Your company websites suck, says business guru

Your company websites suck, says business guru | Insurance Business

Your company websites suck, says business guru
Have a section on your company website to give information about what you do? Got testimonials on there from former clients? Turns out you’re doing it all wrong.
Business tip guru Baz Gardner of The Social Adviser says brokers can obtain more clients in less time and little cost.
“It’s not hard to get clients, it’s easy – you could have them lining up at the door. But a false idea of professionalism restricts you and holds you back,” he says.
First you must define your purpose and craft your language of influence and then you must build trust, rather than just talking to people about what it is your company does, he said.
Gardner, who was a successful finance planner before deciding to pass his tips on to others, puts it bluntly: “Let’s talk about why most business websites suck.”
“The first 10 seconds on your website is critical because 99% of visitors go straight to the ‘about us’ page. But their average time on website is between 3 and 7 seconds.”

The reason people click away so quickly is because your dry company proposition bores them.
Because potential clients will most probably Google you – not your company – Gardener suggests building up a strong SEO and social media presence.
He said brokers should make sure LinkedIn profiles are full and updated, and “YouTube up a storm” by making 30-second videos about who you are, what your passions are, and subjects you are knowledgeable on.
“Now if someone Google’s you, they see a real person.”
Gardner also recommends “actually being social” on social media by starting conversations, offering advice and tagging people in – because giving value in this way builds trust.
And website testimonials? Only “okay”, said Gardner.
“What should be on your website is stories about your clients, rather than stories about you from your clients.  Because that reduces fear, they can relate to these people.”
  • No Baz 2014-05-21 12:00:10 AM
    Please don't let Baz infiltrate the broking industry. All of my peers in the financial advice industry are sick of hearing his self-serving dribble.
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  • Baz Gardner 2014-05-21 11:24:24 AM
    For clarity, only your WHY video needs to be 30 seconds. That is your calling card, your other videos can be longer. In addition, giving Advice by Social Media isn't a great idea unless it is life or philosophical etc. Financial or professional advice of just about any kind is best left for private conversations. Look for ways to legitimately give value to people. Most of all, if it feels like work.... you are doing it wrong. Have fun ;-). Baz
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  • Baz Gardner 2014-05-30 2:02:13 PM
    LOL! A big fear for professionals who are contemplating using Social and Digital Media is that someone might make a negative comment. That fact is that if you are actually going to say anything meaningful enough to create connection and trust, then you also have to realise that some people are just not going to like you (and that's ok). The fact is that no matter how hard you try to give value and be yourself some people are happy to make degrading and derogatory comments and hide behind anonymity. That is just part of human nature and therefore Social Media. However if I was worried about the few people that find me offensive (and I'm sure I know who posted the above comment) I would be missing out helping thousands of others. Don't let fear hold you back, people need your help.
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