What your website should say

What your website should say

Changing the way you look at your website’s content can position you as a leader among your competition.

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June 13, 2019

At Lawn & Landscape’s 2019 Top 100 Executive Summit, Marcus Sheridan said that 70 percent of the clients you meet with have already decided if they’re going to buy your service.

Sheridan, a full-time professional speaker and also the co-owner of IMPACT and River Pools and Spas, encouraged attendees to consider a different approach to marketing their services. Simply put, the work in closing sales and building relationships starts on your website. If you think like a consumer, you’ll realize buyers care about five key things:

  1. Cost
  2. Problems
  3. Comparisons
  4. Reviews
  5. Getting the best

“Your site content should be 80 percent aligned with those big five,” he says. These topics move buying decisions no matter what the industry is.

Marcus Sheridan talks about his five key things to build relationships online at Lawn & Landscape's 2019 Top 100 Summit.
© Alexander Garrett | Lawn & Landscape
Marcus Sheridan talks about his five key things to build relationships online at Lawn & Landscape's 2019 Top 100 Summit.

If your site content doesn’t answer those questions for the buyer, you’re missing out on potential sales. Here's a few tips from Sheridan to make your website a channel for landing more sales. With these in mind, he was able to make River Pools and Spas the most trafficked pool installation website in the world.

Address the competition. This might seem counter-intuitive but providing your site visitors with a clear depiction of your competitors will position you as an expert in the field. Sheridan created an article detailing his biggest pool installation competitors and instead of looking at it like free publicity for the competition, the page views showed he was getting his audience’s attention.

The elephant in the room. It could mean addressing problems or potential negatives of the services your company offers. For the green industry, this could mean not shying away from the negative press surrounding chemical use in lawn care.

Know what people are searching for. If you have an idea of how your potential clients are searching for services online, you can cater your web content towards those searches. Sheridan says searches have shifted towards more “me” specific queries. For example, your audience is starting their search with “should I,” “can I,” or “do I need” phrases.

Become the most trusted voice in your market. “If they ask, you’d better answer,” he says. If not, the potential customer will go somewhere else to get the information.

You need more content. Sheridan shared a statistic that showed people that read 30 or more pages of a website will buy the service 80 percent of the time. 30 pages may seem like a lot, but Sheridan also suggested having a role in your business strictly for content creation.