Let’s face it, today almost every business has a web presence of some sort. It’s usually just pretty crappy. Approaching business owners about web design no longer seems to be as appealing or effective as it once was because of the massive amount of unsolicited, spammy digital service pitches they get every single day.
This is a problem we see with modern consumers in general. You sell legal services, custom shades, or landscaping services – and we sell web design.
When it comes to improving your presence online, many think “it never served us any good, why should we spend more money on it.” However, that’s exactly the attitude that’s got a chokehold on your business.
In the early stages of a business, it’s owners are noticeably excited, passionate, and full of hope. They’re motivated and the business radiates a feeling of growth and gratitude.
Over time this feeling dies, and so does the spontaneity and momentum. The business owners get worn down, and their efforts become predictable and systematic. Customers then begin to lump you in with all of your competitors, and feel like you’re “just another company trying to sell them something.” It’s a downward spiral because every minute detail the customer notices, either improves or dilutes your brand.
Shrinking the Net
Very few businesses speak directly to their customers in their advertising. The customer is constantly reminded that they’re just a number and their hard-earned dollars don’t mean much. Businesses rely on indirect, impersonal branding and money-hungry marketing that targets a very broad audience with vague content.
The business eventually becomes stagnant, and depends on referrals, or just fails completely. When funds are tight, they cut their marketing budget and reduce the quality of their products, or perks to their services. It’s absurd when you think about it.
Our goal is to “shrink” the net. We have to interrupt the pattern if we want to get through to prospects. We use your dollars wisely, catering specifically to your clientele.
One of the main things we do when we build or redesign your website is we create a “brand plan.” This brand plan includes archetypes for your customers to identify with. After building over 40 websites for our personal portfolio, we found that the websites speaking to very specific archetypes performed better.
As one of the basic human needs is the “need to belong,” consumers want to feel that your brand cares about them. Specifically. Their health, their home, their family, and their dreams should mean more than making the sale.
We find it easier to get certain results when a business presents itself as an expert. Transparency in the presentation is key.
Part of good marketing is distracting your prospect from the fact that they’re being marketed to. Telling them you’re expensive and that you’ve worked in the industry for years is a valuable technique. No one likes the wool pull over their eyes, and we definitely don’t like to be lied to.
If you communicate to a consumer that your product is expensive, you’ll position yourself as a luxury brand. If you tell consumers your product is affordable, they’ll feel that you care about their bottom line.