Our websites are a virtual ‘pool room’ of our credibility, right? Well, no, not entirely. We line the walls with our trophies, medals and certificates so we impress and convince potential clients to choose us. However, the first thing our websites should do to keep visitors for more than three seconds is not focus on how amazing we are. The main thing our websites need to do is offer people service.
What’s in it for me? No, not you.
When people are shopping around, they are thinking about their own needs and their problems that need fixing. Imagine going shopping for a new toaster, and having the shop assistant approach you with, “Hi, I’m Fred, I’ve sold six toasters this weekend, over eight grand worth of appliances this month already, and things are looking good for that promotion next month. I’m also a Pisces.”
A website needs a tonne of empathy. That is to say, you need to put yourself in the shoes of a potential client and ask yourself what it is that you would want to see in a website to feel that it has you, as a potential customer, in mind. Now check that your website does that. From the way you prioritise information, to how easy popular information is to find, to how simple it is to navigate. Make sure your visitors feel understood and that you’re on their side. In short, give the people what they want.
Come for the SEO, stay for the love
Of course, sharing your credentials and success stories are a crucial part of your website. Prioritise it in a way that makes it clear that you know what you’re doing, while not being braggy. A simple way to do that is to offer a glimpse of your acumen on the Home Page, and elaborate on your About page. Make sure you share information about your qualifications that shows how your skills will benefit potential clients. In this way you’ve serviced your visitor’s need to feel confident in choosing you. By showing that you’ve been thoughtful to your visitor’s needs, your website will be of more value to visitors, and reduce that pesky bounce rate.
If you need help figuring out what your potential clients are searching for, how to make sure they find you, and then make sure you keep them, get in touch with Website Fix today for a no obligation chat.
