Every business needs to address two questions on its website in a compelling manner if they are to successfully generate leads and maximize sales.
- What Are the Pain Points of My Target Customers?
- Why am I the Ideal Company For You to Do Business With?
Yet many small business websites fall short of addressing these two very important questions and instead focus on the service they provide rather than the value and benefits they offer. Focusing your website content on the service you provide is not enough to convince your target customers that you are the best choice because it doesn’t allow you to stand out when your competitors are also providing the same service.
What allows you to stand out is your unique way of solving your target customer’s pain points, what you bring to the table, and the value you provide that is unmatched by your competitors. This is why it is inherently important to focus on your unique value proposition by communicating it in a compelling way. This will allow you to connect and engage your target customers the moment they arrive on your website and successfully convert them into a lead or sale. If you aren’t sure what your target customer’s pain points are, you can find out by simply conducting a survey of your prospects and customers.
In addition, if an online form is filled out, you can use past inquiries made by prospects and customers to find the words that describe what they are feeling and what they are looking for. In addition, you can utilize these same words in your marketing message to create an instant connection with prospects that demonstrates you understand their needs and communicate the distinctive value you provide.
Nicole McCullum is the founder of Captivate Designs a New York Web Design company specializing in website redesign that helps small businesses boost their image, credibility, leads and sales.