Does Your Website Content Build Relationships?

One of the primary services of my company AllWrite Ink is providing content for websites that connects with the reader.  I always find it interesting that most website content focuses on the company; their history, their products and their services. I understand that the company wants to put their best foot forward and reassure the reader they have what the reader is looking for – but does that build a relationship?

The purpose of your website should be to get the reader to take a predetermined action: pick up the phone, send you an email or fill out a contact form.

When it comes to building relationships on your website with the reader you have to first:

• Get their attention
• Show them you understand their problem/pain
• Convince them to read beyond your headline
• Inspire them to take the action

We only have 3-7 seconds to grab the reader’s attention once they land on our website page. So how do you get their attention?

• Start with a question.  Questions require an answer and if the question hits a chord with the reader, they’ll find themselves answering the question and reading the next line.  bonus!
• Use short sentences, lots of bullet points – make it easy and fast to read the most important points
• Use BENEFIT STATEMENTS – don’t talk about your line of widgets, instead talk about the difference they’ll experience because they’ve used your widgets:  a life that is better, faster, cheaper, better looking
• INVITE them to pick up the phone and call you – MAKE IT EASY TO CONTACT YOU

The real relationship building comes when you have actual contact with the reader. That’s when you can ask additional questions, uncover needs and make recommendations.  It is that relationship development that begins the process of building trust in the mind of the prospect and hopefully turns them into a customer.

So does your website capture the attention of the reader and inspire them to call you so you can start to the process of building a relationship?

Visit Ohio Web Writer for a free web paper on the 5 Elements of a Website People Read.  Make sure your website is doing its part to capture the reader’s attention and get them to pick up the phone so you can do your magic.