You had such a great idea! Getting a website can serve you on so many levels, such as establishing credibility, gaining exposure, positioning yourself on the market, attracting your ideal customers, improving your brand image, allowing for passive income opportunities, centralizing important information, attracting a team, and the list goes on. While all these are useful, in the end you want to make money, right? You want your website to drive people to contact you and book you.
Well, as it turns out, turning those goals into reality comes down to four steps. Let’s see what they are, shall we?
Attract Your Ideal Client
You can read more about this topic in a previous blog article, but I will quickly summarize the main points here too. Firstly, you should be clear on who your ideal customer is. Then, you should focus on advertising to them as well as making it easy for them to find you when they search for services like yours.
Attracting your ideal client is also about how they perceive you and how curious/interested they get in your message. As far as perception is concerned, people usually want to buy from other HUMAN BEINGS (particularly in the service industry). They need to know that you can relate to their pains and trust that you can truly help them. Alluding to that early on, throughout your awareness and marketing efforts, is key to getting them to eventually buy from you.
It's equally important to gain curiosity or interest about your brand. So don’t give out too much too soon but also don’t hold back information that is necessary to reel them in. For example, many people consider showcasing prices on a website as a poor practice. However, not doing so can put prospects off, especially if they’ve never had to purchase a service in your industry. Adding at least something along the lines of “prices starting at'' can take you a long way.
Hook Your Website Visitors
Now that you have your ideal client on your website, your next step is to get them to stay on there as much as possible. The more they browse, the more likely it is that they will end up purchasing your services.
The first step towards that goal is ensuring that your website is easy to navigate and that your visitors will intuitively know where to look for what they need. In information technology terms, this is called user experience and user interface (Ux/Ui). The easiest way to think about this is that your site has to be designed in a way which meets users’ expectations, in terms of convenience and functionality.
Once that is taken care of, you should turn to the content on your page. A few crucial attributes your content should meet are clarity, accuracy, ethics, and professionalism. Whether your tone of voice is formal or informal, casual or commercial, you should never compromise on those items. So don’t make promises you can’t keep, don’t lie or exaggerate about your services or results, don’t guilt-trip your audience into buying your services, and don’t make them feel stupid, ignorant, or decrease their self-esteem.
One more point to add to the above is to create enough content for them to browse through. Blogs and/or news feeds are some of the most effective ways to achieve that. Forums/comments are another great method, followed by a detailed About Us/Me page, and a FAQ page.
This is the aspect of sales that most entrepreneurs and especially solopreneurs hate: convincing your audience about their need for your services. We have a few ideas that could make this process easier for you. Here they are.
a) Revise your offer
First of all, do you have at least one offer? Saying you offer life coaching services is different than saying you help people overcome major life challenges, which is also different than saying you help people pursue their goals and grow faster. Be specific about your offer, narrow down your services to at least one or two outcomes, and focus on highlighting those on your website. Some services do tend to be a bit easier to sell than others. If you haven’t yet established your offer, think about positioning it as a “painkiller” and not as a “vitamin,” if possible.
b) Address objections proactively
Do you know the fears your prospects may have before hiring someone like you? Find out through some first-hand and second-hand research, or browse through your most frequently asked questions and make sure you bring those up casually throughout your web copy.
c) Use logos, appeal to ethics , and appeal to emotion
The Greeks had it right; in order to effectively persuade, one needs a combination of logic, authority, and emotional connection. You can create logic by explaining facts, clarifying processes, and showcasing statistics. Authority is established by your knowledge, education, experience, and results (aka social proof), while appealing to emotions is showing that you truly care. Appealing to emotion is a bit harder to achieve because it goes beyond simply stating you care. You have to SHOW it to your audience through empathic statements, results, and motivation.
Call to Action (CTA)
This might be the last step on your checklist but it’s not one to underestimate. Call to Actions (aka CTAs) come in many forms and they are a much-needed, extra push to motivate your visitors into buying. It may feel uncomfortable, but that discomfort often comes from a deeper issue related to one’s mentality about selling.
So let’s remember that you don’t only need paying clients for your business to thrive, but your business’ success is also important for those people who you want to serve. You are providing a service to society. You’re helping! So asking for the sale benefits your ideal client even more than it benefits you.
In the end, you’ve put a lot of effort into creating that website. So put these steps in action and make the most out of it!