Your website exists to help your prospective customers achieve certain business goals, solve a problem or fill a need. Yet, why is it that so many websites focus on the company, the business and the products behind the website, instead of focusing on the customer?
Almost every website is stuffed with the company’s history, company description, company’s products or services and how they have forged a landmark path in their industry (yes we are guilty as well). There is the ever popular mission statement, owner or executive team bios, lots of back patting about the general greatness of the organization and its staff. They include lots of text regarding their expertise.
What many sites do, in other words, is they focus on “me” (the company, the business, the products and services). They use language throughout the site referencing “we,” “us,” “our” and the company name.
No one says that there isn’t value in presenting your accomplishments and obviously it is important to perspective buyers to know who you are and what you sell. However, if you want to increase your sales dramatically, try adding in a little more of the “what can we do for you” and a little less of the “all about me”. Change the focus of your website from “me” to “you” (the website visitor). And watch your sales grow. It’s as simple as that.
So, instead of writing about how great your company is, write about how your company solves your site visitors’ problems. Instead of going on and on about your products, demonstrate how your products help your customers. Prove how much they will value your products and services. For example, if you are a management consultant, instead of writing exclusively about your qualifications, describe the problems that you typically see your clients experiencing, and explain how you helped them through the crises and on to growth and profits. The more you can help your site visitors envision you helping them with their lives, the greater likelihood that they will be compelled to contact you.
Remember, it’s all about you customers and clients. Because without them, the “you” is playing to an empty room.