Time has gone by since the last post … Did I miss you? I am a freelance specialist in website creation, I also use webmarketing levers to bring traffic and convert visitors into leads and then into customers. This is where the shoe pinches quite often, because the website itself is often not action-oriented …
- Do you have a website and want more traffic?
- Have you hired someone to manage SEO?
- Did you hire someone to do ADwords?
- Have you hired someone to sharpen your arguments with a scalpel?
If you answered no to the last question, then you are not at your maximum potential to turn visitors into leads / customers.
We left for the overview of these 2 errors that we should no longer see on the website of a company that expects results from its website.
1. Talking too much about yourself
You don’t need to bathe them with your values and your story right at the top of the home page, I see it often enough to tell you that it doesn’t work.
You should focus your effort on the top of the page to explain the following:
- What you do ;
- For whom you do it;
- Why what you have to offer is useful to the visitor.
The truth is that the visitor doesn’t care at first. Before trying to find out if you have two months or ten years of experience, he needs to know if what you are offering him matches him.
Keep it simple, sometimes two sentences are enough to shorten a paragraph with vocabulary of your trade completely incomprehensible to your potential customers.
You have to think of your web presence as a salesperson / nanny.
The salesperson to make you want to go further and take out the checkbook, the nurse, because you have to feed your visitor.
And without metaphor, what does it give? Well, that shows that a study has shown that 60% of the decision is already made when the prospect comes into contact with a salesperson. In the era of 2.0 lead fishing, you must do everything to convince the visitor that what you offer and does for him. In addition to this, you must speak the language of your client.
2. Don’t speak your client’s language
Transition all found. If in addition to not understanding what you are doing, they do not understand your vocabulary, you are in trouble! You have several levers to send a message on the web:
- The text ;
- Images ;
- The video.
Contrary to what one might think, I recommend 10,000% to use an image to support a text (it can be a text of a sentence or even, a few words) and not vice versa. The difference may seem blurred at first glance, but read carefully:
- A text well written and thought to act on a background of an evocative photo;
- An evocative photo with a boat mention: “listening to our customers” / “Our engine is your satisfaction” / “Argument more boat, you die”.
Which do you think works best?
So focus on structured writing to inspire and take action! It’s the design that supports the message, not the other way around.
Regarding the video, I recommend operating on the same principle as described above.
In some cases, video works much better than text. However, making a video with text underneath it is the assurance of continuing to keep the visitor in suspense, even if the desire takes him to scroll.
And now, how do you speak the language of your customers using the best practices described above?
- We make it clear that we have clearly identified the problems of the target;
- We press on it and explain how effective solutions are provided.
Think Reverse Pyramid, give the most interesting and go into the details later. Do not try to hang with technicality (unless your target customer really needs it), because you will lose the visitor.
To sum up, your website should not praise who you are, but what you do and why it fits 100% with your target’s worldview.
You have to go to the basics and cut in the fat. If you are unsure, remove. Send simple messages.
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