Producing a great (value) proposition drives amazing lifts in performance and profitability from website pages.
It is the highest value activity in any web marketing project, commonly disguised as ‘writing content’, it’s much more than that.
What do you get from us?
Clients work with us to generate leads from their websites. We can help you build high performing websites and pages with
- Clarity on what ‘visitors’ are looking for with our visitor mapping
- Advice on what to say, in what order to whom and when
- Then we can attract people to the page, ready to buy
Obviously, we need your expertise to define the offer. We ask you the searching questions that help extract the gold. The factors in the client decision.
We can help. We can get the right people to come visit the page, ready to test the proposition.
Let’s start here, test it out. We are your committed partners in building continuous streams of new business opportunities.
Why should you do it?
The goal of all web marketing is to persuade website visitors to take action. In fact, all web marketing activity is to bring people to moments like these, to consider your pitch, and have them be moved by it.
Everyone can always do a better job of it, even if it’s already working. Competition doesn’t stop still. When it works it is so motivating and rewarding. The smallest difference counts.
The advantages of developing powerful propositions
More new business, sometimes a lot more
It’s fair to say that everything else you do to attract new business, demonstrating how you solve their problems, how to choose between several ways of doing things, the emotional appeal of stories you tell, the contrast between how things are today and how good they can be tomorrow, all that, could be wasted without a value proposition that delivers new business in the critical moment.
The only reason people come to your website is to make decisions. Your proposition helps them.
Visitors get a sense of what it might be like to deal with you – perhaps even the bits you don’t want them to. Cover things off in the content, and more people will pick up the phone.
When it all goes well, as soon as your new prospect realises you are exactly the way they expected, they will relax. They come pre-educated to what you might say and enjoy having you confirm their expectations. The best outcome is that it feels like visitors know you already, genuine warmth.
It makes your other content work better
Refining the proposition pages will make all other areas of marketing work significantly better too, because people will end up here.
The gift that keeps on giving – it lasts years
Profitable pages support thousands of visitors over a very long time. Several of our client super-pages have been delivering leads for years.
Why work with us?
We are a sales and marketing company who happen to build websites. Leads, sales and return on investment drive everything we do.
We have insights into your keyword markets
Knowing what to do, what to say and when comes from keyword audience insights, they make content more effective.
We are driven to explain why visitors should do business with you. Our very existence as a company relies on it.
Clients find us very reluctant to charge and spend money until we are confident in getting the money back.
Establishing viability is a constant for us.
We only produce consistent streams of leads when we pitch the visitors successfully, delving into those specific reasons to do business with you and covering off their risks.
Our sense of appreciation for salesmanship and desire for success is coupled with a highly developed commercial insight into the way visitors use websites.
Many clients doubted they would ever get a lead prior to working with us.
Once you achieve traction, the uplift you feel at the ‘bottom of the funnel’, if you will, is felt all the way up into all sources of traffic.
We help you develop the proposition, and test it with searchers who are ready to buy. It will power all your other marketing efforts, before you waste money on them.
We need to be clear
Cover these unspoken questions and objections and fears to serve those most valuable visitors who arrive directly to the page from google, ready to buy.
How to do it
The pitch. the proposition template. The order is important. People don’t care about us until they know for sure that we have something they want.
Follow this guideline to extract the best proposition. It will happen over time, keep working on it. There are dozens of reasons people should choose to work with you.
The advice is to brainstorm it first, jot down everything you can think of first and tidy it later.
- what is it they will get from us,
- why should they buy it
- what advantages or benefits are there (as opposed to… doing it another way)
- why should they buy it from us, (as opposed to ….. ‘the competition’)
- what happens if they do nothing, why is important to act sooner
- what it might cost (from)
- how we reduce risk for their decisions, insights
- cover off potential objections, nip them in the bud
explain how we do business, so they can start to imagine making a start
we need to tell people what to do (next)
If people are imagining doing business with us, they are often much closer to actually doing it.
Fear is the greatest preventer of action
The unknown, of wasting time and money, of having to say no – all these can be countered.
What about explaining what it is?
This could be slowing down the people who already know what they are looking for.
To people who have been researching. them, it might be quite patronising to tell people what they already know.
This can be done elsewhere on the site – it’s courteous, its serving people who are earlier in their journey. If you don’t know what it is, you’re probably not ready to make a decision to buy it.
What about the stories?
What problems do we solve and how will they feel after we’ve solved them?
As tempting as it is to lead with this, do this elsewhere and link to it. The people we serve on this page have already made the decision to do ‘something’
This is the selling part.
How do we handle objections?
By anticipating them with our insightful expertise and jumping in.
They often will say, let’s not put this on the website. We’d rather they called us. On one level, it’s understandable, the value of this information is usually swapped in gaining commitment. But this is not the sale.
This is sales process by proxy, a test run. How will it feel to be sold to by this person, this organisation.
It is that moment of truth where decisions are made, often the difference between making and losing money is giving ‘people’ the whole audience, the information they need to decide to talk to you.
Summary – call to actions
Most websites miss the opportunity to make the case when visitors want them to. The truth is, within the billions of google searches, there are hundreds of different interests to serve and dozens of propositions to make. There is unlimited potential to improve.
We need to tell people what to do
Tell people to do something and there is more chance they’ll be thinking about doing it when
Bonus points if you tell them why they should do it.