What does your website say?

There are three points to make – let me explain.

Let’s conclude with a few examples.

Is your offer the most compelling?

In today’s web world we all have websites, we all do SEO and we all subscribe to Google Analytics but what does your website actually say about you? Or do I mean What do your customers read about themselves?

I don’t mean the words you use to describe your business. You might, for example, be a ‘family-run business’, ‘based in rural Oxfordshire’, or ‘a leader in your field.’

Rather: What does your website say to your customers about what you do for them? And how does it say it? Is it tangible?

There are three points to make – let me explain.

  • Far too many company websites list their products and services, or talk about their organisational structure, or document their origins and history.  They are focused on themselves, the supplier, rather than on their prospective clients and what value they can deliver for them. They speak from their own, internal perspective rather than using the words that the customer on the web is searching for, and wants to see/read on a website.
  • As well as speaking to customers in their language, you need to convince them that your offer is better than others.  Your website text needs a compelling and quantifiable reason why someone should choose you.
  • You are more attractive if you specify, for example, exactly what you deliver, how you deliver and when as well as the price. How often have you, when faced by multiple websites with similar offers chosen the one that told you exactly what you’d get, when and how over the one that omitted key details. It’s no accident that when you buy on Amazon you are given details not just of what you’re buying for what price, but its specification, what other people think of it, what else you  might buy with it as well as the all critical delivery date and method.

Let’s conclude with a few examples:

Don’t say: Marketing solutions
Do say: We can bring you 15% more customers within 6 weeks

Don’t say: Reducing overheads
Do say: This will bring savings of 20% within 12 months

Don’t say: Accountancy services
Do say: Get your tax return sorted this month, for under £200

So, take a look at your website alongside those of your competitors and see if you would be persuaded by your text.

Is your offer is the most compelling?

Bob Bradley

Bob is a specialist in running high value added service businesses, having run five such businesses as General Manager, Managing Director or Chief Executive. His last employed role was as Chief Executive of a £16M, 200 person family owned business having previously been Chief Executive of an AIM listed company for which he raised £5M funding and which he grew from £4M to £12M in three years through two acquisitions and organic growth, and a corporate PLC subsidiary where he was Managing Director responsible for delivering £10M profit on £45M turnover through 450 staff.

Bob is now following a portfolio career providing entrepreneurial business leaders with mentoring and coaching around business leadership, business growth, merger integration and exit planning.

Core to his portfolio is MD2MD. Having experienced for himself the value of having a strong sounding board of fellow Managing Directors he founded MD2MD in 2004 to provide groups of business leaders with a confidential environment within which they can support and challenge each other to raise their game as leaders and by doing so improve the success of their organisation.

More about Bob

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