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Please Don’t Tell Me What You Do. Your Website Should Tell Me What I Get.

December 9, 2010

SpiderWeb with Water Droplets, online marketing consulting, small business marketing magicI must have quoted Simon Sineck and his golden circle about 15 times in the past 3 days. (“People don’t buy what you do, they buy why you do it”)  Have you looked at your website? How many times do you say “I” , “We”, “ X company” and how many times do you say “you get” or “our customers receive” or something similar?

When a prospective customer meets your salesperson, do you expect your sales person to something like “We’ve been in business 10 years. Our staff has hundreds of hours of training or certification” and “we’ve helped lots of clients solve lots of problems”. Or would you rather have them be a bit more specific with something like “ Our clients love to work with us because we do X, Y, and Z for them, and they can finally get ______ off their to-do list. When you work with us you can expect that we will accomplish the same for you because of this, this and this” (you get the idea).

I’m sure you’d prefer the later over the former approach. Well, your website is generally the first “salesperson” your prospective customer encounters.  Shouldn’t it take the same approach?

So please: Change your website. Stop telling us how long you’ve been in business, the list of products you sell and how great you are.  Instead, tell us the problems you solve and the value we will receive in working with you and your company. Let us see you, so that we feel as though we know you. Having a biography page with pictures makes us feel as though we’ve met you before we actually have.

Stop selling products. We don’t care if you sell the top XYZ, we just want our problems solved, we have a need to fill. Benefits don’t tell the complete story. The products are just tools to solve our problems – and if you don’t explain how they solve our problems, then you are leaving it up to our imagination. Tell us the true value that we receive in working with you. And then back up that value in your blog, your content on your site, you customer quotes and stories.

Make it easy for us to find the answers to the questions we came to your site to answer. Don’t make us hunt on every section, subsection, etc. If I have to use your site map, I will go another site where I can easily find the information I want. A good FAQ page easily accomplishes this. Answer the questions that commonly arise, the questions that your potential customers have been asking you over and over.

Finally, please don’t give me audio or video that I didn’t ask for. It takes away from the value you provide. Honestly, it is just down right annoying. Have it available on your site for me to choose to view.  Good video that your prospective customer actually chooses to view can be a great way to educate them and begin the proves of growing know, like and trust.

(And if you can’t articulate what the true value is that your customer receives, call us and we can help you work through a very clear process to get it from your customer’s perspective.)

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Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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