The One Page You Should Never Have on a Website
I’m going to ruffle some feathers here. And yes, it’s possible someday soon I’ll break my own rule. I certainly have in the past. But if you have a, “Why us?” page on your website, you’re doing it wrong.
Why no “Why us” page?
Because every single page of your website should answer this question. Every. Single. Page. Remember – these days, you never know where people are going to start looking at your website, so you want to make sure that each page hits the mark in every way.
Focus on your customers, not your company.
This philosophy is about more than a change in website structure or the elimination of a single page. It’s a chance to reframe your thinking around what’s happening in your customers’ businesses, rather than a new product you’re offering or brand you’re introducing.
Instead of trying to answer, “Why us?” for your prospective customers, why not provide instant, satisfying answers to the questions they actually have?
What if you organized your entire website around this approach, rather than strict product or service categories like everyone else? It’s a bold way to start a conversation, to be sure. But you get to prove, right away, that you understand what your prospects are facing. And armed with this proof, you gain trust – and get permission to sell.
That’s so much better than bursting out of the gate with bulleted lists of me-too product features and then asking for a ton of information on a contact form, if people ever get that far.
The more complex your product, service or market, the better.
Here’s the magic of it all: this advice can work for any product or service. From professional services to healthcare-oriented SaaS, people aren’t looking for products. They’re looking for answers. And if you can tie those answers, those solutions to your company and what you offer, you’ll be one step – maybe even several steps – ahead.
Let’s take it a step further. Instead of trying to answer “Why choose us?” for your prospective customers, why not provide an instant, satisfying answer to, “Why are you here?” and further, “What problems are you trying to solve?”
At worst, it’s a matter of semantics, simply repackaging or repurposing the content you already have. At best, it’s a way to prove to your customers that you understand their challenges. With this proof, you gain trust. And in turn, you receive permission to sell. Far better, and far more effective than leading with the sale.
So what do you do instead of a “Why Us” page?
I won’t say “It’s easy.” Because honestly, it’s not. Changing how you think is is never easy. But here are some specific ways to answer “Why” throughout your website.
Why should people choose you? Because you understand customers’ challenges better than anyone. How do you show this? With a blog. With blog content used throughout your website to prove that not only do you recognize what your customers are facing, you have the products and services to help them get through it.
Why? Because you offer more than “better service.” You can quantify exactly what makes your support better than anyone. Back up any service claims with blog posts and case studies. Prove you’re better.
Why? Because your products and services solve real-world problems. Comparing products isn’t about a battle of bullet points. It’s about aligning benefits with the real needs of your customers. So again, use blog posts, white papers and other content to back up any claims you make.
And finally… why not put this all on one page? Because a “Why Us?” page shows you’re thinking of yourself first, instead of your customers. I’m starting to sound like a broken record – but when you build your pages around their needs, you instantly differentiate yourself.
While product features can be copied, your proven customer-first focus, your experience and your expertise cannot. It’s ownable. It’s brandable. And most of all, it’s likely to spark a substantial conversation between you and your soon-to-be customers.