Target client pain points
Despite the fact that this is YOUR website, it’s not about you. It’s about what your customer needs and how you bring that to the table. Every customer that buys a product or service does so because it solves a problem or what we call a “pain point.” From an industrial sized digger to making them feel beautiful, every good website caters to these “pain points”. Note these pain points with icons, great visuals like video or images along with how you solve for them.
Here are a few examples:
The iPhone 7 (Or any cell phone for that matter)
The problem: Toilets, sinks, sudden rain showers and bathtubs are all places we avoid letting our phones go anywhere near, unfortunately due to experience. Along with cracked screens, water damaged phones are the biggest pain points cell phone users have.
The solve: With new smartphone developments, manufactures like Apple have known about these problems for a long time. That’s why, for Apple, the second section on their website is targets this point specifically.
Maids in Black (Or any in-home service)
The problem: We’ve all had a house cleaned only to wipe a finger across a windowsill revealing the same dust that was there before. Or, maybe you aren’t sure if you can trust their staff alone in your home.
The solve: Maids in black does a great job of pointing out these issues that we can all relate to.
Not sure what those pain points might be? Here are a few ways you can find out:
- Talk to your customers
- Research competitor reviews
- Research FAQs in your industry
- Do some role playing: Write User Personas
Interested in more factors? We have a complete guide of 19 things you should do to get your website converting more visitors into customers.
Before your customers even get to your website, they have a list of objections formed from working with your competitors or similar businesses. Invariably, you know what those probably are. One of the most important things that you should do is answer those objections up front. It will build trust in your target customers, adding to the ever-growing stack of reasons why you are the best fit for them. Here are a few example “objections” and how you can reassure them.
- It’s going to be expensive.
- We’re competitively priced AND offer payment plans!
- It’s going to take forever.
- If we don’t get you in and out in 1 hr, it’s on us
- If it doesn’t work, I won’t get my money back.
- Not satisfied, no worries. We have a full refund policy, no questions asked.
Are you a member of any industry or local organizations, or have you worked with reputable companies in the past? You can establish credibility with your audience by borrowing credibility from these brands. When viewers connect your business with those logos, it’s another reason to trust and, hopefully, work with you or buy your product.
Add pictures of happy customers
We’re social creatures, and the psychology behind the contagiousness of happiness is undeniable. By using images of happy customers, you’ll create the positive connection that drives a customer to purchase. If your customer was in your store, they’d get to have you with a smiling face explaining to them why you’re the greatest. If they’re on your website, make sure images there there to do that for you.
TWICE as many customers who see a video complete a purchase compared to those who do not. Videos bring a human element to your site, engage your customer on a deeper level and help tell your story in a much more concise manner. They also set you apart from 99% of your competitors. What would you do: read an essay or watch a quick video?
Pro tip: Make sure that video has text embedded in it if playing on Facebook 🙂
Checkout (or a CTA) above the fold
On every page, especially the home page, there should be a way to buy. If customers start the purchase process by calling you, then it should be a phone number or contact button. Not only do you get a sales funnel flowing as easily as possible, but it’s a constant subliminal “call to action” lingering in their periphery. If you use a phone number, make sure that clicking it opens a caller application.
Pro tip: Use more fun ways of asking for a buy like “Get in touch” or “Give us a call!”
Test, measure and adapt
The great thing about the web is that it’s so easy to change things. It only takes a few moments to switch out copy or an image; even faster if you have a web developer you are working with (shameless plug: like The Website Nanny!). On the most simple level, you can use Google Analytics to view how many clicks a call-to-action gets using one type of copy versus another. It’s a great way to test ideas on certain images too! Going deeper, there are amazing tools like Optimizely and VWO that can test conversion rates and other metrics. Is a phone number or a contact us button a better CTA? Who knows, test it!