You invest in a website in order to attract the attention of your ideal client, and ultimately, to convince them that working with you is a bloody good idea.
But what exactly do they need to know in order to trust you with their hard-earned cash? The story of you acquiring the business in 1983 from a man you met at a tennis match? Probably one for the socials, that.
If you launch straight into the details of the business on your homepage, the most important messages can get lost. So here are the seven things your site visitors need to be sure of before they buy.
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You understand their problem
Your ideal client has a problem that you know how to solve. That’s the info that will cut through the noise of the internet and stop the scroll. Stick it in your top header!
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You know how to solve it
Now isn’t the time to get into a detailed rundown of ‘how’ it will be solved. It’s enough to let them know that you have a plan.
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Your solution will make their lives better in a specific way
Along with showing that you understand how their problem is affecting them now, you’ll want to give them a vision of the future – one that they can imagine themselves in. What will their lives look like once this problem is solved?
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The reward will be worth the risk
This is a question of value. Potential customers are subconsciously wondering whether your offer is good value for them. How valuable will the outcome be? Your copy needs to help them weigh it up.
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They can trust you
There are two parts to this trust. They need to believe in you or your company, and feel sure that you won’t just run off with their hard-earned cash and leave them looking silly. That can be addressed with social proof, and in certain ways, the design of the site.
Secondly, they need to know that your solution will work for them specifically. By having a really clear niche you can display that. For example, a weight loss program designed for, and targeted at busy mums will instil more trust in a real-life busy mum than one marketed as ‘suitable for everyone’. Guarantees can also be useful here.
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How to make it happen (CTA)
It’s amazing how powerful it can be when you clearly state the action a visitor should take, and what they can expect next. As soon as you give them the chance to feel confused by a lack of clarity on your site, you start to lose their attention.
With these seven crucial messages covered, you’ll give your ideal client everything they need in order to confidently decide to work with you. Wondering if you’ve missed anything? Book a free content review and we’ll take a look together.
