If I visited your company website today, how long would it take me to find the following:
The problems you solve.
What you sell and why.
Do you offer rebates, promotions, or financing?
What do others say about working with your company?
What is the call to action?
Researchers tell us that customers need to find this information within five minutes, or they will probably leave your website to continue their search elsewhere. Ouch, that is certainly not what anyone wants to happen. Why are these points so important. Let’s break them down one by one.
The problems you solve.
This is the fundamental reason a customer is looking. They have a problem that you potentially can solve. Your ability to clearly communicate the problems you solve and why you are their best choice is key to converting interest into appointments. People make decisions to buy when they connect to a clear message that resonates with them.
What you sell and why.
Most of us do a pretty good job describing what you offer. While that is important, don’t forget to share the story of why you sell what you sell. When the customer begins to look for solutions, they are bombarded with options in the marketplace. All the companies and products tend to say they are the best option. You can help your customer cut through all the marketing noise by sharing why you sell what you sell. You could have chosen any product partner. There is a reason you selected the one you use. Sharing this will help the customer see value in the products you offer, which will help them make a quality decision.
Do you offer rebates, promotions, or financing?
According to a study conducted by CNBC, 44% of consumers find it difficult to spend $1,000 on a purchase. 71% of consumers have less than $5,000 in savings. That means that most of your customers will need the help of rebates, promotions, and most of all financing to make their purchase. Stand out from your competition by making it easy for your customers to make the purchase.
What do others say about working with your company?
The modern term for ratings and reviews is social proof. This is valuable feedback provided by previous customers that shows future customers you deliver what you promise. Studies reveal that most people need to see at least 4 to 5 reviews before making a decision. Not only is it a best practice to have these available on your website, but also make sure your sales staff has these available to share when conducting appointments.
What is the call to action?
Now that you have captured their interest, what do you want them to do. I know this sounds obvious. Unfortunately, in our coaching appointments with companies, we often find this step is not clear. What are the next steps you want the customer to take and are those options prominently displayed and easy to find?
If you offer an online booking option, please make sure it works. We often find the information submitted online by a customer doesn’t get to the right person or department within the company. It is hard to respond if you don’t get the request.
I am happy to report that companies who apply these five best practices for website design capture the interest of their customers and convert that into an appointment or point of sale. Take time today to look at your website through the lens of this information and make any adjustments to maximize your ability to serve customers well.