Find a Way to Stand Out

Rich Harshaw
August 7, 2019
THE TALK... | Sales & Marketing

Rich Harshaw is the keynote speaker at this year’s Window & Door Dealer Day, held Monday, September 16 in Atlanta. Click here to find out more about the event and to register.

Prospective customers browse around from website to website just to see what’s available and what your competitors look like. When they find that your website—pretty as it may be—looks and feels essentially exactly like all the others, the prospect calls whichever one they happened to look at last. Or whichever one happened to seem best.

The problem is, your company is not exactly like competitors. You’re better than them. You do things differently. You work harder, pay more attention to details, have more experience, treat people better, warranty the work longer, and a dozen other points you can make that make you the best choice.

Your website’s job is to convince people that you are, in fact, the best choice. It should communicate your advantages in clear, compelling, passionate language. Don’t save “the good stuff” for the sales meeting—it might be too late. Put it all out there on your website.

Give people enough information, enough evidence, and enough proof that you’re the best choice that they unequivocally fall in love with your company before your sales rep ever sets foot in their home. 

If you don’t consciously plan this out, think about it, and fashion and articulate your arguments, you’ll end up looking exactly like all of your competitors: one of many indistinguishable pretty faces in the crowd. You might get picked—but you might not. It’s a crapshoot.

If your website doesn’t pass the “fall in love” test, fire it immediately, regardless of how new it is, how much money you spent on it or how much you like the person who created it. Fire your website and start over.

Too much is at stake. Too many qualified visitors will “step into your store,” look around, then click to another site and never return. Not because they didn’t like what they saw. Not because they liked somebody else better. But because your site lacked the power, precision and passion to make them fall in love.

In the end, your site should make visitors say, “I would have to be an absolute fool to do business with anyone else but you, regardless of price.”

Does your website do that?

Note: This blog is an excerpt from an article to be published in the September issue of Window + Door. Don’t miss it!