Are you offering something folks really want?
June 11th, 2009
Many times one of the challenges we see in optimizing a new client’s site is getting them to see that they need to offer something bigger, better or different from the next guy. This is business basics, but given the ease of product and price comparisons online, it’s even more important online than brick and mortar. This usually means that they’ve got to go the extra mile to stand out as different and earn that user’s trust.
There are several things you can do to make this happen. We’ve talked about making sure your landing pages are optimized for the appropriate targeted phrases. What needs to happen next takes your marketing to the next level. You need to come up with a unique selling proposition. The only way you’re going to get the sale is if your product or service excels in some area. Maybe you are offering free shipping, or gift wrap, lessening the risk for your prospects to buy from you. Whatever it is, it needs to beat out your main online competitors (who may or may not be the same as your brick and mortar competitors).
Now, I know I’m not here to teach you how to run a business – anyone with any kind of success already has these ideas down. I really want to stress how this needs to be amplified for the web. Just as the number of competitors is amplified, so should your marketing of your business. So, you’ve got to make sure yours is the best offer out there. So, do your research. Consider the following:
*always know what your competitor is offering
*make your USP clear and concise
*what can you do better than you are now
*give users a reason to buy from you
*have good post sale follow up
These are the basics, I know, but remember that the Web is a whole other market place, with an even greater number of competitors. So, ask yourself how your USP is looking. Maybe it’s time to revamp a little and spark some new sales.
