I’m awful at organising my own travel.
I also find eating dinner in a hotel restaurant pretty soul destroying.
So when I’ve checked in I rely upon concierge’s advice as to where best to eat in this strange town.
The response usually falls into one of three categories:
1.) A map and a pencilled arrow pointing me in the direction of the local restaurants where ‘you can find Italian, Chinese and local food open late’
2.) The free guide book packed with vouchers and advertisements with two for one deals (and the kids eat free!).
3.) Questions. ‘What’s your taste?’, ‘Do you want to try the local dish? Go here. I’ve been many times. Our customers always love it’, ‘What’s your budget?’
The map.
The offers.
The guide.
The scenario is the same when I visit your website.
You know nothing about me. Maybe a hunch about what I’m looking for, but apart from that? Nothing.
So what do you do?
Do you offer the map? Do you present the navigation and expect me to find my own way around?
Do you inspire me with talk of heavy discounts and limited time offers?
Do you offer insight and confidently guide me in the direction I need to head?
Just like the concierge. YOU are the authority. Your knowledge is your advantage. You know more than me. It’s why I’m on your website. To find out more.
You can’t palm me off with the map anymore. You can’t simply point me in the direction I need to head.
You present your expertise. People like me? You know what I need. You’ve been doing this for a long time. You own a valued opinion.
So why is the map still the default? The inept navigation. The same map that’s provided by the competition just down the road.
You know what happens when you provide me with your advice? When you guide me?
I recommend you to others. That simple piece of insight you provided will lead me to refer others to you. Your business earns from me.
Your customers are looking to you for advice. Be their guide.
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