“The most important thing on our website are the pictures of our team.”
This was from a conversation I had with someone last night.
I was surprised at this statement so I dug deeper, “Why is this the most important thing?”
“Because we want people to know we’re real.”
I thought about that for a moment and then I asked…
What Does it Mean to be Real?
My question caught him off guard, as I thought it might. The truth is that I knew what he meant.
His desire to be “real” online came from an insecurity that people might not find him credible.
His fear that all of that hard work building an online presence would go to waste because people will brush past him because they’ll think he was some kind of faker.
It’s a difficult insecurity to get past because it can be rooted in so many causes – personal insecurity, a lack of belief in the ability to build a business online, and so on.
And what do we do to counteract this fear?
We put up pictures of our team to show that we’re real people. We display images of our office. We put our press releases up. Our local media coverage. Our charitable works.
There’s an almost desperate push to use these things to protect ourselves against the cold, uncaring world that hasn’t had a chance to know how wonderful we are.
Those Things Don’t Matter?
I’m not saying they don’t matter.
They’re useful to have and they provide great context into your company.
It’s certainly a good thing to show people how “real” you are.
Just don’t go kidding yourself that it’s truly important. Other things matter more.
It Matters Whether You’re Relevant!
Everyone assumes you’re real.
In this day and age, we’re all accustomed to accepting that these intangible entities with which we do business can create tangible outcomes.
The truth is that we don’t focus on whether a company, organization, or person is “real”. We’re much more interested in understanding whether they’re relevant to us.
Your customers, whether they’re individuals or businesses, are solution seekers.
They want to find the best possible solution to their problem at a price they find reasonable and in a time frame they find reasonable.
Your value to them, as a business, is whether you can meet their desire to find a solution the way they want it delivered.
In order to demonstrate that value to them (and get them to call you), you’ve got to tell them that you’re relevant.
What Does Relevance Look Like?
Relevance is tricky because what is relevant is relative. What’s relevant to you is not the same thing that’s relevant to me, even if we’re looking for the same exact service.
The good news is that relevance, while tricky, can be accomplished with a little work.
The key to building relevance on your website is to provide me the tools I need to understand whether you’re the kind of company that is right for me.
And I’ll give you a tip – whether you believe it or not, you are NOT right for everyone. As long as you can accept this, you’ll do great.
What do I need to know in order to be sure you’re relevant? Here are some considerations:
- Are you offering me services or solutions?
- What makes you different from EVERYONE else doing the same things you do? Why should I hire you?
- Can you show me how you do what you do? (Is there a great video of you or your employees delivering a solution?
Sure there are more but these should get you started.
So stop worrying about whether you’re real. No one else is. Worry that you might not be relevant – and then go fix it!