The best way to turn visitors into clients on your service-based website

Get your message right if you want your website to turn visitors into clients

It is incredibly frustrating to own a website that doesn’t turn your visitors into clients. As a female-led business, what you really want is a website that helps with conversion – attracting potential clients that navigate through your page so they take action by booking a call, requesting a quote or buy your products. The problem is many web developers are not marketers or copywriters.

Your website is your main real estate online and a vital tool for your service-based business. 

It only makes sense you have expectations that your website will take a visitor straight to your Inquiry Form.

But it isn’t that easy, is it?

“People buy products only after they read the words that make them want to buy the products.”, StoryBrand

Can you imagine asking a contractor to build you a house without a set of house plans?

That’s what you’re asking of your designer when you have not given your words the much-needed attention it requires.

Focus on your marketing message first before optics if you want to turn visitors into clients.

Too many small business owners make all too common mistake of focusing on optics instead of strategy. They get caught up in colours, logos, stationery and business cards. They’re ignoring THE thing that keeps the lights on – the potential paying customers.

And it opens the added frustration of all the back and forth that often happens when you ask someone to design a website for your business, but you haven’t given them the copy – the words. You’re asking your web person to design blind, basically. Your designer isn’t a magician (even if he’d like to think so).

With a clear strategy of your word structure, and focusing on being clear on how you help your client, you are more likely to keep your visitor moving through your website and less likely having them bounce off. Your potential buyer will continue reading if they resonate with your message and the problem they are looking to solve is clearly articulated. Ambiguity won’t help you. Turning visitors into clients means they’ll take action by clicking your CTA button of Buy Now, or Schedule Your Call.

There are 2 big mistakes businesses make when writing words for their service-based website

  1. They don’t clearly define what their clients want (don’t skip your research – it will cost you in the long run)
  2. They talk about TOO many things.

In the old days, we were taught to “chest pump” how great our businesses were.  That was how you would get one leg up over your competitor. This hasn’t worked for years.

I often hear marketers say:

Get strong Call To Actions and have your buttons clearly visible.

Although this is true, this won’t work either if it doesn’t align with the overall marketing message of how you serve your audience. Your Call-to-Action buttons only work if all the words leading up to them have worked in triggering them to take the action.

Create a clear marketing story by including your client’s current situation

Your website works best when you create a story of what they’re looking for by describing their current situation. If they visualize themselves in your description, they will continue to move down your page. It’s your job to be clear on how you solve that situation and be incredibly specific on what they can expect after using your product or service. Also, don’t be shy to describe how you can help them avoid sticky situations. Most humans are more enticed to avoid something negative than move towards a positive.

Your website’s message needs to include the right message in order for them to buy

When creating your message strategy, there’re 3 things that are on the minds of your buyers:

  1. What they want solved and can you solve it
  2. What change can they expect afterwards (outcomes & success)
  3. How can they access it

You’ll turn more visitors into clients by not positioning your business as the hero

Part of getting your message right means ditching your hero image. You can only have one hero in a story and it should be your client. Yah, all your awards and accolades may not be what triggers someone to want to buy from you. Hey, I know. All those awards – you worked hard for them. Even though they are a form of social proof, they are not your main reason a client gets triggered to take action.

As a StoryBrand Guide, not positioning yourself as the hero is the number one thing I help my clients with when it comes to their website copy. I recommend displaying awards and achievements closer to the bottom of your website. Or, add them to the bottom of your ABOUT page if you feel it has merit to your potential client.

Try removing all the “we are great” sentences and instead have your words focus on what your client stands to gain from working with you or buying your product.

Don’t be the hero in your client’s story

You can be the best at what you do, but if you can’t articulate what your client wants, they won’t listen. They will hop off your site and keep Googling.

Your client should be front and center in our overall message on your home page. If they can envision themselves in your story and desire the outcome to the point they feel it in their body, your website will be well positioned to convert your visitors into clients.

I’m Nicole Gallant, CEO of SmartCat Marketing and certified through StoryBrand . Helping you turn visitors into clients using the proven 7 step framework that acts as a filter to clarify your message so clients listen.  

Nicole Gallant

Nicole Gallant is the lead marketing and sales strategist connecting buyers to sellers for 20+ years. Buyer behaviour is definitely her jam. Certified in StoryBrand helping small businesses generate sales with content rich websites, crystal clear offers and effective social media plans. The trick is knowing which words trigger curiosity and interest with your brand and which words to avoid. She coaches female founders how to #ditchthepitch and stop using ego-centric content. Learn more about me »