The Thursday Stop is the time during my week that all things stop for a few minutes to reflect about my business and life. I use this time as a mental breather, to look back and forward at the direction things are going. Occasionally, I recall questions from customers and clients and share my answers with you.
In this Thursday Stop, I am talking about small business websites again. I deal with them on a daily basis for many clients. What I run into most often, is the small business owner who wants a website that does everything they can dream of. But, the reality is, when a small business website tries to do everything, it really doesn’t do much of anything. So, to make things clear, I want to go over what a small business website does well and why.
For new or established businesses, your website has 2 major functions. New business and retaining business, that is all. There is no need for additional features unless they support these 2 major functions. The focus of any type of marketing, including having a website, is to create interest and conversion.
There is a thin line where you want to give enough information to get and keep interest, but not too much to give everything away. I’ve watched as many of my new client’s minds explode when I make that statement (figuratively, not literally). They want to share everything, because it is all exciting to them. As they prepare a rebuttal, I quickly follow up with “Why would a potential customer contact you if you have bored them to death with details?” I don’t usually get a response.
Forget the HOW – Focus on what you do and why your customers want it from you.
You see, most people do not care to know how things work or how it’s made. For your potential customer, they just want to feel confident in your business’ capability to deliver results. If you can focus your website on these elements, you will find a greater interest in your audience for the work you do, which will lead you to new customers.
Once you can show your website visitors that you know your craft, you know why people want it, and have evidence to back it up, all you need to do next is to show them how to get started as a new customer for your business.
What is your website not doing for your business?
Leave your answer in the comments section below.
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