Confession time: I don’t have a website just for the fun it.
Eerie, right? You had no clue I have alternative motives … Wait, what are you saying? Did you?
Of course, you do!
And you have the same motives as me with your website. We want to help our clients, which means we want to sell! Yes, we are not in it for the sake of selling, but to be of services means we need to sell.
And that means that our websites need to be tweaked to help the right clients through our sites and into our arms, so we get to help them!
But how do you use your website to convert potential clients into actual clients? That’s what we are going to talk about today! Below are some things to keep in mind when you are building a new website or reviewing your current one.
All the feels!
First up let’s talk about the reason they are coming to you. Someone that is visiting your website has a need, a problem, a pain that needs solving.
You can help with that. So you need to show it.
People will decide very quickly if they are on the right site for them, so make sure you show/tell them (preferably both) what you help with. Make it results based as we all want the answer, not the road that will lead us there.
My website starts with ‘Create your dream business’. I help creators, so the ‘create’ makes sense for me, as well as the creative picture showing business strategy words. The ‘dream business’ is the need that my clients have. They want a business that suits them, that shows off their personality (no matter what that is) and marketing that lets them focus on what they are good at.
The second element talks about missing out on those extraordinary customers that we all want and that with more visibility, you can attract the right people and sell to them.
At what stage is your potential customer?
Visitors to your website can be in different stages of the buying process. Know, Like, Trust or Buy.
I talk more about those stages in the ‘How circles can help you figure out your marketing strategy‘ blog post.
But when they are coming to your website, there are three options:
- They are ready to buy and get with the program – you want them to buy or contact you to sign that contract
- They are interested and want to know more – you want them on your list or have them email you
- Those that are wrong for you and you for them – you want them to understand that so they can leave to find the right person for them.
Now, if you haven’t thought about people leaving before, that might make you anxious. Why would you want people to leave your website?
I am pleased to have the 3rd camp leave. I don’t have any regrets over that as long as I know they are not right for me and I’m not right for them. Don’t feel bad for people leaving. It is a sign that your website is selecting people instead of making everyone feel like ‘ehm.. maybe, I don’t know…’. You want to get a response saying ‘YES!!’ but that will also trigger the ‘NO’ response in others, and you need and should be okay with that.
Which leaves us with the other two.
Make sure you have information for both of them easily and readily available. They need different things, but they both need to be able to easily access what they need. So they can get to their decision: either signing up to your newsletter (or whatever you want them to do to learn more about you and your services) or getting them to buy.
When they are on your website, the odds of them being in either the trust or buy phase are high. If they are in the trust phase, make sure you make it easy for them to sign up for your newsletter. Yes, that is still allowed post-GDPR because you are asking to sign up to your newsletter, not tricking them into it. Just make sure they can sign up with ease. Also, let them know what they will get in return for giving you their email. What awesomeness awaits them in your newsletters?
Have a great ‘about page’ that shows who you are. Show them some of your personality and why you can help them get the result they want. A great ‘about you’ page actually isn’t all about you, but about you and them together!
Show your expertise. Whether it is a blog, your Instagram page, YouTube videos, show them you know what you are talking about by giving them information and tricks & tips.
If they are in the buy phase, you want to give the potential buyer a chance to learn more about the service(s) they are interested in. Make sure you have enough information about these services. You can have individual pages about it, but how about a short video that explains the process and the result, so they have a lot better understanding of what they are getting into?
Make it easy to buy! Whether you need them to fill in a form before you can actually send them a quote or they can hit the ‘buy’ button right then and there, make it as easy on them! Please do not make them go through unnecessary or cumbersome hoops!
Last but not least
This is my final tip about making your website convert, but it could have also been the first: make sure the site runs well! You do NOT want a website that loads too slow. Your potential client will be gone before they have a chance to think you are amazing and someone they want to work with!