This is one of the most common mistakes that I see when I read the copy on someone’s homepage.
Today, I want to talk about one mistake that I see happening far too often with websites, specifically, the text that people choose to put on the homepage of their website.
We all know we only have a couple of seconds to get someone’s attention and make sure they don’t just jump back to Google and go to the next site on search results when they’re trying to find a product or service provider like yourselves.
It’s not About You
The mistake that I see a lot is companies are focused too much about talking about themselves rather than their customer and what their customer is looking for. I’ll give you an example.
Let’s Look at a Poor Example
Let’s say you had a shoe company or a shoe retailer. Rather than talking about the customer , the common thing I see is content writing about Mississauga shoe store or Toronto shoe store. We have 10 years of experience selling shoes.
Not very exciting. If you’re somebody looking for shoes, it’s not really gonna capture your attention or even resonate with you.
How to Do It Right
What I want you to do is think about the pain that your customer is having. Then when you have that mapped out, think about the solution that you can provide for that customer that makes you better than all the other people out there that are doing such a lame job marketing themselves. Let’s look at that shoe example again. I want you to try to think about the pain. For example, if you’re in the orthotics space and you’re helping people with shoes that are designed to help them feel better, walk better because of whatever structure your call to action, that the headline, your website should read something like “helping athletes recover from injuries related to running”.
See What We Did There?
That heading right off the bat explains to them that you understand what their problem is and you have some experience doing it by using wording by using terminology that your target audience or your customer understands and uses to express or think about their problem.
When you’re saying it to them on your website or whatever marketing message you’re using right away, people feel a sense of comfort and trust and understanding that you kind of know what you’re talking about when it comes to helping them out.
Keep Going and Show Them Why They Need You
Going past that, any text below that you want to kind of reinforce what your solution will be like. It could be something like: “We have or come and meet one of our specialized physicians in house that are trained to diagnose footwear injuries or, sports related injuries when it comes to footwear.”
Boom, you nail what the problem is!
Now you’re onto the second punch, you’re showing them exactly what you’ve got to offer that they’re probably looking for. When it comes to finding that shoe company that’s going to help them get past this footwear injury.
Summing up, whenever you’re writing the content for your homepage, or really any page on your website, stop talking about yourself, save that for the about us page or save it for way down on the page when people are looking to validate who you are and get their attention by speaking in the language that they understand, using words that are going to relate to what’s going on in their minds and their lives and the problems that they’re trying to solve in their life.
If you’d like some help putting together some, some awesome headlines or some copy, that’s going to really resonate with your target audience. Feel free to drop a comment below. I’d love to learn a little bit more about your business and help you out have a great day and stay safe, everybody.