When someone visits your website for the first time through search, a referral link or from your own invitation, it’s almost as if you are having them over for tea.
You begin a conversation. You “tell” them about yourself or your company. They get to know you and your business.
How can you make that easy for them?
A few key elements on your site help this process:
The first paragraph of your About Page is critical. You have many options to connect effectively with your visitor. Some options include:
- Ask an insightful question that hits their own situation.
- List 4-6 one or two word phrases that give a summary of who you are. For companies, choose keywords that highlight your differentiation.
- Immediately start telling a story. We’re wired to finish a story to the end.
- For enterprise companies, stay professional, but seek to be human.
- Catch their attention with a funny phrase, question or story. Everyone appreciates a good sense of humor.
Since your About Page is likely the page most visited, be strategic with it. Offer a couple key links to help direct your visitors to the posts or other pages you think they’d find most valuable.
Valuable Articles and Testimonials
Imagine a stopwatch ticking when someone visits your site. You usually just have seconds of a visitor’s time. But you can “earn minutes” if you can hook them with valuable content.
The articles on your blog should be engaging and offer a million reasons why you are the expert in your domain. You should never come across as “selling” someone in your articles, but through stories and testimonials people can read between the lines and understand that you really know what you’re talking about.
Your articles should have variety. Share your own insights from customers you work with, books you read, people you meet. Offer new research and valuable tips that indicate how you are on the cutting edge of your industry. Write with conviction, credibility, and care. Again, be human.
While your products and services should be clear on your site, sometimes a person has a unique question or just wants to begin a conversation and not seal the deal yet.
Your Contact Page should be easy to find on your Nav Bars. Links to your social media sites or email are also helpful ways for people to contact you. Be as responsive as you can once you hear from someone new. Try directing them back to another article or page on your site that will help them, continue the conversation and grow the relationship.
A Solid Foundation
There are so many amazing websites out there. You can add as many graphics, affiliate links and bells and whistles to your site as you’d like. But always ask yourself if they help your visitors and your goals of building your brand/business. The main thing is that you want to be found easily when someone searches for you on the internet. Nowadays, they are usually using their mobile device, so make sure your site is mobile responsive and extremely easy to navigate. With that solid foundation, you can focus on growing your audience and servicing your new customers well.