When was the last time you walked into a big box store and were welcomed? Did you even notice? Or have you become so accustomed to the aimless chatter of salespeople that you ignored the welcome message greeting or responded back unconsciously?
*Crickets chirping*
And that is why you should never, ever, ever use any valuable space on your website to welcome prospects.
Post over.
I’m only kidding.
Now let’s go back to the shopping scenario. You’re greeted by an associate, who immediately lets you know that today, the store is having a 25% off sale on everything in the Kitchen Appliance section. Are you paying attention?
You bet you are if you’re interested in kitchen appliances!
And why?
Because a message was communicated that BENEFITS you.
See the difference?
Prospects are used to the welcome message. It’s expected and they filter out chatter. So, if you put that message as the first block of text they see above the fold, you’ve just lost their attention.
In the above scenario, was your interest immediately piqued about what products were in aisle 2? Then the greeter should be getting a raise for their sales prowess.
Often “Welcome” is used as a heading. And your headings need to be communicating benefits, arousing curiosity, and leading your prospects deeper into your site while letting them know they’ve come to the right place.
So, the best way to use your Welcome is not to wear it out or use it at all, which you already learned when I discussed Welcome messages and blog posts, if you missed it, you can catch up here.
Now, there is one place a welcome message “might” work that I’ll be discussing in a later post.
Don’t let your prospect tune you out, let them know you have exactly what they’re looking for and how it can benefit them.
Wondering if your headings are getting the job done? Contact me for a free base evaluation of one of the headings/headlines on your website.
And this topic leads us to a broader topic…
If the copy on your website isn’t geared towards intriguing your prospect while subtly moving them through the sales cycle, should it really be there?
Tune in next week for the answer to that cliffhanger.
P.S. That base evaluation really is free!
