How to create irresistible value through your website

A good website means more success online, which is usually measured in more customers buying from your business. The look and feel of your website is treated as an indicator of what your business will look like to do business. Plus, it’s the first opportunity to grab someone’s attention enough to get them to take action (like buying your product).

The question is, how do you use design to make your website very appealing to potential customers? When you have an in-person conversation, you can guide someone based on how the conversation is going or what questions they ask. However, when someone visits your webpage, they do so anonymously, and you don’t yet have the luxury of knowing what interests them through conversation.

So that means you have to “guide” people to the right content that answers their questions in order to have a chance of converting them into a customer. In order to do this effectively, you need to be very good at anticipating what will be valuable to people and what exactly they are looking for on which page.

Make the home page behave like a table of contents

Think of the homepage as an attractive version of a book’s table of contents, where people get an overview of everything you have to offer. When someone visits your website for the first time, they are always in discovery mode, asking themselves questions like “is this company the right fit for me?” or “can they solve my problem?” This isn’t the place to put all the details on every last thing you do because people will get lost in the sheer volume of information and just walk away.

People scan content before they commit to reading anything long, so the goal is to get people to “buy in” to learn more about what you have to offer. To do this, you want to break up each of your services into a title and 2-3 sentences about that service. At the end of this paragraph, link them to another page that gives more details about this service.

When someone looks at your “about page”, they want to know more about you

About pages are the most underused pages on websites. They end up getting lost because they read like resumes, when what someone is really looking for is if they can trust you and get along with you. Your accomplishments and references are important, but they are just bullet points that should appear at the end to showcase your expertise.

Instead, focus your writing on a technique we call “the letter.” Imagine you are writing a letter to your ideal client, what would you like to convey to them? What values, lessons and experiences would be valuable to them? By writing about these topics, you give context to your experiences and thus make your credentials more valuable, while simultaneously giving your potential client insight into who you are and what your business values.

Showcase your unique value on product and service pages

Customers seek to justify their purchases by receiving value. This value is usually used to solve a problem, to appreciate something or to give them a certain impression of themselves. Rather than focusing exclusively on a bulleted list of benefits, focus on how uniquely you solve the problem or deliver the product.

What is the unique angle you take? How do you approach the process differently than others? What additional value do you offer with purchase? People understand value better when you illustrate how that value is going to benefit them, rather than just listing it.

Remember that when people first come across your website, they’re usually in search mode. Keep your writing as clear and concise as possible while focusing on your unique value. When you start doing this, rather than using generic lists of benefits, you make yourself and your business more approachable, likeable, and perceived as a higher value than your competition.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

Daniel L. Vasquez