I was in the market to purchase a new car. I spent a few hours researching online and ended up going to three different car dealerships. What quickly intrigued me — more than the cars in the showroom — were the strategies used by each of the sales representatives. The reps from the first two dealerships bombarded me reasons why their dealership was better than any other. They claimed to be the best, most highly certified, fastest, lowest priced (whether AutoTrader.com agreed or not) and have the someone’s-name-advantage. They also were insistent that the car they were showing was the perfect one for me. The sales representatives in these first two locations told me it was exactly what I needed and listed out all of the features their respective “dream car” had. (Ironically, I didn’t want most of the features being listed, and several from my priority list were missing.)
The third dealership was different. When I walked in, they asked me about my needs. They wanted to find a good fit for the issues I was trying to solve. They considered asking questions like, “Do you prefer saving at the pump or a faster car? How do you plan to use this car? A daily driver? Is it for road trips?” They got to know me and what I was looking for before showing me a car that would be a good fit.
The same happens with your website.
Make your website customer focused.
First of all, when someone lands on your site, they want to know if you can solve their pains and problems. Your visitor wants to know if you can solve their needs first, they want to know about all the reasons why. I’ve come across so many website home pages that say “we’re the best at our services” and show a magnificent photo of their office building. When you’re searching for a plumber online (for example), you are probably thinking something along the lines of, “Can he get my hot water back on by tonight?”. If this website proclaims that they have the most advanced tools, coolest trucks, biggest building and most awards, you’ll probably leave the website quickly. Why? You are not sure if he can solve your pains and problems.
Your website is for your customers.
The whole point of having a website is to generate more customers online. Make your website aimed towards your customers and their needs. Show them that you can solve their problems, quickly and easily. And kudos to you, Fletcher Jones VW, for understanding your customers – as a result, you won me over for the car sale.
Make it easy for them.
With being customer focused, one of the biggest setbacks for any website is design. Your page layout should be clean, branded and have all the most relevant information your targeted customer would want. And don’t be afraid to get some honest feedback either. Ask a few of your loyal customers to give you some critiques and feedback about what they wished was on your website.
Don’t be shy.
Don’t forget to be humble. But don’t be shy about what you can do and what you have to offer. If your a company that offers solutions that other companies in your market don’t offer, make that your selling point. They came to your page because they needed something. Now it’s your turn to show off your unique business solutions for them.
Don’t ever stop.
One of the best things you can do for yourself is keeping your website relevant to what your customer wants. Now, customers come first but there are some things that go hand-and-hand with websites. Keeping up with SEO and keeping your website looking fresh is important. All these go hand-and-hand with making sure your website stays in front of your customer. But most of all, make sure your website has relevant content that will win over your customer.
Can I help you make your website customer-centric? Let’s schedule a free strategy call to discuss!