Today, I want to share a highly effective strategy for getting prospective clients to raise their hands and express an initial interest in the services you provide. In order to do that we need to visit your website.
If I landed on your website, what would I find? As a highly generalized answer, I’d imagine that it would be a reasonably attractive landing page that described what you did to a largely generic audience. I’d also guess that there would be the usual tabs that offered me an opportunity to learn more about you, your services and perhaps a “contact us” page for the highly motivated to let you know they are interested in possibly doing business with you. (Note the phrase “highly motivated”, everyone else would probably pay it little or no attention.)
But, in truth, there’s nothing bad about this website in the sense that it’s unlikely anyone will visit it and be repulsed. But let me ask you a question.
What’s the likelihood that a prospective client invests in your services the first time they hear about you?
My guess is that this rarely happens.
I’d further guess, that you’d agree that a relationship needs to be in place before a business transaction ensues.
OK, back to your website for a moment. Here’s the problem…
My guess is that it’s going to be terribly easy for someone to come to your website, visit for a short while and then leave…without leaving any record that they were there.
Why is that important?
It’s going to be somewhat difficult to develop a relationship with people, if you don’t know who they are.
Thus, a critically important element that your website is probably missing, is a great free offer that is so compelling that visitors have no choice but to give you their contact information in exchange for it.
No, I’m not talking about that little button that offers the less-than-motivational message of “Subscribe to our newsletter”. What you need is something great. Something that hooks the attention of your prospects. Something that makes them want to get it.
It’s all in the topic you choose and the hook you use to promote it.
It can be delivered as a report, a video or as a podcast. The delivery method is secondary. The Hook is critical and primary.
Longtime readers of mine know that I harp on the concept of mental heavy lifting. What I mean by that is really thinking through the fears, hopes, dreams and aspirations of your clients. It’s only by having that level of understanding that you can create hooky free offers that will get your prospects to take that initial step of self-identifying themselves. However, devoting time to thinking through those issues pays big dividends for those who are truly seeking accelerated business growth.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Business Growth, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube