When prospects land on your website, you have only a few seconds to capture their interest. One of the best ways to do that is to lead with what makes your business stand out.
Do you serve a certain type of client? Have your clients had unusual successes? Do you have a unique specialty?
If there are many businesses similar to yours, another way to establish contrast is to develop something unique in your offering. What enticing guarantee could you offer? Can you give an estimate more quickly than others in your industry? Might you give a free diagnostic? You can also highlight a particular value that your product or service offers to customers.
Even better, connect with your clients at an emotional level. Why did you get into this business in the first place? Why do you do what you do? Customers are much more likely to buy from you if they relate to your big Why.
If you don’t know what makes your business stand out, ask your customers. Many of them would be happy to tell you. Then don’t be shy about sharing that with the world. Make it easy for prospects to choose to work with you.
Steve Johnsen is a marketing strategist, a business coach, and the Founder of Cloud Mountain Marketing. He is also the author of the Amazon #1 best-seller, 5 Easy Steps to Make Your Website Your #1 Employee.