You have mastered a craft, have an amazing product and are ready to start taking orders, packing shipments and collecting payments. Part of promoting your product is hitting the digital ground running. That means you need a quality website or at minimum, a solid web page.
Start ups are often expensive and funds stretched. A full scale website should be professionally designed when your business is financially ready. During this exciting organic growth period, a DIY web page can be an effective and simple way to get your message broadcast and your product visible. Here are 3 questions to answer while building your web page.
3 Questions to Answer while Building your Web Page.
1. What are you offering?
There are millions of website users so imagine the possibilities! All those people could be really interested in what you are offering… but, what are you offering?
– Be transparent. Selling hand drawn maps? Show us maps! You offer mobile neck and should massages? Great! Tell us the geographic location you are willing to travel.
– Avoid using regional catch phrases (unless your targeting a very specific region.) ‘Sand Shoes‘ in the United States might translate to sandal or footwear for the beach, but in Australia, your potential customers would expect running shoes. Erasers. Pink erasers kids love getting at the start of every school year is NOT what UK visitors to your site will expect. Just a heads up.
“A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.”– Peep Laja, Conversion XL
2. Why Choose Your Product?
Value Proposition. Just making noise on a web page won’t create conversion. No one knows better than you what sets your product apart from you competition. It’s your passion. Tell us about it.
Peep Laja of Conversion XL explains value proposition components in this manner:
– Relevancy. How does your product solve our problem?
– Quantify Value. Deliver its specific benefits.
– Differentiate. Why buy from you versus anyone else?
Write your value proposition is for real people to read and understand what you are offering. It should create a conversation, a paragraph with meaning. Avoid blandvertising.
3. What Do You Want Me to do Next?
You have written interesting copy – it is compelling. The product is exactly what I need. Now what? I am searching your page for a buy now, sign up, request a demo or view a video.
A call to action, a CTA, sets a clear path for visitors to know what action to take next. It relieves user frustration while traveling down the sales funnel, transitioning from browsing to conversion.
Here is an example. Amy Hanten is “The Cooking Mom” and host of Green Bay Fox 11’s Living with Amy. Her August 8, 2019 blog titled Culinary Vacations with the Cooking Mom invites followers to vacation with Amy in Jamaica, describes the hotel and dates of the getaway.
What’s missing? A prominent Call to Action! The Call to Action does not exist. To sign up for the trip or get information from the travel agent, you select a link within the text. Do not make your readers work for it.
A Call to Action has good visibility and is prominent. Keep it short and create a sense of urgency. It’s about good design. To help the Green Bay host fill her trip, she might consider adding one of the following:
Whatever your product, a quality face in the digital marketplace is essential. An online presence is a necessity for your business to build trust within whatever community you deliver your goods. You can market anything from apples, baskets and live crickets to xylophones, yellow socks or zoology classes. In any arena, quality content on your website must include these 3 essential question answered.
1. What are you offering? (Product/Service)
2. Why should it be purchased through you? (Value Proposition)
3. What to do next? (Call to Action)
Need more assistance? Check with your local college campus for classes or chamber of commerce for professional social media networks to help get you on track. There are also loads of social media professionals if your budget allows. Good luck!