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Does Your Website Have a One-Sided Relationship?

Written by Gabriella Sannino   
Monday, 23 August 2010 12:38

I’m sure you’ve heard this more than once, but you can’t have a one-sided relationship. Period. If you’re guilty of trying this method with your website, where does it leave you? Back to the Internet black hole of never being seen again.

Let’s think this through, shall we?


Dear Website Owner –

After visiting your site three whole times, I have to say it’s over. I’m sorry, I know it hurts, but all you ever want to talk about is you. I have feelings; I’m not just a visitor number. If you’d only asked how I felt once in a while... I know way more about you than I ever wanted to, but you obviously don’t know anything about me.

Signed,

Disillusioned Potential Customer

 

Get over yourself

“Me me me, us, us, me, the company, you should hire us.”

Sadly, this is how many websites read. They don’t reach out to the consumer in any way until the very end. While it may not read this way to you, anyone who happens to stumble across your virtual doorstep will quickly stumble back the way they came. On the other hand, an excellent consumer-focused website can have them pulling up a chair, kicking their shoes off and staying awhile (hint – you want them to stay awhile).

When you’re ready to design and promote a consumer-focused website, think about the following:

  • No matter how you cut it, we’re self-centered. In looking at your website, we want to know, “What’s in it for me? What do I get from you that I won’t get from the competition?”

  • We love being entertained in one way or another. Entertainment can come in many forms: interesting, humorous, argumentative. These are just a few examples. Give us entertainment and we’ll keep coming back.

  • We like to feel important. Give us something to do – some way that we can give our input and share our opinions with you. We have two cents, and we’re dying to spend it.

Your visitors want to be part of the process. That’s what we’re moving towards: an interactive world of business and users. Visitors want to be entertained, challenged and engaged. Care about them enough to give them something to do! When they do, require the information you need, such as an email address and name. Grab that qualified lead and hold on to it for all you’re worth!

Listen more to what your data tells you; track where your clients are coming from and try to reason out why. You’d be amazed at how many people actually listen to your message – especially if it’s a good, strong message.

Finally, remember that your website should be about the relationship. You can’t build trust (essential for any company) with your clients and customers by only talking about you. You can’t build interest if your website says you’re the only thing that interests you. By the end of the day, if you don’t engage and excite your visitors, your website will end up being that proverbial lonely old lady with all the cats.

Gabriella Sannino
About the Author
- Gabriella Sannino is the owner/operator of Level343, a copywriting & SEO company. She specializes in depth analysis, hard data, strong copy and tested SEO techniques to bring traffic and conversions to business websites. Her passions in brand building through social media, marketing techniques and writing strong copy that converts are all part of the strategy. You can also catch her on Twitter - (Full Author Bio)
 

Comments  

 
0 # Eldad Sotnick-Yogev 2010-08-23 13:17
Many solid points here Gabby!

Can you share some good examples of what you have seen succeed? As a B2B it is tough to think how to create that engagement when you know prospective clients are looking to review your site to help in their decision whether to use you or not. We often get stuck in the trap of thinking the engagement will occur when they contact us and you're absolutely right we should be thinking about this well beforehand on the site itself.
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