I don’t have to tell you that everything about the way we all do business has changed. Where and how you solve your customers’ problems most likely looks extremely different than it did before the pandemic.
Maybe you had to make impossible decisions to keep your business going. Maybe you experienced more pain, anxiety, and sadness over the last year than any other time in your career.
If you made it through, if your business survived the unprecedented events of the last year, then you probably made decisions that made your business stronger. That made your solutions better. That help you serve your customers better than ever before.
Your year of struggling and worrying and making the hard decisions have fortified your business. You’ll reap the rewards of those difficult times over and over as you move forward. And your customers will to. But, do they know how you’ve changed?
The businesses that will benefit the most from these forced changes are the ones who clearly tell their customers exactly what they are doing differently now.
See, it’s not just our businesses that have changed. Customers have changed too. They’ve raised the bar in their expectations of our transparency, convenience, value, and social responsibilities.
Now, more than ever, customers want to be sure they purchase from businesses that not only deeply understand their problems, but that they feel good about buying from.
Does your website do all of those things?
I know, writing website content is hard — and you probably did it when you built your website and have no desire to go through that exercise again.
But, here’s the thing. If your website doesn’t tell your customers exactly how you can solve their problems and it doesn’t say that in a way customers actually care about… your website isn’t going to work for your business anymore.
Maybe if you’re really honest, the content on your website was never that great to begin with. I get that! Writing about our businesses is a daunting task!
Here’s my challenge to you — take some time over the next week to review your website. Start with the home page and ask yourself if your website is up to date, reflective of the way you currently do business, and if it speaks directly to your customers about how you can help them solve their problems.
You don’t have to tackle it all in one day, but start making the time to update your website to reflect the hard, brave, extraordinary changes you’ve made over the last year.