Business owners worry, in essence, for how they’ll increase demand, filling their client pipeline. They’re probably unaware of the most vital rules for website conversion.
Let me show you how to make people contact you before you keep digging the wrong hole.
Q1: What are the most important things you have to say?
First impression sets the tone. Your clients have four seconds to be impressed or exit out to the next website in line. You have no chance getting it wrong.
It could take months to figure out why your bounce rate is so high (percentage of people leaving your site).
So here’s what I urge you to do:
- Look at your website and highlight essential words you can’t take away.
- Once you’re done, copy paste the rest on your notes.
- Take the essential words and place them at the top of your website.
No matter what you do, all that’s important should be at the top.
Not enough space? Too much clutter? Reduce the “important stuff” again and again until it fits the widescreen safely and neatly.
Secret #1: Best things on top to capture your audience in the first four seconds.
Q2: “How do I make people contact me?”
TELL PEOPLE EXACTLY WHAT TO DO!
Unfortunately, prospects aren’t that persistent to look for your contact information. So, share it with them… in front of their face!
Secret #2: Your contact info should display at least twice on your site.
And make it quick. If you’re asking them to fill more than three boxes, chances are they’ll go elsewhere. Open questions will scare the hell out of them.
You see, internet users have mental patterns. They already know where to look at for the “Contact” tab. Yet, they’re boxed in their minds on whether they should move forward or not.
Therefore, your job is to take that responsibility off their shoulders and make it simple to contact you.
Q3: What is SEO and do I really need it?
Search engine optimization is a set of strategies to get you on top of the search engines, ORGANICALLY (not paid).
In other words, it’s how you show first on….
Honestly, SEO is boring; it’ll make you cringe. But here’s the deal: Without proper SEO, your business won’t grow.
No strategy will ever surpass SEO’s free advertising!
And you know what? You don’t need to know everything about it. Delegate it. Hire an SEO team and let them do the work for you. I guarantee you’ll lose a part of your sanity trying to learn it by yourself.
Secret #3: No one will EVER get you more clients than Google or Yahoo – without paying a single dime.
Q4: How do I make leads buy from me?
Secret #4: Create a follow-up system.
You see, from zero to a hundred, a follow-up system would rank 101.
That’s how important it is to set an end-to-end system to pull leads over – especially those who know you already.
It’s a system to nurture prospects from the very first moment they know you exist. That includes…
- Email Campaigns (Newsletter)
- Retargeting Ads
All combined in a marketing masterpiece.
Unless funnels are your daily pills and you don’t mind spending days or months crafting one, OUTSOURCE IT!
Today, there’s no barrier between you and the best digital marketing agencies.
Let me give you a fun fact for you to take this seriously… 80% of sales require 5 follow-up calls after the meeting. 44% of sales reps give up after the first follow-up.
How many follow ups are you willing to make?
Q5: What do I think about your website?
If I visit your website, look at the important stuff, and decide whether I back off or scroll down, my brain is thinking: “How can I get the info I need?”
The rule of thumb follows here: “You should take a prospect wherever he/she wants to go within 3 clicks.” More than three and you’re out.
In fact, confusion is one of the top reasons why people don’t buy. That’s why we need what’s called “clear navigation”. It’s a set of small, non-written rules website owners should follow to make their website navigation pretty simple.
Here are 5 things about websites you subconsciously know, yet are not aware of.
- Your cursor will change from arrow-shaped to the pointing finger where clickable.
- A menu tab will change color / underline / zoom when hovering the mouse over it.
- When tapping a button, something will move on the screen.
- The logo, often at the top left corner, is clickable and takes you back to the home page.
- A footer has the contact information and other relevant clickable tabs.
These are basic rules your website must have to build trust and confidence. They all contribute to a nice and clear website navigation.
These, along with dozens of other rules for clear navigation, are disclosed between the pages of Steve Krug’s “Don’t Make Me Think: Revisited” book.
Secret #5: Clear navigation is about making your website an enticing journey where people navigate freely and without confusion.
Q6: Now, how do you tell people what to do, without pissing them off?
As far as the internet goes, nothing would ever move without CTAs.
Call to actions are that – imperative statements. Anything you explicitly ask the prospect to do, that’s a call to action.
Now, what’s the secret?
Instead of scattering CTAs all around, define one action and place several buttons intended for the same purpose. Again, not three different actions and many buttons.
Secret #6: Define ONE action and place several buttons around your site regarding this action.
For example, an email would say “Click here to read the 7 reasons why…” and later on “Read this”. However, both hyperlinks would take you to the same article.
A website might display a “Get A FREE Consultation” button.
But you should always be careful on how you implement these CTAs. Always seek for contrast between buttons and the background. Emphasize them as much as you will, adding animations which are proven to increase conversions.
Q7: Which is most important – design or copywriting?
Both work together like sweaty hands. Let me explain.
Contractors and realtors have one thing in common . Their websites demand high design standards, because that’s what they sell; an emotion conveyed by what life could look like in the future.
However, design is not enough to sell (in most cases).
To extend your sales capacity as much as you can, persuasive wording should take place. And that’s copywriting.
The hard part won’t be writing copy or designing, but finding the right balance within.
Secret #7: Design and copywriting complement each other. If the copy changes, chances are the design will too. And the other way around.
CALL TO ACTION!
Alright, so here’s my call to action for you today: Choose one of the secrets I just shared with you.
Think about what or who you need in order to make changes accordingly. If you turn THIS page without taking action, chances are you won’t ever fix your website. But I know there’s something hidden in you that struck you amidst the whole read.
So I hope your business is a strong motivational force to implement right NOW!
I created my website following these secrets and have grown my company to 6-figures within 2 years. I’m sure you’re capable as well – with the right associations and the will to do so.
Founder at Social Media Relations