3 TIPS - Help Your Website Convert Visitors to New Clients
Your DESIGN is there to reinforce and support your content, not the other way around.
Power of Suggestion
Research shows that images prime visitors for certain
behaviors. When choosing images for your website, think carefully about the
message you are trying to send. Pick images that are meaningful and evoke a
message or feeling your services will provide. Don’t put images on your website
just to make it interesting, if your images are not doing a job, don’t have them there. Clichéd and humorous or stock photos can
be dangerous because the image may not send the right message, so select images
that will get the effect you are after.
Action Step: Feature a photo of a happy family or person on your landing page to
evoke in visitors a warm feeling for your services and a desire to take care of
their problems. Write a description of how a client will feel after
hiring you.
Display Services Prominently
When you visit a brick and mortar store, perhaps a King
Soopers, you can examine and sometimes even taste the products available. You
make your selection based on the information you gather in the store. Are the apples
ripe enough? Is the corn moist enough? How clean is the floor? Are the
employees providing good customer service?
When you promote services online, you should do exactly the
same thing. It is surprising how many websites don’t actually focus on
their services. Sure, these are intangible goods, but they’re still services
you can put a face to.
People make judgments based on what services “look” like.
Why? Because appearance is an indicator, rightly or wrongly, of a service’s
usability. This is known as the aesthetic-usability effect. Stories are very
important in sales because they get potential clients to imagine what it would
be like to use your services. Now, this isn’t really a “design” element but it is
important when driving conversions.
Action Step: Write
some content, paint a detailed picture of your services, from start to finish.
What sets you apart?
Attention, Interest, Desire and Action
AIDA is a well-known strategy in marketing. It is a relatively
simple outline that describes a targeted sequence of events to get a sale. First,
you MUST capture the attention of your potential client. Once you have their
attention, you win their interest by explaining how your services will help
them.
Now they are interested, generate a desire for YOUR
services. For example, a story about how this services has helped other
clients, can help them imagine what your services would do for them. Don’t
forget to describe what benefits your services would bring. The benefit is key
here because benefits, not features, sell services.
The final but most important part of the process, is you
need to get the visitor to act. This means getting them to either call
your office or fill out a web form. So, provide multiple calls to action: Don’t forget - ALWAYS have
CTA’s on the right side of the web page when possible.
The design side is to reinforce that
copy, make it stand out and drive visitors to read it.
Action Step: Write
a great story about one of your client successes. (Anonymously of course) and
post it on your website.
This will be easy if you have a WordPress site. If you are struggling Call me 303.547.0959
and I will walk you through it. Free of course! If you are REALLY struggling I can write your content for you – not free of course.
Good Luck!
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