Does everyone know who you help?
When a visitor lands on your website, can they know within about 3 seconds if you help people like them?
Because, that’s what they want to know. They care about how what you do can apply to them. Not being able to figure that out is worse for a visitor than finding out that you help out folks with problems other than theirs.
If a visitor is confused by your site, they’re not going to have very warm & fuzzy feelings towards your business. You’ll miss out on sales because people will bail pretty quickly rather than spend time sifting through your site to see if you can help them.
Be upfront and put this at the top of your website along with your “What you do” information. You can add it to:
- the home page hero image overlay text in big letters,
- in your header by your logo,
- in the first paragraph of information at the top of the page,
- basically at the top of your home page or landing page.
Don’t hide information on your About page. I work with a lot of people who say, “Yes! I do have that info – it’s on my About page. I don’t want to put that on my home page because I don’t want to alienate anyone!” You can use the About page to support what you do and who you do it for, but that info has to reach the visitor before they they’ll even check out an About page.
And, let’s have a quick chat about not wanting to alienate anyone. Actually, you do want to alienate some visitors -the wrong ones. The ones who will never be a customer or an fan or an ambassador. (they don’t have actually buy from you to be good to have around)
If you think about it and you read my posts from last week, this is lead generation and passive lead qualification as well. The wrong visitors will take up your time, cost you money in bandwidth, cost you money by hanging out on your email list, and generally won’t be good for you. Yes you want to alienate them.
Now, the right people – the ones you want around – will be pleased that you let them know they’re in the right place. This is awesome because you’ll be starting this relationship with a positive impression.
Go check your website. Can someone tell what you do and who you do it for within 3 seconds of landing?