Eliminate obstacles to conversion and make it easy for potential clients to work with you.
Attracting and engaging new clients involves creating a customer experience journey that delights and resonates with your visitors. Here’s how.
I used to hate the fall season. I viewed it as a wet, cold, rainy season where nature was dying and everything looked drab. Over time, I have come to appreciate the beauty of fall and the delights that it blesses our lives with. It really does tantalize all of our senses. The crisp fresh smell of the cool morning air. The frost glistening on the bright splendid colours of the leaves showcasing their brilliance before retiring into the winter months. The rustling of the leaves as they dance in the wind across your path. It is simply breathtaking.
Last week, I noticed a stunning flower in my garden that really stood out. It was spectacular with its brilliant deep pink colour and perfectly formed petals. It reminded me of us, as Entrepreneurs, as we are coming into the last quarter of 2020. As fall approaches, plants attempt to propagate their species by flourishing, blooming and generating seeds so they can regenerate themselves in the spring. Like the flower, we have one more quarter in the year to create spectacular results so we can thrive in the new year.
Now is the time to rise up and finish strong and beautiful, just like a fall flower. Getting more clients is one way to ensure that your business is successful in the new year.
Like a flower, your website is a visual representation of your business and it’s important to give it the care it needs so your true gifts shine through. There are several strategies you can use to attract and engage clients on your website but first, let’s take a look at the three common mistakes people make on their website that create obstacles to converting visitors into clients.
Three common mistakes that create obstacles to converting visitors into clients.
Your visitors don’t understand what you offer
Have you ever gone to a website and walked away completely confused as to what they offer? There’s lots of words and aspirational phrases but you can’t figure out how they help or who they help. The website showed up on your google search page and appeared to solve the problem you were looking for but once you landed on the website, the message was lost. You know what happens next, you leave the website in search of a more promising solution and never return again.
Get more clients by clarifying your offer.
According to statistics, you have less than 30 seconds to engage your visitors so you need to be crystal clear on what you do. This is not the time to be cute or clever – don’t make your prospects guess. Keep it really simple and tell them what your service is and who you help.
Your content refers to features rather than benefits and results
Creating compelling copy for your website that resonates with your visitors can feel like a black art that only gifted copywriters can accomplish. Sometimes the easiest approach may be to simply list the features you provide. For example, a nutritionist might indicate that they provide three coaching sessions with one week of menu planning and a vitamin plan. Although your buyers should understand exactly what they are getting, they also need to know how this will help them solve their problems and transform their lives. Explaining the benefits they can expect will differentiate you from the competition and have a higher probability of converting your leads into clients.
A more compelling description might be:
- Three coaching sessions to identify your mindset blocks so you can overcome your limiting beliefs and lose your unwanted weight permanently.
- One week of menu planning that takes the guessing out of healthy choices so you can focus on your exercise routine.
- A vitamin plan that supports your immune system and optimizes your digestion and energy so you can maximize your weight loss success without feeling drained and depleted.
Get more clients by letting them know the results they can expect.
Focusing on the benefits and results creates a more compelling reason to buy by listing benefits that resonate with your buyers.
Your visitors are confused about how to buy from you
In an effort to include all the “stuff” on our website, it can be easy to forget to add the most important step in our visitors buying journey – what steps are required to complete the sale. Your visitors are easily distracted with all the online popups and tabs flashing and beeping at them, enticing them to pursue the next shiny object. If you don’t make it excruciatingly simple for them to take the next steps, you will lose their attention and potentially another client.
Get more clients by creating a clear call-to-action.
You can easily solve this problem by strategically adding buttons and links throughout your site with direct call-to-actions such as: Buy Now, Buy Today, Contact Us, Call, Email us Now, Book your call, Subscribe to our Newsletter, Sign up for our Membership.
Eliminating the obstacles to conversion is the first step to make it easy for potential clients to work with you. Here are seven more tips to engage and attract more clients to your business.
Seven tips to make it easy for potential clients to work with you
Create an exceptional customer experience
Although your visitors may have connected with your through social media, your website is an opportunity to introduce them to the full breadth of your business and how you can transform their lives. The best way to do that is to take them on a guided journey through your website by introducing them to what you offer, how it enhances their life and what they need to do to work with you. For example, a guided journey could look like they following:
- Your visitor lands on your homepage and explores your offer,
- You guide them to your about page to learn more about you,
- You invite them to explore your portfolio to view your work,
- You guide them to your testimonials page for social proof,
- You invite them to contact you,
- If they’re not ready for contact, then you invite them to read your blog and sign up for your newsletter.
Each step of this journey allows your visitors to get to know you a bit better until they are ready to buy from you.
Make it easy for visitors to contact you
Have you ever visited a website but can’t figure out how to do business with them? If a visitor decides they are ready to buy but can’t readily find a way to get in touch with you, they will quickly get frustrated and find another business to solve their problem. Having multiple ways to contact you allows them to make the buying decision quickly and easily. This can be achieved by having a Contact button on every page, in your sidebar and footer so your buyers don’t have to be searching every page to connect with you and begin the sales process.
Collect testimonials that convert
When your visitors believe that you can deliver the results you promise, they can picture themselves working with you. They get excited about working with you. And they can imagine what life will look life after working with you.
The question is, how can you evoke these emotions in your visitors? Ask your clients these three questions and post snippets of their testimonials throughout your website. This will not only build trust and credibility, it will show you’re an expert and encourage potential clients to book work with you.
- What challenges were you facing before working together?
- What were the ramifications of not having a solution to this problem?
- How has our work together improved the challenges you were facing?
Create an FAQ that builds trust
You’ve created this amazing customer journey through your website guiding, empathizing and educating your reader but they still have some hesitation to taking the next step. An FAQ (Frequently Asked Questions) page serves multiple purposes, one of which is addressing concerns and managing objections. Questions can range from “Why does it cost this much?” to “What is your refund policy?” Not only is this an opportunity to educate your visitors on the value of your service, it can convert your readers into buyers.
Design a freebie that showcases your expertise
People are always looking for free resources and though you may feel that giveaways can be cheesy, it is an opportunity to show your value, attract more clients to your website and build your email list. A well-crafted eBook or checklist that helps your visitors solve a problem, save time or improve their life in some way shows them that you are here to help. The freebie showcases your expertise and can lead them into taking the next step of working with you and/or referring you to someone who can benefit from your services.
Create a blog that builds authority
I know what you’re thinking! A blog? I barely have time to do my work, never mind create a blog. Blogs don’t need to be complicated. They are simply a means for you to provide value to your readers, solve a problem and educate them on the benefits of your services. Articles allow you to create a connection with your readers, build trust and inspire them to take action which will eventually lead to a new client.
Drive traffic to your website
Once you have your website updated to maximize engagement and guide them to purchase, the next step is to drive traffic to your website. You could have the most beautiful and strategic website in the world, but it is not very effective if people don’t know about it. This is where you can use Social Media to let people know about your new blog posts, your freebie and the services your offer. The beauty of Social Media is that it allows you to connect and build relationships with potential clients, be of service, and then inspire them to explore your website where you have the liberty of guiding them on a journey to work with you.
How will you know if your website updates are working? You’ll get more clients.
It can be overwhelming tackling the website updates and getting the testimonials. You might need to follow up and get some help. You might provide a fair bit of content before getting a return. Staying committed to doing a little bit on a consistent basis will help your business succeed. Your perseverance will be rewarded with more clients.
When the leads start to trickle in, celebrate and express your gratitude. Guide them through your amazing journey so they can experience the transformation that you promised. And don’t forget to ask for their feedback so you can add yet another testimonial to your website and keep the momentum going.
Want a little help getting started? You can focus on what you do best and I’ll take care of the details. Let’s get started.