Forums: Discussions for entrepreneurs and small business.

A while back, we had a community member who promoted the difference between what you "do" and what you "offer." The concept of the two being separate is related to the difference between strategy and tactics.

More often than not, one of the obstacles to a strong Web site is too much time spent on telling people what the company does. There`s too much writing, it`s too crowded, and it really doesn`t explain how anyone`s problem can be solved.

What`s the Problem?

Anyone browsing the Web, doing searches, has some kind of problem at the moment. Even if they`re just bored, they still have a problem. Most of us tend to act because we feel there`s a problem that needs solving.

So how is your home page reaching out to the visitor? How are you putting a virtual arm around their shoulder, suggesting that you know their problem?

Think of the kindly older person who solves problems for younger folks. They`re welcoming, calm, and have an aura of confidence. Right off the bat, they either ask what`s the problem, or they suggest that perhaps a particular thing is causing trouble.

When a visitor clicks on your home page, do they see anything that points to their problem?

Doing Something -vs- Doing Something About a Specific

When you talk about what you do each day, you`re just doing any old thing. But when you offer to solve someone`s problem, you`re doing something specific!

What?

Suppose a person is trying to sell their car. They search for "sell cars" or "buy cars" or whatever else they can think of. They don`t need to know that you buy or sell cars: instead, they need to know that you will buy THEIR car!

Offering something means providing specific solutions to specific problems. Wouldn`t it make sense to immediately state the kinds of problems your business is designed to handle? Yet so many people don`t really exclude anything. They talk about everything.

What`s your business line? How do you solve someone`s problem? What do you think is your target market person`s main problem when they come visit your site?

Completely uninteresting waste of time, Samsoneagle.

Good point, Craig.  It`s along the lines of "don`t make the customer think."  Just take them (virtually) by the hand and lead them along your nicely laid-out path to the sale (and subsequent sales.) 

I think I should consider this and list more specific "solutions" (to use an over-used word) on the first page of my website services site.  I also need to work on making the path to the sale easier.  Right now I think it might be too complex for a customer unless they are buying a complete package deal.  (I wanted to give the option to make a custom service package, or only select certain services.)


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EFFECTIVE WEBSITES
when results matter

www.effective-websites.com

Great   article , this  has been very useful  to me as  I  progress my site and  create  products for  my audience.

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http://www.webpreneuronline.com/
Your start-up guide to online business and income strategies!

I think what I was trying to bring out, comes from taking a close look at our own site and some of the others under critique at the moment. I`m seeing that a good sales presentation sort of "assumes" that "we`re all on the same page," and we all understand the key problems facing the client.

What got me thinking was the level of almost an assumption that we know that problem. As I`ve looked at other site, successful ones where I shop, I started seeing this subtle but huge concept. "My" problem is immediately brought to the forefront, I`m led to believe it`s a problem many others face, and that "this company" totally understands. AND they have a really perfect solution.

That`s some fascinating writing, when you come to think about it. So I started looking a lot more closely at what we have, what others have, and at sites I click across in my everyday browsing.