Solve for the problem your prospect thinks they have – not the one you’re pretty sure they have.
When your prospect comes to your website, they have a problem.
And even though it’s highly unlikely that THAT is the problem you’ll ultimately be solving for them, you MUST solve for the problem THEY think they have.
See if this helps:
If you solve for the problem you SUSPECT they have, you might come off as a bit smug, or worse …
Your prospect won’t believe they’re in the right place or even worse …
Your prospect won’t trust your solution, even if it’s the right one.
P.S. On the other hand, if you play your cards right and state their problem in a way that they would state it, then once they come on the call, you can state what you understand their problem to be so they relax enough to listen to what their problem could be.
P.P.S. Does that make sense?
Having trouble getting your team aligned on your website?