Website Mistakes | Not Clear Who You Serve
This video is about website mistake of not being clear about who you serve or help and the problem they have that you solve.
I’ve put together this mini video series of website turn-offs to help you improve the experience that your website visitors have when they visit your website.
If your website is too difficult to navigate and potential clients can’t find the answers to their questions, then they click away.
These are website mistakes that may on the surface seem minor issues.
However they could be turning off your potential clients, and it’s stopping them from becoming your clients.
The website mistake I cover in this article is:
Website mistake #2: Not being clear about who you serve.
Today’s tip is not being clear about who you serve and problems that you solve. The very first thing that people need to know when they arrive on your website is,
- “Am I in the right place?”
- “Does this business or person get me?”
- “Do they understand what I’m going through and/or the pain that I’ve endured?”
- “Can they solve my problem?”
- “Do they treat people like me?”
- “Do they help people like me?”
Those are the types of questions running through their mind when they first arrive at your website.
Which means that first message that they see when they first arrive on your website is so important.
The reason it’s so important is that they make a judgment in a split second of arriving at your website.
So, if it’s not clear about who you serve or it’s too difficult to know that within a few seconds, then the website has failed.
Donald Miller (Story Brand author) describes this as the grunt test. If a primitive person were to glance at your website, would he grunt an acknowledgement that he knows what the site is about?
If it’s not clear in that messaging who you serve and the problems that you solve, then your website has failed. The site visitor is more likely to click away and find someone else (your competitor) rather than stay and try and figure out if you do serve people like them.
What to do instead
To avoid them clicking away, make sure that message in that first space is absolutely clear about who you serve and what you do. It needs to be a short succinct message that says what you do for who and how you make their life better.
When done right, they’ll want to browse further down your page or click on a button to find out more.
So now take a fresh look at your website and see if you’re guilty of making this website mistake of not being clear who you serve.
Let me know if that’s helpful.
If you need my help with your website, then let’s talk. Pick a time in my diary that suits you. You can find my diary at veesmith.com/diary.
I also write about this in my blog post First Impressions Count
See you soon.