I was talking to one of my clients recently as we were reviewing their about to be launched website and we got talking about what should, or shouldn’t, be talked about on the site.
One of the directors wanted to include a fair amount of technical discussion that would demonstrate their superior technical knowledge when compared to their competitors. I sided with another director who didn’t believe it was necessary.
Why did I choose sides and how did the discussion finish?
The company currently develops most of its new clients through referrals, although they are now starting to generate enquiries through the LinkedIn Company Page I built for them. For this reason their website does not need to be much more than a “brochure site”.
It is my belief that there are essentially two website sections their prospects want to see:
- Who they are: to be confident they can trust them to deliver on their promises
- What they’ve done: a series of case studies that show what they did and, most importantly, what they delivered for the customer.
Anything else is window dressing.
I chose sides because the director understood the sales cycle. She understood that customers just want to have confidence they are making the right short-list selection. The time for the technical sell is during the sales meeting and as part of the proposal document.
To support my argument we pulled up their Google Analytics account. This showed that the case study pages added up to more than any other section of the website, apart from the home page.
The result is that the new website will be launched without the technical bits.
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