DO “PRETTY” WEBSITES ATTRACT CUSTOMERS?

Pretty websites don’t sell things. Words sell things!

It is being ingrained in the minds of small business owners that having a website is critical. While I agree that is an important tool, unless you have first clarified your message, your target market won’t listen. In other words, nobody will listen to you if your message isn’t clear, no matter how expensive your website and other marketing material may be.

I believe that all target markets are drawn to the clarity of the message and can easily be confused if the message is not clear.

We not only have to compete with our products and services but we have to compete in the communications of those products and service. Sometimes inferior products/services will outsell those with superior products/services if they can communicate more clearly.

First, what is your message?  Remember that a customer looking at your marketing material, printed or online, will spend an average of 5 seconds whether to learn more or leave. Now answer the following:

• Can your message be easily said?
• Is it simple?
• Is it relevant to your target market?
• Is it repeatable?

We all have seen impressive brochures and websites that are pleasing to the eye but do not convey  a clear and relevant message.

These same four points have to be incorporated in all marketing. That starts with your verbal communications (your story) and continued in every aspect of “being seen and heard.” It’s always a good practice to review the clarity of your message every six months. Remember, change is the only constant and the message that your target market wants to hear may be subject to change.