BOOK OF EXPERTS: Does your website have an ego problem?

BY JOE LaPENNA, PRESIDENT & CEO, DRUM CREATIVE

Billy gazed with admiration at his new website. It was like staring at himself in a mirror. He proudly kicked back in his chair and stroked the ego of his digital reflection. “You look maah-velous!” he thought.

But would his target audience agree?

WARNING: Avoid This Fatal Flaw On Your Website

If your website looks too much like you and not enough like your customer, it’s like going on a first date and only talking about yourself. Boring. Don’t lose your opportunity to take your relationship to the next level. No matter how attractive you think your company is, people are not interested in you until they understand what you can do for them.

There Is A Hero–But It’s Not You

It’s easy to position yourself as the hero of your brand’s story. You have something amazing to offer and have worked hard to get where you are. Unfortunately, your potential customers are not interested in whether you are successful. They are too caught up in their own problems. We miss the opportunity to make a human, emotional connection to the situation our customer needs us to solve.

Assume The Guiding Role

When crafting your message, your role is to guide the hero. Position your company, services, or products as a guide to help your hero avoid failure and achieve success. If you show customers how quickly you can solve their problems, they are more likely to trust you and move from engagement to commitment. Then, strategically place calls-to-action buttons on your website so customers don’t have to guess or work too hard figuring out how to get what they need.

Increase Website Conversion Rates

We at Drum Creative have pivoted to a proven and authentic marketing framework, which has led to a huge difference in conversion rates and growth. Our website used to have some serious ego problems too. Then, we learned how to woo customers through the StoryBrand arch. It’s the most incredible tool to build more authority and trust with customers and increase website conversion rates. As certified StoryBrand guides, we help companies clarify their message, make empathetic connections with their customers, and achieve greater success in their marketing strategies.

This content originally appeared in GSA Business Report’s Book of Experts.