“Why should I buy from you?”
This is one of the key questions that new customers visiting your website will be asking. It is the main question your website needs to answer.
Sounds simple, but it actually takes a little work to get this right.
There are three main aspects that you should take some time to consider before you even get anywhere near Wordpress or Squarespace etc!
Your website must do these three things in order to demonstrate that yours is a company that they want to engage with and buy from.
1. Resonate - You need to attract and engage your customer
2. Differentiate - You need to be able to say why you are better than the competition.
3. Substantiate - You need to prove you can deliver.
Chances are if your website and more specifically your homepage are not doing these things then you are probably losing customers for no good reason.
Sometimes these elements are described as your ‘value proposition’. So let's explore these a little more.
Resonate - Attract and engage your ‘ideal clients’
This is all about clearly identifying your target market. It is essential to try and ensure that your website works hard to talk to this market in a way that makes them feel comfortable. They need to feel that you know and can solve whatever problem they need solving. If you are a fitness coach who specializes in prenatal yoga, chances are your target market is quite different to a fitness coach who specializes in weight lifting!
So work out who your target market is and make sure your design and copy work hard to persuade that ‘ideal client’.
One of the tough issues here is deciding how far down the road do you take your website in order to resonate with your target market. Or how niche are you willing to go?!
Marketing is most effective when it is tailored to a very specific target audience. This is great when producing specific sales funnels or email marketing campaigns, however if you are like me you may be nervous about ‘niching down’ too much, especially when it comes to the design of my website.
My advice is that whilst it is essential to target your marketing at a specific niche for an effective campaign, you may want to design your website in a way that resonates with a slightly wider market than just that of your direct niche.
I am not saying make it bland or try to appeal to everyone, but if your business is just starting out and finding its feet (and most profitable niche) then take this into account when designing your site. You can always go back and change it later as your business develops.
Differentiate - Stand out from the crowd
In order to stand out from your competitors work out what it is that differentiates you from the competition.
Are you locally based?
Do you have a unique skill or set of skills?
Does your experience make you stand out?
Do you offer a guarantee that nobody else can match?
Can you deliver faster than anyone else?
You need to use your differences to your advantage. You also need to make sure you communicate these clearly - so they are not lost in a sea of information.
These differences will not only help persuade people that you or your company offers something special, it also acts as a bit of a safeguard against people trying to negotiate on price. If you are the only yoga teacher in town, then that’s great news for you! Use this to your advantage.
Your website homepage should make this difference completely clear. This could be your unique selling point. Don’t be shy at telling the world!
“Come join me and learn from Seatown’s only ashtanga yoga teacher!”
So you have connected with your potential customer, they know you’re the only show in town. Now you need to backup your claims.
One of the easiest ways to do this is to provide real life testimonials from previous customers. You need to make sure these stand out and ideally have pictures of your customers along with their name and company (if relevant). This really helps with your credibility.
Case studies are also good (if you don't have testimonials) and you can go into a little more detail about how you solved a previous customers problem. Be as specific as you can. Give actual results if possible.
If you have professional accreditation make these obvious.
So once you have planned these three elements you can start designing your site. Or if you have one already, check to see if it does these things well.
Design your site in a way that does all these three things well and you will be well on the way to making more sales than ever!