Confused People Rarely Become Customers
Have you ever landed on a business website or social media page and thought...
"What on earth do they actually do?"
Maybe the branding looked fantastic. The photos were beautiful. The website was polished.
But after clicking around for a minute or two, you were still none the wiser.
Or perhaps you've found yourself in what I like to call a virtual rabbit warren.
Click.
Another page.
Click again.
Another menu.
Before long, you've completely forgotten what you were looking for in the first place.
Sound familiar? You're not alone.
We often know our business too well.
One of the biggest mistakes I see is businesses assuming their audience already understands what they do.
The owner knows. Their staff know. Long-term customers know. But someone discovering the business for the very first time? Not necessarily.
If a potential customer has to work hard to figure out what you do, there's a good chance they simply won't.
Not because they aren't interested. Because their time is valuable. Mine certainly is.
If I find myself clicking page after page trying to understand a business, I'll usually exit stage left pretty quickly. Not because the business isn't good. Because another business has probably made it easier for me to understand how they can help.
And yes... I've been guilty of it too.
Absolutely.
Over the years I've looked back at my own social media pages and realized my bios weren't nearly as clear as they should have been.
Looking at them with fresh eyes, someone could've been forgiven for wondering what on earth I actually did.
Sometimes we're simply too close to our own business to see the gaps.
Here's a simple exercise.
Open your website. Or your social media page.
Now pretend you've never seen it before.
Within:
10 seconds on your website, or
5 seconds on your social media page
can you clearly answer these questions?
✔ What does this business do?
✔ Who do they help?
✔ What's my next step?
If the answer is "not really"... It might be time for a refresh.
Not because your business isn't good. Because your message isn't as clear as it could be.
Clarity creates confidence.
When people immediately understand what you do, they feel more confident.
Confident they're in the right place. Confident they're talking to the right person. Confident enough to take the next step.
And that's exactly what good marketing should do.
Not confuse people.
Give them confidence.
What do you think?
Have you ever left a website or social media page because you couldn't quickly work out what the business actually did?
I'd love to hear your thoughts.
Need a fresh perspective?
If you're wondering whether your website or social media clearly communicates what you do, I'd be happy to take a look.