Just arrived: your startling, new website results
So many things send your website visitors running away.
We’ve not only been talking about them this month. We’ve been showing you live during our website make-overs which you can find on our Facebook page.
To bridge the gap between the website results you want versus the results you have a few other things need your attention.
And one of the big ones is this. You have a blind spot.
You are “all in” on the value your products and services deliver. You believe. You know. Your conviction is without equal.
So, you make claims. Lots of declarative sentences (we are the premier “x” company, as an example).
However, if the visitor feels challenged by your claim, they will resist it.
Claims can be dangerous as they create “friction,” something that slows down or stops the visitor from doing what you want them to do.
Claims don’t create value in the mind of the visitor. Claims can be confusing, or worse, not believed.
If you can’t figure out why no one “gets” you…why visitors aren’t buying or opting in because you have something spectacular to offer them…it’s likely because they don’t get or believe your claim.
What you want to happen is this…
…people arrive at your conclusion themselves. Then they will defend it.
You want your visitor to arrive at your conclusion, your value, themselves.
Okay, but I can hear you saying, “but how do I do that?”
You can enable your visitors to arrive at the right conclusions about you…without making claims.
Now, I’m not a scientist or researcher. But I am a very strong believer and follower of human behavior, because watching behavior reveals truths.
So, I follow MECLABS Institute, one of the most interesting (to me) website research firms out there. Here’s what their research shows will enable your visitors to gain (correct) conclusions without you making claims.
Quantify your results. Instead of saying “my clients experience relief of back pain,” try something like this, “98.3% of clients report a near-total elimination in back pain.” The first is a qualitative statement. That’s an opinion. The second is a quantitative statement. That’s a measurement.
Guide them, don’t tell them. Instead of saying “I’m the world’s best coach,” or “I’m a pioneer in this coaching technique,” say “I’m going to teach you…” Then they are able to draw conclusions in their own mind. Now they own it!
Offer 3rd party evidence. Success stories from customers or 4 and 5-star ratings offer evidence of your value. If you don’t have them, get them. Now.
I want to give you an assignment. Frankly, I got this idea from Flint McGlaughin of MECLABS. So, all credit to him…
Go to your website. Strike a red line through all the declarative sentences on your site. What do you have left?
If it’s not a lot, you’ve been telling, making claims, and your visitors either don’t understand or don’t believe them.
If you were wondering why visitors weren’t doing what you wanted them to do, you probably have your answer now.
Go forth and do great things,
Martha Hanlon and Chris Williams
P.S. How’s your website performing? Can I help you improve it? Scoot over to our Facebook page and raise your hands for the complimentary website make-over. Or simply put Thursday, March 22 at 1pm Eastern/10am Pacific on your calendar, and watch our next make-over on FACEBOOK LIVE.