I'm a big believer that the experience of making a website is one of the most transformative experiences you or your business can go through.
Because it t forces you to see your business from the 'outside-in'!
A great website is the ultimate 'elevator pitch'. When people visit your website, they need to understand what you can do for them in a split second.
If the content on your site is all about you, nobody will care. Make it about what matters to your ideal customer's struggle and they might just hang around for a few minutes.
I often hear (B2B) businesses say "people only spend a few seconds on our website, so it can't really be that important" - for what it is worth, I used to believe this as well. It is a limiting belief that will cost you business. Accepting this belief is just like coping with the symptoms rather than dealing with the disease.
Most of the time, this attitude comes from the point of view that websites are mostly a web developers problem. "Make me a nice website and call me when it is done". Or even worse: you get inspiration from your competitor's websites and build something similar. In practice, that is what happens most of the time. You might have done this, I know I have...
By adhering to 'industry standards' you are failing to stand out. More strongly put: you risk blending in with the foliage of mediocrity!
I know this is obvious but, the easiest way to differentiate yourself from the competition is by being the unique version of your business or yourself.
Simply put, your website is almost always the first impression people will get of your business, so I can't stress enough that you should obsess over what that experience will be like for your visitors.
You should consider your website as an asset, meaning that it should be put to work to provide a return on investment. If done right, your website should be a flawless business development machine that can help you engage with your visitors and initiate an ongoing relationship with them.
Would it make sense to have a shop without a door? Of course not.
But that is exactly what most B2B websites are like.
So why I am calling this a 'therapy'?
Well, making a website that resonates with your ideal audience also means that you need to get clarity on who that audience exactly is and understand what they care about.
It is about clearly understanding what challenges they have and what kind of solutions they would value.
That in itself is an effort that will give you clarity about your business. It will force you to speak the customer's language instead of hiding behind corporate jargon and buzz words.
When you know what your customer needs, it becomes easy to talk about it. And once you trigger that special instant connection, your visitor will stick around for a while...
Does your shop window have a door?