“What’s in it for me?”
That’s what most web users are thinking when they visit a new website. In today’s market, having basic information about your company and services is not enough to engage your website visitors. Web visitors crave a deeper connection to the brands they work with and need to be quickly convinced that you are the best choice for them.
In this article, we’ll explore how to weave a concise client-focused storyline throughout your site and marketing materials.
The Empathy is Missing
Many companies offer solutions that might be great, but they’re missing something just as valuable (if not more valuable): empathy. In the new age of AI technology, people still cling to the idea of real human connection and can feel more comfortable working with a company that sees them as more than just a check.
The best way to make a connection with a potential customer is to make them feel seen, listen to what they need, and respond accordingly. If a customer doesn’t experience this on your website and with your brand, they are more likely to move on to the next option.
Reassess your story and tailor your content to align with the needs, questions, and values of your ideal client. Within a few seconds of landing on your website, a visitor needs to know that not only can you solve their problem, but you have a deeper understanding of what they need compared to your competitors. Show them that you care about their experiences and genuinely want to help them.
Reframe Your Story to Forge a Connection
If asked about your company’s story, you may think about when it was founded, how many team members you have, what your company values are, etc. While that story is special, it’s not the one that’s going to grab your visitors’ attention. Contrary to what you might expect, you are not the hero in this story, your customer is.
The most successful businesses are those that empathize with their customers and build a specific company story where the customer is the hero. In all classic stories, the need to solve a problem causes the hero to embark on a journey for a solution. With your customer at the center of your story, they are more likely to feel connected to your business and solutions. You will be speaking directly to them, instead of speaking at them.
In this new story, you are the wise guide who provides experience and resources to help the hero overcome their problem (like Yoda in Star Wars or the Fairy Godmother in Cinderella). Position yourself as an expert in the field, ready to support the hero and help them achieve success. They can rely on you to answer their questions and guide them through the process in detail if needed. Having a mentor is an invaluable experience that the customer will recognize. Whereas before they expected you to see them as a way to make money, they will now see that you are a trusted guide in their overall journey.
Identify the Problem and Offer Real Solutions
Now that you’ve reframed how to tell your story, it’s time to reinforce it with concrete solutions specifically targeted to your ideal customer. To do so, you’ll need to identify the exact problems your ideal customer is faced with and why they began this journey.
Think about what the primary concern or challenge is that your customers are facing, such as budget or time. You can also consider your motivation for starting your business, as they could be experiencing the same setbacks you now help to overcome. What was missing in the market that inspired you to offer a better solution?
Below are a few questions we ask clients before we even begin building a new website. They will shift your perspective from what you think is important to what your customers will find important. When you understand what your visitors are looking for, you can better describe your services and connect with them. This connection is crucial in order to build trust and credibility.
- Are there any common concerns or values that most of your customers have?
- What sets you apart from your competition?
- What is the process customers take to make a purchase or reach out to you?
- What features of your products or services address the needs of your customers?
- Can your ideal clients be divided into profiles based on differences in their needs and motivations? And does your website effectively address their differing needs?
- Do you prioritize your content based on the most important visitors you are targeting?
Once you have identified what your customer needs, you can better anticipate the additional questions they may have as they browse your website. Address these questions throughout your website content to show your experience. This will solidify your position as the guide in the story and your customer as the hero, making it more likely for them to form a connection with your business and reach out for the next steps.
When developing your new story, be concise. Use simple language and short sentences for a higher chance of user engagement. If a user doesn’t understand your content on first read, they will not stick around to learn more.
Take the Next Steps
Use this new perspective to reconsider the content on your website. Does your content pull the visitor in and make them feel seen? Do you address all of their concerns and preemptively answer any additional questions they might have? Are your services specially tailored to their specific problems? Are you speaking at them or to them?
All humans have the innate desire to build relationships with others. Use this to your advantage. Rework your story to foster new growth, not only in your business but in the lives of those you help.
Remember to include your new story throughout your entire marketing platform (website, blogs, newsletters, social media, and other campaigns). Consistency is key.