Much like a store window or a business card, your site gives people a first impression of your business. However, it stands out for its ability to be seen, not only by people nearby, but also by millions of visitors around the world!
Questions Customers Ask Before Buying
Be aware that before you can convert all these visitors into paying customers, you will need to find the answers to the questions they are asking before buying:
- Who am I dealing with?
- What can this company do for me?
- Why choose this company over another?
- Do I share the values of this brand?
- What can I buy within my budget?
- How to order?
In this article, we’ll walk you through what to include on a professional site and walk you through common mistakes you shouldn’t make. Let’s go !
Who do my clients deal with?
Even if you run a small business, your clients may already know you by several names. For example: your company name, your brand name, your product name, your name, your domain name, your social media profiles, etc.
First common mistake: using different names in several places. To avoid confusing your customers, we recommend that you use the same brand name everywhere. Even if your site represents one of many brands of the same company, your visitors should remember only one name.
Example: Fanta is a brand of Coca Cola. On the Fanta website you only see the name Fanta. Coca Cola is mentioned only in the legal text located in the footer.
What name should I display on my site?
Your business name, brand name, or product name are obvious choices. Choose the one that is best known to your customers. If you are a freelancer, quickly decide on the name of your activity: use your own name or create a business name.
Using one and the same name will strengthen your brand image and make you stand out with customers, even among a host of competitors. A strong brand inspires more confidence and allows your customers to focus on your product or service, rather than on your different names. This is the desired effect!
What is the added value of my business for my clients?
Customers who already know your brand don’t need more information about you, but your new visitors do. When a prospect comes to your site via a referral link, you need to quickly make them want to stay and browse your site!
Welcome messages to sites were all the rage in the 90s, but the Internet and user habits have changed a lot since. Now visitors are greeted with short, eye-catching presentations from the first page.
This intro is a bit of a punchy presentation of your brand. You need to explain, in as few words as possible, what you are doing and why your customers should choose you. Limit your presentation to a maximum of three lines (in a standard font size), or around 50 words. You can always complete it on your About page.
In general, customers are more interested in the added value of your product. They will surely love to know more about your journey as an entrepreneur, especially if you first win them over with a great product or service. But above all, they need to know that you are in control. Remember, this part shouldn’t revolve around you, it should describe how you can help your new customers.
Why should customers choose my brand over another?
No matter what area of business you are in, everyone fits into a larger industry, where other companies offer the same service as yours. There are loads of photographers, makeup artists, accountants, and yoga teachers around the world. But you are unique!
Be specific when describing your business. Don’t sell yourself using generic vocabulary. You are much more than a simple yoga teacher or makeup artist. You are the extremely attentive yoga teacher who offers classes for moms and their children or the makeup artist who can turn anyone into a superhero.
Do you get the idea? If you quote only your brand name or job title, your visitors won’t be able to experience all of the unique qualities that make you so special. These unique qualities set you apart from the rest and give visitors a reason to choose your business over another.
Don’t know what to write? Now is the time to analyze your 5-star reviews for inspiration! Here are some tips to woo your visitors with social proof:
- Share testimonials from past clients
- Add customer reviews about your product
- Support your claims with studies, facts and statistics
Bonus: Customers who choose you for your unique qualities will understand your values and appreciate you for who you are. They will be easier to please and will be more likely to come back and buy from you.
What are the values of my company?
Each company has its own identity. The more you reveal your personality, the easier it will be to attract the right customers. Take the example of Ben & Jerry’s. They are more than just an ice cream maker. Their values shine through in all the actions they take.
It’s all about trust: you have to earn it first, before your customers draw their wallets. They want to know who they are dealing with. If your core values resonate with theirs, chances are you will build a stronger and deeper bond with them. Customers who take pride in doing business with you will buy with confidence and be more likely to tell their friends about you.
If you believe in yourself, you will be successful, it is obvious. Plus, your customers will know they can count on you. It’s a win-win situation!
Developing branding around a funny name or pun is a common mistake. Nothing beats a good pun, but your identity needs a stronger foundation to start. Imagine that your brand is a person: even if that person makes a joke, their identity is not just that, it is revealed much deeper.
Why should clients be convinced of the seriousness of my business?
You know you are good at what you do.
You work hard, you do a good job, and you know your customers are right in choosing your business. However, potential customers who land on your site don’t know anything about you. Your website should give them a good first impression!
Would you trust a company with a site full of spelling mistakes? Most visitors see this as unprofessional. They get the impression that the editor doesn’t care about his readers. If a business doesn’t bother to correct spelling errors, why would it bother to provide exceptional service to its customers?
When it comes to grammar and punctuation, it is essential to have a good foundation in order to make a good impression. These details make all the difference between a business website and a shady page.
There are so many writing tools out there today that you don’t have to be a spelling champion to perfect your site text. Ask an unbeatable Scrabble friend to help you out, or hire a professional proofreader.
What can your customers buy?
When evaluating your offer, customers first look at two things: price and content. Describing your services can be like creating a menu for your business. No matter what industry you are in, a structured pricing page will be very useful for your customers.
Clarify your offer. What is included? What is the price? What additional services are available? Even if your rates vary depending on the project or you offer personalized services that are not priced fixed, you can always indicate a price range.
Your customers will thank you and you will save time at the same time. If you have a clear pricing page on your site, customers who contact you will already be aware of your prices (and be willing to pay). You won’t waste your time with customers who can’t afford it and instead can focus on people who are more likely to buy. Your pricing page should be able to help you avoid any misunderstanding of what is included and what is not.
For many business owners, selling can be a bit tricky. Even more so if you have just started! Afraid of being too pushy, you risk writing vague product descriptions and creating a messy pricing page. There is nothing wrong with presenting your services and pricing. On the contrary, offering a detailed offer to potential customers is part of the daily life of an entrepreneur.
How can customers buy from your site?
A new visitor arrives on your site. He wants to know more about your products and he loves what you do. Tadam! What happens next? How can he become a customer? How can he buy your product or get in touch with you?
Your site should explain all of this clearly and simply on one page – there should be nothing easier to do on your site than becoming one of your customers!
This step is different from one company to another. If you are a restaurant owner, visitors should be able to make a reservation on the reservation page. If you’re a freelancer, you want clients to ask you for quotes through your contact form. Do you sell online? Each product page in your online store should facilitate the act of purchase for your visitors.
Which page attracts the most to your site?
If you don’t have one yet, now is the time to create a page dedicated solely to converting visitors into customers. This page is for people who are already interested in your products and want to buy them in two steps, three movements. Once you’ve created your page, be sure to link it to all the other pages on your site. That way, when a visitor has finished viewing your site and is ready to buy, they’ll be taken straight to the right page.
Each small business will include different information on its site. The way you present them can convince a visitor to choose your business over another. But you don’t have to reinvent the wheel!
Use these content creation tips as a starting point for your business site. You will see, you will be able to answer almost all the questions of your customers.
Not sure if your site is clear and structured enough?
Show these simple questions to a few people. Ask them to take a look at your site and tell you which texts or images offer some answers. If they can find this important information quickly and easily, so will your customers!