One of the reasons you may have lower conversion online than you would like, is that your messaging is too general and, as a result, it is not resonating or speaking to anyone in particular in an engaging way. We all have the need to feel like we belong, to be understood. We also like to surround ourselves with people that are just like us. We feel safer buying from people just like us. When our business problems get painful enough that we can’t ignore them any longer and we are compelled to search for a solution, we look for someone who understands us. Someone who knows our business, is aware of our unique needs and is familiar with our business processes. This article outlines three key websites “must-dos” to get customers to trust that you understand their problems and might have a relevant and specific solution just for them. We call this creating “tribal resonance and engagement” and here’s how to convince prospects you are a member of their tribe:
I have audited dozens and dozens of websites. Usually when I land on your homepage it’s all about YOU, what you do, how great you are and why I should buy from you. It doesn’t quickly tell me WHO your solution is for. Your homepage is your first opportunity to establish trust and demonstrate that you have helped other companies just like mine already. Contrary to what you might think, do not start listing all your products and services you offer FIRST. This sends a cold and unwelcoming message to a prospective customer. Instead, at the very top of your website visually show who your solution is for. I should recognize myself and my industry immediately. If you’re a leader in ERP solutions for the healthcare, construction or manufacturing industry, you should immediately show pictures or videos of customers in that specific industry. The law of social reinforcement states that if we see that others have accepted a solution to a problem, our natural response is to favour the same solution. Prospects will form a warm, positive bias towards your company and will want to learn more about how you can help them too.
How can you tell you are home? Maybe it’s the painting that your daughter drew of you or it’s the collection of books that your dad passed on to you. There are countless objects that you may associate with home. These objects or artefacts give us comfort because we associate them with our tribe (our family). Likewise, your website needs to display artefacts so customers feel at home. Display artefacts such as proof that you are a member of tribal conferences, associations and industry events. Show pictures of your customers at their place of work, hard hats and all! It’s even more effective if you have a video or pictures of your tribe at events (think family portrait). Other important pieces include tribal (current customer) case studies, testimonials, logos and stories. All of these artefacts are proof that customers can trust you. What’s the result? More of your prospects will see you as “family” or a member of their tribe, and, in return, look to you for support.
We all know that feeling of flying into a foreign country and feeling frustrated because we can’t communicate with the locals. Similarly, customers feel alienated when you don’t speak their language on your website. ERP, CRM, IOT, UI, 3, Dynamics 365, what the heck? Don’t talk about technology, products and features. Talk to me about my problems, fears and desires, only then should you tell me about your solution to my problems. By the way, I don’t care WHAT you use to solve my problems (ERP, CRM, BI or whatever) I just want to know what pain you are going to eliminate and what benefits I can enjoy after. How do you avoid disappointing bounce rates? You need to make sure your website is speaking in your customer’s language.
The average bounce rate of all the websites I have audited is 63%. If you are wondering why your investment in SEO and google AdWords isn’t paying off, it is because you are losing visitor interest seconds after they hit your technical, product based website, that talks all about you instead of them!
Use second person language throughout your website – YOU
Why? We humans, like all other animals, are inherently selfish – we are only interested in our own survival (and our offspring’s). This means we’re constantly scanning the environment to see who can help US. If your website doesn’t clearly and immediately communicate how you can help your customer then their brain quickly looks to other sources (AKA competitors). Appeal to the “selfish” part of their brain by using second person language. Instead of talking about “our clients” and “our solution”, talk about “your business” and “your needs”.
Dedicate more of your messaging to explaining the pains your solutions address and the benefits of your products
Why? We’re not saying you shouldn’t explain what your product is or does. That is mandatory information that your prospective customer is looking for. Unfortunately, this information rarely invokes an emotional response and, therefore, does not excite or engage the prospect. Instead, you need to focus on how your product will fix your customers’ problems and pains. This will get their brains buzzing and, more importantly, increase your conversion rates.
Gauge and avoid abstract terms
Why? Our brain is limited in its capacity to process complex information. Consequently, prospective customers do not want to be using their valuable processing energy to decipher what your product offering is and if it can help them. As a way to save this precious energy, our brains like to use mental shortcuts to make decisions. By using complicated technical language, and acronyms on your website, your customer’s brain automatically associates “confusing language” with “expensive and risky”. On the other hand, familiar and simple language is associated with safety and trust. (The only people your technical language will appeal to is an IT person, and my guess is they aren’t the ones stressing about losing market share, being beat by competitors when selling and losing customers). By the way, telling me I should “move to cloud” or engage in “digital transformation” doesn’t translate into more sales or customers to my brain. Do the work for me, don’t make me figure it out.