Why do you deserve to earn the business of your site visitors? That question is always the underlying premise in someone’s mind when they are deciding whether or not to buy your product or service.
It may not be the first question in their mind, but assuming all other questions get answered, if this one isn’t, the rest won’t matter.
There are four ways you can combat this nagging question:
1. UVP (Unique Value Proposition)
Outline what it is that makes you unique from anyone else selling the same products or services. It should make it clear how your product or service is uniquely capable of solving a specific customer problem or enhance their life.
Beachbody’s website highlights what makes its fitness and nutrition program special: The simplicity of use and fast results, addressing two of the biggest hesitations people experience when starting a new program.
Your UVP should already be baked into your business model, so just make sure you articulate it on your website.
2. Longevity
How long you’ve been in business is just one of many factors that can tip the scales in your favor. It won’t have much weight, but sometimes it can be enough.
For a business like a payroll in which sensitive information and people’s paychecks are on the line, it can weigh more heavily. ADP, a provider of payroll services and software, leverages its long history to help win customers.
If you don’t have longevity, then you have to make up for this in other areas.
3. Customer service
It’s not enough to just say you have good customer service. You have to show it. That’s not so easy without face-to-face interaction, but often even the smallest things, like having multiple contact options and offering live chat, can make a big difference. Customers need to see that they are your primary focus.
Teamwork, which provides project management software, puts support front and center, making it a main navigation option:
They also give a plethora of support options on their Support page, including email, webinars, and a support form.
4. Success stories
Don’t be afraid to tout your record of success, whether it’s posting testimonials or providing case studies. This is great fodder for backing up whatever claims you make about the quality of what you offer.
Cloudfare, an internet security product, has 42 case studies on its website describing the success they’ve achieved for clients, including the digital agency that ran the Trump/Pence campaign. It’s hard to image an account that would need more protection than that, so this case study provides important social proof.
These four things will get you started, but there is so much more you can do. In fact, everything you do online and with your website should be done with this question in mind. If you’re not busy proving why you should earn a customer’s business, then you’re busy proving why not.