Is Your Ego Getting In Your Way?
About a year ago I was giving a speech to a group of business owners and wanted to include examples of small businesses with great websites. While researching sites, I came across a list of top law firm sites as ranked by Lawyerist and found Birken Law. Wow what a site! I’ve seen so many law firm sites and they all look the same, but not this one. There were no Scales of Justice, no photos of the Supreme Court, no gavels. It didn’t talk about where Jessica Birken went to law school or her previous work experience. In fact, the site didn’t talk much about her at all; instead, it was about the customer!!
What an approach right?? It seems like a big deal because so few people are doing it. Your website and your messaging should be about your customer not you. I know that you love the fact that your Great Grandfather started your business, but no one else really cares. (Sorry to be so blunt!) Especially, in the research phase of the sales process. Perhaps, down the road, other details will come into play, but in the initial phase it’s not important.
People are busy. Really busy. And they don’t want to have to read through a ton of information to find out how you can help them. Instead make it easy for them and tell them right up front.
Here are a few examples of companies who have done a great job focusing on their customer and explaining right up front what they do and how they do it.
Take a look at your site and see how it compares. If the content is about you, then take some time this week to re-vamp your messaging so your customers can better understand how you can serve them.
About the author: Meg Huwar is an award winning Marketing & Brand Strategist and Founder of Brand Accelerator. She and her team work with companies who want to market their business but don’t have the time, experience or staff to do it themselves. Meg can be reached at firstname.lastname@example.org.