Dear Marketing Manager,
I am sorry to burst your bubble but your website is not about you. In fact it never was. Your website is about your visitors and the journeys they make within your site.
Your visitors couldn’t care less care about your latest technology. For the last 20 years, they have been hearing about the wonders of every whizz bang technology that came down the pike. And quite frankly they’re tired of it.
OK here’s the good part so listen carefully. Although visitors are not interested in your technology, they are interested in benefits you can offer them. So don’t sell them cool features and technology when they’re buying plain and simple benefits.
Make a bridge to their world. Understand who they are and what motivates them. Don’t talk at them, talk to them. Show how your product fits in their life. And how it helps them do something better, quicker or more efficiently. Now that’s a user experience that everyone can understand.
Your visitors are on a journey in your website. It’s up to you that they reach their destination.
Like this post? Share it. Or subscribe to my blog (see top right). Written by Don Seidenberg