Online analytics can be fascinating. They can provide insight into the quality of your online content, let you know just how engaged your Twitter followers are or simply provide a timely ego boost. However, in amongst all the good news, bad news and insight, there are certain analytics that rarely change. Wherever you go, from B2B service providers to fashion retailers, the most visited web pages are usually the same.
The most visited page on almost every website is the “About” page. No matter what you sell, your website visitors, social media followers and online prospects all want to know about you. More than want to know, they actually expect to get information about you. There are common questions every prospect expects to have answered by your online presence.
Who Are You?
The biggest question and the reason “About” is so popular. People want to know who they’re buying from; they want to know they’re dealing with a company or a person they trust. The best way to build that trust is to knit your story into every piece of content you create. Whether it’s the tone of a blog or the detail in a Twitter bio. Your entire online presence should feel like a part of your story.
What Do You Do?
Your prospects should never be in doubt about what you do. From imagery to social media post to website content; there should be no ambiguity. Users will find you through search or social because they were looking for someone offering your product or service. If they start thinking ‘am I in the right place?’ you’ve probably already lost them.
Why Should I Care?
There’s a reason people buy your product or use your service. It fulfills a need or fixes a problem. Every time you talk about your business, or describe your product you need to put clear focus on why it’s important. If you don’t make it clear why your prospects need you, why should they care what you do?
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How Are You Different?
Just answering the above questions only gets you so far in the eyes of your prospects. You need to let them know which part of your story makes you the retailer or service provider they should choose. They already understand their needs or their problem; they need to see why you’re the one to solve it.
Where To Next?
The most common online mistake is a lack of instruction. So many brands, both B2B and B2C, make informative statements on social media or in their blog but provide no further comment. They don’t tell their prospects where to go next. When you engage with people online, through any medium, you need to encourage further action. Add a call to action to your blog or include a link in your tweet. An online prospect has access to your entire presence, tell them how to use it and nudge them towards making a purchase.
When Will You Answer Me?
As we become more and more accustomed to the online world, we have begun to take certain facts for granted. They won’t ask these questions outright; they’ve already taken it for granted that the answers are contained in your online content. More than that, they expect to see the answers to these questions straight away. If they feel they’re being made to wait, they’ll start hovering over that back button.
Whenever you create an online presence, you need to keep each of these questions in mind. Because without even thinking, your prospects are already asking them.
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