Your website is a critical component in your overall marketing strategy. Your ideal website must be both easy to follow and convincing, while supporting the overall brand message.
1. A concise and easy to comprehend catchphrase/tagline (3 seconds rule)
Before you create your catchphrase/tagline, you need to think hard about the message of your brand. Your brand message should highlight your expertise and appeal directly to your customers. For example, if you’re a handyman, you can repair anything, anytime, and at a very reasonable cost. If you’re a tutor, you help students achieve more than they ever thought possible.
Avoid the curse of knowledge!
You only have three seconds to make your pitch to potential customers, so it’s critical that your catchphrase/tagline is easy to follow and impressionable. Don’t bog down a potential customer with too much product information or a lengthy story of why you started the business. Your catchphrase/tagline (if there is one) can get lost in the clutter. Try focusing on clear and concise language that you can build your digital brand around. For example, “you’ll be amazed by your child’s improvement.”
Here are other examples:
- We clean gutters
- Your lawn will look perfect
- Get fit with a personal trainer
- Let us cater your special occasion
- Lease an apartment within walking distance of work
2. Group your products/services into two or three categories
It’s important to have an aesthetically pleasing and well-written website, but you make your money with a clear call to action. The call to action is how you close your sale. Your customer should not have to spend valuable time trying to figure out how to contact you. Simply put, if a customer can’t find a clear way to set up an appointment, or to get a quote, they move on to someone else’s site.
3. Include a clear call to ACTION
It’s important to have an aesthetically pleasing and well written website, but you make your money with a clear call to action. The call to action is how you close your sale. Your customer should not have to spend valuable time trying to figure out how to contact you. Simply put, if a customer can’t find a clear way to set up an appointment, or to get a quote, they move on to someone else’s site.
Utilize your primary revenue stream
The clear call to the sale on your website should be an option to make a selection from your primary revenue stream. Use phrases like, “Place an order,” “Get a Quote,” “Buy Now,” or “Schedule an Appointment” (If your primary revenue stream requires a meeting). This option should be to press that appears on an easy to press an easy to press button that appears on every page of your website. You should focus on making it clearly visible, colorful, and convenient to press.
4. Use image based selling
A website is about the customer, not the company, and the images you select should reflect this customer centered approach. Don’t use pictures of your building, but do use images that tell a story of greater happiness for those who purchase your products. Think about it; there is an internal problem at the source of every Internet search, and people ultimately purchase solutions to satisfy these internal problems. The parents of a child struggling in school feel powerless to help, and they hire a tutor to reduce their feelings of guilt and frustration. By showing images of happy people who have had their internal tension satisfied, you will be more likely to sell your product to other people looking to eliminate their own tension.
5. Answer their fears
When customers search the web, they’re on a journey to find a solution, but the fear of the unknown can often get in the way. The Frequently Asked Questions page on your website is where you answer these fears and hesitations. Some businesses overlook the FAQ, or don’t even bother including it at all. Unfortunately, these businesses miss out on a pivotal opportunity to gain the trust of the customer. Most people have a laundry list of fears that you need to erase before you can make them a customer. Your task is to mediate these fears to empower your potential customers to make the decision to choose your brand. Your list of frequently asked questions should reassure your potential customer that you have worked out all the kinds in the process. Develop a well thought out FAQ page that answers specific questions to reassure your customers of your expertise. If you’re a handyman, you may want to highlight your skill set, your hourly rate, and the fact that you’re insured.
An important one!
6. Become a thought leader
Be ready to leverage your personal brand on a variety of digital platforms. On your business website, include links to articles or blogs you have written about your industry, seminars you are hosting, and endorsements that you have received. These measures will establish your credibility, connect you to your customer, and encourage sales.
Follow these six tips, and you’ll be pleased with the increased success of your digital brand.
About the Author: Roy Abdo
Roy Abdo is a Visual Storyteller and Brand Manager at Gallup, founder of Digital Revamp, and Adjunct Professor of Marketing at Virginia International University. He focuses on empowering businesses and individuals in telling their unique stories.
This article was inspired by a piece by Donald Miller
Photo by JBB, HVAC & Home Repair http://www.jbb-va.com/ www.saxwdc.com http://www.benjaminfranklinplumbing.com/blog