The Number One Reason Your Website isn’t Working…And 3 Simple Steps to Fix It
There is a problem in the world of online marketing.
Most business websites don’t work.
Sure, business owners spend thousands of dollars to get a website that looks pretty. Perhaps you can relate. The website has a beautiful design, flashy graphics, is “mobile optimized,” and tells everyone how great the business is.
And that’s the problem.
Not the design – your website should look good – but that last part – the message.
The number one reason your website isn’t working is your message.
More specifically, your message is not clear. The words on your website aren’t working. You aren’t telling the right story.
Donald Miller, Founder of Business Made Simple and author of Building a Storybrand sums this up concisely:
“If you confuse, you lose.”
Clarity wins every time. Pretty websites don’t sell things. Words sell things. If you don’t have a clear message, you’re pretty much asking people to leave your website.
If your message is clear and written correctly, it’ll attract more people into your business and directly affect your bottom line. Yes, you’ll make more money – and without having to get more traffic to your website.
Here’s what to do:
Clarify Your Message
Cute and clever messages don’t work. Clear messages work. People will decide within five seconds whether they should leave your website or stay and learn more. And what’s the first thing people see that begins this deciding process? Your headline.
What is the first thing people read on your website? Think about it from an outsider’s perspective. If you knew nothing about your business and were visiting your website for the first time, what would your headline need to say to convey what you do and how it could help someone – in five seconds? Most of the time, business headlines are too vague or tell the visitor nothing that helps them.
For your website headline to be effective, it needs to pass the grunt test: Basically, if a caveman visited your website, could he understand right away: 1.) What do you offer? 2.) How will it help me? 3.) What do I need to do to buy?
That’s it. If you can answer those three questions right away, you’ll avoid confusion and people will be more likely to go deeper into your offer and learn more about you and how you help them.
Make Your Customer the Hero
Aside from a lack of clarity in your messaging, the most common problem companies make is that they make their websites all about themselves. People visiting your website don’t care that you’ve been around for 20 years, or that your dad started the business, or that you’ve won a bunch of awards. They aren’t looking for those things when they come to your website. They don’t need a hero. They need a guide.
If you make yourself the hero of the story, your customer will leave. They are looking to be the hero of their story. Your brand should be inviting them into a story and then giving them the tools and plan to be the hero of their own story. Your product or service is the means to get them there and you will guide them.
So, they want to know if you understand the problem they have and that you know how to solve that problem for them. Don’t talk about yourself. Talk about your customer. Make your message all about them. They are the hero. You are the guide.
Make it Clear and Easy for Someone to Buy from You
You would be surprised how many websites don’t tell their potential customers how to buy from them. Someone visits your website, sees your offer, and then gets told to “Learn more” or “Read the blog.” This is the worst thing you can do. Tell people exactly what you want them to do. Use a call to action that is clear and to the point: “Buy now”, “Call now,” and “Try now” are some of the best things you can say to get someone to take action.
When you don’t directly tell someone to buy from you, you are sending the unconscious message that you are not confident in your offer. Don’t be afraid to ask for the sale. Visitors to your website don’t want to waste their time. Simply asking them to make a decision will actually increase conversions dramatically. Clearly tell people what you offer and how you can solve their problem, then be bold in your ask. It will work.
If you are a business owner and your website is simply not working, let us know. We will help you clarify your message so people pay attention, position you as the guide who can solve their problem, and attract more happy, loyal customers. Your business is exactly what people are looking for to solve their problem. We’ll make sure they know it and see you as the best choice in your industry.
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