Just for a moment, imagine yourself at one of your website visitor’s keyboards.
Was that easy to do? Were you able to quickly visualize exactly who’s coming to your site and why?
When we ask an average Cape Town company with a web presence the answer to those two questions is usually “no”.
Here’s the big question of the day: If you can’t imagine what it’s like to be a visitor to your website, how can you possibly know what type of content would be exciting to your visitors?
Your website’s content must tell your visitors what they want to hear
Before you can walk in someone else’s shoes, you need to know whose shoes you’re trying to slip on. You need to think about who your target customer is.
- What do you know about your website’s visitors?
- Why would they be looking for your website in the first place?
- How old are they?
- Are they mostly women?
- Primarily men?
- What’s their income level?
- What else do you know about them?
- What types of websites do they go to?
- What influences their purchasing decisions?
- What keeps them awake at night?
- Where do they live?
- What else do they buy?
Giving these questions some thought will help you begin to understand your website’s visitors and clarify what they’re interested in; it will help you begin to create a “profile” of your typical visitor, which is the first step in crafting website content that will be compelling and meaningful to them.
Your website visitors are dialed into their self-interest (it’s just how we’re wired). From a marketing standpoint, you need to understand that and USE it. And that means creating website content your visitors relate to.
What problem does your visitor have that your business solves?
Let’s pretend you’re a dentist, and you know that patients typically avoid checkups because they’re afraid of pain.
Their problem: fear of pain.
Your solution: alleviating their anxiety by promising to eliminate pain.
The visitor to your dentist website has a problem, and they’re looking for an answer. How do they feel when they arrive? Nervous? Afraid? Overwhelmed? Probably a bit of each.
You begin by speaking to their problem. Acknowledge it by stating it.
You might be bold and say something like: “Most people would rather walk down the street naked than go to the dentist. Why? You’re afraid it will hurt. We understand, and our new technology…” and you go on to tell how the new technology eliminates even the thought of pain.
Get their attention and keep it
When people realize you understand them—really get them—they pay attention. You want them nodding their head and up down because they’re thinking ‘yes, that’s exactly how I feel, how did they know that’?
Now they’re engaged, and chances are, they’ll keep reading. And…
…Keeping them reading and engaged is the entire point!
Now that you have their attention, and they know you understand them; they’re likely to be more open to listening to what you have to say. Your knowledge about their particular problem allows them to trust your expertise.
Now, you step in with your solution. Remember, you’ve got something that solves a problem they have. They WANT to know about it. They want to solve their problem and get rid of the pain it causes.
To sum up: Develop a profile of your visitors and craft website content that speaks to their needs and problems, not your credentials.