Most website audiences are dumb & you must believe it to create your dumb-proof website!
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Yes, I’ve said it and I am not afraid to say it again.
Most website audiences are dumb, and it is not because they don’t understand what they read, but it is because they are too lazy to try to understand it.
That is why most websites today are not effective in converting customers, they try to be too unique.
It is understandable because now every business out there has a website. It is like everyone who had a job used to have a name card back then.
Showing others your uniquely design website is like re-acting the name card scene from “American Psycho”
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As a business owner, you feel proud of it because you had gotten your website designer to throw in all those fanciful words and phrases like “Experience the sparkle of modern living” and “Bright Ideas, Brighter Spaces”.
Now guess without context, is this an interior design company? Or is it a lighting company?
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Now what if I change it to this phrase instead?
“Your Most Trusted Lighting Company In Town”
It is not that hard to guess what it is now isn’t it?
It is ok to use smarter language once in a while, but at least make it as easy to understand as possible.
Trust me, the less the audience needs to think, the faster they can make their decision.
Relate, Relate, Relate
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Nothing is more enticing than someone who can relate to you fully.
A good enticer is like a fortune teller. They can tell you everything about how you feel, and what you are looking for before you even tell them about it.
Funny enough, you actually did tell them, just not directly. And that is exactly how they get you to believe in whatever they are going to say later.
A personal story here.
I went to meet up with a fortune teller earlier this year, of course, at the beginning, they have to go through a discovery session with you.
Asking you a few questions like what is the job you are doing, whether you are single or married, your date of birth, and your purpose of visit.
Through these questions, they start to do some calculations and they will begin to tell you about what you are like.
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You are a perfectionist, however, pursuing perfection is also the reason why you will procrastinate when you are working on the things you need to do.
You have a lot of opportunities and tried to do too many, however, to achieve the success you are looking for, you should be focusing on one at a time.
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I look back in my life and I thought, yeah she was completely right.
That is exactly when you got hook on and believe everything she is going you tell you later on.
Fast forward to the end of the session, I bought a $200 crystal bracelet that was supposed to help me focus on my goal.
Think back, did she really calculate all of these? I don’t know, but I did narrow down a lot for her by telling her I’m an entrepreneur and talking about my business goals.
So back to your dumb-proof website, how can you relate to people like a fortune teller? Actually, you already know them well enough.
If they manage to get directed to your site, they are likely your target audience. So ask yourself what problem are they trying to solve.
Light company: Your customers are searching for you, they are desperate, but they are scared of getting the wrong provider because they know nothing about lighting and wiring.
So how do you relate to them?
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Lights Out? Flickering Bulbs? Wiring Issues?
Don’t sit in the dark! Call us now for fast and reliable lighting repairs. We understand how crucial proper lighting is, and we’re here to fix your issues immediately. Quick response, professional service, no delays, just solutions!
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Key-words help to bring in traffic through SEO but Right-words bring in the conversion.
So use the right word to relate and entice your target audience to make them your leads.
Show Your Credentials
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Not many businesses can do this, but if you can, do it.
Be arrogant. Show off all of your Google and marketplace reviews you have collected over the years.
Put a button there that links the audience to those reviews if you can. Don’t care about what other people say, “Don’t link them out of the site, you want to keep them in”
Link them up if it can make them know that you are the best. Your audience craves trust, everyone craves trust.
If you got 200 reviews and 5 stars, SAY IT.
Say it out loud, in fact, put it in your hero sub-text.
High customer satisfaction with over 200+ “5 Stars Reviews”.
The hard truth is this, there are probably another 100 companies out there that provide the exact same service as what you are providing right now.
There might even be a much cheaper option for all the cheapo out there.
Your purpose of the website is not to beat them in price, or out-service them, it is to beat them in being credible. People buy based on “Trust”
So give them every reason to collect the trust from you.
