Good morning friends! We hope every one is having a great summer and making plans to spend time with family and friends. For our fellow business owners we hope you take this time to evaluate your webpage and understand better how your customers view your website.
“Once upon a time…” businesses used to list all their service descriptions on the homepage. It would be represented in a clustered paragraph or in an unorganized list in an attempt to have some former structure. For some organizations mass information is needed but for the majority, keeping the subject matter precise is a necessity. The information needs to be steered towards viewers wants and needs from the company along with their concerns.
To identify these wants, needs, and concerns begin by organizing a two-column chart on a sheet of paper. On the left side of the page list all the wants and needs customers want from the organizations services and/or products. On the right side of the page list all the concerns customers may have over the services or products. For example, you are in the marketing business and you put yourself in your customers shoes. Your customer is a small business needing its website updated. The need listed on the left side of the page will be “Website Editing” and on the right side the concern may be “How can I afford the service?” If you struggle to think about your diversified customers viewpoints you may want to involve people you know to help you out. Continue this process until you have a solid list of customers wants & needs from your company with their concerns.
After the list has been completed determine the most consistent want and need and the concern. It is understandable that deciding on only one can be difficult because there are other services that are deemed just as important in your organization. It is okay to make more than one selection but avoid choosing more than three wants and needs with concerns. After the selection is made (up to three) important attributes of the company, the backbone of the company’s description on the website homepage has been made. Referring back to the example, a sample description for your marketing company would be, “We provide website management with competitive pricing that suits small business needs.” This statement identifies a leading service in the marketing company that most clients are looking for and how the company is going to overcome the small company struggle to financially obtain what they want.
If you have up to three wants & needs with concerns they will each need to be described in one sentence. The structure does not need to be formal, but it does need to be neat and straight to the point. Being overtly “wordy” can be seen as unattractive. The business description should come across as a mission statement that is catchy and prevents navigators from back clicking. Identifying these goals will help the business organizations website feel more in touch with society which will ultimately optimize the company.
If you struggle to structure this short paragraph stop by for a consult with us today. We can help you develop a beautiful statement that will describe your business to its fullest service potential.