Good website design goes beyond having personalized pictures, a solid User Experience and good storytelling. The result of an ideal website experience is that the visitor walks away with a positive feeling about you and your company because you answered the unasked questions. These questions should allow your visitor to feel as though you can provide them with the solutions to their problem and lead them toward becoming a potential lead and customer.
Good web design is a key ingredient in a successful Inbound Marketing strategy. By determining who you ideal customer is through a well thought out buyer persona, you will be able to figure out exactly what your visitors are looking for when they visit your website.
Once you have determined the solutions your ideal customers are looking for, you can then begin to create opportunities to answer these questions on your website.
We analyzed the behavior of visitors towards our clients’ websites and found that visitors are typically looking to answer these five questions when they visit a website:
- Who Are You?
- What Do You Do?
- Can You Do What You Say You Can Do?
- What Makes You Different?
- Why Should I Buy From You?
The answers to these questions should be able to prove to your visitor that you both know the solutions they need and also are the solutions they need.
How Answering Questions Creates New Leads and Customers:
By proving to your visitors you are able to answer their questions and prove who you are and what you can do for them, you will be able to create opportunities for your visitors to progress through to the next stage of their buyer's journey.
Who Are You?
Visitors don’t want to read about your bio or work experience (that’s what LinkedIn is for). At the end of the day, people do business with people, so get personal! Make sure you answer these questions to allow your visitors to get a clear picture of who you really are as a business:
- What do you stand for?
- What are your values?
- Why do you do what you do?
Not everyone is going to agree with you and that is okay. Your best prospects are the ones who share the same values as you.
What Do You Do?
This section is pretty straightforward. List and describe the benefits of your 3-5 best services or products that you want to sell.
There is no need to list them all; people can usually remember only 3-5 things in short term memory. Just list and describe the benefits of the 3-5 “best” ones.
I specifically used the vague term “best” because it could be your most profitable service, your best-selling product or even the thing that you are the most interested in doing.
Whatever your “best” service or product is, list that and don’t worry about listing everything under the sun. Once that visitor calls and engages with you, you can educate them about all the other services you provide.
Can You Do What You Say You Can Do?
Depending on your business, the answer to this question could be your portfolio, success stories, list of banner clients or testimonials. Personally, I believe testimonials are a great way to answer this question.
But be careful; as web developers, we can put anything you want under the “testimonial” section. It is much better to ask your clients to review your company on a public venue like Google My Business or Facebook. Having “social proof” is like having a personal endorsement because the reviewer is not anonymous.
Be mindful about the reviews your company receives online if you are using them as a tool on your website. Although negative reviews are not the end of the world, you still want to be monitoring and professionally managing both positive and negative reviews.
What Makes You Different?
This is probably one of the most difficult questions to answer. Avoid using cliche answers that everyone else uses, such as:
- We have the lowest prices!
- We provide the best customer service!
- We have the best product!
Truly spend some time to think about what makes you different.
For example, one of our clients promises that if you call during normal business hours, they pick up the phone and answer in two rings. In the age of automated voice response systems and offshore call centers, how’s that for “great customer service”?
Studies show that customer experience is playing a much larger role in purchasing decisions. If you are able to stand out and prove your experience will be different than a competitor, you stand a strong chance of converting your visitor to a lead and customer.
Why Should I Buy From You?
This is very similar to the “What Makes You Different?” question. This speaks about the value proposition of your company or what makes your service stand out from the rest.
Here are some different ways to think about your value proposition:
- How does your product or service solve your customer's problems?
- What are the benefits of your products/services?
- Who is your target customer?
Avoid technical jargon, put your value proposition into plain English, and make sure that it is not a slogan or a tag line.
Usually, visitors have already heard about you and your company by the time they arrive at your website. They are visiting your website because they are performing due diligence before they contact you, buy from you or do business with you.
Make sure that your website answers these five fundamental questions so that you and your company are presented in the best possible light.
*Originally published February 2017. Information has been updated January 2018.