Did you know that according research by Microsoft, our attention span is now shorter than a goldfish?
In today’s crowded digital space, we see hundreds of messages every day. When we visit a website for more information, we expect to find what we’re looking for quickly and easily, without having to dig.
The average customer will give you around 8 seconds to convince them to stick around before they click away – so your web content must be precise, concise and most of all, show how you can help them solve their problem.
People aren’t interested in hearing how amazing you and your company are, or how your product or service has the latest and greatest in awe-inspiring features.
So instead of focusing on the details of your product or service, use your content to show them:
1. WHY they can trust you
The key to building trust is to help your customer connect the familiar (their experiences) with the unfamiliar (your business).
We all want to have confidence in a company before we buy their product or service. One of the most effective ways to do this is to show them examples of the types of clients you’ve worked with and their satisfaction with your service using testimonials.
2. HOW you solve their problem
No matter how simple or complex your product or service, customers want to feel certain you understand their needs, and that your product or service is the best solution to meet these needs.
Case studies are a great way to achieve this as they provide a real world context for what your company does, rather than just selling features and benefits.
3. WHAT sets you apart
Most customers today will research a purchase online long before they pick up the phone, or even email you, so it’s vital that you stand out from your competitors right from the beginning.
Express your point of difference loud and clear, and explain it in solution terms by asking ‘what’s the outcome my customer wants?’ and ‘how do I want my customer to feel?’ Don’t hesitate to inspire an emotional response – they’re far more likely to act if they feel something about your product or service, not just understand it.