We like to think that people automatically love our businesses as much as we do. Unfortunately, this isn't true. Here are 3 cold hard facts about your small business website audience so you can have a better understanding of what your website needs to overcome.
3 Hard Truths about your Small Business Website Audience
They don't want to read your content
When you are writing for the web, you are writing for scanners not readers. If they can't find it, they will move on. Research tells us that, at most, your audience will read 28 percent of your content. And the more you have, the more the percentage drops. So why don't people read your website content?
This means you need to work on the structure and flow of your content. Is it easy to navigate? Are your main points clear?
They don't care about you
As we explained earlier, it's not about you, it's about them. It's about solving your customers problems and answering their questions.
Are you speaking to your audience or are you speaking at them? Have you thought about why they are coming to your site?
They don't believe you
People automatically distrust anything online (versus printed material) because anyone can put anything online. At the same time, having a good website, greatly increases your credibility (versus having a poor or non-existent site).
Unfortunately, you can't do anything about the preconceptions of your audience. It is important to remember this though.
Over the years we have found that our very best clients have been the ones who not only understand their online audience, but know how to communicate with them effectively by writing engaging content that connects with them. So next time you are reviewing your website content, take step back, think about your audience first and foremost, and then write with them in mind.