What is completely and totally original about your site?

Look at the websites of your competitors. Now look at your website. How is yours different? Naturally, it has your branding and colors. There’s information about your company, and your contact information. Okay, technically that’s different – but your competitors still have their branding, their about us, and their contact information. You’re not going to make your website stand out by just trading jabs.

Let’s rephrase the question: how is your site better than your competitors’ sites? That’s the question you need to be asking yourself because that’s the question your customers are asking.

We all get that simply having a website of any kind no longer makes you unique. Everyone has a web presence. Congratulations, you occupy space. Now what?

Something about your site needs to be jaw-droppingly good. What might that be?

• a startling and compelling visual design
• an engaging tool where your customers can log in and see their history with you
• give away practical and relevant advice to your visitors
• explain clearly how and why your product is important
• get involved with a charity important to your customers
• have a contest where visitors enter pictures, videos, or stories
• be funny

You don’t need to be the best at all of these things. You might decide you want to do a couple of things well, but all you really need is to find one unique hook for your site. If you knock that one thing out of the park, you’ve given your customers an answer to the question.

Need to know more? Join us at The Combine in Bloomington, Indiana (9/9 – 9/12). On Saturday, Raquel and Clay will be presenting on Web Strategy.