Three questions every business site should answer, one question every business site should ask…

“Market Street” photo by Pixabay contributor Geralt

Every business website needs to communicate three things quickly and clearly to their ideal clients – your value proposition, a reason to believe, and your distinctive difference from your competitors.  The more quickly someone gets those three things the sooner they’ll answer your call to action.

Value Proposition — you’re worth it!  better, faster, less expensive, more options, better communication

A value proposition is a promise of value to be delivered, communicated, and acknowledged. It is also a belief from the customer about how value will be delivered, experienced and acquired. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services — Wikipedia

Reason to Believe — you’ll do it!  Experience, satisfied customers, clear examples, brand familiarity, portfolio of your product or service or self

Establishing brand identity using the concepts of value; values; personality; attributes; and benefits. A reason to believe should always accompany your brand statement. It builds the case for the target audience accepting your brand position or unique selling proposition as true and credible. — Market Directions

Distinctive Difference — why choose you instead of your competitors.  You’re not one-size-fits-all, you’re the right fit for your ideal client!

By focusing on the needs and wants of a target market, a company can deliver more value than its competitors. The marketing concept emphasizes the “pull” strategy”. This means that a brand is so strong that customers would always prefer your brand to others.  — Oxidian GmbH

Call to action — the action you want a visitor to take that changes them from a passive observer into an active client: call or email you, click “buy now,” schedule a meeting or appointment, sign up for service or more information.

Of course every page on your site should have at least an implied call to action.  “About you?”  You want visitors to decide you’re credible, capable, experienced, and likable.  Portfolio or testimonials page?  You want them to decide “I want you to do that for me.”  But your entire site should have an overall call to action: call us, email us, buy now, book an appointment, sign up, buy a ticket… the overall action you want someone to take once they recognize your value, believe in you, and decide what makes you different.

Posted in , tagged with: #, #

David Innes,

I've been building and maintaining websites since 1997 and building and supporting similar hypertext-driven software since 1987. I've done maintenance, support, and maintenance for physical and digital systems since 1981. And no, I still haven't seen it all but by now I usually know where to look. More about David Innes...