I know, the title of this post clearly sounds as though I have lost my marbles.
How could your website not be about you?
If your website is not about you then who is it about?
Well the simple fact is that I haven’t lost anything and I am definitely not joking when I say that your business website should never be about you.
I know that is undoubtedly hard to accept or believe and if you don’t accept what I have just said then you’re not alone. A great many business website owners, and web designers, out there don’t understand that fundamental fact.
They believe that their website is very definitely about them and they want to tell their customers all they can about themselves … but their potential customers, and your potential customers, don’t care.
All any potential customer cares about when they visit a website is what’s in it for them. What will the product or service that a business website is selling do for them?
They don’t care if you have been in business for five months or 500 years. They don’t care if you are carrying on a family tradition or honouring the memory of someone who was near and dear to you but has now passed away.
They don’t care if you love dogs, drive an exotic sports car and are only seen at the best parties. All they care about is what your product or service will do for them.
Will it improve their life? Will it save them money? Will it solve some problem that they have been struggling with for years?
Can they have it immediately? Will they have to wait for weeks to have it delivered? Does it come in their favourite colour? Will they be the first on their block to own one? Will they be able to return it if it doesn’t work?
Will you really deliver it or are you going to take their money and skip the country with it?
Those are just some of the things that people are interested in when they are visiting your business website.
Is your website going to answer those questions or is it going to tell them over and over again how good you are and how wonderful your product is?
If you don’t answer their questions; if all you want to do is make yourself, or your business, look good then your potential customers are going to leave without buying a thing.
In short, your website needs to stress the benefits of owning your product or using your service.
