7 Things Your Company Website is Missing

Dimitrios Katsetis
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Your company website is the way your business maintains an online presence. It's also often how you get online sales or bookings.

Everyone is online. The internet penetration rate worldwide for 2019 climbed to 57 percent, which is a significant increase from the 35 percent in 2013. This increase - in absolute terms - is even higher when considering the further expected increase in global population. In 2050, the global population is expected to reach 9.7 billion people (up from 7.7 billion in 2019).

Almost anyone can type your URL and can reach your company website.

If you have an online eCommerce store, your website is likely getting lots of traffic for the holiday shopping season.

In general, you use your company website to build brand awareness for your product or service, and ultimately to generate more sales.

But what if your sales are not where you think they should be? Could it be that your company website is not up to par, and is therefore ruining a prospect's first impression of your business?

Perhaps your company website describes the features and benefits of your product or service. You listed the offer, the prices, and the delivery terms on your website as well. Perhaps you even have some photos and an 'About' section. But what is missing?

Below are 7 important things your company website might be missing:

1. Your Story

A story on your company website is not just a story. It's a way to show what you stand for. And you need to describe your story in a compelling way. You may have an 'About' page, but does your 'About' section tell a story?

You may have important facts to share, but you remember what Bryan Eisenberg said: "Facts tell, but stories sell."

A great story can hit emotional buttons in your prospects, and emotion sells.

Now you may be thinking, “I don't have an interesting story."

However, I'm sure you can think of an emotional story that pertains to your brand. Perhaps a customer testimonial even provides you with such a story.

A compelling story should have:

• Time and Location. When and where did this happen?

Characters. Who is the hero of the story? Is there an underdog?

Challenges. There should be a struggle. A reason why the protagonist had to find a . . .

Resolution. Did your product or service provide a resolution?

Moral of the story. What's the lesson, and why is it relevant to your brand?

2. A Lead Magnet

You want to build good professional relationships with your potential customers. But how do you do that if you don't even know their contact details?

You need to get their email address to start initiating and nurturing the relationship.

A lead magnet is a great way to get your prospects' email addresses.

A lead magnet is meant to be a piece of free, downloadable content, in exchange for their contact information.

For instance, this can be a free eBook. Or, it can be a valuable PDF cheat sheet. Or, perhaps your lead magnet is an entertaining free personality quiz.

As a business owner, you know it's not easy to create an enticing lead magnet, but it's worth it considering how many valuable email addresses you can collect with it. This is how you get leads.

3. Irresistible Offer

Many company websites are missing an irresistible offer.

Chances are, you're not pioneer. Therefore, if not innovation, something has to justify the price of your product or service. Something has to make your offer 'irresistible'.

Typically, it's the perceived value of a product or service that makes it an irresistible offer.

For instance, assume you sell weight loss programs to help people reduce their BMI from 30+ to 25 or less. And let's say anyone who books a consultation with you gets a shaker bottle with your logo on it. Is this focused value? As in, does this help the person achieve the desired results? No.

So the shaker does not make your offer irresistible.

An irresistible offer is an offer that people can't resist. You'll have to think outside the box, and do some research to figure out what your target audience truly desires.

4. Testimonials

What you say in your company website about yourself, your product or service means something. What your customers say, however, means everything.

You need third-party verification (in the form of testimonials) that your solution does what it claims to do.

In most cases it will be your end customer. But you can add credibility to your service or product through an industry expert's endorsement as well.

Put yourself in your prospect's shoes. What's your consumer behavior when you first navigate on a website? Are you looking for the order click button? Or you look for social proof whether it worth looking later for the order click button? I do the latter and I think you do this as well.

As a consumer, you're skeptical. You're thinking, What have people who tried this experienced?

You need to be actively collecting testimonials and posting the great ones on your company website. The best are video testimonials.

If for whatever reason you cannot get video testimonials, then at least get a picture of the customer, and their name. Even better if you have the customer's name, location and profession. As a rule of thumb, the more specific the testimonial, the more credible it is.

5. Risk Reversal

When a prospect is on your company website, they are sometimes looking for a money-back guarantee, if your service does not prove to be that good for them.

The longer your guarantee, the more orders you get.

However, at the same time, it becomes more likely that you will receive a refund request.

If you get many refund requests, what do you think this means?

It means that your service is not good. At least you're learning something. Therefore, you have to fix your product or service, not the guarantee.

If you believe in what you sell, you must stand behind it with a money-back guarantee.

As an analogy, imagine you run an English course to train students for their Cambridge examinations. And let's say your guarantee is “If you do not pass the exam, we'll give you your money back." Your goal is results. So you are hoping everyone will pass, since that proves your service works.

The overlooked power of the risk reversal and guarantees is that it adds credibility and provides insights to fix products or service issues.

6. FAQs

Now you may be thinking, “Yeah, that's easy. I have already FAQs – Frequently Asked Questions section.”

Are you sure? I don't mean FAQs on how the product works, such as technical specifications.

I am not referring to the scope of your services, disclaimer and other terms.

These FAQs are important and nice to have, but they do not matter as much as strategic FAQs that handle common objections.

I am referring to an FAQs section to proactively handle the most common objections you get.

That way, you can handle these objections upfront. You are predicting your prospect's concern, and handling it so that the sale can proceed.

Ask your customer service team what common questions, concerns or objections are, and you will be surprised at how much content your company website is currently missing in the FAQs section.

7. Urgency

Humans are creatures of habits. In most cases, we have enough to do or want to think we have enough to do.

We're busy. So we won't do something we think we can postpone until later. Not unless something gives us incentive to act now.

The problem is, procrastination kills sale. That's why you need to instill a sense of urgency on your company website's offer.

It could kill sales if your prospects feel they can buy later. The price isn't going up, the stock isn't limited, demand isn't high - why would they buy right now?

I think everyone has a friend who is about to start a diet 'soon' and has been saying that for years. Somehow, they never start their diet.

You have to give them a reason why they need to buy now. Just like most people need a strong incentive to start their diet now.


To sum up, the most commonly missed things on a company website are:

• Missing element #1 - Your story

• Missing element #2 - Lead magnet

• Missing element #3 - Irresistible offer

• Missing element #4 - Testimonials

• Missing element #5 - Risk reversal

• Missing element #6 - FAQs

• Missing element #7 - Urgency

So now, what?

You need to fix your company website so that you start converting more website visitors into actual customers. You can leverage on the expertise of a professional website copywriter to fix the copy, lead magnet, FAQs, and other features of your website for you.

Dimitrios Katsetis

Dimitrios Katsetis is a copywriter who leverages your mind to connect with your target audience. He has a background in finance and fitness.

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