As a customer, we’re faced with a decision to buy on a website. We often ask ourselves:
Is this for me?
How does it benefit me?
What’s in it for me?
These are the questions that are going through your customer’s head when they first approach your company and your website.
To meet an audience’s needs, a clear and engaging content has to be specific to attract their attention.
Which Are You Inclined to Buying?
Poor brand alignment and messaging on your website can lead your potential customers to leave your website. Address their pain points!
Let’s say you are a basketball player who plays for a local city league. You are looking to get better at jumping and improving your shooting form in the game of basketball. A website you happen to come across is selling basketball videos starting at $29.99 and basketball products like shooting aids and gloves to help you shoot better.
You are brought to the homepage of the website with messaging that reads, “So you want to become a better basketball shooter? You’re at the right place! We can help you become a better shooter” followed by a list of videos and pads to “help you become a better shooter.” Are you inclined to buy the program? Not really. A majority of the people aren’t convinced of buying yet.
Take a closer look at the message. Ask yourself why you didn’t buy this program. Even though you understand for who the company is targeting, you may wonder, “Are they only good at dribbling skills?” They may be selling you how to play the game of basketball, but selling only one skill on the homepage can be misleading.
When you’re putting too much information on the homepage, hence items and videos, you’re putting yourself in a position where you’re likely to reach no one. It’s as if you’re at a restaurant that serves burgers, wines, and sushi. It becomes difficult to focus on a target area. You end up not able to reach the people you want to reach and you will lose the customers.
Revisiting the example, you come across a site that’s selling a series of curated basketball videos that touches on all aspect of basketball that costs $399. In addition, he has items that can help you improve your game on another link at the top right corner of the page. The messaging now reads, “Master the game of basketball in a week so you can dominate on the court.” Basketball athletes will be more willing to pay for a course if it is specific to their needs. They get an access to all of the videos in the course.
How do you feel about the messaging now?
It’s catered to you. You won’t feel bombarded with all of the information given to you at once. It makes me feel like I can dominate the court.
Be specific when defining your target audience, and keep it simple!
Create with your ideal customers in mind. Cater to their necessity. Do not to give everything all at once. Navigate your potential customer while telling a story with your copy on your site.