Your
web site is like a flight of stairs into your business. Once
you've got prospects to your home page - your online front door
- you want to move them to action. If you miss a step or two,
prospects will fall and won't make it in the door to your business.
If you put the last step first and your first step last, prospects
won't find the steps you want them to take.
There is a hierarchy of information and elements you need to
present to prospects to make it easy for them to become customers
and clients. This is not what most small business owners provide
on their web sites. Most sites lead with a boring description
of services and credentials. This tends to push prospects away.
Before you build your web site or start to fix a site that
isn't attracting as many clients as you'd like, take a minute
to clarify the objectives of your site. Marketing objectives
for web sites for most independent professionals and small business
owners should be:
a. Lead Generation - Build your list of qualified prospects
who are interested in your products and services but not quite
ready to make a purchase. First time visitors to the site need
to be able to quickly identity if they are in the right place
and determine whether you can help them. Make it easy for prospects
to qualify themselves.
b. Establish Credibility- If people found your site
by searching the web, you have a lot of work to do to prove
that you can help them and deliver on what the site promises.
c. Sell Your Products and Services - Of course you will
want to include information about your products and services,
but if you rush this step, you'll lose prospects before you've
created the context that will move them to a purchase.
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Putting Your Steps In Sequence
Now that you know what you want your web site to do, define
the key elements that should be on your home page. Put these
in the correct sequence and more prospects will do what you
want. You'll generate more leads and more sales. Here's how.
1. Feature Your Marketing Message
At the top of your home page include a one sentence marketing
message that describes what you actually do and the problems
you solve. For example, "Helping service professionals and small
business owners attract more clients" or "Helping you create
the ultimate personalized trip to Britain".
2. Collect Leads
Place the sign-up for your free newsletter, ebook, or catalogue
at the top of your web page. The right hand top corner is the
optimal position. Above the sign-up form don't just say "Enter
your email here for complimentary information". Make an offer,
one that will motivate your prospects to give you their contact
information. For example, "Sign Up for Britain's best travel
secrets." As an incentive on my site I offer a free marketing
guide to motivate people to subscribe to my newsletter, with
the result that 12-15% of site visitors sign up for my ezine.
3. Use Qualifying Questions
Don't start with a description of your services or products.
Below your marketing message, lead with qualifying questions,
that will help prospects understand the problems you solve,
engage your visitors' attention and create a perception of need.
For example, if you sell ergonomic chairs, you could ask, "Does
your back ache at the end of a day at your desk?" Or if you
sell customized travel services to Britain you could ask, "Are
you interested in a customized, hassle f*ree va*cation in the
British Isles?"
4. Build Credibility
One-way to do this is to include testimonials from satisfied
clients. People will read your marketing copy with a grain -
or a whole shaker - of salt. When people read what others say
about the amazing results you achieve, they are much more likely
to believe your claims. Limit your testimonials to ones that
are easy to believe, even if you did help someone make ten million
dollars.
The second part of establishing your credibility is to demonstrate
the value of your expertise by providing prospects with helpful
ideas. If you're in the computer repair and maintenance business
you might include tips on identifying software conflicts and
keeping computers from crashing.
People like to do business with people they know and trust
so use your site to bring your company and personality to life.
Include links to your articles, case studies and /or product
demonstrations. Add a photo of yourself or your employees to
personalize your site and move prospects to thinking of you
as a person.
5. Show Prospects The Results You Are Selling
Include thumbnails of products and services people can click
on in a side navigation bar on most of your site's pages. Whatever
you sell make sure to feature both visual and verbal testimonials
along with information and images of your products and services.
On your individual service or product pages provide examples
of clients and customers using your services or products. For
ebooks, include tables of contents and sample chapters. If you
sell log homes, include pictures of happy customers in their
homes. If you sell information, feature client testimonials.
6. Tell Prospects What To Do
If you want people to sign up for your newsletter, tell them
to. To get people to read the articles on your site, tell them
to. To increase the number of people who view the pages describing
your products and services, include thumbnail images of your
products and tell them to click on the image for further information.
If there is a particular sequence of steps you want prospects
to take, tell them what they are.
7. Make It Easy For Prospects
Place your contact information, including email address and
phone number in an obvious location on every page, particularly
the home page. Include a link to a contact form or place it
at the bottom of your home page, or both.
In your form, ask a few key questions to help prospects clarify
what it is they want to achieve and get their phone number so
you can follow up. Their responses will help you prioritize
who to contact and help you focus on your most profitable prospects.
Show prospects who are ready to engage your services or buy
your products how to do so. Coaches will want to include a coaching
inquiry form. People who sell greeting cards, should include
a quick link to so people can place their orders.
Use the blueprint above to construct a web site that sells.
Build steps that will lead prospects into your web site and
motivate them to give you their name, email address and phone
number or to contact you about your services or to buy your
products. Build steps that will move them from prospects to
clients and customers.
About the Author
The author, Marketing Coach, Charlie Cook, helps independent
professionals and small business owners attract more clients
and increase their earnings with the 5 Principles of Highly
Effective Marketing. Sign up to receive the Free Marketing Guide
and the 'More Business' newsletter, full of practical tips you
can use at http://www.charliecook.net
