The first thing that happens when you get to a restaurant is you are guided to your table and handed a menu. Menus are generally organized into appetizers, meals, and desserts.
Could you imagine if the menu included articles about how each meal is prepared, where the ingredients were sourced from, and what cooking ware is used to prepare your meal?
Your website is like a menu for visitors. It is generally categorized based on how your visitors want to eat, but all too often they try too hard to over-explain the options. That's what the wait staff is for. Wait-staff serves as the primary interaction point between your customers and your business.
Your website visitors may come to your website with a goal, a problem, or a question.
If all they want is to get to know your business (products and services) it's the brochure they are looking for.
If they are looking to make a purchase, they may want to know the price and availability, That's when the store model (similar to Amazon) makes the most sense.
If they are researching their issues and possible solutions, they will be looking for your card catalog with the Dewey Decimal System (search box) and expect your website to act like ChatGPT (with detailed expert responses).
All too often, you will find small business websites that try to incorporate all three modalities to reach the broadest audience. But sometimes, “If you make the choose, they get confused!”
“As a child my family's menu consisted of two choices: take it or leave it.”
– Buddy Hackett
In this episode, we will discuss how to get visitors to your website to strike up profitable sales conversations.