Is it obvious when someone visits your website what you do? What you offer? What they can buy from you and how they buy?
It’s surprisingly hard to know the answer. If you aren’t sure, ask a friend, or better, a stranger to tell you. Watch them navigate your site, are they clicking where you want them to?
If it’s bad news don’t worry. Now you know you have a problem you can fix it.
Read more about building an online strategy:
- Top Tools To Stop Your Procrastination And Actually Create A Customer Persona. Read more…
- Blowing Hot & Cold: How To Use Facebook Ads To Build Warm Audiences That Convert. Read more…
- How To Write Great Social Media Bios Using The WWHPP Formula. Read more…
- What Do You Mean You Haven’t Set Up Google Analytics Goals Yet? Read more…
There are many ways to tell your website visitors what you do, you can use images or videos but I want to focus on the text. That one paragraph on your website that tells your audience what you do and why it’s for them. I call it…
The Hello Hook
This is the text that welcomes your audience at the door of your site, it answers the questions ‘What do you do?’ ‘Is it the right solution for me?’ and ‘What should I do next?’.
It says hello and it hooks your customers so you can draw them into your website.
These words aren’t for the search engines, they are for your audience so forget keywords and think about the value you provide.
To make it easier, I’ve created a formula that will help you write your hook.
But before I share that I have two questions for you to answer:The Hello Hook welcomes your audience at the door of your site, it answers the questions: What do you do? Is it the right solution for me? What should I do next? Click To Tweet
1. Who is your product or service for?
It’s hard to sell if you don’t know who you are selling to.
Even if you haven’t built a detailed customer persona, you need to have a general idea of who you want to target.
The more you know the better but even if you only have a general idea like ‘accountants’ or ‘single people under 30 living in Athy’ it will help you sell.
The second question can often help you answer the first one. So if you’re stuck, move on and return to question one later.
2. What problem does your product or service solve?
You’ve seen enough episodes of Dragons’ Den or Shark Tank to understand that your business needs to solve a problem.
If it doesn’t you won’t get Dragon or Shark investment and you’ll struggle to make money from your business.
Although it’s a problem, it doesn’t always have to be a hardcore one. It could be an itch that needs scratching.
When you know your problem and your audience you are most of the way to writing your Hello Hook.
Now you’ve done the hard work it’s time to put it into action with the Hello Hook formula.
Here it is:
Let’s break that down:
Present the problem
This could be as simple as asking a question based on the problem you identified in question 2.
Describe how you solve it
This is the easy bit, it’s the part where you tell people what you do.
Call to action
This tells your visitor what you want them to do next. Do you want them to fill a form, visit your sales page, visit a product or shop page?
What do you mean there’s no coffee shop open before the early train arrives in Athy?
Yes you could get up super early and drive to the petrol station to satisfy your craving, or you could get a fancy (expensive) coffee machine for your home but now you don’t have to.
Our mobile YouGotCoffee van now serves good strong coffee in the station car park. Download your coffee loyalty card now and get your 6th cup for free.
Tinder is great for brief encounters but not so great for finding that someone you want to spend more time with. Singles nights are full of divorcees, or they were until now.
‘Ditch the Tinder’ is a weekly singles club night in Athy for under 30s who want to find serious relationships. Book your ticket here.
The Hello Hook doesn’t have to be the end of your homepage text, now you’ve got them hooked you can go into more detail about what you do, or even better send them to a sales page that outlines it in full.
Real life examples
Here’s a couple of Hello Hooks in the wild.
This hook from Complete Architecture is way shorter than my examples but it hits all the elements of the formula. It tells me exactly what they do, who the do it for and there is a call to action (or three).
Tax Assist Accountants
Accountancy is a hard sell. Most of us pick an accountant and stay with them for years. Tax Assist offers something different and their Hello Hook tells us that clearly.
Banking is another dull and dry industry but I was convinced to give Revolut a go after I arrived on their website. The hook of less or no bank fees is a strong one and the CTA is the strongest from my examples.
If you write a Hello Hook or are struggling to nail it drop over to the Digital Marketing Superheroes Group on Facebook and share it with us.