Too often, I see a website that was built to attract clients, but it actually is creating a feeling of unease in the viewer, because the owner of the website did NOT include the correct information.
If you are looking for someone to do something for you, or you are looking for a specific product, picking up the phone to contact a new company, learn about what they do, and see if they are a good match for what you need, is hard work. The job of your website content, is to make it feel easy for the visitor on your website to call you.
Follow this simple guide, to answer the right questions on your website, and make it easy for that potential client to pick up the phone!
Visitors expect to be presented with simple answers to the following questions:
- What is your company name?
- Where are you located?
(are you located close to me)
- How long have you been in business?
(are you some start up that will you be gone tomorrow when I need you, or will you be there for the long haul)
- What products or services to you provide?(clear description of what you do if you are a service business,
photos of your work if you create – think a landscaper,
some photos of your products and store if you have a retail location,
an ecom store if you sell products retail but do not have a storefront)
- Who do you work with?(if I call you with what you need, are you going to be interested in helping me)
- What sets you apart from everyone else offering the same thing?(why the heck should I bother to call you rather than Joe down the street)
- What do people say about you?(I wonder what your clients think about after they’ve worked with you)
- How much is your work going to cost?(quote request form is often appropriate if you don’t have only fixed products and prices like a book)
- Who are you, and what are your company philosophies about how you do business?(if I call, who are the people I’m going to be dealing with, and how are you going to treat me)
- How can I get in touch with you?(telephone number, contact person and email are the minimum)
Many websites have a page ore more of their website devoted to each one of these questions.
If you are just starting out, you may choose to answer more than one question per page.
The bottom line is, each page on your website has a specific purpose, of educating your potential client, and making them want to call you.
If you leave out certain information, the perceived risk of wasting time, or making the wrong decision, will prevent certain people from picking up the phone to call.
Educate your website visitors and answer their questions,
and they will feel that contacting you is worth the effort!