Clicks 'n Conversions Blog

This article was first published  March 25, 2009 on the Tatum Marketing blog

When I was just starting out, I admit I was taken aback when my first big prospect (who came to me through a referral) called and started his conversation by saying, “Yeah, I was looking at your website…” Fortunately, I had put enough information out there so he could finish his sentence with “…and it looks like you’re right up our alley!” Whew, I thought, as the knot in my stomach started to unwind.

It was at that moment I realized just how important websites are. Even if you’re not interested in generating leads online, prospects will want to check you out before they call, and the way they will “get to know you” is through your website.

Essentially you want prospects to hear these three underlying messages when they visit your site.

#1: I’m Credible
While the mere presence of a website does help establish you as a legitimate business, it does not prove credibility.

Aside from having relevant, useful content on the site, testimonials, success stories, client lists, past projects, and information that demonstrates your industry experience all help plant the seed of trust.

One word of caution though: Testimonials and success stories need to be backed up with real names, including title and company name. If you can’t get a client to go on record with their testimonial, it’s not worth publishing, because prospects (myself included) will view any generic testimonial as fiction, rather than fact.

#2: I’m Different
Why are so many companies stuck regurgitating the same old marketing messages they see on their competitors’ websites? Unless you’re selling a commoditized product, your website should scream, “I’m different!”

How? For starters, stop talking about you, your features, and your benefits.

To differentiate, think (and write) in terms of your customers. State their pain. Give them literature, worksheets, or online calculators that help them quantify the real costs associated with their pains, and the value you’ll bring to their business. Provide a product comparison that isn’t feature-focused. Offer material that helps prospects sell your solution to higher-ups within their organization. And don’t be afraid to go head-to-head with your competition by creating a “Why Us” section that tells prospects exactly where other solutions fall short.

#3: I’m a Real Person
People do business with people, not companies, so don’t hide behind a vague “Contact Us” web page that invites visitors to send an e-mail to a nameless info@companyname.com address.

Create a web page that personally introduces you and your management team to your prospects. Share with them your background, industry experience, and motivations. Let them see what you look like (yes, pictures!), and don’t be afraid to reveal a little personality or share personal interests.

Remember, it was the information on my own “About eVoice” page that got my first big prospect interested in hiring me, and even now, it continues to be one of the most visited pages on my site.

If you keep these three messages in mind when building website content,  you’ll not only stand out from the crowd, you’ll also stand a better chance at winning over the most cynical prospects.

P.S. One final Twitter reminder: If you’re a high-tech firm that has derived tangible business benefits from your Twitter investment, I want to hear from you. Share with me how you’ve worked Twitter into your marketing plan *plus* the specific, measurable results you’ve achieved since its introduction, and in return your company could earn a prominent spot in an upcoming Twitter story I’m writing.

Summarize your real-life Twitter experience in a short e-mail sent to sanderson-at-evoicecommunications.com, and don’t forget to tell me how I can reach you for a follow-up interview.

Thanks in advance for your help and insight.

Sue Anderson
Marketing Lure, Inc.