When prospects want to learn about you and your products, the first place they head to for more information is your website. You may have gorgeous graphics, catchy phrases and easy navigation – but that’s not going to convince them to stay, and contact you.
If you’re clever, you will anticipate your prospects’ need even before they open the browser. Follow the example of these four companies to be ready with the exact information they’re looking for.
Just open this webpage to Canon USA for a picture-perfect example. Instantly you’ll notice right smack in the middle of the page is a virtual slide show with entrancing headlines:
- Counterfeit Accessories are more destructive than you think. “learn more…”
- Cannon Education: In-depth tutorials, education and more… “learn more….”
If you’ve spent, or are considering spending, a significant amount of money and time on copy machines or photography, how could you resist learning more about these topics?
A quick visit to the web page of FedEx, (one of the Most Reputable Companies of 2013), instantly reveals timeliness – with its “Quick Access” login, FedEx reinforces its reputation and image as the one who keeps tabs on the pulse of its packages. – The customer says, “Yes – show me how much it will cost me to get my package there!”
When you open the Stanley Black and Decker homepage, you’ll see a live feed of news and broadcasts and several links to analysis and investor reports. Clearly, Stanley knows investors frequent their website, and Stanley is catering to these important visitors by making it easy for investors and reporters to find exactly what they need – fast. Notice, also, Stanley’s emphasis on safety — this reassures not only buyers, but investors as well.
Kellogg’s website draws readers in with links to nutrition, offers for a free book, and of course printable coupons.
Each website example I’ve listed here has clearly identified it’s prospects, and has provided an offer to give each visitor something valuable and unique. The key is to use your website to fill a need the prospect wants – as soon as your page is opened. The customer is actively engaged, willing to fill out any online-necessary online forms and quick to join any social media outlets the company offers.
If you’d like help in doing the same, contact us.