Do you spend hours driving traffic to your business website pages through social media, search engine optimization, pay-per-click ads, etc… and then find your conversion rates and sales are less than desirable?
“Focus on the Customer!”-this is a very important topic if you are a business owner or manager, copywriter, online marketer, or anyone whose job is to gain and keep your potential customers’ attention.
Eben Pagan, Expert Internet Marketer analyzed 37 business website home pages and critiqued them to see if they answered what he says are the “Top Three Questions” any business website trying to get customers should ask, but according to him-rarely do-which explains poor conversion results.
Pagan says business websites make this mistake, “… they focus their marketing on themselves, they talk about how great they are, how great their company is, how great their product is, without mentioning the specific, tangible result that it’s going to deliver to the customer-the benefit that the customer gets.”
He continues to say that it is so simple, but just not done enough-tell the customers what they are going to get and they will continue to listen…
(and let them know quickly since you only have about 3 seconds to get their attention).
3 Key Questions Your Web Pages Should Answer
According to Pagan, your business website should answer these three key questions:
1) What is it?
The prospect should know within a second or two what your product or service is once he lands on your home page or sales page.
2) What’s it about?
The prospect should know within a second or two what your page is talking about.
3) What do I get?
Your web page should tell the prospect exactly what he gets once he takes the action you ask him to take.
Longer, Clear, Concise Headlines, No Images Get Results
Pagan was successful with two web pages that he created years ago-the interesting thing to note is that neither had images, both were just text-however, both had big bold headlines that most people would say were on the lengthy side (in other words-not short!)
But they were very clear, concise headlines that told the prospect exactly what he would get.
His winning headlines with no fancy design were:
“Take This Free 10 – Question Business Quiz to Find Out How Well Your Business Stacks Up When It Come to Marketing, Hiring, Growth, and Making Big Profits… “
If the business owners in your target market want to find out how well their business is doing in these areas compared to others… they’ll take the time to fill out the quiz and get answers.
“Here’s How to Meet and Date the Kind of Women You’ve Always Wanted”
If the men in your target market want to find the woman of their dreams, this headline would get attention.
Focus on the Customer and His Needs…
His point is that getting to the customers’ needs right off the bat by letting them know you have the solution for their problem is not only simple, but necessary to get and keep their attention on your business web pages.
Pagan also says that business website owners aren’t necessarily competing with just their competitors for customers, as much as they are just competing for their attention from other media noise.