When someone comes to your site, I'm willing to bet that what you're saying on your site is pretty much what most of your competitors are saying as well.
Don't feel bad - just realize that you can change it pretty easily so you can start to stand out from the crowd. Kind of like being 6"8" (and no I am 6'1")
And just like any other marketing tool when all the sites pretty much say the same thing, there's no way for that prospect to tell who's any better or any worse or any different.
I want you do try a little experiment.
Find 3 websites for companies in your industry. If you don't know one off the top of your head, Google your industry & city. (i.e. remodeling Arlington, VA)
Now evaluate their home page and the message on that site using these questions:
1. Who Else Can Say That?
2. I Would Expect You To Say That.
3. Well, So What?
Here are some examples from real sites (changed the names because the world if filled with lawyers that have time on their hands).
Who else can say this? (Hint: EVERYBODY! )
XYZ Bros has developed a very straightforward set of steps to turn your remodeling dream into reality: Project Definition Phase - Project Design Phase - Project Preparation Phase - Project Construction Phase
I expect you to say that (and I would hope you'd be there until the end.)
"XYZ Brothers will work with homeowners from beginning to end and will provide all required services
Ah.. So what.
Founded in 1985, XYZ Bros. has evolved from a small handyman business in the early 1980's started by Joe Hammer to help pay the bills during his college education.
Now look at your site. How do you measure up to these quick evaluation questions?
To keep someone on your site, don't fill your message with generalities, platitudes and other information that doesn't help them find the answers they're looking for.
Let me go back to what I pointed out in Part 1 of this series:
When it comes to Remodeling, Painting, Landscaping or any other home improvement website your prospect is actively looking for your service. And they're biggest concerns at this point are:
- Reputation & Stability of the Business
- Experience with a Project Like Theirs
- Follow Up Service & Guarantees
Your job, whether you're meeting with them in person or on your site, is the same. You must prove to them that your business overcomes those concerns.
The simple fact is that your site really has nothing to do about you or your company. It should have EVERYTHING to do with the visitor & prospect.
So before I wrap up today, let me take a swing at fixing the first example above - I want you to realize that we often can't just tweak existing copy - it is just better to rewrite it. What I have added was specific experience plus I brought in 3rd party proof (testimonials).
XYZ Bros has successfully completed over 520 home remodeling projects since 2002. We've used that experience and developed a very straightforward set of steps to turn your remodeling dream into reality: Definition Phase - Design Phase - Preparation Phase - Construction Phase - Customer Satisfaction.
We believe it is much better for you to learn about our process from our clients. We invite you to read some of the more than 50 testimonials we have received in just the last 18 months.
I apologize for taking so much time this week. This is such an important topic that I could go on for a lot longer.
Until Next Time,
Mike Jeffries
