Unfortunately, a big part of my job is managing expectations. I'm sorry, but it's true. Nobody cares. Everyone is far too busy packing in their priorities into their already too-short-to-fit-everything-in, 24 hour days. Just because you have a mighty fine business idea and an equally snazzy website (you think), don't expect anyone to stop and take notice. Don't expect your inbox to fill up with enquiries or your phone to ring off the hook. Your website lives alongside a gazillion others, with just as many claiming to do what you do. Competition for people's attention on-line is mind blowing. If you want your audience to care, you've got to care first. You've got to go out of your way first.
Here are 8 tips on how to cultivate care and attention from your target audience.
- Help people navigate easily through your website so that they can actually find what they are looking for. Hide and seek is just not a cool game on-line.
- Keep your message simple, short and focussed. Help people get the information they need quickly and easily.
- Back up your offering with useful content like FAQ's, case studies, testimonials, pictures, blogs and anything that proves you are credible enough to deserve their attention.
- Blog. Give people relevant free advice because blogs showcase your expertise and raise your credibility.
- Leave your website floating in space with no support and you will get nothing from it. Your website should be one tool in a mix of communication tools. Twitter, Facebook, Google+, LinkedIn, Pinterest, YouTube and blogs are just some examples of communication tools that could be used to attract your audiences attention and support your website. Be present where your audience is looking.
- Inspire people. Help people choose you because they like what they see, because you look different, or interesting, or professional, or approachable, or exciting, or authentic....
- Help people take action. Guide them towards your enquiry form or phone number.
- Remember the seven touches. Building relationships and gaining trust takes time. None of the above is about selling. All of the above is about helping people. Because when you help people, they choose to buy from you.
My point is that your website is not the magic formula. Nobody cares unless you do the above, because only then do you start to stand out as a credible source of useful information, products and services. You've got to do these things to make a difference to the leads you generate from your website. Sadly, many people don't. Those that do, win. It's that simple.