Читать книгу Low-Budget Online Marketing - Holly Berkley - Страница 24

Another company, called Activation Imaging, wanted their website to generate more sales leads. Their website was nicely designed and professional. It featured standard navy blue colors and stock photos of business executives. Yet although the site looked professional, there was nothing on it that felt personalized. Nothing jumped out and said, “This site is for you!”

I asked them who their top clients were (their target audience), and they quickly listed real estate agencies, biotech companies, and law firms. However, nowhere on their home page did they mention these industries. In fact, all of the text on their home page was about Activation Imaging. Focusing exclusively on self-promotion online is a common mistake of small businesses. Your customers don’t care about you; they care about what you can do for them. You have ten seconds to capture an Internet user’s attention when he or she visits your home page, so you had better tell that person why he or she needs you. Use your home page to tell your customers why your product or service is right for them, personally. In short, put your company information or personal bio in the “about us” section of your website, not on your home page.

With this in mind, we simply rearranged Activation Imaging’s home page to include three boxes. One had a picture of a lawyer, the next a real estate agent, and the last a biotech student. Each image had a sentence appealing to that target audience, followed by “Click here for more info.” We then developed an entire page dedicated to why Activation Imaging was an expert in creating digital documents for that specific industry. In reality, we only had to change a few sentences on each page, because the company performs essentially the same service for each industry, but the new targeted sentences now made their product appear personalized.