Standing out online doesn’t need to cost an arm and a leg (plus your social security number and your first born child). Although, that’s the way a lot of business owners feel. I’ve seen far too many companies spend 5 figures on revamped branding to stand out online.
Sure, there’s something to be said for having a solid brand, but if you’re not in that position, there’s something you can do that will quickly put you ahead.
The problem is that you’re neck-deep in your own work and industry every single day. You rarely step back and take a look at your site through the eyes of your potential customers.
Let’s say I was looking to hire an acting coach.
I have NO. IDEA. what makes one acting coach better than another besides reading testimonials and reviews. Not a single clue. I don’t know acting terms, I don’t know how actors prepare for a role, all I know is that Jessica Chastain makes me cry in every single role she’s ever done but that’s as far as it goes.
So, if I decided to start acting, I wouldn’t know where to begin and who could help me.
This is exactly where content and copy steps in.
Imagine two different sites for acting coaches.
One has great reviews, but outside of those, I’m not sure why I should hire them. Sure, these people are happy with their results, but how will this person help me?
This is most sites online and most of the people you are competing with. They just throw up the bare minimum and wait for attention.
The other site has a ton of content. They have beginners guides explaining what a coach does, what kind of coach you’re looking for based on what you want to do, how a coach can help, and simple practices to do at home.
Who would you trust more? Who would you feel excited to hire?
The problem is that most people think by giving this much information that they won’t be hired. Sure, sometimes you might turn people away, but the ones who leave weren’t a good fit in the first place.
You need to keep in mind that your customers don’t know anything about your industry. As a copywriter, I have discovered that most business owners aren’t always sure what we do or how we specifically help.
As a copywriter, I have scrolled through and studied thousands of sites. This sounds like such simple advice, but NO ONE DOES IT.
Your customers have no idea what makes you different from other people they could hire.
So, explain what makes you different.
It’s that simple (and that hard).
It’s not your customer’s job to understand your industry, it’s your job to teach them (well, if you want to make any money).
Put together a beginner’s guide. Tell them what the different options are. Tell them what matters.
That way, you’ll not only stand out, but you’ll become the go-to person online.