1 Comment | May 11, 2010

How to Score a Date with a Prospect

Today, let’s look at how to land a date with your prospect! If you are married and are reading this post, carefully remove your wedding band (if it isn’t sandwiched to your finger) and place it on your mouse pad. Ready? Wonderful! Let’s begin.

Looking for services on the web is a lot like online dating. When a suitor (your prospect) goes to a dating site (search engine) such as Google or Yahoo, they type in basic attributes that they are searching for, and several hundred thousand “best matches” appear.

If you’ve done your SEO well, and have peppered your site with well-researched keywords, your site will show on the first results page. If you wrote your page description clearly and its content supports your keywords, then congratulations, you’ve scored a 30-second speed date.

Here’s where good looks come into play. Let’s forget for a moment what your mom told you about a good personality and a large wallet, looks are critical to getting the date. Your site must be attractive and articulated well visually.

However, when it comes to your web site, you must think of beauty and brains. You want your web site to look the part but without being so distractingly, blindingly beautiful or sexy that your suitor turns shallow and cares not for what lies underneath the bright colors and animation, such as your products, services and value proposition. Balance your creative brand with common sense so your prospects see value, not flash. Think of your web creative as Sandra Bullock, not Pamela Anderson.

Once you sell your prospect on the look and feel of your home page (which happens in about 3 seconds) they will begin to read. Here’s where compelling web content is crucial to keeping a prospect on your site. The best dating advice is to encourage your date to talk about themselves, and your web site is no different. Only in this case, the conversation is going on in the prospect’s head. “Do I like this company?” “Could I see this company again?” “Could I introduce this company to my clients?”

You want prospects to picture themselves doing business with you.

Your content must be benefit-oriented and client focused, not self-centered and one-sided. How do you provide value? How do you help customers? Are you ready for a commitment and long-term relationship? If your web site is all about you and your company, you’ll quickly become a bore and you’ll never get another date. Your prospect will swiftly seek refuge in the arms of a competitor who cares about their needs and feelings. Yes, I said feelings, because the decision to do business is largely emotional.

Are you ready to get out there and meet some customers? Great! Call Soapbox for your web site content so you can attract new customers. Oh, and don’t forget those breath mints!

1 Comment

elaine greenberg 6:46 am - 12th May:

where do you get these ideas? This is a particularly good site.

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