Time and again, I see companies make the #1 website mistake concerning the content they publish. Companies are in business to solve problems for their customers. Yet, I constantly see business owners ignore their most precious asset their clients! Company websites should complement this problem-solving model. Instead, many websites trumpet their own horn on how good they are. Instead, focus your website on how the products and services you provide help website visitors.
What visitors want
Visitors to your website expect (no, they demand) that you are good at what you do! They want you to solve their issue accurately, efficiently, and painlessly. Your website content should focus on how your company solves the problem faced by your visitors. If website visitors experience difficulty finding a solution to their problems, they will leave your website and look elsewhere. (Note: when visitors quickly leave a website, it is known as the bounce rate and a high bounce rate leads to a lower ranking on search engines.)
Solve their problem
It is very important to consider how your website meets the needs of visitors seeking answers. Don’t design your website for your needs. Instead, think about the needs of your customers. Try to answer the following questions.
- What do they want?
- Why are they visiting your website?
- What problems do these visitors have?
Design your website content so that it answers these questions. Be specific on how you can solve visitor’s problems. This laser focus removes personalized material. Rewrite any sentences that start with ‘we’ (such as, we do this, we do that, etc.). Instead, use power words such as ‘you’ and ‘your’. Remember, it is all about your website visitors.
Write problem-solving content
When writing your content, keep the following in mind:
- How sharable is your content?
- What problem does it solve?
- How does it demonstrate value for your visitors?
The main goal of your content is to appeal to a large audience and generate traffic. Make it easy for visitors to share your content. Once you get visitors to your website, the content should solve their problem and convert them into leads. Once converted, your value proposition should help close the sale. Your website should facilitate the movement of visitors through the sales funnel.
Don’t lose website visitors
Companies risk losing business by not focusing on solving problems for their customers. Your website is no exception. It too should highlight how you can solve visitor’s problems. If you ignore this crucial element, visitors will quickly leave your website and go to your competitors looking for solutions. Don’t make the #1 website mistake!
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