Imagine for a moment that your website is really a compelling magazine that sits on a giant virtual magazine rack on the Web where only qualified buyers are browsing.
You are better situated than a store in a shopping mall where idle passers by might wander in to kill time. You’re also better positioned than you would be with a booth at a trade show, when thousands of theoretical prospects stroll through the aisles looking for something that might be of interest.
In both cases, you will certainly attract some potential prospects. However, only a fraction of those mall or tradeshow visitors are seeking the specific solutions that you can provide.
Your website’s presence on that virtual global magazine rack offers you the opportunity to attract visitors who are actively searching for answers to specific problems. They are on a mission to solve those problems. They need to find a company that can meet their needs now.
The Unique Qualified Buyer Attraction Value of Your Website
Your website can be both different and better than a store in a mall or tradeshow booth. Your visitors are both pre-qualified and ready to buy. Moreover, they are predisposed to believe that you can help them. Why?
The vast majority of visitors to your website arrive as the result a search for information that is important to them right now. They have typed in keywords or phrases that pull up your website and enticed them to visit. When they come to your site, they begin with the assumption that your site and your organization may well have answers to their problems.
But, they are in a hurry. Google search has given them a ton of possible solutions providers. So, you cannot afford to waste their time. Don’t let them guess about how you can help. Make it instantly obvious why they should care about your company from the moment they land on your site.
To learn more about that need for information communication speed, read our related post: What Do You Tell Your Web Visitors About You in their First Second on Your Site?
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