Know your ideal customer inside out
Having a detailed description of your ideal customer before you even begin to build your website will set you apart from people who build their website because they know they need one but they aren’t committed to converting website visitors into paying customers.
It’s tempting, when you’re in the service industry, to try to be all things to all people so no paying customer ever slips through the net. However, this doesn’t work.
It waters down your message and doesn’t install confidence in your visitors.
Your services can feel a bit ‘every day’ rather than specialist.
The stronger an identity you assign to your ideal customer, the more they are likely to feel connected to you and engage your services.
One of my favourite people I’m connected to on LinkedIn is Vic Giménez who is a bilingual copywriter – you can see how he speaks to his audience in his About section of his profile and how he’s translated this to his website copy.
Vic’s style isn’t for everyone and it takes a lot of confidence to pull it off but follow him on LinkedIn for a week and you’ll see how he makes it work….. for his ideal customer.
So before you do anything else, put pen to paper and start thinking about who your ideal customer is, what type of language they use and if you were introducing yourself to them in person, what would you say?