Your website should provide information to your ideal audience to attract them to your offerings. But, it should also, without anyone ever having to make a purchase, offer some value to the visitors. The great thing about focusing on value for your website is that you’ll end up with a better, more attractive site.
Many people overlook the contact page as a way to provide value and make an impact. Due to that, the better you can make your contact page, the more people will trust you and want to do business with you. You can turn your contact page into a vital part of your conversion funnel by mentioning your value, giving a guaranteed response time, and then following through.
The truth has a button that says “submit” doesn’t convert that well. Having a button that says what the customers get when they click it will. Tell them what the benefits are right on the button. This means that in some ways, you have a real copy on the button. You may want to get help with writing it to ensure that it truly captures your audience’s attention and provides value.
Many people put together free offers for their audience without much thought to the value of what they’re offering. You must provide something of real value to them so that they think to themselves, “if this is free and this awesome, imagine how terrific their paid offerings are.” This is something that you can work on to ensure that everything you offer is up to par for your audience.
When you set up your pricing, it can be tempting to offer your products and services at a low price because you want them to feel like they are getting their money’s worth. But, this can often backfire. People will perceive the value as lower when the price is lower. So instead, offer value-based pricing that prices any offering based on the benefits of the offering, not on the services you have to perform.
When you increase engagement on your website, the perceived value will automatically go up. Not only that, the more engagement on your website, the more likely people are to become repeat visitors. Those repeat visitors will help you promote your website and offerings due to their participation.
Make an avatar or persona of your ideal website visitor or customer. Then, write all content, create all graphics, make all offerings appeal to that ideal customer. The more you write to, create for, and consider your ideal customer, the more valuable your offerings will become to them.
People like going to websites where the information is in continuous flow: the more blog posts and the more information you can provide that are relevant, the better. You do want to avoid updating for the sake of updating. But you want to update as often as possible with smart, relevant, creative, and appropriate information.
Ask yourself before adding anything to your website, “How does this add value to my customer’s life?” If you can’t answer that, don’t include it.
Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.
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