Effective Website Promotion – Write for your target market

We all want that phone call or email from someone who’s found us on the web, recognised the value of what we offer and is ready to hire us. But for most business owners that scenario is a rare event. Why …….and what can you do to increase your chances of gaining business through your website?

Our first thought…does this page solve ‘my problem’?

Other than when we want to be entertained, we all search the web looking for a solution to something that is bugging us. Maybe we are just seeking an answer to a question, often we are looking for a solution to a problem.

When we land on a site we want rapidly to know we are ‘in the right place’. That the page we are viewing addresses ‘our problem’, understands our needs and looks like it may offer a credible solution. All in all a tough challenge.

So before you write anything: Identify your target audience

The page your prospect lands on needs to:

engage them

speak their language

address their problem

offer a credible solution

and begin a dialogue

Different pages for different folk

I had an interesting conversation at a networking event recently with a representative of a company that supplies phone services via VOIP (voice over internet protocol) offering several features that might appeal to small and growing companies. Interested and wanting to learn more, I visited their website. This however told me nothing about what the product could do for me, offering a lot of technical jargon that may mean something to telephone engineersĀ  but totally fails to engage the people who are most likely to be interested in their product.

How much better it would have been if the ‘home’ page had been written for prospective customers with a ‘technical info’ button on the navigation bar for the techies.

How well does your website address your ‘ideal clients’ problems?