Imagine attending a tradeshow, along with hundreds of other vendors and potential customers, to keep up on changes within your industry. As you walk around the tradeshow floor, you notice several abutting vendors selling similar services and decided to watch their approach to engaging with potential customers.
The first vendor speaks entirely about the services his company provides (listing them), their successes, awards, and how great they are resolving specific problems. The presentation was all about the vendor.
The second vendor talks about their company’s customers, how they partnered with their customers to solve problems, shared their customers words of appreciation, and told stories about their customer’s journey through their challenges to success. In fact, this vendor celebrated their customer’s successes.
If you were a customer, which vendor would you be drawn to and likely hire?
Share stories about your customers so that potential customers recognize the scenario and seek out your business to solve a similar problem.
During the pandemic, it’s impossible for vendors to attend face-to-face tradeshows to initiate conversations with customers so their website needs to work extra hard to attract the right customers and start conversations.
Attracting the right customers and grabbing their attention comes down to creating stellar written content. Yes, graphics are important elements for telling great stories but ultimately, it’s the words that move customers from visitors to potential customers.
What kind of information would your customers like to read on your website that would encourage them to hire you, or at least call to get more details?
Some website content you could share with your customers is:
Great content is about connecting with your customer’s pain, presenting a solution that is centered around them and the success they experience when partnering with you.
For instance, I recently read a well-crafted email (in html code) from a vendor who talked about their customer’s pain problem using the terminology the customer is currently using, then presented a path for solving the customer’s problem when they partnered with the vendor. They also provided a link to an eBook with more information.
How can you create written content that adds value to your customers work or lives and build trust?
There are so many options (articles, case studies, eBooks, etc.). Select the type of written content that your customer is most likely to read and you can easily produce on a regular basis then create a schedule for producing the content designed to reach customers.
We’d love to partner with you to craft great website content and tell powerful stories that attract the right clients. Reach out to us at design@gmcd.agency, call us at 207-464-0016 or schedule a virtual meeting.
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