How To Connect With Your Audience Through Your Website
A lot of agencies only focus on design when building a client’s website. Don’t get us wrong, we love designing beautiful websites, but the most important part of a website is the message. A business could have an interactive, modern, and entrancing website but that’s not the point. Ultimately, the purpose of a website should be to make your business more money and you can only do that if you connect with your audience.
Who is your target audience?
If you’re not sure, let’s address that problem first. When asked “Who is your product for,” most people respond with “It’s for anyone.” This answer could be true, but when you are selling to “everyone” it makes connecting with people very difficult. Your prospective clients want to come to your website and realize your product or service is for them. When you hone in your messaging to focus on one type of person, everything suddenly becomes clear.
Remember to not just stop at “businessman,” for example, keep going. Is that businessman married with kids? Where is he working? Why is he stressed out everyday? What are his goals? As you start to answer these questions, you are starting to develop your core messaging already. If you know his problems, you can easily appeal to them. If you know his goals, you can help him get there!
Decide if your prospective client is problem-aware or solution-aware.
Let’s stick with this “businessman” avatar. If your product is a mobile car detailing service, for instance, you have to determine if he already knows about the problem at hand or even knows that mobile car detailing exists. This person might know he has a nice car and never has time to get it cleaned, but he doesn’t know your solution will take care of his problem.
What does this mean? You need to appeal to the problem he has and offer your solution. It’s so simple and we forget that so often. We advertise using flashy phrases or internal vocabulary that our target audience won’t understand. If we clearly offer a solution to a problem, they will be more likely to become a customer.
Make sure your call-to-action is direct.
The next step is to have a clear call-to-action (CTA). Not sure what a CTA is? It’s the action you want the site visitor to take next. Do you want them to buy your product, set a strategy meeting with you, or sign up for your course? Tell them what you want them to do! They aren’t going to make the first move themselves, they need a starting point.
After you decide what your CTA is, make sure your button is in the top right corner of your homepage and also echoed throughout the rest of the website. This shows them what their next step is and how to easily find it. The button should be in a bright color that will stand out to them as they skim through the website.
Your website can be your biggest selling tool!
Don’t underestimate the power of your website. It’s not just for show, it can be so much more! Prospective customers become buyers through your website, those buyers become followers, and followers become business promoters. What a friend tells another friend about your business carries so much weight. The first interaction they often have with your business is through your website, so let it live up to its potential.
If you’d like to talk to our team about building a website that sells for you, send us a message! We’ll request some information from you and send you a quick quote. Unlock the power of your website and watch it do the work for you!