I told them I would be happy to help them and asked them to answer two questions:
1) What did they mean by improving effectiveness?
2) Did their website tell their story?
They told me effectiveness referred to generating leads and told me the second question was silly. I asked them why and they told me it was silly because it was obvious what they did and the services they provided.
I asked them to humor me and suggested that familiarity with their products/services was creating blind spots that they needed to fix.
They assured me again that they had no doubt but said they would be willing to test my theory.
Did Their Website Tell Their Story?
They asked some friends and acquaintances who were not familiar with the business to take a look at the company website and were surprised to find out that these people did not walk away with a clear understanding of what was being offered.
What they learned from this experience was the website was not effective in telling visitors what the company offered.
It didn’t tell their story.
It wasn’t for lack of effort on their part either. It happened because familiarity can cause blind spots. When you know something inside and out it is sometimes easy to forget to include key pieces of information because you think it is obvious.
Yet what is obvious to you isn’t to everyone else.
Change Your Thinking
Sometimes the best thing we can do to help our businesses and ourselves is open our minds and allow for the opportunity to change our thinking about some things.
It doesn’t have to be a radical change either. Sometimes all that is needed is a simple restructuring of how you look at things.
When it comes to websites and encouraging prospective customers to respond to a call-to-action or at least to ask for more information simple is good.
Make it easy for them to understand you story.
What do you do? What do you offer? Why is it valuable.
Share the features, share the functions, share the benefits.
Don’t let familiarity prevent you from being open to recognizing not everyone can see what you see or knows what you know.
What do you think?