Is creating content a challenge for you, even though you have a stunning website?
Did you spend a lot of time or money on your beautiful website but it isn’t making your business any money?
Is traffic low and sales hard to come by?
Don’t waste money redesigning a great looking website when that’s not the problem… the problem is that your content may not be relevant or appealing to your audience.
Learn how to create content that is relevant to your prospects and customers and will inspire more traffic and sales.
Content Quality and Relevancy is More Important Than How A Website Looks
Do you have a beautiful website?
Is your website visually appealing?
Are your pictures of high quality and are they stunning?
Maybe you have some videos?
Of late I’ve seen a lot of beautiful websites that have really nice layouts and are absolutely stunning.
But, there is one thing wrong: There is little traffic and few sales.
Have you ever wondered why you could look at an absolutely stunning website and be immensely impressed by it, but nothing’s happening.
There’s a good reason for that.
The reason is that the content is lacking and the ability to influence people is lacking.
Did you know that the #1 reason your website visitors leave immediately is because of a lack of relevant content?
How Your Website Content May Be a Lot Like Star Wars I, The Phantom Menace
Have you ever gone to the movies and thought you were going to watch an epic movie only to discover that something didn’t seem very epic when it was over?
A great example of that for me was Star Wars I, The Phantom Menace.
I grew up on Star Wars and the originals are some of my all-time favorite movies. Naturally, I expected more of the same when The Phantom Menace was released.
What a visually stunning movie. There were some great action scenes and moments that left me feeling in awe.
But, I kept waiting for the moments that connected the visual appeal with the emotional plot, and it never happened.
The movie was void of a real plot and it was somewhat boring. It was just a terribly written movie, but the visual effects were unbelievable.
The whole thing was a CGI wonder world.
Is Your Website a CGI Wonderland That Leaves Your Visitors Wondering What Happened?
Have you created your own CGI wonder world on your website?
It’s absolutely stunning!!!
Your website visitors may love the way it looks but are they inspired to do anything other than appreciate its visual effects?
For your audience to feel the connection beyond the look and feel of your website you have to awe them. You have to awe them from three different angles.
Angle #1 – Visual Appeal
Layout and visual appeal, and color schemes, are all important.
People are initially impressed by great looking websites.
It has to look good!
That’s the easy part!
For the majority of business websites, it’s #2 and #3 that are missing and causing the problems.
#2 – Website Flow
How are you moving your website visitors from one page to another page?
Are you giving them the ability and a reason to flow from one page to another?
Here is why that’s important?
With each page your audience visits, the odds go up of them contacting or buying from you:
- One page = 5-8%
- Two pages = 8-12%
- Three pages = 12-25%
- Four pages = 25-40%
Are you giving your website visitors a reason to actually do something?
To overcome poor flow you have to provide links to other blog articles or pages that are relevant to the article and you must include a strong and compelling call-to-action.
You have to create the conditions that give people a reason to move forward to the next thing that you want them to do.
That leads me to number three and the most important issue!
#3 – Your Content Strategy is Lacking
Have you really thought out your content strategy?
Maybe you’ve done some research and you know what people are looking for online. You’ve learned what keywords they use and maybe you have optimized your website really well.
However, when someone visits your website they just get a CGI wonder world.
The site is extremely visually appealing but it says nothing.
You may be thinking to yourself;
Wait a minute Don I put a lot of work into my website. I did all the research on the keywords. I did this and I did that…
Yet, nothing is happening of importance to your business.
It’s falling flat and you don’t understand because you thought did everything right.
Well, you did one thing right and two things wrong.
- You made a visually stunning website
- Without a good flow and call-to-action
- Without a solid content strategy that is created for the website visitors experience, needs, problems or desires
Let’s reverse engineer this for a minute let’s talk about the solution to your problem of gaining traffic and converting them into paying customers.
How Do I Create Content That Inspires More Sales?
We’ve already determined that you have a beautiful website that is lacking in content that inspires anyone to stay on it, fill out a form or buy from you.
The key to gaining more traffic and converting that traffic into paying customers or clients is to create content that is relevant to the person that’s on your website.
If your content strategy is strong, most of your traffic should be coming through your blog. I’ll explain why as I go forward.
How do we make our content relevant and what does that mean?
We have to how to put ourselves in the consumer’s shoes.
We have to think like the consumer.
We have to write like the consumer thinks and feels and tap into their emotion appropriately.
The goal is to allow the consumer to know that we understand him or her.
When it comes to a beautiful website, it’s not just about the technical aspects.
Creating Your Message is the Difference Between Content That is Relevant and Content That Repels
Unfortunately, the majority of web designers gets caught up in the technical aspects and leave out the most important thing… your message.
Your message is the relevancy component of the content.
The search engines and even social media platforms are learning what we are communicating through what we are writing and they are learning how to tie the relevancy or our content to our website visitors.
We are not going to be able to just manipulate a search engine with keywords in the very near future.
So how do we create relevant content that speaks directly to one person who is doing a search?
How to Become Relevant to One Person Searching For Our Product or Service
Many business owners don’t succeed in creating relevant content because they start the process with the wrong assumptions.
This may be you when you started your business:
- What am I going to sell?
- Who am I going to sell to?
- How much will I charge based on how much I need to bring in?
While it makes sense, this process is flawed and traps the business owner into creating marketing content that is about them instead of about the prospective customer.
I’m going to share with you five questions that I take my clients through in my marketing and messaging bootcamps that will enable them to create relevant content for one person, and then a short case study from one of my clients.
This process will help you create the flow of your website and your content strategy that will give a strong reason for your website visitors to buy from you.
With each passing section, it becomes easier and easier in the process.
#1 – What are the Problems You are Passionate About Solving?
This is the foundation of your business!
What are the problems that you are passionate about solving?
I recently had several business owners tell me that they don’t solve any problems.
The truth is that every business solves a problem but you may not be thinking in those terms.
Every buying decision is based on emotion and every emotion is rooted in a problem (which could also be described as a need or desire – but even those two things have a root problem).
Many business owners think in terms of product delivery and why people should buy something.
That thinking is rooted in “me” instead of about “them” and in a mass marketing context.
Believe me, everyone has a problem or they wouldn’t be seeking out what you have to sell.
Why Did You Start Your Business?
Every business started because there was a problem to solve and a reason to start the business.
What are those things?
As an example; Perhaps you want to solve the negative feelings that people are experiencing.
Perhaps it’s self-esteem, lack of self-awareness, lack of patriotism, financial issues, for a cause like helping veterans or local communities…
The key is that any product or service can be a part of the solution to the problems you’re passionate about solving.
Your Passion is What Your Prospects and Customers Connect With
You have to tap into what you’re passionate about because that’s what people are going to hone in on and that’s what they’re going to feel.
Your passion is what is going to motivate them to take action.
That’s why they’re going to connect with.
If you don’t communicate your passion, you will lose half of the impact.
What are you passionate about?
What is the difference in the world you want to make?
It can’t be everything but it can be a few things.
The problems you are passionate about solving should be transferrable to any business.
#2 – What are the Tangible Values Your Customers Experience and How Do They Feel About the Experience.
What are the tangible values people experience and how they feel about that experience?
Experience and emotion are often overlooked in small business marketing practices and as a result they have beautiful websites that don’t deliver.
It’s easy to stay on the side of logic and ignore emotion.
As business owners we “speak” logic so well because it’s all about numbers, processes and systems. That’s what makes the business a business… but the other side is emotion and that can be harder to quantify.
Customers Don’t Buy On Logic, They Buy on Emotion
Unfortunately, we forget that people don’t buy on logic.
They buy on emotion.
When you think about your customer’s experience, you ought to think with the end in mind.
What did the customer experience and how did the customer feel?
What was the experience from the moment one customer met you all the way across to the moment that they bought from you, and beyond?
What was his or her experience? How do they feel about it?
While every customer is unique, you can group commonalities amongst them and come up with five or six core tangible values.
#3 – What are the Specific Problems You Solve for Each Tangible Value?
What specific problems do you solve, needs do you meet, or desires do you fulfill?
Where many business owners and marketers struggle here is that they stay too broad or they group too many problems together.
You must retrain your mind to be hyper-specific.
#4 Who are You “Specifically” Solving Each Problem For?
Starting broad, you want to identify the specific individual’s you solve each problem for and work towards specificity.
We don’t want to know just demographics.
It’s not enough to say your target market is 40-55 years old, is from such and such city and does xyz for a living.
That may be a component but it’s incomplete.
What we want to learn about is their life experience.
Why do they really need your product or service?
#5 – How is Your Product or Service a Part of the Solution?
Once you’ve done #1 through #4, this ought to become self explanatory, but vital.
Now you can see how I reversed engineered your business and your marketing.
Your goal is to create relevant content for a prospective customer by identifying one person, who has one problem, in need of one solution (which is your product or service).
If you create your content from the user’s point of view and your writing about them and not about you, you will suddenly see is a transformation in the way your content is received and consumed.
Kim George – An Example
Kim George is a client I worked with in 2015 and she saw a big change in her thinking and processes.
Just look at what she did as one example (Keep in mind she had 88 pages of clarity that came from the five questions):
Problem She is Passionate About Solving
- Business owners who feel defeated
- I now have a documented process (or plan) that I can follow to easily start my business online and I’m so relieved that I don’t have to guess anymore or waste time and money wondering what to do next.
One Specific Problem She Solved for this Tangible Value
- I am highly disorganized and as a result I don’t know what to do or where to start and I know my cash flow is tied directly to my inaction or inability to make the right decisions for my business because I’m all over the place.
Who She Solves the Problem For
- A woman who worked in the business world for 5 – 10 years and recently lost her job and is wants to take on the challenge of starting her own business and earning financial and time freedom over the next 5 years.
There are a number of highly specific pieces of content than can now be created that talks to this one person’s specific problem.
Here is a powerful article Kim wrote last fall that tells Gina’s story… a bakery shop owner in Seattle, WA. How did a bakery shop create a blog that helped her business? Kim shares the process Gina went through to make her blog a success for her business.
Content is Not About You, It’s About Your Customers
The more you make your content about your prospects and customers and less about you, the more effective and profitable your content will be.
It’s not just about how nice your website is because if your website doesn’t say anything it’s not going to convert.
If it doesn’t convert, what’s the point?
When it comes to creating content for your beautiful website we have to understand the consumer process:
- The consumer goes to Google and searches based on a keyword phrase.
- They click through to your website.
- Your website looks stunning and is impressive at first glance.
- Your content doesn’t say anything relevant to them so they leave.
Too many businesses have beautiful websites that don’t say anything and then they are left wondering why it’s not converting.
If you want your website to convert you must take the visual appeal and wrap it into an emotion through relevant content.
The goal is to give them substance!
The Solution to Your Content Problem
Many business owners confuse the problem they are really having and blame their lack of conversions on the website when that isn’t the problem.
You don’t need to redesign your website!
You need to keep that beautiful site and tweak your content to be more relevant to your website visitors.
If you know that your content is a problem, and you have a beautiful website, and no one is picking up the phone and calling, they are not showing up to your place of business, or if they’re not filling out the forms…
I would love to talk with you about your content and show you how you can build your content to be a prospect attracting tool that will inspire more traffic and sales.
Simply click here or on the image below to schedule a free, no obligation, one hour consultation with me. I will offer a few ideas and tips to help you immediately.
Do you have a question, idea or thought? I would love to hear from you. Please share below in the comments.