Too often we see websites that overload you with information. Before you get through the fourth paragraph (yes, paragraph) on the homepage, you feel like you know enough to work for the dealer. The funny thing here is that these websites are kind of like grade school love letters. You want to get it all out there in the beginning so both parties know what’s going on, right?
Now, people who are searching the internet for information on dealers are scanning, not searching. They want to see the basics at first and know exactly where to move next to find more information. If you confuse them with sales, history, information, too many pictures and a general lack of focus, you’re going to lose them.
Pick What You Want To Tell Them
If you’re saying “Just tell them everything” you need to pay close attention. Much like the first love letter written to your grade school crush, pouring your heart out about how great you are and how perfect of a match you two could be together, too much at one time is a bad idea. Sit down and pick one objective for your website. Do you want to educate buyers on the remodel process? Do you want to engage customers with your custom cabinetry? Do you want to sell them RTA cabinets that are easy to install? The point is you have to pick. By focusing on one you can create a stronger message that will empower visitors to your website to make choices.
Check Yes or No
Very closely related to choosing one thing to focus on is keeping your message simple. The worst possible thing you can do on a website is drag out a simple statement. You don’t need to fill up the entire screen with text and images. You can say just as much in one paragraph as you can in four. Your friend got a response to their love letter, and all it said was “Will you go out with me? Check yes or no.” He knew that being straight forward was the way to go. You want to show your customer that you get to the point quickly. Why? If you get to the point quickly on your website, they’ll believe that you get to the point in the showroom and won’t drag them around drowning them in options and choices.
Love, Your Secret Admirer
This is where a little mystery goes a long way. Don’t be the dealer that begs for your customers to ask questions and get in contact with you. Give them calls-to-action like “If you’re ready to get started, click here to request an expert,” and you’ll get more of a response than “We really want to help you remodel your kitchen or bath, call us to set up an appointment.” You need to give them the information they want but still leave a few questions lingering. That’s how you get them in the door. Offer them unbiased information that will enhance their experience, and make it easy for them to reach you. That’s how you will create a customer who looks to you as an expert.
All in all, grade school love letters have taught us many things, like who Susie really likes, and if she’d ever go out with you. But now it’s also taught you what may have gone wrong with your execution. So what’s our biggest lesson from love letters? Don’t be the one who spills their heart out on the first page.
