Unfortunately this situation also occurs with many company websites found in the indoor air quality arena.  Far too many websites have been written by well meaning business professionals that are so involved with talking about their company that they lose sight of the fact that for many customers this approach results in them quickly moving on to a competitor's website.

Why does this happen?  First you need to remember that the attention span of the modern consumer is extremely short and the information on the homepage is crucial.  When a potential customer in need of IAQ services, products or information visits a company's website they are looking for what the company can do to solve their problem.  Not necessarily for information about how wonderful the company is.  Yes that information is important, but it is secondary to the primary purpose of solving the customer's problem.

Here is a common introduction on the homepage of a fictitious IAQ company:

"XYZ Environmental Consultants have been providing indoor air quality services since 1998.  With over 7,000 investigations under our belt, what makes XYZ unique is our dedication to providing cutting edge IAQ services with the industry's most accredited professionals using the most advanced instrumentation available."

Not bad, but while the information does build credibility with the reader, it doesn't address the customer's needs directly.  Nor does it necessarily differentiate your website from the competition.  It does however do a good job of building the company's ego, but ego doesn't necessarily relate to sales.

Here is a second example:

"Indoor air quality problems can result from many sources and in almost any type of structure.  Whether you need IAQ services to handle mold or other microbial issues, XYZ Environmental Consultants is here to help you.

XYZ Environmental Consultants offers a rapid response with minimal disruption for our clients.  This means your IAQ problems will be resolved quickly and efficiently.

Download our complimentary guide to Indoor Air Quality which gives tips and suggestions on how to prevent IAQ problems and what signs to look for if you suspect there may be a problem."

What's different about this second approach is that it doesn't forget the consumer and speaks directly to him or her.  It relies on the most effective type of marketing communications, putting the customers' needs first.  Secondly it has a powerful call to action to download the free IAQ guide.

So how can you tell if your company is speaking directly to the customers' needs?  Ask yourself, or better yet ask a potential customer, what are the top 4 or 5 concerns a customer would have related to the IAQ products or services your company offers?  Now pretend you are a potential customer and visit the website and in only a minute or so check to see if your concerns (thinking as a potential customer) were quickly and easily addressed. 

Ideally there should be a brief amount of text on the homepage addressing those major concerns with a link for more detailed information for those who require a higher level of explanation.

This same concept regarding the text on a company's website can also be applied to the quickly emerging trend of corporate videos on the homepage.  The video, just like the text, should speak directly to the customer and not simply tell the world about how wonderful the company is.

  
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