We’ve all had the experience. You know the one. You’re on a website looking for someone to help you with a problem and something about the website makes you think “YES, this person GETS me. This is where I belong.”
Isn’t that a wonderful feeling? Yes indeed, and whatever your business is, your website visitors deserve to feel this way when they come to YOUR website!
But how?
Here are three ways.
Name Their Questions
Nobody knows better than you what questions your customers need the answers to. One fantastic way to make them feel understood is to include a list of questions you can help them answer. So for example, a web designer (such as myself) could include a section called “I can help you with questions like…” and then include questions such as:
What should I put on my website homepage?
Do I really need to blog?
How do I start building my SEO?
Is it OK to use stock photos?
How do I get a company email address?
How can I make sure my website is “mobile friendly”?
Questions from your audience’s point of view are a powerful way to make them feel seen and understood.
Describe Where People Are When They Need You
Where are people typically at in their lives/journey when they need your services? What are the usual reasons people decide NOW is the time they need you? You of all people know the answers to these questions, and giving examples of when it’s a good time to work with you can allow your visitors to see themselves in your copy and self-identify as needing you.
For example, a web designer (such as myself) could include a section called “You might need a professional web designer if…” and then include scenarios like:
You made your website yourself and you know it shows.
You have an important event coming up and your website needs to impress – big time.
You’ve realized your website doesn’t reflect how awesome you are at what you do.
People are confused about what services you offer.
For a visitor who would make a good client for you, chances are one of these scenarios will be true for them! This again allows them to feel seen and understood. Bingo.
Talk in “You” Voice
There’s a funny (and slightly crude) joke in the web design world that, in your website copy, you don’t want to “We We” all over yourself. What does this mean? It means talking only in the “We” voice instead of talking about your customer, meaning speaking in the “You” voice (or the “I” voice if you’re talking from their perspective).
So for example, a web designer (yes, you guessed it, such as myself!) could include text on their website such as:
You’ve had your current website for some years and you know it looks outdated. It’s gotten to the point where you avoid sharing it with people because you feel a bit embarrassed by it. You wish you had a website that made people say “Wow!” but you don’t know how to get there. You need a professional. It’s time. And you’ve come to the right place.
When you speak in the “you” voice, you’re making your site visitor the star of the movie, and that’s exactly how it should be.
In Closing
If you want your website visitors to say YES and feel seen and understood, naming their questions, giving examples of when people realize they need you, and talking in the “you” voice are all great ways to get there. Have fun! 🙂
