Is your website an electronic billboard or does it tell a story to your visitors, provide information they are looking for and use an archetype designed to attract your specific buying audience?

Too many websites are simply “points of sale”.  Unfortuately, that puts you in a position of requiring a visitor who is ready to buy.  What if they are not at that point in their decision yet?  What if they are simply shopping for goods or services and investigating when they land on your site.  Do you give them information they are looking for in order to get closer to the buying decision – or do you simply send visitors to the “Sales Dept” to let ’sales’ have a crack at the money in their pockets?

If you are not providing information and telling a story, you are not connecting with your buyers, and you are also not providing information to your visitors to give them the sense that you are a good choice for their purchase.

You need to develop a brand story.  If you are a reseller for someone else, then your brand story should be about YOURSELF, and how YOU are going to personally be of service.

If you sell only one thing, you can give them all the information they need on that one thing and then make it easy – at every point along the way – to let them purchase.

If you sell many things, make sure they have a clear path to the information they seek FIRST.  If you do, they will make a buying decision and you will have them in your lap at that point in the decision process.  You will be a trusted advisor, and they will have confidence to make the purchase.

It takes work, but if you don’t have a brand story, you need to get busy building one!