How often have you searched for a product or service, and the sites you have come upon speak about themselves, their history and their great products or services? You, the potential client are then left to determine the “if” or even “how” this particular website can meet your businesses specific needs.
The reality is that many of your website visitors will then “bounce” away because they are looking for a solution to their problem and really do not care about you or your products … unless you can portray that your site can meet their needs. The question then is how can this be accomplished effectively?
- Determine your specific market. When I was in the life insurance business (a lifetime ago) I was told that if you throw enough mud against the wall … some of it will stick. I suppose there was/is some merit to the comment but I did not like it then and I do not like it today. To my way of thinking it made more sense to make 10 targeted calls and close them than to make 100 mud-on-the-wall calls and hope to close 1 or 2! If for example my target market is “trucking web designers” then we need to build the web pages to attract and qualify within that specific market and not dilute the message and impact by attempting to appeal to a broader market.
- Resolve a need. To accomplish this you must be knowledgeable about the market and the specific needs of that industry. Sticking with the transportation industry as our example, determine the needs and relate a story of how you can resolve that need in a manner that the reader can relate with and to for their business. Some of the example transportation needs:
- Driver Recruitment and Retention
- Market penetration to pre-determined segments
- Regional Carrier
- Over The Road Carrier – National
- Dry Freight – LTL, TL
- Refrigerated Freight – LTL, TL
- Bulk Carrier
- Household Mover – local, regional long distance
- Warehousing and Storage
- Social Media Campaigns
- Social Media Console Manager
- Tell Your Story. Once the specific market has been determined and the needs of the industry established then it is time to relate a story of how your company can resolve those needs. A short story with images that are relative to that story creates a memorable image within the readers mind and will bring about the all important next step … contact. Again using our example of “trucking web design” we could write about how a client called concerned that one of their customers had been looking for 3PL services in a particular city and when doing a search their trucking company came up … but not relative to 3PL services. Can you get that corrected for us so that our trucking company shows for 3PL within this city when a prospective client searches for that phrase? A few weeks later comes back the response … that is fantastic, we are on the first page. How do you do that!? Or you can tell a story about Driver Recruitment and how with the new web pages, blog and Facebook we actually have drivers calling us and posting to our Facebook telling us that they are applying. You guys took the time to find out about us and delivered our message.
- If you caught my interest I might want to know more about your products or services features … but my first impression had better be about the benefits you bring to me because that is what is going to capture my interest. It might be relevant somewhere that you have been doing this for over 12 years as that shows me you will probably still be around when I need you again, but only if you can show it as a benefit to me.
Professional web development is a team project. In the same manner as truck drivers by themselves do not form a transport company; a web designer cannot make a website development company. It takes a professional team to build an effective website that works. If you are looking for a team approach to your website development then take the time to contact OTR. We are here to build for you … a website that works.