As a small business owner, a lot of your success can be attributed to your determination and gut decisions about what is best. The fact that you have created a business generating revenue is evidence of this.
But you must be careful not to take this too far. You must always focus on your customer.
One area I see this all too often is with website design. When I hear a business own say “I want a slider on the homepage” or “I like blue” I cringe a little. Your website is not for you. It’s for your customer and prospective customer.
Build your website for what your customer needs
What you like isn’t the point. Your website is not there to serve you and your needs. It should be what your customer needs and wants. That is what will convert them from browsers into buyers.
What you like has it’s place, but don’t forget why you have a website. It’s there to server your business goals.
Use empathy-based marketing
When you talk (or write), speak in terms of the benefits to your customer. Talk about the pain your product will solve. Talk about the problem your service will make go away. People do not buy features, they buy benefits. Answer the question, “What will this do for me?” and “Why do I care”. If you ask “Why?” enough times you will get to the root benefit your product or service offers.
Keep It Simple
Every page on your site should have a single purpose. What is it you want your visitor to do on this page? Make that call to action painfully simple to find.
- Big bold buttons that are easy to find.
- Bold, concise headlines.
- White space to break up sections of content.
Don’t try to get fancy. Simpler is better. Your website visitors are busy and just want to find a solution to their problem and get the transaction done. They have other things to do today. Make this task as simple as possible and they will appreciate it, and remember it. They might even tell a few friends.
Focus on your customer. Keep their needs foremost in your mind as you write content, update and review your website. Successful business owners know satisfying the customer is where the money, and the other rewards of business ownership, come from.
Contact us to learn how we can help you to be more successful.
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