Getting Customers to Your Website
Be proud of the website you’ve built. After all, it’s your company’s online home. Over time, it may be the initial entry point for future customers.
But, as proud as you are–as beautiful as your site is–you’re not the target audience. Let me obnoxiously restate that for emphasis–YOU. ARE NOT. THE. TARGET. AUDIENCE.
If you can embrace that notion, you’ll be much more effective at driving business opportunities online and off. In doing so, it’s critical to see the difference between these two invitations:
“Would you do me a favor and visit our new website?”
“Do yourself a favor and visit our new website.”
If you’ve done your homework during the website design strategy phase, you should have a clearly defined target audience by now. But, identifying who you want to reach is only part of the equation. It’s just as important to document your audience’s pain points and needs, as well as their buying process and the factors that influence their decision-making.
When you’re speaking your audience’s language, chances are that they will resonate with your message and start to trust your brand. In time, they will associate you with authority and see you as the right guide to help them solve their problems through your products or services. With an optimized and well-made website, you can prompt your leads to seek you out rather than having to beg them to do business with you.