One 20th of a second. That’s how much time we have to convince our ideal client that she’s in the right place when she lands on our website. Yes, attention spans have become that short!
I’ve been an internet marketer for over ten years and if I could give every small business just one piece of advice, it would be this:
Develop a strong brand promise for your website.
The definition of a Brand Promise: A statement of your company’s unique value and the benefits of doing business with you. It’s why your business is the best choice. And a pledge that you will fulfill your promise.
Now, open a new tab and go to your website. Look at it through the eyes of your ideal client. Just pretend you’re her. Answer these 3 questions:
- Do you think she knows within a split second that you get her?
- Do you feel that your message instantly
reinforces the glowing accolades she may have heard from one of your happy clients?
- Do you feel your website does a good job of standing in for you when you can’t be there?
If even one of your answers was no, please think about this:
- You only have one chance to make a first impression.
- When your business is referred people still check you out online first.
So, how can you develop a brand promise for your small business?
The first step is to identify in detail your perfect-fit ideal client. Second, really think about what she needs to know about you and your business in order to perceive personal value and be hungry to know more. Third, articulate all of that in just two to three short sentences.
Need some help? No problem! (It’s my speciality.) I invite you to apply for a Mini Brand Promise Discovery session one:one with me. Just link here.
Thanks for reading!