To improve your website you need to shift your positioning from YOU to THEM. Apple (love or hate them) are the best example of this:
- There's no 'about' page.
- No, this is where we started our journey.
- No, 'hi, my name's Tim and I love golfing'.
They focus on one thing - the aspirations of their customer.
Every section and page is dedicated to how Apple's products help the customer achieve their goals.
There's not even too much in the way of technical jargon, or 'this is why we're better'.
They show the benefits and trust the customer enough to make their own decisions.
And by doing this, I strongly suspect Apple have very little trouble converting their website visitors into paying customers!
Replies3
- “- There's no 'about' page.” erm the footer might disagree with you on that.Don’t think you can compare apple to other brands. Apple as a brand has been around historically, known by consumers over the years. The you’re right they’re not “YOU” more of a “WE”.“There's not even too much in the way of technical jargon, or 'this is why we're better'.” Again they do by promoting products with considerate wording to the consumer, product brake down.Slightly disagree with you on this
- Yes, I do agree with you Peter.
- I am sure you are right in principle - what other, more down to earth, examples of this are there? For the most part emulating Apple, for me, is not the right thing to do and it's founded on an egocentric individual, fetishishising tech, dubious third world workforce activities, and there has been masses of 'about' exposure, documemtaries, films, articles, controversy, publicised bad behaviour etc etc over the many years. Most people know the central character and a lot of the backstory. But what could we look to if we are starting out and need exposure, a story, something convincing that feels connected with now - the current zeitgeist?
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