Some time ago, I visited a company that exports auto parts.The boss showed me around the factory and finally talked about their independence station."The website cost more than 100,000 yuan to rebuild the year before last. The design company said it was very high-end, and Google Ads has been investing, but inquiries are not as good as a few years ago. Is it difficult for Google to do now, or has its customers changed? "
I did not answer immediately.Instead, open their website and start reading from the front page.The first screen is a 30-second corporate promotional video.The second screen is the chairman's message.The third screen is corporate culture.Further down is the development process.After flipping through several screens, the product finally appeared.After reading it, I asked the boss:"If you were meeting this company for the first time, would you insist on seeing it here? "
He was silent for a moment, then laughed.Many corporate websites actually have this problem.Everyone always wants to tell customers:But I forget that what customers really care about is:"What problems can you help me solve? "These two look similar, but in fact they are completely different.
I am increasingly discovering that many independent stations are not for customers at all
Over the years, I have read the websites of many foreign trade companies.One phenomenon is particularly interesting.The boss thinks his website is well done.The design is also beautiful.The products are also complete.There is also a lot of content.But if you ask someone who doesn't understand the industry at all to open the website and ask him ten minutes later:"What is this company good at? "
Many people can't answer.Because the website keeps introducing itself.However, they rarely answer questions from the customer's perspective.When customers enter the website for the first time, they will not patiently study your development process.There were only a few questions in his mind:What the hell are you doing?Have you done similar projects?If there are no answers to these questions, no matter how beautiful the website is, it will be difficult to leave an inquiry.
The first pit: turning the website into a product manual
Many companies have a misunderstanding.I feel that the more products there are, the more customers feel that the company has strength.Therefore, the front page is densely packed with product categories.Each product clicks in, and there are dense parameters.Many times, I feel dizzy.Foreign buyers will not be patient.He didn't come to see the catalog.He's here to find a solution.For example, a purchasing manager of a food processing company would not search for:"304 Stainless Steel Conveying Equipment"
What he really wanted to solve was:"How to improve production efficiency? "
If your website tells him:"We have done automated transformation of food factories, and here are examples. "There is a high probability that he will continue to watch.If it is only dozens of pages of product parameters.He may not be able to stay here for a minute.Products are of course important.But what customers really buy is never the product, but the result.
The second pit: The home page spent a lot of money, but nothing said to the customer's heart
Nowadays, many companies like to make "atmospheric" websites.Open it and get a full-screen video.But do customers really care about this?Once, I asked a foreign customer:"When you open a supplier website for the first time, what do you want to see most? "
He said it very directly:"Tell me first if you are in my industry. "
Many websites fail to do this.On the first screen of the home page, there are actually four questions that should be answered:What problems can you solve?If a customer clicks two or three screens and doesn't know the answer, he may have closed the webpage.
The third pit: Hide the case and put publicity first
I have seen many companies.Spend a lot of space introducing the company.But put the truly valuable content at the bottom.In fact, what buyers are most willing to see is not the chairman's speech.Are there any real projects?Are there any scene photos?Are there any customer reviews?Is there a delivery process?If you have ever been a German customer, show it boldly.If you have done a Brazilian project, share your experience.Real cases are more convincing than any propaganda.
The fourth pit: The website has no "human flavor"
What impressed me most about many independent stations is that they are so perfect.It's so perfect that it doesn't look like a real company.All pictures are renderings.All employees pose for photos."Professional, honest and quality. "But what really touches people is often not these.It was a photo of working overtime in the workshop.A video of an overseas installation.A scene map of container loading and delivery.There were even images of engineers crouching beside equipment to debug it.These details will make customers feel:This company is really doing something, not just advertising.
The fifth pit: always studying SEO, but rarely studying customers
The most common questions many bosses ask me are:Can this keyword still be done?Is the external chain still useful?In fact, these are all worth studying.But there is another problem that is more worth spending your time.Why didn't the customer send an inquiry?Many companies put a lot of energy into attracting customers.Little attention is paid to why customers leave.If the website cannot answer customers 'questions, no matter how good SEO is, it will only send more people to a website that will not make a deal.
The sixth pit: Contact information is like hide-and-seek
I don't know if it's a designer's habit.Many websites put contact information in a particularly deep manner.The mailbox is hidden at the bottom.There are no scheduled meetings.If customers want to contact you, they must first study the website.But in reality, buyers do not have so much patience.The more convenient the contact, the easier it is for inquiries to occur.This may seem small, but it often determines the final step.
The seventh pit: I always feel that the problem lies in traffic
This is the last and most important point I want to make.Whenever inquiries drop, the first reaction of many companies is:Is the advertising budget not enough?Are competitors casting more?These can certainly have an impact.If Google gave you 100 more accurate visitors today.Can your website really catch them?Continuing to increase the budget will only allow more customers to come and go.
Finally, share a word that I believe more and more
Over the years, many corporate websites have been demolished.The more I read, the more I feel:Independence Station is not an online brochure for a company.It's more like the half-hour you spend meeting with a customer for the first time.Customers will not believe you just because you introduce you too much.He would only do it because:You answered the questions he was most concerned about;You have demonstrated true abilities;You reduced the risk of his cooperation;Only then would I be willing to continue chatting.Many companies always say:Traffic is becoming more and more expensive now.In fact, what is really expensive is not clicks.It's every customer who comes to the website but leaves silently.If a website cannot build trust, no matter how much traffic it is, it will only be numbers.The truly excellent independent station has never been the one with the most traffic.It's the easiest thing for customers to say:"You can talk about this company. "
