Website Content: Great Storytelling Sells Solutions

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? 

How you tell your story matters when connecting with customers. 

Share stories about your customers so that potential customers recognize the scenario and seek out your business to solve a similar problem.

Website Content: Selling Your Services or Telling Stories that Sell?

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?

Are you short on website content ideas?

Some website content you could share with your customers is:

• Why your business exists and who you serve. What is your mission beyond making money? This information can be on your home and about pages. Make it a personal story that your customers can identify with.
  
  For instance, an army veteran who now transports military equipment for the army as a civilian. He understands the importance of each piece of equipment he transports and feels like a partner in the army’s overall mission.

• How you deliver services to create a great customer experience. Outline the steps you take to deliver outstanding service to customers each and every day. This information can be attractively displayed to make it easy for website visitors to quickly scan the list to get the gist of how you deliver services or dig deeper into details, if needed.
  
  For Instance, on our website, we talk about our process for delivering success to our customers. It starts with the discovery, then moves to design, production and sustainable success. What processes can you share about your business that potential customers would like to know about?
  
  
• How you partner with customers to help them overcome a challenge. Craft stories that talk about your customer’s problem, why they selected you, how your company partnered with the customer to work toward a solution, a quote or two from your customers, the steps involved with resolving the problem and the successful outcome.
  
  
• Share articles, videos, eBooks, and other content that helps customers solve a problem or points them to a possible solution. Be generous with your information and always make it easy for customers to contact you with questions by including a contact form, phone number or email address at the end of the article, eBook, or video (similar to this bottom of this article).
  
  
• Share your service offerings from a solutions point of view. Make it easy for customers to understand your services and how those services solve their problems, help them expand revenue or reduce expenses. 
  
  

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. 

How One Vendor Creates Great Website Content.

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. 

Is creating great website content a challenge for you? 

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.