Imagine your potential customer is on a quest to find a magical object. One that will solve their particular problem.
After searching far and wide, they see a sign in the wilderness. Is this what they’ve been looking for?
Well, maybe. It’s kind of hard to tell. The sign seems like it might point them to what they need, but it’s mainly talking about some wizard and how great she is. There’s not really any information about how she could help them, just a list of her credentials and some vague testimonials that aren’t relevant to their problem.
This is what happens when you try to be the main character on your website.
Yes, your website is there to showcase your business and your expertise, but you’re not the main character here–your customer is!
Your role is the all-knowing wizard that helps the main character find precisely what they need. You are the one they come to when they don’t know what to do. You are the one that lays out the path, equips them for the journey, and protects them from harm.
You are their secret to success.
Keeping the focus of your website on your customer is how they know they’re in the right place. They can see that you understand them and the problems they face. Keep your website copy customer-focused by providing information that is relevant to their problem and how you can help them.
Your Homepage is Your Introduction
Your homepage gives a brief overview of what you do and who you are—and how you will solve your potential customer’s problem.
So you need to be super clear about who that customer is. Build a picture of your main character (customer) and what they’re looking for. What do they need? What is standing in their way?
Your homepage should:
- Clearly communicate how you’ll help. Be specific!
- Highlight the benefits of working with you. Why are you the best choice?
- Show social proof. Testimonials that show how you solved this problem for others.
- Inspire visitors to go deeper into your website. Use compelling calls to action (CTAs).
- Introduce you. Be brief and focus on how you can help them.
Your About Page Isn’t Actually About You
The about page is where you can go into more detail about how you started your business and why it matters to you. But keep the focus on your customer and what’s relevant to them.
What would they want to know about you? Offer some background information, but don’t tell your whole life story. You can definitely throw in some fun facts or personal information—you want to be approachable—but avoid telling stories that your customer won’t care about.
Reinforce your experience and how it will help them. Talk about the benefits of working with you that prove you understand their problems. Maybe you’ve been in their shoes, or you’ve seen this problem before.
And don’t forget that CTA directing them to contact you or learn more about working with you!
Show Why They Should Work with You
Your services or work with me page is where you lay out your offering clearly and simply.
It should communicate the value you provide to your potential clients. Remind them of their problem and how you can solve it.
Why are you the best person for the job? What specific features of your offer do you want to draw their attention to? Laying out exactly what they’ll get is a great way to show value. And transparency builds trust.
Testimonials will remind people how they’ll feel after working with you. Focus on the emotional benefits of your offer—people buy with their emotions first.
Remove objections and risks by addressing potential concerns and directing them to schedule a discovery call or consultation.
Are Your FAQs Actually FAQs
Your FAQ page has three main goals:
- It saves you and your potential customers time—spending your time answering the same questions (in your consultation or email) makes your interactions with your customers less productive. Addressing common questions and objections on your website saves time and helps your potential customers feel more informed going in.
- It drives traffic to your website—by framing your FAQs from your customer’s point of view, and using good SEO techniques, you have the potential to rank high on Google searches for those questions.
- It builds trust and authority—a well-written and relevant FAQ page shows visitors to your website that you not only understand their problems but you already have the answers. Potential clients see you as an experienced source they can trust.
Your customers are on a journey where they are the main character.
You are the sign they’ve been looking for: the answer to their problems and the one to lead them down the right path.
You’re not the main character, but you are essential to the success of their journey. Make sure your website reflects that!
If you need some help (in this case, you ARE the main character), we’re the friendly website wizards you’re looking for!
Check out our Website Strategy Session and show up online with purpose.