This, of course, is a rhetorical question.
Most local business owners don’t want to leave money on the table. They know that without a website their business won’t show up in search results, which equates to missed opportunities for new business. But, how many of those local business owners understand “the why” behind websites that convert vs ones that don’t? Would it surprise you if I said “the why” has little to do with design?
Websites That Convert
I understand that it’s simple to get caught up in the overall design of a website; the aesthetics, the colors, and creative elements. Those things are important – nobody likes a dull website – but, shockingly, they’re not the things that will cause your visitors to convert into clients.
What causes a website to convert traffic is, first and foremost, it’s clarity. Clarity is the King of Conversions (if not King, then at least Duke). Without clear messaging on your website your visitors are left guessing; and most visitors won’t guess long enough to convert; they’ll find what they’re looking for elsewhere.
Three P’s To Get Clear In Your Messaging
A websites message needs to be clear about it’s product, it’s provision, and it’s persuasion. Take a look at each of those necessities below.
Product: What exactly is it that you’re selling? I can’t tell you how many websites I’ve seen that, even after a lot of digging, I couldn’t figure out specifically what they sold or did. If someone has to verify with you what it is that your selling – which they won’t – then you’re websites messaging isn’t clear enough.
Someone should be able to land on your website and immediately understand that they are in the right ball park. If someone is looking for a kid’s dentist for their child, they should land on a page that assures them that, not only are you a dentist, but you’re a dentist for kids. If Joe Searcher is looking for lawn maintenance to keep weeds at bay, he shouldn’t have to guess if, in addition to your 7 other services, you do that too. Be clear about what your selling, and keep prospects on the right path to converting.
Provision: What is it about your product that makes it worth buying? I think it’s helpful to consider why it is that you buy from other brands to gain insight here. And, It’s even more helpful to consider why you buy one product over another in a competitive industry.
A car is a simple product in an uber competitive industry (pun intended). Why would you buy a BMW over a VW Jetta? Because BMW doesn’t simply provide you with “joyful driving”, like the Jetta, but with the “ultimate driving experience”. Why would someone make a decision to purchase a Mercedes over a BMW? Because, Mercedes provides more comfort and better technology, which makes it just a little bit more fancy pants.
Persuasion: When you’ve clearly conveyed what your selling, and why people should buy it, what should people do next? If you said, “download a white paper”, or “learn more”, then you’re absolutely wrong. Tesla does a great job of selling cars; what do they persuade people to do next? They tell people to “custom order”, a button that when clicked takes the person to a page where he or she gets to customize a Tesla the way they want it to look. Then, at the end of that satisfying process, they persuade the person to “continue to payment”. Simple, and to the point.
Get these three P’s right, and you’ll be well on your way to selling more of your product. Get these three P’s wrong, and you’ll be well on your way to losing out to the competition.