May 19 2009
What American Idol can teach you about creating a Web site that gets results
If you watch American Idol, you know that the performers who rise to the top are the ones who can take a song and…
1) Give it their own unique spin which fits their image
2) Make it relevant to today’s audience
As you read this article, think about the messages on your favorite Web sites. You’ll begin to notice a common theme: They have a unique spin on what they offer which matches their company image. And they have a message which is relevant to what is important to you (their prospective customer.)
One of the biggest mistakes I see in Web sites today is the company who spends all their money and time on design and forgets the message.
This is like an American Idol contestant showing up with the right hair, the right make-up and the right clothes but not being able to sing.
If you’ve followed the “Susan Boyle” phenomenon on “Britain’s got talent” you can see how being able to deliver is much more important than looks.
Same goes with your Web site. Design is cool. But your message and usability is what wins votes for your business.
What do you want your Web site visitors to do?
Do you want to?
a) Have them say/think, “What a cool design?”
b) Sell your products via E-commerce or a shopping cart?
c) Generate leads for a sales representative to follow-up on?
d) Provide an electronic portfolio of your products, services or work?
e) Upgrade your company or product image?
f) Promote a membership or sign up members to build relationships?
g) Educate customers and offer them a library of information?
h) Provide a discussion forum for like-minded people?
i) Allow visitors to search your inventory or see product options?
j) Offer product demonstrations, seminars or training materials?
k) Or something other than the above
You’ve got about 3 seconds before your prospect moves on to another site
Okay, so the first choice was a little on the sarcastic side. But it was to prove a point. You have about 3 -10 seconds to grab your prospect’s attention and make them want to go farther. Do you think design alone will do that?
When people are searching the Web they are in a different frame of mind. They are searching for something in particular. When they get to your site they may say, “Cool design” but that will only last for about 2 seconds and will not hold them there.
What makes you unique and holds your prospective customer there is words.
What spin can you make on your home page which will let your customer know right away that he is in the right place?
What words can you use to let your prospect know you are unique? And that you are EXACTLY what he is looking for?
Do you hire the company who has a great picture or the one who delivers what you are looking for?
Recently I worked with a real estate company who was very concerned about having the right picture on their home page but believed people “didn’t want to read anything.”
I live in Florida, so you can imagine what just about every Real Estate Web site has on it. Yep, some sort of beach picture or waterfront home with a sold sign. And this client’s site is no different.
There is nothing to differentiate their site from the thousands of other real estate companies in the area.
But words can differentiate a site like this.
Words can make the visitor understand why this real estate company is different than the others. Is the right company to use. And the right fit for their needs.
In this case, through some digging I was able to find out that the Broker had both an extremely unique and relevant selling point.
I discovered that she managed to sell more homes in the past year than ever before during her 25+ year career. And this was despite the fact that real estate sales were at an all time low in the country.
Which Realtor do you want to sell your house? The one with the picture of the house with the sold sign? Or the one which can prove, “During my 25 year career, I’ve sold more houses this year than any other despite the worst housing market to hit in years?”
Unique and relevant to the person trying to sell their home during these difficult economic times, these are the words which will get a sellers attention!
Make your Web site unique and relevant by using these 3 questions
When digging for your unique selling proposition, start with these 3 questions:
1) What is the purpose of your site?
2) What makes you different than your competition in THAT area?
3) What is on the minds of your prospects RIGHT NOW?
Sometimes it takes a little digging to figure out how to make yourself unique and relevant. But it is well worth it.
Have a comment on how you made your site unique and relevant? Leave a comment. Want help on how to make your site stand out? Email me at cindy@cincyrcopywriting.com .
