Okay, it’s time to put the content for your website together. Easy, right? There is probably tons of stuff about the product or service you provide laying around the office so you’ll just compile the technical information about each and list it out. Well, if only it were that simple.
The problem is most products and services are unique or fall into a pretty generic group along with everyone else who sells the same thing. So, how are you going to get found by the visitor and ’speak’ to them so they first find, then choose your business?
You are going to start by talking their language and entering the conversation in their head. You will earn the trust of these people when you talk to them the same way they talk to each other and themselves. Try to imagine what the website visitor is going through to need your product or service. When they sit down to search, what would they be looking for and how they might start their search. Would they start with searching the exact product name and technical details? Probably not, how would they know what those were? Keep in mind, if they knew of a product/business already, they would go straight to the website, there would be no search conducted. So…
Most likely the potential visitor would start by searching for information about the problem at hand. By this I mean the pain point are they trying to address.That would be something they know, but what they don’t always know is how to solve it and/or what the solution is. That’s where your website comes in. Your website would lead with information about solving problems, not information about the product or service itself. Now, here’s the perfect example of what I’m talking about.
I know this is an old over-used example, but…it’s just so good I can’t resist using it, yet again.
Nobody who bought a drill wanted a drill. They wanted a hole. What this means for you is that instead of providing information about drills, you should deliver information about making holes.
