Start With the Answer!
It’s not about you. People are so busy today, they’re either surfing the net or have landed on your site via Search Engines or connection recommendations because they’re looking for answers to their questions or problems.
It may be to learn, for entertainment, to connect, to increase their business or to find help for themselves, family or friends, but basically they’re looking for answers. They’re looking for content that provides VALUE, solving their needs, essentially answering the question:
‘What’s in it for me?’
People are too busy today, have too many choices and things to do. You have 3-5 seconds for users to decide if they are in fact on the right website, the best solution that answers their quest. So, your site better give them what they want, NOW.
Who Are They?
When you start with the answer, make sure you’re addressing the right people. No matter how big or small your business or organization is, the truth of the matter is that you are ‘speaking’ with ONE person when they’re on your website. It’s just one person and their computer or other electronic device.
That one person may indeed be and likely is, part of a larger group, whether it’s business or personal connections. The one thing you can be sure of, is, when you’ve answered their questions properly, they will let others know.
Who might they be?
This is where you must know the answer to ‘Who is my target market and demographic anyway?’. Knowing who you’re ‘talking to’, helps you to make sure you answer the right questions, for the right people.
Content, design, navigation and functionality. A website strategist plans what your website will DO for users, long before the pretty colours and pictures are in place.
When we know what your website will DO for people, the answers come, in turn, answering the ‘What’s in it for me? question. This in then translated into the website structure for navigation, functionality and ultimately, the look and feel of the design.
One of the biggest mistakes made on websites is the failure to tell people what you want them to do with the information that you are providing. Tell them with ‘Call to Action’ text, images, navigation and buttons.
Think About It
Here’s some questions to help you to get started with the answers:
1. What makes me so great?
This is where you turn your features and benefits into the answer to their problems. What’s your USP (unique selling point)?
2. What are my readers really looking for?
Solve their problems. Know your target market, learn their needs and give them what they want.
3. What action do I want users to take?
Do you want them to sign up, buy now, read on, learn more, contact someone, share with friends or comment? Tell them!
4. Do they need the whole enchilada?
You’ve heard the saying less is more? Way to often, websites have so much text, content, generally speaking, that it actually drives people away from websites. How much ‘So, who cares?’ info do you have on your site?
Grab users with content that matters to them. Show them you ARE the answer. You will be rewarded in spades.
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