A little while ago we were outside this restaurant, waiting to order…
Our group was on the left, and another crowd was over to the right, spilling onto the street.
In the next 20 minutes as we got our food, I saw six couples leave.
They didn’t leave because of the wait time though – You have to remember, people sleep overnight outside the apple store for a new phone…
They left because they were confused.
They wanted some dinner, they rocked up, but it wasn’t clear where to stand and what to do.
Confusion repels us. It makes us feel uncertain, “wrong,” or even stupid. None of these help your business.
The restaurant needed a sign outside – “order here” and “pick up here.”
Confusion can come from a lot of angles, but a lot of times, the *best* service businesses get caught up in their own complexity or life philosophies.
They forget about the simple sign outside.
They don’t talk about what they do, or what the client needs to do, in a way that draws people in.
[We spent a solid year in this state early on when we owned a gym. Painful]
When you can’t talk about your business in a clear way, your website, content, or calls to action get confusing, and people bail.
Being the “best” in your niche and impressing dream clients with amazing content or imagery is great.
But – make sure it’s clear how you help them, and what step they need to take next.
