Pretty websites don’t sell

by | Feb 8, 2016 | copywriting, tools, USP, websites

Pretty websites don’t sell, user experience sells.

If your user does not have an experience on your site that makes him/her feel as if you can solve their problem, you will not produce a sale.

Tell me if this sounds familiar.

You put all of your effort into launching your new website. You spent weeks finding the right colors, determining what pages to include, what image goes where, and fine tuning every little detail. You either hired a fancy web designer or marketing agency, or spent hours and hours working out the design yourself.

You came up with a great looking website, but you launched it and… nothing happened.

Crickets.

Not so much.

Not so much.

Maybe you never sent traffic to it.

But wait, you’re smarter than that.

You know you have to send traffic to your website, so you did just that. Maybe it was paid ads, or guest posts, or sending an email to your list.

But still nothing. No sales. Or at least not as many as you were hoping for. And now you’re stuck, and you don’t know what to do next.

I guess it’s back to referrals and in-person networking.

But you and I know that’s no way to grow.

So understand this.

Pretty websites don’t sell.

I have all the respect in the world for good designers. I think that good design makes the world go round. And you know what the best designers have in common? They take user experience into account.

It’s not about “what looks good.” It’s about how the user experiences your website, or product, or service.

The problem is, most designers don’t actually take user experience into account, they just do what looks good. And most business owners don’t take user experience into account either. They’re too busy thinking about their own goals, and their own sales and their own business.

If you ever want to get anywhere in this world, you have to stop thinking about yourself, stop thinking about looking good, and start thinking about user experience.

I tell my clients “no one cares about your business.” I try to beat it into their head.

Nobody cares

People are busier than ever, the market is saturated, and everyone is vying for their attention. They really don’t care about you.

Now, they almost certainly care about themselves.

Help them. Understand what they are going through. Put yourself in their shoes, and try to experience what they are experiencing. What experience are they having with your business?

Understand what they are going through. Put yourself in their shoes, and try to experience what they are experiencing. What experience are they having with your business?

A website that talks about a user’s pain, speaks the user’s language, and talks about a solution in a believable way, will win over a pretty website talking about how great your business is every time.

Next week I’ll release a free guide: 7 critical mistakes you’re making with your website

You’ll get a step by step breakdown of the 7 essential features of a website that your prospect will actually care about.

A website that turns visitors into leads, leads into prospects, and prospects into clients or sales.

what are your sales

And if you fulfill all of these criteria, you are free to make your website as pretty as you want.

But remember, pretty websites don’t sell. User experience does.

Until next week.

Christian