I recently contacted a friend to ask if she knew of a good dermatologist, in turn she recommended one, let’s call her Jane Doe. I Googled Jane Doe and found her website and proceeded to read through her website to see if she handles problems similar to mine, as well as determine the solution or procedure she offered for resolving my problem.
Though she mentioned the problem in areas of her website, there were no dedicated section on her website for the problem with a specified solution or approach, which lead me to believe that she would not be a good fit for me.
Because I am in the web design business, whenever I visit a website, I pay attention to how a website present themselves, whether it is good or bad, so that I can learn from it and in turn help my clients.
So naturally, I wondered if other business website content clearly address the problem that their target market was facing and if they highlighted their solution and approach with proof to back it up.
For example, when you go to www.captivatedesigns.com, it is very clear that we specialize in website redesign, it is also very clear that we help businesses project a more professional image, increase conversion rates, gain more control over their website with a built in content management system, because we are targeting customers who would like to get these results. We further back it up with our website portfolio and success stories from customers who have experienced the results our target customers are facing.
If you haven’t clearly addressed the problem(s) that your target market is facing on your website, here are a few steps you can take to do so now. Listing your services alone is not enough, you have to go deeper to make prospective customers know that you understand their needs.
- Determine the top 5 problems that you help your clients solve.
- Create content outlining in clear terms exactly what your solution is and the process you use to solve each problem.
- Provide proof of your solving the problem in order to back up your claim, in the form of testimonials, case studies, before and after images, photos, videos etc
- Create a tab for solutions on your website and list each problem with the solution.
- Most importantly, add the problem and solution statements to the banner on your website homepage, so that you can capture visitors’ attention the moment they land on your website, so that they know they have arrived at the right place.
Don’t risk losing a website visitor who is ready to buy, because you didn’t take the time to address their problems and successful state the solution you offer on their website.