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Top Web Site Blunders by Coaches, Consultants and Experts
Of all the web sites belonging to coaches, consultants and experts that I have reviewed, more than three-quarters shared a very serious marketing blunder: Their potential clients wouldn't understand from their home page precisely what they do. Jargon gets in the way. Many specialists believe that they need jargon to communicate their expertise. Without it, they'd sound incompetent, they think, and those in their target market who are as specialized as they are wouldn't respect them. My recommendation is not to eliminate jargon, but toinclude it in the site, with your main emphasis on thebusiness benefits your company provides or the problemsyour company solves. For instance, I've done an informal survey to see if business owners understand the jargonistic tag line, "CRM software for small business." Nope! Most aren't even surewhat "customer relationship management" really means. But if you write, "Close sales faster and improve customer loyalty through customer relationship management (CRM) software for small business," you'll earn greater comprehension, without alienating those who already knowthe shorthand. Don't think this applies to you? Sorry, it does. Nearly everyone in business overestimates - usually greatly overestimates - the extent to which customers understand their jargon. The other nearly epidemic blunder at sites belonging to coaches, consultants and experts is not explaining clearly and persuasively why someone should use you rather than thecompetition. What's unique about you? How do you differ from your colleagues? If everyone is qualified and experienced, why should I choose you? With sufficient thought and care, you can add text to your web site that gets potential clients thinking, "This is exactly theperson who can help!" Related to this is the absence at many sites of twopowerful tools for credibly distinguishing yourself fromthe competition: testimonials and expert articles. Testimonials are quotes from clients you've helped, andthey should refer to results achieved with your help - notjust you being a competent, nice service provider - and besigned with a complete name and business identifier orgeographical location. Expert articles engage visitors toyour site and show that you know your stuff. Finally, all coaches, consultants and experts need to havea newsletter to capitalize properly on visits to their web site. This is because people shopping for professional services sometimes decide to buy that very day. Moreoften, they come to your site looking for informationrather than to hire someone. If they read a couple of yourarticles, like them and sign up for your newsletter, you'llhave the chance to impress these potential clientsrepeatedly. Down the line, they're likely to hire you,sometimes without ever returning to your site. But yoursite set that process in motion. Marcia Yudkin is the author of Web SiteMarketing Makeover and 10 other books. A four-time Webby Awards judge and internationally famous marketing consultant, she critiques web sites and performs web site makeovers for clients. Learn more about her detailed critique sessions on five different kinds of web sites (including sites for consultants and other professionals)at http://www.yudkin.com/websitequiz.htm .
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