Every once in a while, a website’s content reaches out and grabs you. It knows what you’re thinking, gets into your head. Got a question? There’s the answer in the next headline or text. Perfectly in tune with your thoughts. A website that reads minds.
You’ve heard all about customer-first marketing. But what does customer first content really look like? I came across a great example researching a blog post for one of my clients.
Here’s what I found…
I’m writing a post on identity theft for my client, an insurance agency. And I find in search www.identitytheft.gov.
The purpose of the website is to help people whose identity has been stolen. Its conversion objective is to get the visitor to complete and file a report. The question is, how best to achieve that goal for victims traumatized by identity theft.
These are people whose credit cards are maxed out, cash stolen, or the myriad other terrible things that happen when thieves steal their identity. As you can imagine, they are nervous, angry, and completely in the dark on what to do.
How do you get them to file a report with a government agency online when their whole problem most likely started online? What does your content have to say to get a conversion, which is to complete and file a report?
Let’s analyze the content based on motivation, value proposition, and website friction. In other words, why do people visit this site, why should they do what you ask them to do, and is there anything about the site that might prevent them from doing it?
So let’s look at the site pretending you’re the owner of IdentityTheft.Gov. and I’m an identity theft victim.
Headline on a Website that Reads Minds
I just found out my identity has been stolen. I’m angry, lost, confused. I don’t know what to do, who to report to, what to report. I’m upset and worried. My motivation for coming to your website is to get some clear thinking from someone who knows how to proceed.
So here’s the headline above the fold:
Report identity theft and get a recovery plan
Those are exactly the words I want to read. I immediately think, “Yes, I’m in the right place…I have an identity theft to report.”
But the headline goes further, it lets me know that I can also get a recovery plan. There’s the value proposition that differentiates this site from the others.
This simple headline is the sum total of exactly my thought process as I come to the website. Plus it adds value in that I can get a recovery plan. I decide to stay.
Call to Action (CTA) on a Website that Reads Minds
It’s easy for me to get started on the report and recovery plan, as the CTA right under the headline says:
“Get Started.”
OK, but I hesitate. Do I have time to complete a whole report and recovery plan? What does that entail?
The next line under “Get Started” answers my questions. As I’m in my state of confusion and upset, wondering if I should continue with the site, I see the words,
“or browse recovery steps.”
Exactly what I was thinking!
(Did Zak Bagans of Ghost Adventures write this text? It’s as if I’m communicating with the spirits!)
Lead Text on a Website that Reads Minds
I’m getting more and more comfortable with the website. In just the first few words of content I know I’m in the right place, I can get started, or I can do a bit more research and browse recovery steps. But what if I do neither?
The copywriter’s job is to maintain my momentum, so the lead subhead offers more information to reduce friction and anxiety, always moving forward:
“IdentityTheft.gov can help you report and recover from identity theft. HERE’S HOW IT WORKS:”
Then just three subheads with descriptions across the page:
“Tell us what happened,” “Get a recovery plan,” and “Put your plan into action.”
In a nice, conversational style, I understand the logical progression from incident report to plan and then to action. Looks like I can do this easily.
The last element of anxiety, do I trust this website, is addressed in the footer.
“IdentityTheft.gov is the federal government’s one-stop resource for identity theft victims. The site provides streamlined checklists and sample letters to guide you through the recovery process.”
You can trust the website because it’s published by an agency of the federal government. And, if you’re still not sure, the site offers more information with checklists and sample letters to give you a better feel for what is to come.
No hard sell, just help for people in trouble with identity theft.
Do you see how effective it is to understand your website visitors’ motivation in clicking to your website in the first place? What is their thought sequence? What conclusions do your prospects have to reach before buying, calling, or completing the form. And why should your visitors buy from you rather than your competitors.
How do you know what your prospects are thinking so you can get a website that reads minds? The short answer is to create buyer personas, ask your current customers, conduct surveys. The key point here is to move your thinking when it comes to optimizing your website from your company to your ideal prospects.
In a nutshell, you’re not optimizing a web page, you’re optimizing your prospect’s thought process.
Until next time,
Nick
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