Sharing the Who, What and Why With Customers

28 Feb

Several months ago a start-up had asked for a review and recommendations for improving  their current website and Facebook page.  What stood out most for me was that their website lacked information about the organization, the Who, What and Why were all missing.  Who is a part of their organization? What is their organization about?  and Why does it matter that customers do business with them?

For a new business with a unique product, sharing this basic yet key company information with potential customers is even more critical to build trust and a relationship with customers.

While this may seem pretty obvious to most of us, sometimes smaller organizations and start-ups feel the need and want to be different starting with the website.  For this organization, they have a unique, creative and non-traditional approach to funding charities.  Their website design and content reflects those attributes.  But, the important point is not to get so caught up in being creative or non-traditional that you forget about why you have a website in the first place, to provide information and to connect with your customer.

On this organization’s website, there is no tab or section that tells the story of how or why the organization got started, who the founders are or what is the mission.  A Join button is located on the home page that immediately opens to a window requesting customer contact information to join. There is no landing page to tell the customer why do business with them or in this case ‘join’ their cause. And because this organization has a new model in charity giving, it is important for potential customers to clearly understand how the giving of donations works, what is expected of them and what if any are the costs should be explained on the site before the call to action to join.

Understanding where customers are in the sales process and providing the right content for each stage in the sales cycle is also critical.  If you don’t provide the appropriate information, customers that are not yet ready to buy will leave.  Don’t ask for the sale too soon.  You’ve got to build trust first.

Start with the website. For the majority, it is still the first place they go to learn about a company.  Be creative in design and marketing on your website but, also include the information that customers need and want to know, who you are, what you are about and why they should do business with you.

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4 Responses to “Sharing the Who, What and Why With Customers”

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