If your website doesn’t consistently deliver leads or convert sales, there’s a good chance yours is like 75% of websites out there…it’s missing a critical element that leads to success.
“Who” is missing on your website.
Imagine where your business would be without the internet. The internet lets your company be visible to the world without you stepping out of your office.
And therein lies the problem – you depend on your website to do some very heavy lifting for you. That is: stand-in for you when you’re not there.
Step back for a second and think about it. I bet your website does an excellent job of informing your visitors:
• What you sell…
• How you sell it…
• And, why you’re the best choice…
You have what. You have how. And, you why.
What’s missing is who.
Who is who?
No, it’s not you or a rock band from the 70’s.
Who is your ideal customer.
Your ideal customer sees value in what you offer and is willing and able to pay you what you need to sustain and grow your company.
You may be thinking, “Betsy, I already know my ideal customers, I don’t need help with this.”
I’m not saying you do need help. Let me ask you, then…
Do you have a crystal clear understanding how they make buying decisions? In your website content, do you use the exact words they use to describe their problem and what they want instead? Are you deeply tuned in to every characteristic that makes them your ideal customers?
We all need a compelling argument on our websites that stir enough interest for people to even consider staying more than a split second. A clear, detailed, psychological profile of your ideal customer is the key to winning that argument.
Major corporations pay millions of dollars to branding agencies and consultants to create ideal customer profiles – and they get it wrong – all the time.
Either way, without it, you can’t be #1 in your field.
Here’s one of my favorite quotes from Brian Tracy:
“Every entrepreneur should be intensely focused on his or her prospective customers. The ability to find a customer, sell your product or service to that customer, and satisfy the customer so that he buys from you again should be the central focus of all entrepreneurial activity. The greater clarity you have with regard to your ideal customer, the more focused and effective your marketing efforts will be.”
If you work for a small business or own one, you have total control over your marketing message without the distractions of multiple stakeholders. You can create ideal customer profiles and align your entire business around them.
Let me give you an example.
Brian has been in business for over 30 years and is tremendously successful. His goal for 2019 is to expand his company’s reach, introduce a new offering, and realize a significant increase in revenue.
With that in mind, he launched a new website. It had just gone live when he contacted me.
(BTW, Brian found me through this blog)
As a competitive guy, Brian always kept his eye on his competition. He was very aware his website content was not unique and didn’t create a compelling argument for customers to call his company first. He had struggled for years to come up with the copy that would accomplish it.
He’d hired copywriters – but was disappointed in their work. He had a feeling he needed a different type of help.
Brian worked with me for six weeks. The process enabled him, for the first time, to get totally clear about his ideal customers. This enabled us to create a super-strong value proposition. Then, we adjusted the home page content and tweaked a few other pieces of content on his new site.
It worked – like magic.
“I can’t say enough good things about Betsy and the work she did for my company’s marketing message. Our sales and net revenue have increased by 40% this year and I attribute almost all of that increase to her work.” – Brian Hegarty
Today, when they find his website (and marketing pieces), Brian’s ideal customers instantly know that his company gets them, has what they want and need, and is the best choice, and will deliver.
Take a good look at your website. Is your who there?
People don’t want to be sold. Instead, they want to be allowed to buy. That’s the job of a good salesperson and it’s the job of a good website.
So, if you’re ready to get the kind of results Brian is getting, consider adding who to your website.
Want to know how? Set up a free consultation with me using the calendar below and I’ll tell you something about your ideal customer you probably haven’t thought about.
We can take it from there.