There are lots of businesses that, while providing great services, don’t get many new clients from their website. If this sounds familiar, it’s likely the problem lies not with your business but with your website. In this post, we’ll look at five tweaks you can make to improve your website and make it much more attractive to potential clients.
1. Different landing pages for different people
One way to grow your client base is to create content aimed at the different types of visitors you will attract. While it is likely that most of your traffic will come from internet searches, there are others who will click on advertisements or a link in an email and those who visit because you have given them a business card.
If your aim is to get more clients, it can be far more advantageous if each of these types of visitor is directed to pages of your site specifically set up for them. In general, websites are set up to deal with cold visitors arriving from the internet, so this part of the equation is normally in place. What remains is to create separate landing pages for the other types of visitor.
For example, if you are promoting a service in an ad or email, it’s probable that you’ll be targeting a specific segment of your market. So, instead of sending the visitor directly to your normal service page, send them to a landing page which is centred around the needs of the market segment you are aiming at rather than the general inquirer.
If a visitor arrives on your site after typing in the URL from a business card, the chances are that they will have already met you in person. These are not cold visitors, so the page they arrive at needs to be written in a way that builds on the relationship that has already been established.
2. Focus on the benefits of your services
Many service websites fail to attract new business because they put too much emphasis on the features of their service rather than the benefits their services provide to their clients. If you make wedding dresses, for example, they won’t be overly interested in how hi-tech your sewing machines are or where you source your fabrics. Instead, they’ll want to know how using your services will make them feel a million dollars on their wedding day.
The way to getting the focus right is to take each of your features and show its benefits, e.g., “Our hi-tech sewing machines enable us to provide highly accurate stitching in half the time, helping you get your dream dress for much less.” The focus of the content has to be on the client, not on you.
3. Incentivise the client
There are a number of ways to incentivise new business and it is worth considering which of these is most likely to be effective with your particular service. The most common technique is to offer an introductory deal. You often find these being used by businesses that deliver ongoing services; think of all the broadband/TV/phone providers that will give you the first six months at reduced rates in the hope that you’ll pay the full price if they like the services and stay with them.
Improving a client’s status is another means of getting them on board – if you have tiered membership plans, offering customers the one with the highest status for the price of a lower tier can have irresistible appeal to their vanity – especially if you are operating in a vanity related business, such as gyms, hair salons and beauty therapy.
Another incentivisation technique is to promote your company as an expert in its field. You can do this by providing free whitepapers, eBooks or blog posts which help potential customers solve problems related to your area of expertise. Getting their email address in return for accessing this information enables you to get in touch and offer your professional services directly to them. The free materials you publish act as an incentive because they provide potential customers with the knowledge that you know your field well and this builds a trust in your capabilities.
4. Say it in plain English
While technical jargon might be essential to use within your business, not all your potential clients are going to understand what it means. If you use it on your website, those who don’t aren’t likely to use your services. You’ll just baffle them with terms they have no concept of and go somewhere else.
If you want to cast your net as wide as possible and increase the number of clients who use you, keep obscure technical terms out of your copy.
5. Make sure you have ‘calls to action’
The ultimate aim of any service website is to get new clients and the key feature of any web page which helps do this is the call to action (CTA). The CTA is the part of the page that follows your marketing content and which asks the customer to take action, e.g., to contact you, make an online booking or to press the buy button.
To be effective, calls to action should be highly visible, attractive and carefully worded. “Still looking for your perfect wedding dress? Call us now on …“
Websites that are focused on the needs of the client are those which are more likely to attract new business. By creating different pages for different types of visitor, highlighting how the client will benefit, incentivising the client, cutting out the jargon and putting in well written and well placed calls to action, you’ll have a much better chance of turning visitors into new customers.
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