Many business owners scratch their heads and wonder what they’re doing wrong with their website. When they’re not even close to reaching their goals, it can be a very frustrating ordeal. Mistakes are costly and you need to know what’s wrong in order to fix the problem. I’ll tell you the most common problem businesses make with their online site. Want to know the #1 mistake you’re making with your website?
Your content sucks
In your business your client is the most important person to put all your energy on. Your content must be focused on your ideal customer, the ones who really want what you’re offering (whatever that is). If you don’t know who your ideal customers are then your copy won’t be strong and compelling, and as a result won’t engage with your viewers. Find your niche audience and either observe or interview the people you’re trying to reach to create your persona. Find out everything you can about your persona because that’s who you want to appeal to when people reach your website’s content.
Focus on bringing the right people to your site. What are their problems, fears and frustrations? Your copy should present your viewer’s pains so that they become aware and listen. It’s the #1 mistake you’re making with your website if all you’re doing is talking about your business and how great you are. Reading more about you and less about the value you can provide them, won’t allow that important connection with you.
And that should be the true goal of your content strategy. People rarely buy from just spending a few minutes on your website. People love to do research before committing to a purchase. So you have to establish that relationship, and follow up with customers consistently until they’re ready to buy from you.
Your customers have different types of problems they need your help to solve. Agitate their problem in your blog and social media posts so that they realize if they don’t fix said problem, things are only going to get a whole lot worse.
Use triggers in your copy to get their attention, that’s what good ads and email communication do. Speak directly to the people you want to reach. Present problems to your target audience to create concern and fear. You have to position your business as the only solution to their problems.
If you really know who your customers are, overcome their objections and then tap into their goals and desires. Get them to say, “I want that!” These are the people who will like your offerings, sign up for your email list, share your content, maybe follow you on social media and hopefully–if you’ve done things right, eventually make that purchase from you.