Marketing

5 Things Your Website Should Have #1

When my friend Debra Hay Hampton re-worked her website for Cornerstone Engineering, she hit the nail on the head with her offer above the fold.

Like a first date, your website is likely your potential customer's first impression of you and your company. I am sure we both agree, your website matters.

There are five things a great website that grows a company must have. The first thing:

An Offer Above The Fold.

When people go to your website, the first thing they see are the pictures and text above the fold. "Above the fold" is a term that refers to the things you read and see before you scroll down. These messages and picture are what amounts to your "first date!" The stuff they read after the first pane are the messages you want to share on the proceeding "dates." But, remember, the things you share on the first date should be enticing, short and most of all, about them!

The idea is that potential customers need to quickly know what's in it for them on the first pane of your website, in clear and concise words. That is so important, because, customers don't buy the best products and services they buy the ones that are communicated the most quickly.

About them... Hmmmm. That means the pictures and words above the fold should offer the customer an aspirational identity. In other words, an offer to help them become something. We must help them become competent in something, or different because they have engaged with us. It must promise to solve a problem! It must state exactly what we promise to do.

"We've been in business for three generations...committed to excellence,..." does not solve anyone's problem.

A picture of your building does not solve anyone's problem.

A picture of the founder or CEO does not solve anyone's problem.

An offer above the fold, that offers to solve a problem or make someone different after engaging with our brand, is one of the five things your website MUST have.

Does your website have a clear offer above the fold?



Build A Better Website: NOISE!

When my friend Sharon clarified her message and reworked her website at South Georgia House of Hope, her ministry grew to capacity AND raised a lot more money.

A great digital presence starts with a clear and effective website. In our marketing toolbox, the tool that does our most heavy lifting is our website.

People may hear about us by referral, BUT THEY ALWAYS GOOGLE US AND LOOK AT OUR WEBSITE BEFORE DOING BUSINESS WITH US.

When they get to our website, they need to be convinced that we can solve their problem.

But, most websites today have a horrible problem... THEY ARE TOO NOISY! By that, I mean, they try to say TOO much in TOO little space.

The answer? The landing page to your website should be like your "elevator pitch." The key is VERY FEW WORDS! The days of using our website to educate potential customers about everything we are about are over!

As my friend Donald Miller says in his book Building A Storybrand, "Your website is likely the first impression a potential customer will receive about your company. It’s almost like a first date. The customer simply needs to know that you have something they want and you can be trusted to deliver whatever that is. Even if your company has grown because of word of mouth, a website full of noise can kill potential sales. Your website matters."


Reduce the Noise!

Reduce the Noise!