With our amazing Figstory event fast approaching, we thought we would let you hear from the speakers that will be presenting at this amazing event on January 25th. Here’s a blog by Brian Johnson of PageCrafter. Join us on the 25th to hear more from Brian on exploring the power of using empathy to connect with website visitors!
By Brian Johnson of PageCrafter
Unless you’re in advertising, odds are you do not seek out advertisements or relish being aggressively sold to. So why then, is your website built like an advertisement?
In today’s marketing climate, your website is the central hub that connects all of your marketing efforts. It is where your potential clients are going to find out more information about you, and if done right, it is where you will generate the majority of your business.
And yet, you’re doing it all wrong.
If you’re treating your website like a glorified infomercial and trying to ram your offer down your visitors’ throats, read on. I’ve got three main tips to telling a better story, improving your communication, and maximizing the leads you get from your site.
1. Use Empathy to Connect with your Visitors.
You need to put yourself in the shoes of your visitors. Why are they on your site to begin with? What do they want? Who are they?
If you can answer those questions and if you’re able to truly understand their needs, you’ll have a much clearer picture of what to say on your website.
If you’ve determined that your visitors are generally there to find out more information about your product, make sure it’s easy to find that information. If the primary purpose is to find your contact information, make that easy to find as well. Nothing is more frustrating than wanting to buy something and not knowing how.
The bottom line of empathy is to figure out what your visitors want, and give it to them in a way that feels natural and intuitive.
2. Tell Your Story in a Way That Appeals to Visitors
While simply listing endless specs may be heaven to a small subset of the population, you are generally going to have more luck making things a bit more interesting. Third-person narratives are generally cold and impersonal. Nobody wants to read that!
Instead, use first-person. On your “About Us” page, for instance, instead of giving a cold and stale “Acme, inc. was founded in 1492 to meet the needs of consumers yadda yadda,” why not try an interview with the founder? Giving a first-person account is always more interesting.
In general, it is better to demonstrate the expertise or capabilities of your product or service. Sometimes that is as simple as having a video that shows a product in action. Other times, it might mean producing how-to articles that show off how knowledgeable you are in your field.
Why? Because it’s almost always better to actually prove you are something than to simply say you are. Especially in situations where people are already distrusting because you are trying to sell to them.
For instance, imagine you are using one of those newfangled dating apps. Which person would you choose: the person who says they are funny in their profile, or the one who tells a hilarious joke? Easy choice! It’s much easier to say you’re funny than to say something funny.
3. Capture Your Visitors Into a List so that You Can Keep the Communication Going
Depending on your industry, it could take many months or even years to get through to people. If you can get them on your email list, you stand a better chance of getting in front of them and demonstrating your worth.
Even if you have fantastic content and tell a great story, if there’s no next-step, what was the point? You need to convert.
Getting your visitors in to your email list means that you can consistently get in front of them and show off new products, demonstrate expertise, or generally keep them updated. This is all extremely valuable, and if done right, will eventually lead to them becoming a customer.
If you keep these three things in mind, you will be worlds ahead of the average business website. It can be challenging to work through some of this, but if you want to succeed then it is absolutely critical!
And remember: stop treating your website like an advertisement.