Friday, July 25, 2014
Your Customers Tune in to WII-FM
They care a lot less about you than you might wish.
In his book "The Big Red Fez," Seth Godin devotes a chapter to this topic. He reminds us that people visit our websites because they're trying to solve a problem.
Your prospects really don't care very much about your mission statement, or the reason you started your company, or how intensely you say that you listen to your customers.
If you don't convince website visitors in the first few seconds that you can help them solve their problem, they're going to hit their "back" button, return to the search engine, and find your competitor's site.
In the software industry, that means that each web page on your site has to catch the attention of your prospects, and get them to read on. Talking about benefits, or discussing how your software can solve people's problems, provide your best chances to accomplish this goal.
A number of successful software developers have told me that there's an exception to this rule. If customers are ready to buy a software application, then they often go to the "about us" page to find out more about the company before they start typing their credit card information into the order form.
Prospects want to know that you've been in business for more than just a few months. They want to ensure that you're located in a country that has a strong reputation for respecting credit cards.
The larger the order, the higher the probability that your prospect will read your "about us" page. If a prospect is serious about buying a site license for your Windows utility, or a district license for your educational software application, you can be confident that they're going to be interested in who you are.
Make your "about us" information easy to locate. Don't let it interfere with your prospects' ability to find your software sales presentation. But make it convenient for website visitors to find the information about you and your company after they've decided to buy your program.