There is an old saying, “you don’t know, what you don’t know”. The problem is, at any moment there is only one customer for your businesses’ products and services and at the same time there are multiple businesses that could potentially fulfill the customers’ requirement.
Take for example, buying a new car or engaging a new accountant. In both cases, the buyer is only going to buy once and then probably not buy again for maybe five years or more.
If your business is not the one to be bought from you will have to wait a long time before that particular customer comes along again.
So how does the new potential customer find out about your business?
- Word of Mouth?
The potential customer only has time to investigate a maximum of say four alternative suppliers. They may have heard good things about your business if you are lucky, or they may know nothing about you. Either way, what will they do next?
Check out your business website of course. Only they won’t just check out yours, they will probably check out around three or possibly more others. They will then decide based upon the website and any other information they have gathered on whether to make contact with you, or not.
You can quickly see that:
- the quality of your website,
- how clearly it defines your business proposition,
- how it differentiates your business and
- how approachable/easily contactable you are,
are all vitally important.
If your website has done its job, the potential customer will make contact and it’s over to you to take the business and complete the work. However, if your website is out of date, unprofessional, unclear or confusing, the buyer may lose confidence and will probably not contact you. The opportunity has gone and you will be none the wiser.
The aim of your website is therefore to beat your competition by demonstrating that you are better, or a closer fit to the customers requirements, than them.
A great website will deliver more new customers and although of course we can’t guarantee that every visitor will become a customer, you can begin the process of “knowing, what you don’t know”.