You likely believe that your business offers something different or unique – why else would you be in business – but how well does your website reflect this?
The most common reason a visitor to your website doesn’t contact you is because of trust: they don’t trust that what you’re offering will meet their demands. So how do you improve your website’s ability to build trust?
Being transparent about what you can and cannot do goes a long way to endearing yourself to a prospective customer. Play to your strengths and don’t shy away from your weak spots.
We’ve all had customers that we took on knowing full well our services didn’t quite match their requirements. It usually ends up being more work than expected, resulting in a net-loss for everyone involved.
Being honest about your service, and having pride in your attributes will attract the right kind of customer. Oh, and ditch the “we provide excellent customer service” cliché and replace it with something that has impact and charm!
Focus on what you’re best at…
There are merits to SEO optimisation and playing around with Google AdWords, but attracting a website visitor doesn’t equal a new client. Capturing their attention and providing the right answers as quickly as possible will secure their interest. Your sales team can do the rest!
It’s important to avoid attempting to be everything to everyone. Many contact centres fall victim to a ‘we offer everything under the sun’ slogan. Kudos to you if your business can offer the full works, but in most cases it simply isn’t true.
Look closely at your best, most reliable clients – what is it about you that has kept them loyal for so long? If it is the personal touch you offer with every interaction, then why is that not front and centre on your website?
Show some personality…
The final thing to look for when scrutinising your website is personality. Long gone are the days of stiff corporate personas and menu-heavy websites. People want to work with people, not machines.
Ensure your site has some character – add a backstory or timeline to show how your business has arrived to this point. Interview your staff and show their faces. Videos and pictures are a great way to lighten the tone, too.
And get rid of the technical jargon – it’s likely your potential clients don’t know your industry’s lingo, and will be put off by anything they don’t understand. Put your offer in clear and concise terms.
You can read thousands of articles citing the ‘best way to capture leads through your website’, but the simple answer is to build trust, and show your business’ true colours.