Data analysis tells us a lot about what’s happening on your website. We learn how visitors find our site. We explore the journeys they take within our site. We gather insight to help make that journey as smooth as possible.
One thing, however. One key thing that data analysis doesn’t open our eyes to – cognition. What goes on within the mind of the visitor when they read our content. What opinion does our content form, of our business, in the mind of our reader?
SURE FIRE WAYS TO LEAVE YOUR VISITOR SUITABLY UNIMPRESSED
Statistics inform us that, on average, we’re hit by 5000+ advertising messages a day. That’s a lot of information we soak in, correct? Incorrect. That’s a lot of information we train our brains to bypass on a daily basis. When we’re actively seeking information, predominantly through Google search, that training is put to full use. It creates our own little bullshit-o-meter that quietly goes about it’s business in our subconscious.
When you’re in the business of converting visitors into customers, your job is to eradicate the messages that our visitor’s brains automatically dismiss. Messages that they either simply don’t believe or ignore.
5 PHRASES THAT YOUR VISITORS WON’T BELIEVE.
1.) ‘THE LEADING…..’
My biggest pet peeve. The ‘UK’s leading provider of…’ I spend a lot of time running industry audits for my clients. On average, I suspect there are 25 companies that are the leaders within a particular sector. It’s much more compelling to explain to your visitors why you’re the leaders, rather than stating your self-proclaimed leadership.
Want a fact to backup my point? [tweet_dis]There are 135 million reference points in google to ‘The UK’s leading’…[/tweet_dis] now, tell me, what is it that you lead?
2.) ‘100% CUSTOMER COMMITMENT’
You’re in business, right? Okay, I expect you to be 100% committed to your customers. Telling me you are, that just raises a little cynicism and distrust. Why would you need to reinforce this message?
3.) ‘WE DO THINGS DIFFERENTLY’
This once just sets off alarm bells. Is it meant to deliver intrigue? ‘Hey, boss, how shall we differentiate our business from our competition?’ ‘Just say we do things… differently’. You need to be presenting a value proposition. If you’re not backing up the methods by which you ‘do things differently’ and the reason. It’s just yet another message that won’t wash.
4.) ‘WE MEET THE NEEDS OF OUR CUSTOMERS’
This one is as bad as No.2. If I’m employing your services, or purchasing your products, is the best you can offer the meeting of my needs? Even the sandwich I buy at lunchtime should do more than simply fulfil my food intake requirement – the very basic of needs.
5.) ‘NO OBLIGATION SALES QUOTE’
‘Hi, can you give me a price for purchasing 50 of your prized widgets?’ ‘Yes, that’ll be £10,000 please, would you like to pay buy credit or debit card?’… Nobody expects to be under obligation to buy when they receive a sales quote. Is the inclusion of ‘no obligation’ really going to assist how you persuade your reader to contact you? Are they sat there looking at two pages thinking, ‘well, these guys say I’m under no obligation’ so I’ll contact them rather than the other company… I guess I’d be obliged to buy from them…’ It just doesn’t happen.
5 PHRASES THAT YOUR VISITORS WILL IGNORE
The final 5 phrases are those that you commonly see added to company or product descriptions that are so common we simply ignore them:
6.) ‘WE UNDERSTAND THAT EVERY BUSINESS IS DIFFERENT’
That usually just blows your socks off, right? I mean, look… they actually know that your business has different needs/values/demands than your competitor. What’s more, they actually tell you beforehand. [END SARCASM].
Yes, every business is different. How many years of experience does it require to actually realise this?
7.) ‘LOWEST PRICE GUARANTEED’
This stock phrase just leaves me feeling sad. Is price really the only method you can use to entice new business? If this common phrase isn’t ignored outright, all it’s going to do is place the user’s focus on price rather than value. If the visitor is the ultimate scrimper, they’ll just get you into a price war with your competitor stripping out any margins you may have been able to achieve.
If your site visitor is seeking a solution beyond price, your guarantees will be ignored.
8.) ‘WE WORK WITH SOME OF THE LEADING COMPANIES…’
No namecheck, no value. No value? There’s no point in saying it.
9.) ‘OUR CUSTOMERS ARE ALWAYS DELIGHTED’
As above, I’m going to be interested in the thoughts of your existing customers. It’s the ultimate reassurance to read valid testimonials. A stock phrase telling me that you have happy customers has to be reinforced by validation… or else, yet again, it will be simply ignored.
10.) ‘WE’LL INCREASE YOUR REVENUES AND REDUCE YOUR COSTS’
Hey, you’re talking about profitability aren’t you? Well… that’s a sure novel approach to take. I was in the market for a long-term margin-diminishing acquisition!
Another phrase that will require explanation to avoid being ignored. How will you reduce my costs – what efficiencies will you provide? If you’re reducing my costs, what part of your offering will, at the same time, increase my revenue?
If your product/service offering is one of the 99% of businesses that focus on greater efficiencies, than solidify your claim linking to a page with ‘Here’s How’ where you offer far greater detail of the process.
THE REAL BENEFIT OF CONTENT WITH MEANING
Each of these 10 statements may well (and barring the price guarantee, probably should) describe elements of your offering. They’re common ground. They form the basis of why you’re in business. They’re base requirements of your online buyer.
Be creative and focus on the ‘why’. Your visitors will listen to you. They’ll believe you when you substantiate your business practice. Only then will your prose assist you in converting more business. I guarantee it 🙂
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