Does Your Web Site Make You a Commodity?

Do you believe your web site properly positions the unique value your company offers? Do prospects shop around after you’ve given them your pricing and then go with the cheapest solution?

If this sounds familiar, maybe your web site is part of the problem. Prospects visiting your web site think that the products/services you're offering are much the same as everyone else who is in your industry. Why wouldn’t they shop around? Wouldn't you?

You think your service is unique, and potential clients should be able to understand that and be able to see your value through the web site. But if you're competing on price too often, it’s obvious you’ve been positioned as a commodity. You need to do something about it -- and fast.

The Solution

The solution "seems" obvious: make yourself unique. You have to stop prospects from "shopping for the cheapest" solutions and instead, get them to understand the unique value of what you're offering. How can you do this through your web site?

Step One: You have to understand what your unique value is in the first place. If you’re not sure, how can anyone else know what your unique value is either? What results do you achieve for your clients? Be conversational in your web content and list results.

I often hear clients say that they don’t want to give up any ‘trade secrets’ on their web site. What they end up doing is building a web site presence that looks like everyone else on the planet who does the same things that they do. You don’t have to give up any company secrets! All you want to do is compel people to take action. Pick up the phone, fill out a contact form, send an email, sign up for a newsletter, etc. Your goal is to begin a dialogue with your prospects.

Step Two: Communicate your unique value to prospects.

Once you’ve compelled web visitors to interact with you, then you communicate your uniqueness and why your company is the best choice to help them with their challenges or opportunities.

Conclusion

Obviously, there are other important elements to successful web sites, but if you follow this basic philosophy when you craft your marketing message on your web site, you’ll have far less prospects shopping your services. You’ll also have better relationships with clients that appreciate what you do for them.

Tom Anderson is the owner of Excelleweb, LLC and can be reached at 614-679-0912 or by email at tom.anderson@excelleweb.com.

Quote of the Month:

"Imagination is more important than knowledge." --Albert Einstein