What is the aim of your website? Is it too generate leads or make sales? Are you trying to convert 'eye-balls' to customers or simply build credibility in your brand?
There are hundreds of thousands of articles, blogs, videos, vlogs, webinars, books and podcasts telling us how to convert our websites into on-line 'marketing waffle' machines. There is so much marketing waffle out there about how to rank No1 on Google, ten ways to optimize you SEO, 3-ways on how to build a successful sales funnel, 5-ways to succeed in lead generation one has to wonder if we haven't lost the plot a little. Its not to say that these methodologies don't work but one has to ask oneself if there are over 400 000 million active websites out there there has to be something more to your website then ranking No.1 on Google.
In a recent interview by Rob Hope with Derek Sivers on: Making your website stand out in 2020, Derek had the following to say:
Think of the offline, in person equivalent of this, where you know someone who’s just a cool person.
Like, they’re fun to talk to. You like bumping into them. I’m talking like really, like, in person, where you live, right? They have interesting things to say, they’re interested in you, they’re also good at what they do, and if you needed something that this person offers, it would be a joy to give them your business. They didn’t have to ask for your business, you know what they do. And they’re just a cool person. So you’re happy to send them your business, if you need what they have to offer.
But if that same person instead was always trying to sell you something and turning every hello into a sales pitch, or like trying to convert you into a customer every time you ran across them, well you’d start to avoid them. They wouldn’t be so cool anymore. And in fact, you’d also feel kind of icky about sending anyone their way. So this to me, is the Dao of business, that this constant selling actually drives people away. I think it’s shortsighted. Like it might rope in some strangers, but repels the rest.
In fact, Google's recently launched algorithm is aimed at rewarding websites that provide a better customer experience over other sites.
No one likes being sold to. We want to feel empowered to make our own choices based on our own preferences, needs and wants and fortunately we are able to recognise a salesman from a mile away. As Derek says, 'Remove the marketing. Remove the selling, Just be personal and cool. Be considerate. And by doing so, you’ll be more likeable. And then you’ll let people come your way because they want to, not because you used some trick to trap them into your clutches.'