Is Your Website Built for Strangers?

When was the last time you looked at your website through the eyes of a stranger? Have you fallen into the trap of crafting your copy and marketing messages to those who know, like and trust you?

Don’t do that.

Your website is for strangers. Here’s why:

If you’re talking to the crowd who already know you, you’re likely missing out on a number of opportunities to generate leads, solidify referrals and grow your business. You see, your website isn’t for the people who already know and love you, it’s for strangers – and it needs to be built for them.

Your website is for seekers who are looking for solutions to their own problems. If they don’t know you, you only have a few seconds before they decide whether or not you and your business are a good fit for them.

This is important. Your website is your silent salesperson. It’s having a conversation with strangers every single day without you listening quietly to what it’s saying on your behalf.

A Quick Website Audit:

• Is it friendly?
• Is it clear?
• Does it convey exactly what problem you solve?
• Can your potential buyer tell if you’re the right choice for them?
• Does it instill confidence and credibility?
• Does it make it easy for this stranger to do business with you?

Now, if you’re unsure how to answer these questions or want to think about the customer journey, stop for a second and think about your own buying behaviour. Let’s say you are looking for a product or service – what do you do?

First, you likely type the problem into Google to try and find a solution. You search for the problem because you need a solution, right? The thing is, you don’t know exactly what that solution is – or you would have solved it yourself.

So, you scroll past the ads and click on the first website that looks like it might offer what you need. Then, when you land on the website, you either feel like you’ve found exactly what you were looking for – or you click back.

We Make Split-Second Decisions

You, too, make buying decisions in a split second. You may not have noticed it before – but now you will.

But why? When you clicked back, it was likely because the place you visited didn’t convey trust, the message wasn’t clear and you immediately assumed this business couldn’t help you.

The website didn’t feel like the right place for you to solve your problem.

The same goes for your business website. Your website isn’t for your existing clients, it’s not for people who know you and have a relationship with you, it’s for everyone else.

Your website is for strangers.

So, treat these strangers like they were coming to your home for the very first time. Be clear, be kind. Be welcoming and make it easy for them to figure out how you can help them.

Do that, and your business will grow by leaps and bounds.

Tell me, what is one thing you need to tweak on your website?