Mistake 2: Not Answering WIIFM?

Most visitors come to your website with a problem or a need. They need to buy something, they need to find a solution, and they need help. Isn’t that why you are in business? Your website is an extension of your business and its purpose is to solve a problem.

In the eyes of your visitor, the only way to solve that problem is to answer the question, “What’s In It For Me”? Most websites use their home pages as their “bragging” tool. They talk about themselves and why they are so great, but what they don’t convey to the visitor is why he or she should care about all that expertise and why it’s beneficial to them. Craft your marketing copy to quickly answer the questions that motivated a visitor to seek you out, and you’re halfway there.

Sell the benefits, not the features of your product or service. The features may help to close the deal, but they aren’t what are going to grab your visitors’ attention. Again, it goes back to “What’s In It For Me”? The visitor needs to know that whatever drove them to your site, your company has the solution. Once they are convinced that you have the solution, and then they will dig deeper into your website, where you can spend more time selling the features.

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Stay tuned next week for Mistake 3: Thinking that your visitor will act (or buy) in their first visit.
See Mistake 1: Making Do with an Ugly Website.