Here’s a fun exercise for you. Think about what makes your company awesome. What strengths set you apart from others? What messaging does your sales team (or you!) use to successfully close new business? What challenges do you solve?
Put simply, if someone asks what advantages you offer over your competitors, what’s your answer? Write it down! Ask others in your office to do the same thing. Don’t just ask a salesperson, ask someone in manufacturing, in your warehouse, or in customer service what they think sets you apart. This is a great exercise for any company.
Does it clearly say these same things? Do you see that messaging front and center? I’m not talking about speeds and feeds and your industry acronyms. We’re looking for your #1, #2 and #3 strengths as a company and #1 problem you solve…the #1 benefit to using your product or service…. big, bold, and in plain language.
Remove yourself as an employee, or owner of your company, and try to view your website from your customer’s perspective.
If you don’t, your website is doing you a disservice. It’s not giving you the best chance at success. The challenge at hand is missed opportunities. The result? Fewer website leads than you could otherwise be receiving. This is where I find companies get a little off track when it comes to their websites.
Much attention is paid to visuals and design (which are important, of course), but use cookie cutter verbiage that is found on any website in their industry. In many cases, content is almost an afterthought. Well-intentioned, but poorly written, and not the least bit persuasive.
Sort of like putting a VW Bug engine in a Porsche!
The visuals help grab attention, but your content, or the QUALITY of your content and your message is what drives action. In fact, your content is really the centerpiece to all of your marketing efforts. It’s where all of your marketing collateral points. Flyers, business cards, brochures, presentations, and even in conversation.
For many companies, the end game of their marketing efforts is getting people to their website, only to greet those visitors with weak, lackluster, uninspiring content.
ASK YOURSELF THIS:
What are the reasons people shop around in your industry? Late deliveries? Quality issues? Poor service? Pricing? Let’s start there. Tailor your message to the needs of your audience and your needle will begin to move in the right direction. What do I mean by that?
Let’s take “Quality issues” as an example. Let’s say that from asking your customers and prospects, you know that quality issues are prevalent in your industry. We want to make sure that the message is loud and clear that you can help put an end to their concerns about quality.
If you were to write a bold title that would resonate with someone concerned with quality, what might that look like? Let’s take a quick stab at a few:
“Tired of Poor Quality?”
“Is Poor Quality Affecting Your Bottom Line?”
“Are You Receiving the Quality You Deserve?”
You get the idea. The point is to speak directly to your audience. Find messaging that resonates with them and speaks directly to their challenges and shows how you can help.
So if your website is missing out on your most important messaging, a bit of fine-tuning is a great way to give your website a boost. You’d be amazed at the difference it can make!
At HyperX Design, we want our clients’ websites to be successful just as much as they do. This means creating great, “sales-oriented” content paying extra attention to the quality of the content on the website. As part of our website process, this is something that sets US apart. I know from experience that companies have challenges when it comes to producing content for websites.
When it comes to content, I recognize that it’s not easy for many businesses to produce. If that describes you, you’re not alone.
Of businesses find it a challenge to produce engaging content
Of businesses say they can’t produce content consistently.
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