Somewhere along our websites seemed to have changed their focus from the client to our story. I went to a small business expo last week where everyone was trying to sell me on something. Since I was there as an attendee, I toured the booths and attended a few workshops all aimed at growing small businesses. In one of the workshops I attended, the speaker talked about how most business websites are completely wrong because they don’t focus on the most important thing, the client.

What he said really stuck with me. He said, when someone visits your website, they don’t really care about what your experience is or how you got there. No one really cares about your story. What they care about is what you can do for them.

It seems like a simple idea, but it’s tough to know where to start. With that in mind, here are three things you can do to make sure your website is focused on the right person…the client.

1. Client Testimonials. 

It’s hard to believe, but there is such a thing as a bad client testimonial. A client that talks about what a great guy you are or how caring and compassionate you are isn’t doing you any favors. Of course, potential clients want to work with caring and compassionate people, but more than that they want to work with people who get results. You need testimonials that talk about how you increased a person’s website traffic ten-fold or helped a client go from $10k a month to $50k a month. You need to show awesome results.

2. Address client concerns. 

No business is so great that it sells itself. That’s why it’s important to identify a potential client’s and address them on your website. If someone is worried about paying you $1,000 a day, explain why you’re worth the money. When someone is concerned it’s going to take three months to see results, explain why it takes that long. Plus, if you’re confident in your abilities, offer a money back guarantee if benchmarks are not met. Meet concerns head-on and you’re more likely to make the sale.

3. Blog Posts. 

A blog is great, but if the information you’re offering isn’t being used, then what’s the point. Blogs are there to help your potential client see your worth. When what you’re providing helps the client free of charge, you’re more likely to make a future sale. If I offer you a list of 10 ways to increase traffic to your website and you see results from three of those ways, suddenly you start to think I’m an expert. When you start writing blog posts, create ones that can show your clients results.

In regards to marketing your brand, it’s tough to turn those website visitors into paying clients. When you’re creating content for your website, make sure you’re always thinking, “What’s in it for them?”

Written by Erika Towne