You already have the solution

Your customer has a problem.  You have a solution.  Your customer’s life will be better after they use your solution.

Honestly, it couldn’t be any more simple.  Your company website needs to clearly convey this message to your customers.

If your customer can’t figure out what you offer and how you can help them, they will leave your site dazed and confused – never having made a purchase or inquiry.  You need to capture the attention of your audience quickly.

In order to achieve the attention of your customers, you need to be able to answer two key questions:

  1. What do your customers want or need?
  2. What is preventing them from solving this issue?

If you can answer these two key questions, customers will listen.

 

What does your customer want or need?

When people search the web, they are looking for a solution to their problems.  They want to find out if your business can help them.  You, as a business, need to immediately communicate that YES you CAN help them!

For example, let’s say you make wedding cakes.  When someone searches for ‘wedding cake maker Brisbane’ they are searching with the intent to solve a problem.

What’s their problem?  They don’t have a wedding cake.

What’s the solution?  You can make them one!

How do I convey this message?

It’s easy – let your customers know immediately.

At the very top of your website you need to clearly state that you can solve their problem.  You need to add a clear and concise tag line that tells people what you do.

Some examples could be:

  1. We make wedding cakes for everyone
  2. Custom wedding cakes
  3. Hand-made wedding cakes with love

A tag line with a simple message like this tells your customer that you can solve their problem.  Don’t worry about your ‘point of difference’ or your ‘unique offering’ just yet, that comes later.  Just focus on what your business basically does.

 

What is preventing your customer from engaging in business?

Customers will always have reasons that prevent them from engaging in business.

For example, a few key issues that could prevent people from buying a wedding cake are:

  1. I don’t know what I want
  2. I don’t want to spend too much money
  3. I want something that tastes and looks good

These are all problems that customers may not even realise they have.  If you can answer at least one of these questions, you will go a long way to breaking down the barrier to engaging in business.

You can answer these questions in the subtitle below your main tag line or in the main body of your website.

Say something as simple as:

  1. Catered for all budgets
  2. Hand-made for all styles and tastes
  3. Cakes that taste AND look good

Solving these secondary problems will put you ahead of your competition.  You will stand out with a clear message that speaks to your customers needs, wants and problems.

Conclusion

If you can answer and solve two questions:

  1. What do your customers want or need?
  2. What is preventing them from solving this issue?

You will be on the way to converting website visitors into customers.  Cut the crap and solve your customers problems.