Let’s face it: When considering buying products or services from your business, most potential clients will start with a review of your website. That experience can lead the visitor to gain confidence and interest in your business, or to click away and search for competitors.
As the centerpiece of your online presence, your website experience must guide your visitor, demonstrating that your business offers value and is credible and trustworthy.
Stop talking and listen
When meeting a potential client in person, we use many strategies to convey our expertise, integrity and skills. Beyond good eye contact and a firm handshake, we attentively listen for clues to how our offerings match with the needs of a potential customer. We ask questions to learn about challenges, frustrations and pain points which provide an opportunity to help. This emotional connection naturally leads the conversation to how we can help solve their challenges. The prospect gains confidence that we not only understand their problem, but also that we can offer informed guidance to fix it.
Is your website listening?
Our websites should generate the same emotional connection with visitors. Is the experience compelling? Your language and imagery should speak to the visitor’s needs and wants, showing that you understand their challenges and productivity snags. Even though the conversation isn’t live, your website experience should show that you are indeed listening.
By creating an emotional pull, you are more likely to stimulate the visitor to explore further, deepening their level of engagement.
Guide your visitor
Rather than standing by idly, you can encourage the prospect along in their exploration with well-placed internal links which offer relevant and targeted information. Like the live conversation where you’re probing for additional details to understand their challenges, these links demonstrate that you “get” their needs and provide validation, demonstrating your ability to help.
When crafting your website experience, it’s important to remember that the purpose of the links is to guide the visitor to relevant and timely information for their needs, offering a clear roadmap. While an impulsive side trip to stop for ice cream may be welcome during a leisurely weekend drive along the coast, diverting client prospects from their chosen path is like not listening during an in-person conversation. Instead, lead website visitors, providing content that deepens their confidence and offering a natural path to your key conversion goals.