When launching your small business whether it’s a dental practice, IT consulting firm, or group fitness program, you know that you have to launch a website to be considered a “real” business.
What happens to many small business owners is they become distracted with wanting to create a website that looks different than any other. The way your website looks is not what’s going to differentiate your business online. It’s what your website does for your visitors that’s going to differentiate your business online.
Helping to Identify Problems
Frequently, when someone thinks they have a problem, they jump directly to trying to find a solution without completely identifying the problem. They will go online to search for a specific solution they think will solve their problem.
The problems they’re trying to solve might be:
- Tooth pain
- Computer reboots by itself
- 10 pounds overweight
Some people will search online to help diagnose the problem (especially, if it’s medical related), but most already think they know what they need to look for.
The answers to the above problems result in searches like:
- jersey city dentist
- tech support manhattan
- gym memberships in hoboken
In order to increase your online visibility for the phrases your target buyers use to search, you’ll need to focus your content and linking and strategy on your solutions.
However, if you want to convert those website visitors, you can provide them with downloads, videos, webinars, and calculators that will help them better clarify and articulate their problem to potential solution providers.
For the example problems above, here are relevant offers that can help with defining problems:
- Video talking about mouth pain and how to provide temporary relief
- Downloadable guide and worksheet for diagnosing computer issues
- Downloadable guide that provides a checklist for evaluating gyms
If you use your website to provide some fix or a way for a potential prospect to better clarify their problem, you clearly set yourself apart from your competition, and people are more likely to trust you as someone who is credible and knowledgable in your field.
Image by Project 26
