Recently I reviewed the website of a new company dedicated to cyber security. The proposed design was fine. What caused me to shake my head was the proposed website content.
I am a firm believer that what your customers want when they find your website is the answer to three questions:
- Do you have the information I need?
- How will you solve my problem?
- Why should I choose you?
Navigation presented the first problem for the cyber security website. All the information about services appeared in two places: under the heading “Services” and with precisely the same wording on the home page. That arrangement might have helped with SEO but it left a visitor wondering. Was there nothing more to say? Was the exact repetition an error by a company that should be proclaiming itself attentive to detail?
I’ve never been a big fan of the Services category, especially if in a small website that lacks a search function. I prefer headings that direct customers to the area where they have the most interest. If the big box retailers can do it, so can you.
When your website content focuses on solutions, your customers breathe a sigh of relief: you recognize their pain and you know how to remove it. Instead, the cyber security company focused on the problem. They detailed everything negative that could happen by neglecting cyber security. I could feel my stress level rising with each paragraph I read.
Customers also want assurances of your company’s capabilities. The cyber security website offered one page that detailed the experience and credentials of the business owner and after that–nothing. No testimonials, no case studies, no blog posts. Yes, the owner was well-educated and credentialed but so were his competitors. How were his particular skills used? Did they benefit anyone?
Unfortunately, when your website makes it difficult for customers to find the information they want, harps on problems rather than solutions, and leaves questions about your capabilities, customers are likely to search elsewhere for the help they need. They will choose the company that demonstrates an understanding of both their problem and the potential solutions–and that may not be you.
Make your customers happy and your revenue stream even happier by working with TWP Marketing & Technical Solutions to design website content that attracts customers and keeps them.
From our base in Peterborough, NH, TWP Marketing & Technical Communications writes marketing copy that engages your customers and delivers your message with accuracy, clarity, and passion.