When was the last time you heard anyone say they wanted to buy anything?
Unless you have a spouse or child that really likes to shop, it probably wasn’t that recently. Few of us look forward to spending money, and even fewer enjoy the process of finding and selecting the right product or service. We live in a world where not only everything just seems too expensive, but where it’s increasingly difficult to find the exact product or service we’re looking for. There are lots of choices, but very few real answers.
Believe it or not, this isn’t just a problem for buyers.
As online marketers, we feel the same pinch, indirectly. The folks who visit our sites, whether they’re doing so for personal or professional reasons, aren’t in a mood to be sold anything. Instead, they’re online because they have a problem that needs to be solved, and usually they don’t know where to look.
You have probably experienced this sensation – and frustration – many times yourself. The only way it ends is when you either give up, or finally locate the resource you were looking for online. So, as someone who wants to see their company’s sales grow, what should you make of this insight?
The answer is clear: don’t set up your site to sell anything; instead, let it solve your customers’ problems. This is a subtle, but important shift in philosophy. Instead of writing overbearing sales copy, for example, post articles and product descriptions that help people make the best choices. Rather than leading them to an endless line of “buy now” buttons, offer video tutorials and product guides.
The best websites make a lot of money, but not usually because they are only focused on moving products and collecting credit card numbers… it’s because they help people find the answers they need. And website design plays an important role. If that sounds like an element that might be missing from your webpages, contact Marcy Design today to see how we can help.