Today I was watching Scooby Doo with my daughter and it was at a part where Scooby and Shaggy were afraid to go somewhere (of course) and Daphne convinced them just by telling them there would be every type of concession stand they could think of there. Of course it worked because it’s a cartoon but also because as we all know Scooby and Shaggy LOVE their food.  Wish I could eat as much as they did and still be that skinny but I digress.

Daphne told Scooby and Shaggy about the food because she knew that was something they wanted and needed so it encouraged them to take the next step. This same principle can be applied to websites as well.  The purpose of a website is to not only give visitors an overview of your business but to encourage them to take the next step.

Your website visitors need to know that what you offer them is what they need or that it will make their life easier. It’s not enough to just tell them “you need us and we can make your life easier”.  You need to tell them why they need you and how you can make their life easier.  This requires you to get inside the head of your visitors. Unfortunately unless you know exactly what kind of challenges your clients have, this can be a very daunting task.

For example, a company who provides therapy services to children with disabilities needs to show their visitors that they understand how protective they are of their children. They need to show their visitors that while they push their children to make progress, they also take the child’s innocence and vulnerabilities into consideration.  Meaning they don’t push them so hard that they are traumatized. Once the site visitors get the feeling of reassurance, they will take the next step.

Visitors to your site see your business as just a faceless company on the internet but if your content provides them with the feeling of reassurance and trust, you will see your visitors turn into paying clients. If they can see that what you have is what they want or need, they WILL take the next step.

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