I’ve heard some version of these two myths over and over again in my 20+ years of helping small business owners.
Myth #1: If you build it, they will come.
The truth is, building a website is just the first step. It has to be FOUND. Doesn’t matter how great it looks or how much money you spent to get it built. It needs to be optimized with the search engines in mind and targeted to your ideal audience with relevant keywords and topics.
Myth #2: If they come, they will buy.
Getting someone to your website does you no good if they don’t DO something after they arrive. Few people buy or call or sign up for your email list. You need to remove their doubts and prove that you can be trusted, or they’ll simply click away. The typical “services” page on your website just isn’t enough.
So how do you create a website that attracts AND converts? One of the most effective ways is to use case studies – success stories – on it.
Case studies are stories that showcase how you helped your customers solve their problems and achieve their goals with your products or services. They are powerful tools that build trust, credibility, and authority for your brand. They also PROVE to wary, doubting consumers that you can help them with their specific needs and challenges.
While many case studies are long, expensive to write or produce, and frankly – boring – they don’t have to be.
I offer a simple, one-page case-study writing service that helps people buy from you. They are specific enough to be found in Google and compelling enough to persuade people that YOU are the expert they need. You give me a few details; I’ll write a case study, add it to your site, and promote it online. Done regularly, this creates a powerful body of PROOF that you’re very very good at what you do.