02/09/2024
๐๐ถ๐๐ฒ ๐๐ผ๐๐ฟ ๐๐ฒ๐ฏ๐๐ถ๐๐ฒ ๐ฎ ๐ท๐ผ๐ฏ.
So back in the day, having a basic website was enough to put you ahead of the pack. It didnโt have to be amazing. It just had to be there. Eventually, things evolved and companies realized having accurate information out there was important to their business and how customers chose to engage. So, they decided the website had to do the heavy-lifting for the business and they put everything there. Including the stuff they werenโt even sure what to do with.
Things evolved yet again and itโs not enough to just have a website. Now we know itโs a critical part of controlling your brand narrative. If youโre a service based business, you canโt afford to have your website be a catch all place. It needs focus. You have to give it a job. Like any other employee that works for your business, itโs got work to do. In this case that job is answering three things.
โข Youโre an expert and have the skills and credentials to do the work.
โข You understand their situation and can be trusted.
โข How can they contact you?
If you make your service-based website do more than these three things, you fail. Giving potential customers too much information amounts to wasted time and effort for you both. Theyโre interested in knowing you can solve their problem not that your great grandparent had a hard life and started the company with the last $5 in their pocket. This could be an interesting story but itโs not why your customer visits your website and it wonโt be the reason they choose your business.
Communicate simply and clearly. A college professor of mine told me to always write like Iโm talking to a 3 year old Martian and never assume your audience has the same information that you have. This applies here. Donโt talk over your customersโ heads, looking to impress them with the big fluffy industry words you know. They donโt care. They don't need to become experts in your field and will move on to the next business in the Google search results. You want them to understand that youโve helped many others in their similar situation or worse with great results. It's time your website worked harder for your business. Need help?