You are the face of the franchise – not your logo, your website or even the actual face of your franchise.
When it comes time to choose between you
And your competitor
Even if it’s a large company
Your prospect only cares about one thing:
The person they’re going to be dealing with.
See if this helps:
Your homepage should help your prospect get to the human person they’re going to be dealing with as quickly as possible.
If it’s you, your whole homepage should all come down to:
And how easy it is to understand
And most importantly contact
Which means once they book the calendar appointment your company slowly falls away and all that’s left for your prospect to deal with
Or even remember is:
Your First Name
If they know they can get in touch with you whenever they have a problem
They won’t care about your logo, your website, your tagline and definitely not about your marketing.
P.S. My HVAC guy works for a massive utility company here in St. Paul. When someone asked me yesterday if I knew someone who could fix their furnace, for the life of me I couldn’t remember the name of the company I use. All I could think was “Charles. Just call Charles. Here’s his number.” Later I remembered that the big utility company here is Centerpoint. But Centerpoint ain’t who I call. I literally have Charles’s mobile and when I have a problem that he can solve, I “Better Call Charles.”
Having trouble getting your team aligned on your website?
Start by focusing on the one thing you can all agree on:
The Prospect Comes First: 7 Questions to Answer Before You Write One Word on Your Website*
Know someone with a website that’s not converting? Kindly forward them this email 🙂
Any questions? Reply to this email and we’ll get you squared away 🙂
*SPOILER ALERT: A lot of the words from your answers will wind up on your website
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