4 Components of a Well Branded Website
Before reading this, I encourage you to read Why Your Company Website Is Hurting Your Sales.
If you don’t understand the psychology behind your customer’s buying process, then crafting a well branded website won’t matter.
If you have read the previous article, then let’s proceed…
- Does Your Website Pass The Grunt Test?
If we took your website on a laptop and put it into the hands of a caveman, could that caveman answer 3 questions about your business within 5 seconds?
If these questions can’t be answered in 5 seconds, you’re losing money.
- What do you offer?
- How will it make my life better?
- What do I need to do to buy?
Those 3 questions should be obvious, above the fold on your website. They need to be in the header. If they’re not in the header, you’re losing money.
“We Help Parents Take Better Pics”
This is a photography course for parents. In his first launch of the website he made only $28,000 because his message was unclear.
In his 2nd launch 6 months later, he cut out 90% of the text on his site and made it really simple. He launched to the same list as the original launch.
In his 2nd launch he made $113,000. Significant difference!
- The Value Proposition
We actually call this our Statement of Value (SOV). It’s the “What’s In It For Me? How’s this going to make my life better?”
Your value proposition has to be clearly laid out for your customers to know exactly how you can help them. What benefit do they get from doing business with you?
|Create a buzz. Create clear and compelling messages that spread like wildfire.
|Learn a language that sells. You don’t have to come off as a pushy salesman to move product.
|Become a marketing master. You’ll have a proven filter to clarify all of your marketing materials.|
- The Plan
If what you’re offering is techy or a little more complicated to understand, you need to break it down into bite-sized chunks that make it easier for your prospect to understand. Lay it out in 3 easy steps.
Ex: Automatic App
The automatic adapter plugs into the standard diagnostic port hidden under the dash in most cars since 1996.
|Free Mobile App
The automatic app pairs with the adapter and displays useful information about your car and driving habits
Now your car’s data can power apps from the Automatic App Gallery and connect your car to the rest of your life.
Everything needs to be clearly laid out so your prospects can instantly understand your offer and how it will help them reach their goals, or make their lives instantly better.
We also need testimonials to project our authority. We need to display our competency, and our ability to help our customers. People are so used to being lied to and taken advantage of. Just because you dangle something in their face that appears to help them, doesn’t mean they will instantly trust you.
But, if you display too much competency in your marketing materials, you being to risk becoming the hero in the story. Limit it to 3 short testimonials on this page.
- The Cost of Failure
Within your marketing message on this new branded website you need to let your prospects and customers know what life can look like if they don’t buy your product or service.
And I’m not saying that you should ever be dishonest about it. If your product genuinely serves your market, and would truly benefit their lives in some way- they need to know.
As soon as you let your customer off the hook and there is nothing more at stake, they are not interested in your narrative anymore.
But if you go too far with the failure bucket, they will also disengage. Their brain goes into denial.
So show your prospects and customers as clearly as you can, without overloading them with technical information, what their life can look like if they don’t buy your product or service. It needs to be a clear message, either in words or visual imagery and we usually include this in the call to action section when we are asking for their order.
WHAT’S MY INVESTMENT
“How much is unclear messaging costing you? How many potential customers can’t hear your offer in the sea of noise? How many events are half empty because people don’t know why they should come? How many people are passing up your consulting? Can potential customers understand why they need your product or service? A lack of clarity may already be costing you a great deal.”
$2,995 per person
$2,895 per person
Total of $5,790
$2,795 per person. Total of $8,385
Take a look at your current company branded website. Ask yourself first, when you land on the website- will your website pass the grunt test?
All of the components I laid out for you here, if you incorporate them on your home page and throughout your site, will ensure that you not only pass the grunt test- but your customers immediately understand the value of doing business with you.
Drop all of the technical jargon. Your customers don’t understand, and they don’t have time to figure it out. Make your messages clear and concise.
The clearest path to victory in marketing is to understand that it’s not about you. It’s about having the clearest message that your prospects and customers can easily understand.
Rise above your competition by being the solutions provider they understand. Create a well branded website that actually sells!