None of us set out to confuse our customers. In fact, it’s probably the last thing we want to do if we’re trying to grow our business. The reality, though, is that most of us are too close to our business and don’t realize that the way we share information with our perspective customers actually makes it difficult for them to interact with us.
The human brain is designed to seek clarity.
As we move through life, our brain is designed to organize the things we see, and often what we’re doing is inadvertently making it hard to find clarity. Maybe you think what you’re doing is helping, but in reality it’s only making it harder for them to do business with you.
So, let’s go through the 5 warning signs to see if you’re confusing your customers.
(1). You put Design over information
Most web site developers love to wow you with what they can develop for you. From layout to beautiful sliders, you’ll think you have the slickest website that is guaranteed to generate business–only it doesn’t. You wonder “What could have happened?”
The reality is that you are probably putting design over information. If your site is beautiful, but not telling people what you do and how you do it, then you could be confusing your audience. One way to be sure, is do what Don Miller of StoryBrand calls the grunt test. If a cave man were to stumble upon your site today, could he tell you within 30 seconds what you do in one sentence? How about a minute? Ask a friend or a stranger to check your site out today and see if they can tell you what you do and how to interact with your business within 30 seconds of viewing your site. If they can’t – it might be time to re-boot your message.
(2). You give them too much information.
A similar problem is that you give too much info. People today merely scan websites. If your website amounts to a novel, then you could be in trouble.
Key questions that someone must answer when they come to your site:
- What’s in it for me?
- What do you do?
- What do you offer?
- How do they work with you?
When someone visits your website the first question they ask is what’s in it for me? If they don’t know what they’ll get or can’t see how you or your product will change their life – then they’re leaving. Next, you have to answer: “what do you do”, “What do you offer”, and “how can I work with you”, all in a clear and concise format.
If you’ve gone on and told them EVERYTHING, you’re probably suffering from the curse of knowledge. Again, Don Miller share that when we are too close to our business, the harder it is to imagine what someone who doesn’t yet know about your business might want to understand, therefore you end up writing too much.
Following the KISS rule (Keep it simple stupid), can help you ditch the curse of knowledge. Ask yourself, if you had no idea what my business was all about – how could I explain it in just a few sentences?
(3). You don’t have a direct call to action.
Check your site, what is the one thing you want them to do? If you can’t figure it out, neither can your audience. It should be clear from your website what is the one thing you want them to do:
- Schedule a Call?
- Fill out a form
- Come in for a consultation
- Sign up
- Or Buy
This call to action appear everywhere on your site – at least a few times on each page! If someone comes to your site and isn’t fully read to commit to working with you, they still want an easy, clear place to sign upwhen they do decide it’s the right decision. From your home page to your about page to the services page you need to give them the opportunity to work with you.
(4). You use industry terms.
You know the ones, the words used to describe your product or service that you probably didnt understand until you went into business. using too many industry terms will drive people away from your site. If they can’t figure out what you’re trying to say because they are new to your business, then they won’t stay to figure it out. If what you’re trying to say isn’t clear and understood by someone who has no previous knowledge of what you’re offering then you need to adjust your language.
Mor often than not, we assume people know more than they do, which means most of our information or examples end up going over their heads. Use simple language and examples – don;t assume they know what you’re talking about.
(5). You don’t let them know what you offer or how they can work with you.
We automatically think people will know what we offer. If you don;t have clear offerings or packages, people will click away and work with someone who does – even if their product is inferior to yours.
People need a plan. It can be as simple as 3 steps telling them how to work with you, or what they’ll get. For example:
- Schedule a Call
- Get Your Personalized Plan
- Execute and Grow your business
They need to know how they can interact with you and what kind of things you can do for them. This is a way to build trust. People don’t want to work with someone they don’t trust – so you need to create clear product offerings and give them an idea of the results they’ll get. Your site might be sleek but if it’s not easy to see what you offer as products or packages then people won’t commit to working with you.
If you find yourself guilty of any of the above warning signs, don’t despair.
By making some simple changes we’ve suggested, you’ll help your audience feel like you understand them and that they can trust you. Even the smallest tweak can make a big difference.
Want to learn how we can help you clarify your message? We offer a FREE 30 minutes consultation that will help you stop confusing your audience and create greater clarity. Find out what we can do for you with this one simple step.Schedule A Call
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