No longer do we need fancy slogans or ad campaigns on our websites to sell our products and services. In fact, web design is leaning more toward telling a story about our unique brand or offering. Not a 1500 word saga that just bores the readers, either.
People don’t buy the best products; they buy products that they understand and to which they can relate. If you’re sending a message that is confusing, they’ll just pass you over and go for one that they do. Don’t overload them with useless information. Instead, you need to give them a brief, non-complex, but compelling message that will draw them in.
So how do you do that? By telling your story and telling it well. People are hard-wired to respond to good storytelling. A good story must be simple, emotional, truthful and real.
Every story has a beginning, a middle, and an end. This three-part model carries a natural progression:
Your website should clearly outline your company’s strong points—don’t make them search for them. Beauty is not your primary goal. While the site must be attractive and easy on the eyes, that is secondary to the story you need to tell.
What makes your company different and better than your competitors? Why should they care enough to find out? It may help to actually ask some of your current customers why they chose you over the other guy.
Visitors to your website will react positively if what they read triggers an emotional reaction. What they see immediately upon opening your site needs to speak to them about what makes you and your offering unique. It needs to reflect your personality. Include bold headlines and imagery. Pictures and videos of you and your staff. Events that you’ve sponsored or attended. Seminars you’ve held and e-books that you’ve published. You get the idea.
Tell a story of a successful customer experience, but make sure it’s fresh and interesting, not just a blah, blah informational recitation. It should convince the reader that they will be much improved or better off in some way by buying your product or service. Make it share-worthy. Facilitate the path to request additional information so you can get the lead.
Honesty and truth cannot be over-emphasized. Don’t try to portray that you do it all, when you only do a small part. If you only serve a certain demographic, then say that. You’ll get your message to your target market instead of wasting your time on others who cannot or will not use your services.
Your story must connect with your customers. Your story isn’t so much about your company, as it is about the customer. Your story should clearly explain how you can guide your customers with a plan to achieve their goals and avoid a negative situation. The reader needs to believe at least a part of your story in order to buy your product.
Are you ready to tell your story, but just can’t seem to get started? St. Louis SEO for Growth can guide you through the process. Our team of experts will build a branding-conscious website that attracts visitors that convert to real, live customers.
At St. Louis SEO for Growth, we build content-driven websites that get you leads and will help you get found in search engines. We have the expertise to build your online marketing strategy so that you can concentrate on attracting and keeping customers.