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 do the heavy lifting for you. As a female-led business, what you really want is a website that helps with conversion –  attracting potential clients that navigate through your page and converts them into clients.

Your website is not only a tool for your service-based business but your main real estate online.  It only makes sense you have expectations that your site 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.

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 – 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 words. You’re asking your web person to design blind, basically.

With a clear strategy of your word structure, 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 through your solution story and finish strong 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 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 story by including your client’s current situation

Your website works best when you create a story of what they want by describing their current situation. If they see 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 convert more clients if you don’t position your service-based business as the hero

Part of getting your message right means ditching your hero image. 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. They act more as a form of social proof. However, they don’t trigger that “I got to hire you” feeling. My advice is to display them 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 centre 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 use the proven 7 step framework that acts as a filter to clarify your message so clients listen.  

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Nicole Gallant

Nicole Gallant is the lead marketing strategist and long-time sales professional connecting buyers to sellers for 20+ years. Buyer behaviour is definitely her jam. She helps you 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 entrepreneurs how to #ditchthepitch and stop using ego-centric content. Learn more about me »