Moxie doesn’t specialize in marketing but we know really smart people who do. This blog was guest written by one of our favorite marketers, Erin, who is Storybrand certified. Don’t know what that is? Ask Erin yourself at Acorn Studio.
Too many companies waste money on websites and marketing materials that don’t increase sales. They are designed to look nice but don’t clearly communicate what their company offers or how it will make their customer’s life better.
Lack of clarity is the root of most marketing problems.
When our marketing messages aren’t clear, we’re asking our customers to work too hard to figure out why and how to do business with us. When that happens, we lose business.
Unclear messaging shows up in all forms of marketing collateral. The place I see it most often is on websites.
If you’re struggling to attract customers or you have traffic coming to your website but it’s not turning into sales, chances are your website isn’t as clear as you think it is.
The good news is, there are 3 simple things you can do to make your website more clear and as a result increase sales.
In fact, all three of these changes should be reflected in your website header. This is the section of your site that a visitor can see on their screen before they start scrolling.
The 3 Questions Your Website Header Should Answer
1.What product or service do you offer?
It never ceases to amaze me how many websites I land on that I cannot figure out what they sell. Clearly state what you sell in your header.
Of course, this doesn’t mean list every product you sell. Rather, help customers understand what category your business fits into.
Do you offer HVAC services? Are you a photographer? Are you a life coach? Do you sell jewelry?
Whatever it is that you offer, make it clear.
2. How does what you sell make your customer’s life better?
This should point to the problem you solve. Will you help them make more money and grow their business? Are you providing peace of mind because their home is protected by a new roof? Will your customers get back their weekends because you’re taking care of their lawn?
However your product or service makes your customer’s life better, tell them in your website header.
3. How do customers get your product or service?
Include a call to action button in the top right menu of your site as well as below your header text that tells your customer what to do next to do business with you.
It could be as simple as “Buy Now” if you sell things directly on your website. If you’re a service-based company it might be something like “Schedule an Appointment” or “Request a Quote.”
It may seem obvious to you what a customer should do next to do business with you, but never assume it’s obvious to your customer unless you’ve told them.
So there you have it — 3 things you can change on your website today that will make it more clear and increase your sales. Of course, these aren’t the only three things your website needs, but once you include them it will go a long way to making it easier for your customers to do business with you.
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Erin Fults
Founder of Acorn Studio
Storybrand Certified Guide & Business Made Simple Certified Coach
Want to take a deeper dive into optimizing your website for sales? Click here to download the free Healthy Website Checklist: 5 Things Your Website Needs to Convert Browsers to Buyers.