by Donna J Davis | Jul 11, 2023 | Business, Communication, Marketing
When readers do a search and click on your website, you want them to feel “This is the place.”
Does your site headline attract readers and pull them in? Does it offer benefits to the visitor so they want to read more?
Or is it vague? Do you have beautiful pictures at the top of your site but your headline is simply your business name?
Your headline (or H1 tag) on your Home page should identify what’s there for the reader. What are you offering?
If someone was looking for “How to write a winning proposal” and your site image had a picture of a person working on a laptop with just your company name, would they stay and read more?
Maybe and maybe not. It depends on what follows that, but that first impression was not strong, and you only have seconds to capture their attention.
Compare that to a site whose headline reads, “5 Easy Steps to Write Winning Proposals in an Hour.”
You want your site to be visually appealing, but in most cases words matter more than pretty images. Words tell the reader what to expect.
Headlines should be compelling, clear, and customer-focused
When someone lands on your site, your headline should make them curious or interested in some way.
Potential customers are always asking “WIIFM” (what’s in it for me). If you are clear on what your audience wants or needs you can craft a strong headline that has a bit of intrigue or curiosity wrapped in it.
Make sure you state how your content is going to help the reader. Give them specifics on what you can do for them.
Do not cross the line and write a cheesy or corny headline that’s aimed more at being witty than helping your reader.
Remember the 3 C’s:
Compelling – make your headline interesting; arouse curiosity that sparks interest, e.g., “5 Common Mistakes on Nonprofit and Local Websites.”
Clear – be as specific as possible in whatyou offer, e.g., “Discover the 3 Secrets to Effortless Writing.” Use numbers whenever possible. It gives a specific idea of what’s ahead.
Customer-focused – communicate the value that readers will gain from your website, e.g., “Learn Key Strategies Top Marketers Use for the Best SEO.”
Remember, you want visitors to spend time on your site. An interesting headline that attracts readers grabs their attention. Follow through on what that headline promises. Show them your site is the answer they were looking for.
Have them saying, “Yes, this was definitely the place I needed to find.”
by Donna J Davis | Jun 4, 2023 | Marketing
Are you familiar with the acronym WIIFM or “What’s in it for me?” Think about a movie you’ve watched where someone is trying to get another character to join in on his plan. Remember hearing that character say, “What’s in it for me?”
That’s not just in the movies. If anyone is going to give their time, energy, or money, they want to know how it’s going to benefit them. They evaluate “In what way is THIS particular action going to help ME?”
In business, the WIIFM isn’t about you and what you offer. It’s all about your customer. Your online content should always keep this in mind. A potential customer or donor reads a sales page, an article, or a blog post weighing is this what I want or is X compay that I was reading about better?”
When you really connect with your customers, anticipate what your reader is looking for and help them solve a problem, you can grab their attention. They may choose to read on, order, or sign up for more info.
On the other hand, if a website primarily foccuses on describing all the detailed features of your products or service without showing how those benefit the reader, you can hear the click of that mouse, and whoosh – they’ve moved on to another site.
How are Benefits Different than Features
Are you clear on the difference between features and benefits of your product or service?
Features are the specific qualities or characteristics of your product or service. Features are often focused on functionalities and tangible aspects. For example, if you are describing the newest cell phone, features would include screen size, camera resolution, durability, processing speed, and storage.
Benefits are about how that product or service fills the customer’s need, solves a problem, or helps them create something faster and easier. In the example of the cell phone, the benefits could be amazing photos, fast performance, long battery life, and plenty of storage for all their apps and documents. Benefits are how your visitor evaluates “What’s in it for me?”
Answer the WIIFM Question by Showing How You Help
When it comes to WIIFM in marketing, customers are interested in benefits. Yes, many of the features of your product or service are what make it outstanding. Just lead with the BENEFITS those features bring to the customer so the “What’s in it for me?” is crystal clear.
If your business has won various awards, or you are a community leader, there’s a place for that on your website, but always keep the customer’s perspective front and center. Communicate that you want to help them and show them how you can do that.
by Donna J Davis | May 27, 2023 | Marketing
Unsure how to get more visitors to your website? You want (and need) to grow your business but how do you attract more people online? This and other articles on this blog will help you learn how to do exactly that.
The first step is clarity and it starts with you. What specific problem do you solve for your customers? How do you do that better than your competitors? What people have that specific problem?
You probably started your business to help others with something you are passionate about, or something that you’re really good at. You were the “go-to” person when others needed that advice or guidance. So get really clear on how you help them.
Clarity Critical for More Visitors
Your business needs a solid foundation. That starts with you knowing exactly what customer problem you solve and why customers should choose you. Start writing down these points so you can refine and improve your website content.
If you have any trouble with this, imagine working with a customer, donor, or client. They come to you with questions. You listen to them and then offer them Step 1, then Step 2, and maybe Step 3. Imagine them once they have the answers to their questions – a solution to their problem. See them relieved, happier, and more successful. Win-win.
How were you able to help them when others couldn’t? What was different for them? If you aren’t sure, ask them. Asking your customers questions clarifies what helped them. You may see things from one perspective but your customers see if from a different angle. Get information so you can continue to improve and help others.
Let Your Audience See You Are Their Solution
When you know this – REALLY KNOW this, then it’s a first step in improving the connection with your audience.
Then use that info on your website. Announce this so others (like that person you helped) know that you can answer their questions. You can provide a solution to their problem.
Make sure that your specific message flows through your site. If your message is consistent that gets more visitors to your website. How?
Google is essentially a robot. It searches for what people are looking for and gives them good references to sites that can help them. When you are clear on your message and you use that phrase or problem throughout your site (along with several other tips I’ll be sharing), Google can start “seeing” you.
When Google sees you, that’s a major step in getting more visitors to your website.
So get clear on what problem you solve. Ask customers for feedback and tell others what you do on your website — in headlines, in subtitles, on your home page, on blog posts. Use different ways to announce this, but the clearer you are on your website, the easier it will be for customers to find you.
by Donna J Davis | May 20, 2023 | Communication, Marketing
How well do you connect with your customers and prospects? Do your customers feel that you really understand them? Could that area of your business use an upgrade?
Let’s start by thinking about connection with others in a general sense. What comes to mind? Maybe your family or close friend? Neighborhood get-togethers? Or even business colleagues? Interactions can increase your bond with each of those people.
Author Brene Brown wrote in The Gift of Imperfection, “Connection is the energy that exists between people when they feel seen, heard, and valued.” Definitely fits with those we feel closest to, right?
What about your business? Do prospects and customers feel seen, heard, and valued? Have you thought of applying those same qualities to your business to build better connections with customers?
Everyone wants to feel valued. When someone has a problem, they hop online to search for any answer to that problem. And Entrepreneur.com says, “ you have eight seconds to hook your customers before their short attention span whisks them away.”
Eight seconds – that’s shorter than the attention span of a goldfish (which is only nine seconds)! If you don’t connect with that visitor when they first land on your website, they may not be back.
Here are 5 ways to connect with customers or prospects
1. Put yourself in their shoes
If you needed to find a solution for neck pain, would this get your attention? “Can’t sleep because of stabbing neck pains and throbbing headaches? 1,000s have found quick relief with this simple technique.”
If you’re a mom looking for a tutor for your 10-year-old dyslexic daughter, which page would make you want to learn more?
A: Tutor with 20 years of experience helping elementary kids read easier.
B: I understand the struggles of elementary kids with dyslexia – I was one.
Web visitors have thousands of options, which can create information overload. When you speak directly to their problem and offer a real solution, that’s a huge first step.
Ask yourself, “How are they feeling, and how can I help?
2. Provide value and be of service
All businesses need to make sales to stay in business. But so many people get everything backward. They pitch you the second you accept a connection or friend request.
I had someone the other day message me saying he knew his service would help increase my sales. He never even attempted an initial introduction or asked any questions.
Zero points on that shot and any interest I may have had in his service plummeted.
3. Your home page shouldn’t be all about you
There’s a place for all your successes, but that should not be the first thing a visitor sees when he lands on your site. There’s an old saying from Teddy Roosevelt, “People don’t care how much you know until they know how much you care.” That’s still true today.
4. Ask questions to understand
Don’t assume you have all the answers. To learn more about your customers, ASK questions.
In business, you can post a survey online to gather more information. Or when you are talking to your customers, ask questions to help you learn how you are helping them and where there are gaps. Don’t let your ego get in your way. Learn from your customers. They can give you a different perspective on what’s missing.
And this also applies to any conversations personally. In order to prevent miscommunictions, ask to clarify so you understand their perspective.
5. Don’t be afraid to let them see YOU
Sharing your unique experiences lets people know who you are and what you’ve been through. Show glimpses of how those experiences have shaped you and why you offer your services or products.
If you went through a bitter divorce, that might not directly help you sell your graphic design services. BUT showing your resilience to start over and do something you love WILL resonate with many readers.
When visitors feel you’re a real person who’s been through challenges, they connect with you. Write in a way that readers say, “She gets me!” Show them everything wasn’t perfect in your world, but this is how you got here and why you want to help them too.
