Does your website communicate more like a dollar store or more like a highly specialized store that attracts your perfect potential customer and not visitors who have no interest in what you’re offering? But wait, what are you offering? We run across this quandary quite often. This is the reaction you’re probably getting from someone looking at your website:
Problem #1: You have a website that talks all about you and how you can answer every question and solve every problem for every lead.
Problem #2: Instead of zeroing in on who exactly that is, you broaden the net of your website and try to capture everybody.
Problem#3: You end up making it very confusing to your visitors.
Like I said earlier, dollar stores are great for buying one of everything, but you would never go there seeking advice on DIY projects or answers to dietary needs. Your experience is filled with unsupervised thinking, just like visitors to your website, nobody really knows what to do once they arrive other than to roam around aimlessly.
The cold reality of do-it-all sites is that you end up appealing to no specific group that you can nurture into becoming loyal customers. Why? Because you’re adding confusion, friction, and unsupervised thinking. All these emotions arise because nobody knows what to do once they arrive on your site.
You want to have a website that talks DIRECTLY to your perfect potential customer. A website that will help them gain insights into ways to solve their problems (problems that your products and services solve). But wait! Do you know who your perfect potential customer is? Fill out this Quick Persona Worksheet and cross-reference with your website to see if your content is beneficial to your audience.
So here’s the problem. You need to optimize the media that you’re using. Your website isn’t your only tool in the toolbox of online marketing; it’s simply a conduit for delivering targeted content to your perfect potential customer. It should be designed to bring them into your sphere, providing value and converting them into a lead that you can nurture and turn into a customer. Think of your website as a conversation starter.
I want you to really think about what is a great call to action that would appeal to your perfect potential customer? Create one great call to action on your homepage that isn’t “Contact Us,” “Let’s Chat,” or “Get a Quote.” The people who land on your homepage are not ready to make a purchasing decision that moment. Provide a great call-to-action that would convert somebody into a lead, which will then automatically trigger them into micro-targeted segments. Yes, leads will segment themselves in WPMktgEngine. HUGE time saver and Much easier to create content.
Now, think about the new people that will be landing on your site, who are just discovering you – that are your perfect potential customer – and appeal to them. People who know you will go past your homepage and into the area of your site that satisfies their interests and ultimately perform an action.
Let me give you an example. We had this problem with a customer of ours who had existing customers: people who had gone through their training and certification programs. And then they had new people coming in that didn’t know anything about the programs. The customer was afraid that if they wrote a website page for only new people that they’d put off their graduates and their customers or people who’ve been certified.
What we found wasn’t the case with their graduates. They, in fact, frequently visited their blog and they loved receiving blog emails that educated them about new strategies. Very rarely were they just coming into their homepage. But we found that when people did come into their homepage, the kind of traffic which was new to them ended up taking their initial download, and then ended up taking five more as they worked their way through the pages because their website was designed to guide their users.
So what’s the takeaway from all this? You don’t want to try to be all things to all people by making your website confusing to your visitors. So figure out what your perfect lead attractor is and test it. And then go from there. But follow-up with your leads and further segment them by discovering new interests through emails.
Okay? So first, you want to entice people and turn them into leads, then deepen the conversation by providing more content (blogs, videos, etc) that guides them along their buying journey. As they engage (click through emails, view website pages, read blogs, request additional attractors, etc), they will segment themselves based on their interests and desires, so you can nurture them by sending micro-targeted emails specific to their interests.
Your website is where it all starts – where you turn a visitor into a lead.
Sound like a plan?