A Simple Guide to Converting Website Visitors to Clients.
I hear people say all the time, websites don’t do anything to help them get new clients or customers and when I look at their website…it’s no wonder. Their website is nothing more than a glorified online brochure.
There is a difference between a run-of-the-mill website and one that has been developed with a strategy to convert visitors to leads and clients.
The key that most people miss entirely when creating a business website is this. Most often than not, when someone is visiting your website it is because they have a problem and they are looking to your business for the solution.
To begin - your potential client needs become aware of your business, your products or services.
Second, you want to build interest in your business, product or services and the solutions you offer for your client’s problems.
Third, you want to plant the seed of desire in the website visitor. This way they now feel they really need to have the solution you are offering.
And finally, your website needs to be set-up to ask the visitor to take action. As an example, the action might be to book an appointment online, buy something, sign-up for a newsletter or email you.
Here is How to Building a Simple Conversion System
Before you start, remember that building an effective conversion system takes time. It doesn’t happen overnight.
First thing. Be very clear about who your client or customer is, what their problem is and how you provide the solution to their problem.
The Conversion System Formula - AIDA
Awareness, Interest, Desire, Action.
Your goal is to increase the number of visitors traveling through each step in the system.
Ideally, we want more people completing the last step or final desired action.
The 4 Levels of a Simple Conversion System
conversion system awareness. To have a conversion system you have to pull (not pour) prospects into your system. You do this by making people aware that you can provide the solution to their problem.
Ask yourself, “Where are my clients coming from and how did they become aware of my business?”
Next, look at the percentage of people taking that first step and consider…
Did you advertise on Google? If so, what is your click through rate? Or how many people saw your ad and clicked on it? Do you get traffic from people just looking for you on the Internet? Do people find you through social media? If so, do they click through to your website to learn more?
Make sure you’re properly targeting your prospective target audience, so you aren’t working on pulling the wrong type—or completely unqualified people—into your system.
You’ll spend too much time and money trying to convert them. Think of who your ideal client is and target them. You can always cast a wider net later.
Typically, if you create a substantial number of articles, videos and podcasts talking about the top 20 problems your clients are experiencing and include the solution to these problems…this will be enough content to help you get found in your local market.
Conversion system interest. After you attract prospects to your website and they enter into your system, you need to build their interest in your product or service solutions. Your content and website are possibly the best tools for doing this.
Write a headline for your website that grabs your visitors’ attention immediately. Then, craft content that keeps their attention. A good copywriter can be invaluable for this step. Content and websites that keep visitors interested and engaged are crucial for helping the prospect get to know, like, and trust you.
So how can you tell if your “interest” level of the system is working?
I recommend asking for an action that you can measure—most often an offer for a free no obligation consultation and/or a signup form with a free download like a guide, tools or resources.
Crafting good downloadable giveaway content and asking your visitors to exchange their email information for that free goodie—is a great way to see who has more interest in your product or service.
At this point the visitor may well have converted to prospect by booking an appointment online, phoning you or emailing your business.
If you haven’t got them yet, that’s ok…we’re not done yet!
Conversion system desire. Now it’s time to work towards making your leads (the people who opted-in for your free download) even more interested in your product or service. Make them desire it!
An autoresponder series is perfect for this. It continues to build the relationship between you and your potential clients. Not sure how to take advantage of an autoresponder series? Check out MailChimp.
Remember people most often desire a solution to a problem. What problem are you going to solve with your product or service? Make them desire that solution and you won’t need to promote the product or service!
Again, a good copywriter can be worth his or her weight in gold when turning interest into desire.
This level of the system can be a little tricky to analyze. But a measurable metric is how many people take the action you ask for. You’ll know you’re developing more desire as you get a higher percentage of prospects to take action.
conversion system action. The last and most important step to your system is the action step. This is your ultimate goal, the big action you want your prospect to take. Yes, they may have taken action already—such as opting-in to your free download, but you want a bigger action…
You want them to purchase your products and services!
As you likely notice, only a small percentage of prospects make it to this level. That’s why you should use the conversion system to analyze your sales process and make improvements at each level.
Think about it this way: A 10% increase in the leads you get could mean an extra sale at the end. Once someone buys, don’t stop there. Your best customers are repeat customers.
Think about other product or service you could move them into. If you don’t have any, it might be time to expand your product and services, create a new service.
What About The People That Don’t Take Action?
All is not lost if your prospects don’t take action the first time they go through your conversion system. If they jump out of your system, find another approach to appeal to them. See if you can tempt them back in with a better or different offer.
Also, learn as much as you can about the people who took action and those who didn’t.
· What differences were there?
· How could you motivate the people who didn’t take action?
· What objections were there? Can you eliminate them?
These questions—and their answers—will help you tailor your conversion system to perform at it’s best.
If you want your website to be more than a glorified online brochure then you should begin to implement the AIDA strategy into your website.
To start, focus on your home page as this is the page most likely generating the highest number of visitors to your website.
Get Monthly Updates. Learn How to Turn Your Website Into a Lead Generation Tool.
Joe Griffith is a digital trends expert and advocate for small business owners. He specializes in helping service professionals grow their business and gain new clients. Learn more about Joe here.