Everybody who visits your Web site is asking four key questions, which you have to answer.
After all the fuss with Facebook, Twitter and other social media platforms over the last couple of years, it’s interesting to see that the humble Web site is making a comeback. Why? Because business owners realise their Web site is their most powerful lead conversion tool.
You might use other things for lead generation - in other words, getting traffic to your Web site - but it’s your Web site that converts them from “just looking” to “ready to do business”.
Internet marketing expert Avinash Kaushik puts it beautifully like this:
“Don’t write cheques with Social Media that your Web site can’t cash.”
So what goes into a high-quality Web site?
Glad you asked ...
The secret is to understand that everybody who visits your Web site is asking four key questions:
- Why this? What are the benefits for me?
- Why you? What is your authority to make these claims?
- Why now? What is the urgency for me to take action?
- Why me? Why is this the right fit for me?
They need to answer all four questions before they will be willing to buy (whatever “buying” means for your business - e.g. buying a product, phoning you, booking a date, registering for an event, ...).
So put yourself in your Web site visitor’s shoes, sit in front of their desk, take control of their mouse, and visit your Web site with their frame of mind. And let’s look at those four questions from their viewpoint ...
Why This (Benefits)?
Do they seem to understand my situation, my problems and my goals? Have they explained what results and outcomes I can expect? Are these the results I’m looking for? Do I feel confident they can deliver?
Where’s the proof (Demonstrations, testimonials, etc.)?
Why You (Authority)?
Why should I choose them over the gazillions of other options that are just a mouse click away? What makes them different? Do they have relevant expertise, experience or education - or the right combination of all three?
Where’s the proof (testimonials, case studies, etc.)?
Why Now (Urgency)?
Do I really need to take action now (or can I afford to procrastinate)? Has the world changed in ways I didn’t realise that now make it imperative to act? Are they making such a compelling, strong, clearly-articulated argument that I know this is the right thing to do?
Where’s the proof (Research, statistics, expert opinions, etc.)?
Why Me (Fit)?
Do they work with people just like me (or is their offering so broad that I simply can’t tell whether their solutions will work for me)?
Where’s the proof (Case studies, testimonials, speaking my language, etc.)?
So how did you do?
You might be reassured to discover you’re already on the right track, and only need to make small adjustments. Or you might be shocked to realise just how much you’re missing!
Either way, I hope you found this exercise useful in evaluating your own Web site.