Can you answer these three questions without hesitating?
Can you tell me in 25 words or less what your company does without using any $10 words?
Can you rattle off the top 3 problems you solve for your customers, in their words?
Have you ever asked a company why they bought from you?
If you’re hesitating you probably don’t have a very deep understanding of what your company really does for your customers and this is not, unfortunately, unusual.
But wait, you say... I know my products and I know what my customers buy. That’s all I really need to know, isn’t it? Yes, that’s fine if your goal is to be commoditized but “not” if you want your company to grow, be recognized and known in your industry or community.
Most of us were brought up in business to learn the features and benefits of what we do or sell so we could rattle off the feature and then say, “and, what this means to you is….”
I don’t think this works very well today when dealing with an educated buyer who has already done significant research on various websites, including yours.
In years past the buyer had little knowledge about your product or service and depended on sales brochures, fact sheets and your salespeople to provide them with the information they needed to make a buying decision. It’s different today because so much information is available to us on the Internet.
With just a few keystrokes in a browser, buyers have virtually unlimited access to information about your market, industry, and your products. They can also find out how others feel about your company, i.e. are they happy they bought from you, do you stand behind your products, do you deliver quickly and if you make it easy to be a customer.
Like everyone else you know, buyers are busy, distracted and pulled in multiple directions each day. As a result they want to find answers to problems and they want it to be easy and friction free. They want you to demonstrate that you understand their issues and problems.
So, why do you need to know the answers to the three questions I asked in the beginning?
If you can’t state clearly what your company does, how can you expect your prospect too? If you can’t clearly identify three key problems your company solves why put that burden on the prospect?
This brings us to an important question... What is your website doing for you? Can it answer these key questions? Probably not. If it does not address your potential buyers’ problems with solutions that are easy to understand and in their words why should they spend more time on your site? The answer is, they won’t. They will leave quickly. The technical term for this is “bounce”. If new visitors come to your site from a search bar or link they found on the Internet and don’t find any answers to their questions… they will bounce.
Want to stop them from bouncing or at least slow them down? Start by understanding how well your website is performing and how it ranks versus your competitors. Once you know where you stand it’s much easier to come up with a plan for improvement.
For a free website evaluation and thoughts on where to go from there click here to get started.