Imagine for a minute, if you will, 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 go through the site you are absolutely convinced this company knows you better than you know you. Every time you get to the end of a page it is as if they anticipated where you wanted to go next.
I am sure this scenario sounds like an impossible dream!
The reason it sounds so unbelievable is because of how frequently the complete opposite happens. You are intimately familiar with clicking the top listing, and almost immediately clicking the back button on the browser.
You then repeat this over and over until you finally find the company who provides the information in a believable fashion. Sometimes this search can go on and on until you simply give up.
Well I am here to tell you the intitial scenario is one you can accomplish if you simply take the time to plan it out.
Think about it…
When you train your sales person you don’t throw together some ill-thought out sales presentation and send them out to conquer the world! Not if you EVER want to be successful you don’t!
You take the time to create a smooth presentation and spend time thinking 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, and they don’t even drink up all your coffee or cut out of work early to play golf. 🙂
When you are thinking through your website you need to consider the following…
- Who are you trying to reach?
- Why have they NOT chosen to be a client already?
- What reason would they have for not considering your product or service as a viable offering?
- What are the most important benefits your buyers are looking to receive?
If you take the time to answer each of these questions, you will be equipped with the information necessary to create content that is very compelling for your visitors. Keeping these facts in mind while you are creating the content, will help you gain an immediate connection with your visitor. They’ll quickly realize that you understand them very well.
You need to make sure that every page of your site and every word of your content has a purpose. Continue to ask yourself throughout the process, “What is the purpose of this _____.”
If you do this, your 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 also go a long way in gaining their confidence 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 of your site and every tactic you are using. If you keep your eye on the ball and strategically build your site’s content based on your purpose, you can’t lose!
