There is a TON of traffic that has arrived on your website in the past few months that could have ended up buying your product or using your service if you had just targeted them properly.
It’s true. You can have the sexiest looking website in the world, but if you don’t know who your ‘perfect customer’ is and what stage of the buying cycle they’re at, you may as well throw all that money you’ve spent having it built down the bloody drain.
All that money you gave to some SEO expert so they could get you ranked in the top 3 of Google?
All that money you’ve ploughed into Facebook and Google advertising?
Yep, you guessed it. Money badly spent.
Because it’s the words on your website that matter most and what you do with them.
The main aim of your website is to convert any visitors into full paying customers.
And it should do it with style and class.
If you knew what your perfect customer feels, knows and wants, then life would be so much easier and sales would come flooding in.
Every single page on your website should be able to talk to your visitors and convince them to try your product or service out, whilst also knowing what stage of the buying cycle they are at.
Is your visitor unaware of the problem they have which you could solve? Then tell them about the problems others like them have!
Are they aware of the problem but don’t know of a solution? Then explain the problem in more detail and give them a solution to solve it.
Are they aware there’s a solution out there but can’t find a product or service to solve that problem? Then give them a unique insight into the “solution” landscape.
Or do they know that you can solve their problem with your product or service but just need a little bit of convincing? Then talk about your product or services value proposition.
Confusing eh? Not really….
You see if we rephrase all those questions another way it might make more sense.
If a visitor to your website is unaware of the problem they have, then you should serve them content that introduces a problem that your product or service can solve.
And if they read that and think “Hang on a minute, that happens to me!”
Then you’ve managed to turn them into problem aware.
And then you move them from being problem aware to solution aware and so on and so forth.
You get my drift right?
You should have multiple pages on your website that does that for all the problems that your perfect customer might face.
Here’s a classic example of how most small businesses try to convert traffic into leads and sales and fail miserably. I see this mistake done on a regular basis, and it’s rather easy to fix.
Let’s say your name is Bill and you’re a plumber.
You decide to advertise your business on Google and create an advert targeting people who might need a plumber in the areas you serve.
You set your daily budget to £20 per day and run the ad for 7 days. After the 7 days have passed you’ve spent £140 on your advertising and have nothing to show for it whatsoever.
Nobody has filled in your contact form, nobody has rung you up.
Wanna know why that’s happened?
Bill sent all the traffic he got from his Google ad to his homepage. Which is understandable, it’s the most popular page of any website.
But when someone arrives on your homepage what happens then?
They get lost, they lose interest really fast.
All those links in your navigation bar mean the visitor has lots of opportunities to be distracted from the job in hand.
Poor old Bill should have created a dedicated landing page for his Google advert, with little to no distractions, and because the traffic from that ad will be people who know they have a problem and are looking for a solution, it should give them a unique insight into the ‘solution’ landscape and move them onto the product aware stage.
The reason we want to move them onto a product aware landing page before giving them any kind of offer is because at this stage of the buyers journey they might not be ready to take you up on an offer.
They’re going to need a bit of a push in the right direction.
So in the product aware stage we simply show them your product’s value proposition and then lead them onto the ‘most aware’ stage of the journey.
Then (and only then) can you present your offer and get them to take action immediately.
Time is of the essence here, people have short attention spans. You want to get them to click that button, fill in that form or call that number without anything distracting them.