Showing the Right Pages to the Right People – Friday Website Review
In today's website review, we're looking at another example site from one of our readers. This time, it's a B2B marketing site in a very serious "suit and tie" kind of market.
The site serves as a great example for some principles that you can apply to improve your conversions, no matter what business you are in.
The website in this week's review is Clients First and here are some of the points summarized from the video:
Avoid Empty Benefits
An "empty benefit" is a benefit statement that holds no value, because no one would ever take the opposite position. Statements like these are empty benefits:
- Our product is really good!
- We care about our clients!
- We offer a professional service!
These are not bad statements, but they are generic claims that any business can (and probably will) make. Because of this, they lack credibility and value.
A true benefit statement is one that actually sets you apart, because some of your competitors could take an opposing position. An example would be one vendor advertising the lowest prices while another advertises a high-end, luxury product (which is, of course, expensive).
Perform a 5 Second Test
A 5 second test is when you show someone a page on your website for just five seconds and then ask them what they remember and what the page was about.
You can do this by asking friends, family or random passers-by and actually showing them a page for a few seconds in a browser (this is the low-budget approach) or you can use a service such as UsabilityHub to conduct this type of test.
Every page should pass a 5 second test. This is especially important on your homepage: if it's not clear what your site and your business is about within 5 seconds of viewing your homepage, you've got a serious problem on your hands.
Be Aware of the Awareness Ladder
No matter what your business is, you will have prospects who are in different stages on the awareness ladder. The ladder ranges from those who don't even realize that they have a problem that needs solving all the way to those who are fully informed about the problem, the solution and the different products or services available to them.
In other words, the awareness ladder is a way of sorting your prospects by the factor of how "in the know" they already are.
The key to making this work to your advantage is to show the right pages to the right people: provide educational content and jargon-free information to prospects who are low on the ladder. Provide all the tech-specs and details to those who are high on the ladder.
If you get this mixed up, you'll be losing visitors and potential conversions.
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