Does your website support your brand, or is it just a thing that you have because your customers expect it, or your competition has one?
When asked, companies say they have a website because they thought they needed it. After all, that’s what they were told to do. They might say they have a website, so people will know we’re a real company. To them, the site is just another piece of collateral they need. However, it’s not considered foundational to the company’s success. Unfortunately, the reality is different from the perception.
Perception vs. Reality
Your website is often the first impression a potential customer will have of your company. This impression starts to form the basis for how a potential customer will think about your brand. When that impression is created, it’s incredibly hard to change.
“Your website is often the first impression a customer will have of your company.”
Imagine for a moment that you had a rep go out to your potential customer, and when they arrive, they’re poorly dressed, looking hungover, and have stains on their clothing. This is what an out of date poorly functioning website looks like to your potential customers.
Now imagine that your rep is appropriately dressed, and put together. However, when the rep speaks, they ramble on endlessly about themselves. To make matters worse, when asked a question, they get confused and give you a vacant stare. This is how a well-designed website appears to a client when the content is all about the company but doesn’t speak to the customer’s pain.
Getting Lost in the Crowd
Regrettably, this is how most websites function today. They are dated, poorly designed, unclear, and talk about the company while barely addressing the customer’s problem. When your website gives the wrong impression of the brand and doesn’t showcase the uniqueness of the company—a lack of differentiation is why many small businesses get lost in the crowd.
“lack of differentiation is why many small businesses get lost in the crowd.”
They aren’t memorable and are seemingly equal to other businesses in the same industry. When there’s no difference, customers regularly default to price as justification for the purchase. This is a frustrating place to be in, especially when you, as the business owner, know that your product is superior to your competition. The frustration your experiencing can lead to confusion about why your website isn’t working or attracting customers. When this happens long enough, the site ends up being forgotten and neglected, leaving many potential customers with the wrong impression about your brand.
Here’s the thing customers don’t always buy the best product or service. They buy from the companies that are clear about what they offer and how it helps its customers succeed. No customer wants to go into a fog of uncertainty. Uncertainty causes confusion and makes decision making difficult.
Your customers are looking for success in achieving a transformation. Your product or service only aides them in that goal. Features explain functionality, but rarely tell a customer how they will achieve their end goal. Without this understanding, it’s difficult for your customer to make a purchase decision.