“We provide robust, enterprise-wide solutions to decision-makers at multi-location facilities across a broad set of vertical industries that are facing an overarching set of business challenges.”
I couldn’t help myself—I broke out laughing before he finished the sentence.
I was at a business function, glass of wine in hand, looking to meet a few potential business connections that might be a good fit for an upcoming client project. I had read his name tag and politely asked what his company did, since I didn’t recognize the name.
He frowned at me, clearly displeased at my reaction.
“You’ve just described a million organizations,” I explained. “Why don’t you just cut to the chase and tell me, in laymen’s terms, what you do.”
He looked puzzled.
“Pretend I’m a 5th Grader,” I explained, “and your child has brought you to class on Career Day. Now, tell me what you do.”
He looked relieved. “Oh … Our company helps other company’s blast emails to their customers or prospects.”
Yup. I suspected as much.
It seems this guy has sat in the company’s strategic planning meetings and been told that the 5th Grader description was too “low brow” and they needed to enhance their marketplace positioning, if they want to be taken seriously, or play in the pool with the big boys.
Unfortunately, with so many small businesses popping up every other day, it seems this problem is multiplying. I’ve visited too many websites that position their services, on their home page, in such a complicated way that I’ve no clue what they really do. And why? What is everybody so afraid of?
Afraid that a site visitor thinks they’re too small? Not capable of handling the needs of a large, complex organization? Unable to think and work in vertical industries?
Here’s a little insight from a buyer of business goods and services: Your website is your storefront.
- Step 1 is to make sure your windows are properly dressed to appeal to the traffic that’s strolling by.
- Step 2 is to make sure that if they open the door and enter, it’s crystal clear that they’ve come to the right place.
- Step 3 is to provide a logically organized set of links to other places on your site where the visitor might go to find more information. Back to the storefront analogy—if I walk over to the shelf with books on it, chances are I’m looking for a book. If you’re lucky and I ask if you have a particular book, you shouldn’t be leading me over to the clothing section. It’s more likely that I won’t ask … and it will certainly never occur to me that I might need to look for a book in the clothing section. It might make sense to put your book in BOTH sections of your store, if that book was about fashion.
Take a critical eye to your own website. Better still, ask someone who is NOT familiar with your company to take a peek and tell you, in their words, what your organization does just by looking at your home page. You may be surprised by their interpretation.