Awhile back, I was talking with one of our sales guys about a new lead. Within minutes, we had a long list of ideas that we could do to help the site rank higher (better) in Google.
Sounds good, right?
On the surface, yes. But during our discussion, we also talked about the fact that the item being sold on the site - ladders - was a commodity item. You could buy one of their products from any number of other websites or at your nearest big box retailer, and as a result, we questioned how much value better rankings would ultimately have on the bottom line.
So, what did we do?
It may sound basic, but we started to think like this prospect's customers.
This particular website happens to create custom ladders for commercial use. Aside from price, and even in a commoditized market like this one, a customer might also be interested to know about things like:
- ability to create custom ladders for a specific job
- experience the company has in their industry
- delivery time for custom orders
- durability (total cost of ownership)
- impact on worker safety
Because this particular site has placed some emphasis on safety, let's use that as an example.
How You Can Be the Chosen One
Let's say you are a business owner of a construction company. You've had the same ladders for years and years, but unfortunately, a couple of your employees recently suffered ladder-related injuries on the job. You know you need to replace those ladders - which are now costing you significantly because workers' compensation rates are on the rise - and you've boiled your search down to two websites.
Site A has higher prices, but you like the emphasis the company has placed on safety. You've researched the numerous safety features of the ladders you want and you appreciate the fact that the they have been tested rigorously before hitting the market.
Site B touts lower ladder prices, but that's about it.
What would you do? if you're a good business owner, you buy from Site A!
The Morale To Our Story
When it comes to selling your products or services online, remember that you offer more than just a product or service. You provide solutions to your customers' problems. If you keep this in mind, you'll be more likely to sell more!
So, what are you selling, really? Is your website communicating it? Let us know in the comments.