Websites have a tendency to fall into one of two categories. Either they only go as far as to show what a company is about, or they guide leads to conversations with them. Here’s why you want yours to be Option #2.
Guide Leads Through Anticipation
An Inc. contributor notes that in a normal conversation, you have the ability to ask questions. Your website, on the other hand, must anticipate the information your leads will want to learn about you — primarily what you can do for them.
Steps in Your Buyer’s Journey
In order to guide leads, each aspect of your website should become part of their buyer’s journey. Whether they came to your site organically or through marketing automation, you want a clear path for them to follow that will culminate in new business. Ideally, these are the steps each new lead will take on yours.
Step 1. Your Solution.
The first thing a visitor sees at the top of your website’s homepage should be a solution to a problem. Whether it’s a product or service, you want one or two sentences that are immediately devoted to explaining what it is that you do.
For example, let’s say you develop remote patient monitoring (RPM) devices for healthcare providers. Your solution’s explanation can be as simple as: Specialized Remote Patient Monitoring for Better Health Outcomes.
Step 2. Your Products or Services.
Beneath your solution, visitors should find excerpts about the products or services you offer. These explanations should be brief so that they a) aren’t distracting to the overall design of your page, and b) encourage your leads to click on the specific areas that interest them most. Plus, if a lead needs one solution in particular, this makes it easier for them to find it in less time.
Taking our healthcare example above, it’s like explaining the different parts of remote patient monitoring: specific devices, chronic conditions they monitor, the data review process, and case studies of its success, to name a few.
Step 3. Landing Pages.
Each product or service should link to its own respective landing page that will then go into full detail about that subject, followed by some form of call to action.
If you’ve just explained to your visitors how amazing an RPM device can be, follow that up by asking for a phone call to discuss applying it to their services, or offer to send them a free demo device to test with their staff.
When in Doubt, Focus on the Customer
All information that you provide should ultimately be about the benefit to the customer, even what you put under your About Us page. As that same Inc. contributor notes, customers are less interested in bullet points and more interested in why they should trust you. Construct your About section — and, while you’re at it, your website at large — as a letter to them that explains why you’re there to help, and how you intend to provide it.
Again, if you were that RPM company, you might talk about the experiences you’ve seen of patients who were able to avoid catastrophic health complications because these devices tracked their vitals and identified early warning signs. You might also outline partnerships that you have in the healthcare field for making improvements to that technology.
Does Your Website Need a Refresh?
Not sure if your website can guide leads to conversations? Let us audit it. We’ll identify areas you need to improve, and our recommendations for how to get you there. Click the link below for a free discussion.