What pain do you solve?

We've talked LOTS about the importance of addressing your customer's real points when creating your sales story. And if your website is your #1 salesperson, you have to make sure your ideal customer's pain points are front and center. And in the world of websites, front and center is prominent placement on your homepage.

As soon as your ideal customer lands on your homepage, you need to capture their attention. The best way to do this is to highlight their most significant pain point and assure them that they are in the right place by confirming you can solve it with your product or service. 

And back to last week's post, this answers the question – what's in it for me? 

And if you remember from two weeks ago, this information needs to sit above the fold. See how this all ties together?

We've said this many times before, and we will continue to repeat it because it's just that important: People don't buy products or services. They buy solutions to their problems.

And the small business owner who most quickly and clearly communicates HOW they solve their ideal customer's problem will likely win the business. So read that again because it's really important.

To define your ideal customer's pain points, you need to be crystal clear on who is your ideal customer. Where do they shop? What social media pages do they like? What podcasts do they listen to, and influencers do they follow?

Once you have a clear picture of WHO your ideal customer is, you can get to work on defining their pain points. It's important to distinguish between their problem and their pain points. So many people stop at the problem when selling and, as a result, fail to create compelling copy.

It's the pain points that drive the buying decision.

The Problem: Simply put, this is the reason your ideal customer starts their search.

"I need to move. I have to find a mover."

Or, "I hate doing taxes. I need to find a CPA."

The Pain Points: These are the reasons people buy. These reasons are much more personal and emotional.

"I hate moving. I'm always worried they will break my stuff. Or worse, lose it. I just spent so much time finding my new home. I need this to be easy."

Or, "Taxes overwhelm me. I never understand all the different laws, and I wish someone would explain it to me clearly, so I didn't feel like I was overpaying."

See the difference?

When developing great website copy, focus on your ideal customer's pain points. It will resonate much deeper and keep them on your website longer. And make sure to place it in your top heading.