|
 |
|
It’s Not About You
Do You Have a Narcissistic Website?
Yes, websites can be egocentric…more interested in talking about themselves than imparting useful information or solving customer problems. Although there are offenders across the board, the biggest culprits seem to be business-to-business companies and small- to mid-sized firms.
When you consider that the average visitor has an attention span measured in seconds, and that he scans the web instead of reading every word, a narcissistic website has the same effect as a narcissistic tablemate: it turns people off. In contrast, an intelligent website doesn’t leave a visitor stranded, searching for the customer benefits of the company’s products or services.
- Provides clear statements that are customer benefit oriented
- Supports its claims (often using customer and third party support)
- Proactively addresses potential objections
- Ushers the visitor into a dialogue
The concept is a simple underlying marketing communications truth. The most effective marketing communications puts your customers and prospects first, not your company. By focusing on customer and prospect needs, you are more likely to fulfill your company's needs.
A Quick Check-up to Find if Your Company Website is a Narcissist
Pretend you’re one of your prospective customers and write down 5 key concerns you may have about doing business with your company, the kind of obstacles you overcome everyday in your new customer acquisition process.
Now, once you’re in that mindset, spend exactly one minute at your website’s homepage. Close the browser. How many of your key concerns were addressed? How well were they addressed? A brief amount of copy addressing a key concern and a link to more detail is fine; no mention of these concerns is not.
Did the web page copy get to the heart of your concern or was it focused on singing the company’s praises instead of the prospects needs? Use what you have learned to further test your website in front of real prospects and customers. Find out their most important problems they are hoping your website will help them answer and re-design your website around helping them.
For more marketing and publishing advise, contact O’NEIL Data Systems. Phone 866–659–0824, or email us at sales@oneildata.com.
|
|
|
|