Few things are more frustrating than finally developing a system that attracts lots of new prospects, yet none of them turn into actual clients.
So today, I’d like to share a couple of thoughts that perhaps will be helpful. One is more tactical in nature, while the other may require a bit of a strategic shift. Both are worth thinking about.
Obviously, there are a host of factors that influence conversion, but I think that it’s important to recognize that simply driving more traffic or leads to your website, in and of itself, isn’t likely to be the answer. What’s going to have a greater impact on results is the experience that people have when they arrive.
Not surprisingly, this also speaks to the importance that niche marketing strategies play in overall conversion. At a micro-level this translates into, Does your website communicate that you focus on specific problems that a specific group of prospective clients have? The more that your target audience feels that they have found a place in which their specific needs, wants, hopes and desires are understood, the greater the likelihood is that they will stay on the site to learn more about what you do.
But targeting your site to a specific niche market is only the first step. The second (and arguably more important) is that you need to give them a reason for engaging with you. For anyone who sells high-value services, the reality is that a first-time visitor to your site seldom (if ever) becomes a buyer during that initial visit. That’s why making an offer (or offers) of something that will have enough value to justify their providing you with their email address, is critical.
What might that be? A short while back I wrote an article about making free offers that people actually want (and some other ideas that I think you’ll find helpful) which can be read HERE
I recently had some of my advisors take a look at my website and give me feedback on how they experienced both myself and my services from the perspective of a prospective client. It was gratifying to hear that I came across as an accessible expert, which was very consistent with how I wanted to be perceived. I’d welcome your feedback as well.
Food for thought
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Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube