Your Website Must Convert

December 3rd, 2014 by Sheryl Kosovski Filed Under: Articles

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You probably have been told that you need a great website to attract clients.  Actually, websites very rarely attract clients. Their real purpose is to give you legitimacy. They are a place where a prospective client can go to check you out and learn more about you and what you do. So the question is, what do you want to get out of having a website?

There are two main things a website can do.

1. Build your List

The “List Build” site is the most common type of website.  It is designed to entice the viewer to leave you their name and email address. This gives you the ability to continue to communicate with this person over time.  You can then send them information that will position you as an expert so that when they are ready to buy the products or services you offer they will think of you. This will also allow you to let them know about any events that will be coming up, special sales you will be having or to toot your horn about the great things you have been doing. This type of site is for you if you sell products or a professional service, are an artist, designer or offer group coaching or classes.

The key to a “List Build” site is giving away something of high value to your prospective clients in exchange for them giving you their name and email address. This “giveaway” needs to be prominently placed on your home page so that the person can easily enter their name and email address to get the fabulous gift you are offering.

So why use a “list building” website?

Even if you have a wonderful website unless the viewer is actively looking for what you do when they land on your site they probably won’t have a reason to contact you then. Chances are they won’t remember how to find you again when the time is right. Because it can take 5 to 7 contacts before someone is willing to buy something from you, it’s important to follow up and continue communicating and giving value to these people until they become your clients. If you don’t know how to reach them you have lost the opportunity to convert them into a client.

2. Get client’s to call you

The “call me” site is for you if you’re a coach, consultant, massage therapist, energy practitioner, independent professional or service provider whose business model is based primarily on advice. The goal of this type of website is to get people to call and have a conversation with you to see if working with you is right for them. In this type of website the give away is a free session with you. This session needs to be enticing, so it needs an enrolling title and you need to clearly communicate the value the person will get from having this conversation with you. That’s right, I said they need to get value from the conversation itself.  They need to walk away from that free phone session having learned something from you even if they never become a client.

For this type of site you create a button on your home page in a prominent location that the prospective client will push and then be taken to a page where they can book an appointment with you for the free session. There are apps you can get so clients can schedule the session themselves or you can have them fill out a short questionnaire about what there needs are and leave their name, email address, phone number and convenient times.  Then you email them back with an appointment time or two.

So why use a “Call Me” website?

Client’s can be nervous about hiring someone for advice.  With this type of site they can try you out and get to know you better to see if you’re a good fit before they have to commit to paying for a session. The goal is to get as many of these free sessions booked as you can and then work on creating a script to sell your services during these conversations.

Each of these types of websites includes a call to action banner on the top of your home page inviting people to take a specific action. You want to make this call to action the focus of your home page so that it is the first thing a visitor to your website sees.  That way they can leave you their information immediately and move on if they choose.Then you’ll be able to keep in communication, letting them know more about you and how you can help them, ultimately converting them into a paying customer.

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