In today’s online landscape, it’s not enough to have a basic website that describes what you do.
When I am handed a business card I will go back to the office and look at that person’s individual website. In most cases, the website will show basic pages such as an about page, a list of services, team credentials and contact information. These are all well and good, but there is nothing in-depth to show me their expertise and back up their listed credentials.
Subconsciously, people assume that others will perceive their value and expertise in the same way they perceive themselves. For example, I know the experiences I have in the web industry. They have given me a lot of perspective on how to help businesses grow online. But…nobody knows this when they meet me. Nobody will understand my experiences during an initial brief conversation.
This doesn’t mean you are not an expert in your field. Everybody has unique value and experience to offer their industry. But, if you don’t share your experiences then no one will ever know this.
Your audience sees a shallow version of your business. Take a step back and think about your own expertise. You have had unique experiences in your industry that have brought you to this point in your career. You may have built a business, or a few businesses, and have seen successes and failures over time.
Now ask yourself:
- “When I am talking to a possible client/customer, how much of what I know can they see?”
The answer is, “not much”. A person may have a great pitch and come across as charming and knowledgeable in their field. They can make a great impression, but beyond that impression, what more is there? Also, how many times have you heard a similar pitch?
Now ask yourself:
- “When a client/customer visits my website, am I showing them my value and my experiences?”
If your answer is no, then take an audit of what you have published online.
Your homepage is important for putting your message out there in a concise way. It should draw the visitor in to click through to the more meaty content. A homepage tagline and sets of callouts with great imagery are only going to get so much mileage. Your “About Us” page has a brief description of your business that describes your mission. But, your competitors “About Us” page is going to be similar.
This is fine as there are only so many ways you can describe a business in a short amount of time. These basic pages should only be jumping off points. They should lead to the content that talks about your experiences and shows your unique value. A blog or more detailed interior pages are going to be much more effective, but only if they see them.
Websites need to be constantly maintained. Your should always be adding new content to your website. Then you need to promote that content through social media and email newsletters. Remember that CONTENT IS KING! Your website is a living document that you get to always build upon. Take advantage of this and put out content that speaks about your unique experience.
More importantly, your website is support for when you are offline and talking to customers. I have had great success when talking to clients and being able to mention an article I have written about an issue they are having with their business. I can not only talk to them about my experience with their issue, but I can also follow up with them over email and send them a link to the article I wrote.
This is much more effective than saying “We can help you solve that, give me a call”.