What separates an average website from a top converting site? It is focusing and targeting the needs of your buyer. Not just any buyer, your best buyer. Your best buyers are the most interested and most likely to buy your product or service.
Your website appearance, messaging and your offer need to target their needs. Understand the psychology and motivation of these buyers. People come to your website to solve a problem or a need. Start by asking yourself 4 questions.
- What is the focus of your site? What products or services do you offer? Your website, like your business needs to have a clear purpose. What problems do you solve for your buyers? How is it unique and better than your competition? What benefits will your buyer experience by buying from you? Your home page should address and answer those questions.
- Who are your best buyers? What do you know about them? How old are they? How well educated? Income level? Live or work in a particular area? From a particular industry? What position do they hold?
- Why would they come? What are their motivations? What personal desires are they trying to satisfy? What are their pain points? Are you closely matching their needs with what you have to offer?
- What makes them buy? What is the trigger that will cause them to buy? By showing that you clearly understand their pain, people become much more open to buying. You want to present a website that clearly solves their issue.
Show them you offer what they are searching for and then build their interest. Drive your visitors toward a desired action. Online viewers can only focus on one thing at a time. If you present many options, then they won’t hear any of them.
