The questions your website needs to answer
Did you know…? More than half of visitors are going to spend less than 15 seconds on your site? That means you need to grab attention FAST. Visitors to your site have questions, and if you can deliver answers within that short timeframe, chances of a sale increase greatly. These questions are:
- WHAT are you selling?
- WHY does it matter?
- HOW much does it cost?
- WHAT makes you special?
- WHERE do people find items on your website?
- WHO else has benefited from what you sell?
Lets unpack these questions.
What are you selling?
It must be immediately apparent what service or product you are offering. Visitors arrive at your site looking for something specific. Don’t make it difficult for them to find out if you can provide them with what they need. Take the guesswork out of it. Put it right up there in the fold of your website. The fold is the part of your website that can be seen in someone’s screen without scrolling down.
Why does it matter?
Why should they care? What’s in it for them? Your potential client’s initial need is not to know about YOU, it’s to find out if you can do something for THEM. What is the benefit, payoff, advantage of the solution you provide? List it, show it, put it in bold text – anything to make it visible or noticeable. Use headlines, keep it to the point. You can provide detail elsewhere on your site.
How much does it cost?
You don’t need to put a price list up on your Home page, but somewhere on your site should be a quick-to-find link of the fees, prices or budget needed to buy what you’re selling.
What makes you special?
How do you stand out from the crowd? Why should your prospective lead or client not opt for your competitor? Consider your unique value proposition. Put it into one sentence and have it somewhere on your home page.
Where do people find items on your website?
Your site navigation (menu) needs to be simple and visible on each page throughout your website. Think of your navigational structure as an organogram – and don’t go in more than three levels deep. Consider having sidebar or footer menus, also, that contain pointers where to find categories, or tags. Highlight featured content by putting it on your home page. Assume that most people don’t really read, so make your ‘map’ as easy as possible.
Who else has benefited from what you sell?
Put up testimonials or recommendations from happy customers – and use pictures as much as possible for this. It lends credibility to what you sell, shows you as trustworthy in your field and helps a visitor to your site identify with your brand far more easily.
Another quick tip: make sure your contact details are clearly on display prominently, perhaps in the header of your site or somewhere visible everywhere.
And once you have your visitor hooked, keep them there with good quality content.