How to transform your website visitors into clients
Hint: It's not about adding more products or services
Two years ago and shortly after I left the corporate world, I connected with the owner of a Rhode Island medispa. She told a mutual friend that she needed content for her business website, and my friend gave her my card.
When I called to introduce myself and discuss her content needs, she quickly interrupted me.
"Yes, we’re looking for a content writer, but you’re far too expensive."
I was fuming!
Wracking my brain and fumbling for a response, I wondered...
Had I quoted her before? Sent her a rate sheet? Met her at a networking event and gave her an off-the-cuff estimate? My prices are reasonable! Also, what could I have possibly quoted to make her shut me down mid-sentence? She runs a medispa for God’s sake! 200 units of Botox and you’ve got yourself a kick-ass site!
“Have we worked together before?” I asked, as calmly as I could muster.
“No, but I’ve seen your packages, and I don’t need all that research. I just need someone to write about my services. I’ll tell them what to write.”
OK. I got it.
She wanted a digital brochure. A website focused solely on her business, the services she offers and how to schedule an appointment. Sadly, the idea of using your website as a digital brochure is not uncommon.
When I work with clients, I teach them why it's vital to move away from the traditional idea of a website being a purely promotional tool. When your website is entirely focused on your business (a.k.a. "you-focused") it's very hard to get website visitors to pay attention. A customer-focused website, on the other hand, communicates how your clients benefit from working with you. They become the star of the show, with your business providing the solution to their challenge.
The difference between content focused solely on your business and highly effective content is a 6-letter word that dramatically improves your website ROI. That word is… ACTION.
Highly effective content motivates your visitors to act. Whatever goal you’ve set for your website, it helps propel your visitors toward that goal. Want to collect your visitors’ email addresses so you can market to them? Hoping that they land on your website and pick up the phone to call you? Highly effective content persuades them to do so.
The only thing standing between content and highly effective content is research. Through this process, we uncover your market’s pain points, needs, and emotions. We discover the words your market uses to describe their problems, and we connect with them in their language. Once we know them (really know them) we can talk to them on their level, positioning your product or service as the solution. We show them that you’re what they need and you’ll solve their problem.
When you take the time to research and connect with your market, the chances that they'll stick around and explore your site skyrocket.
Consider it interpersonal etiquette 101. How do you feel when you're with people who wax on ad infinitum about themselves? It’s like you’re not even there. Either you can’t get a word in edgewise, or you start zoning out and nodding your head, hoping they finish talking. You leave the (one-sided) conversation feeling either inconsequential to that person or thinking they’re rude. You might even decide to not hang out with them for a while - or ever again!
You, dear business owner, do not want your website visitors to feel inconsequential or insulted. You want them to take action. You get them to do so through highly effective, targeted content. You can do this. We can do this.
To start connecting with your website visitors and motivating them to act, contact me today.
We’ll strike up a conversation with your market that leaves them wanting more.
P.S. Wondering if your current website is you-focused or client focused? Use this litmus test...
- Choose a page on your site and count the times you use the words, we, our, our business, I, or any other term referring to your business. This is your "you-focused" total.
- Then, tally up the times you use the words "you" referring directly to your website visitor or “our clients” relating to your current and prospective clients. This is your client-focused total.
- Which total is higher? If your total for #1 is higher than #2, chances are high that your website is focused on you and not your client.