplish if you simply take the time to plan it out. Think about it…
When you train your salesperson you don’t throw together an ill-thoughtout sales presentation and send them out to conquer the world! If you want to be successful you will not do this! You take the time to create a smooth presentation and think through all the potential objections the prospect can throw at you. Once you’ve identified these objections, you go to work to arm your salesperson with the ammunition necessary to pick off those objections one by one. If you spend the same time and focus on developing your online presence, you can have a salesperson that is effective every time!
When you are thinking through your website, consider the following:
1. Who are you trying to reach?
2. Why have they not chosen to be a client already?
3. What reason would they have for not considering your product or service as a viable offering?
4. What are the most important benefits your buyers are looking to receive?
If you take time to answer each of these questions, you will be equipped with the information necessary to create compelling content for your visitors. Keeping these facts in mind while you are creating content will help gain an immediate connection with your visitor. They’ll quickly realize that you understand them.
You need to make sure that every page and every word of your site content has a purpose. Continue to ask yourself throughout the process, “What is the purpose of this?”
Doing this, visitors will feel as though you are anticipating their every move. This attention to detail will create ideal conditions to begin a strong relationship with the visitor. You’ll go a long way in gaining their trust that you can deliver on the promises you are making.
If you create your website with the purpose of intentionally connecting with your visitors and providing them with an incredible amount of value - without requiring them to buy something - you’ll be amazed at the results!
Make sure you know the purpose of every page and tactic of your site. Strategically building your site’s content based on your purpose cannot cause you to fail!
