Is your website languishing as little more than a web brochure?
As a professional service business, the problem with a web
brochure is it’s often loaded with features and ignores
persuasive results. A web brochure uses a lot of ‘I’ statements,
as in, ‘I help people …’, instead of speaking to the heart of
your visitor’s problem. It may use long paragraphs, yet neglect
to ask—or answer—the questions your website visitor has first and
foremost on their mind. The bottom line is, a web brochure does
little, if anything, to shorten your sales cycle!
The secret to rich rewards—more profits, greater free time—is the
potency of your marketing brand. Your website has to evoke
emotion, build a sense of connection with your site visitor, and
brand you as remarkable. A client capturing website grabs your
prospective client's attention, tugs on their heart, and inspires
them to feel their problem can be solved - by you!
How Can A Website Shorten Your Sales Cycle?
Why let your website languish, never fulfilling it’s promise,
making you work harder to bring in new business when you don’t
have to? A client capturing website will shorten your sales cycle
these five specific ways:
#1 Clients pre-qualify themselves
Instead of being bogged down with ‘looky-lou’s,’ the calls and
emails you receive are from prospective clients who have already
started on the path of hiring you. Why? Because their key
questions have been answered. They believe you understand their
situation, and they are looking to you as the solution. The
results for you? Your time is spent on clients who are a match
for your service.
#2 Weeding out the wrong type of clients
If your website sends a clear message of exactly who you work
best with and what problems you solve, it will automatically weed
out the wrong type of clients. Worried about missing new
opportunities? Don’t be! The wrong types of clients never become
the right type. The difference is, with a client capturing
website, you’re saved hours of time and effort figuring out--one
person at a time—if you’re a match. The results for you?
Increased focus and energy you can spend on the clients you love
working with.
#3 Evoking emotion
A ho-hum website generates few calls or contacts. What a waste!
From your opening headline, to your tagline and final call to
action, a client capturing website must create a strong, lasting,
powerful impression with a unique message. The sensations,
thoughts, and feelings you want to inspire are woven throughout
every page of your website. Even your choice of colors, design,
and images enrich the emotions you want your visitor to
experience. The results for you? Your prospective clients
instantly feel a sense of connection and begin to feel
comfortable with you. Remember, people buy on emotions, not
facts, and they buy from people they like.
#4 Getting your visitor to act
That is the point, isn’t it? To motivate your website visitor to
take action! Whether it’s to pick up the phone to call you, send
an email, sign up for your ezine, or download your special free
report, your website must stir your visitor into action…now! The
results for you? You spend less time marketing, and more time
delivering your service.
#5 Gaining permission for you to follow up and contact them again
It’s no secret that your database is your goldmine. But people
are smarter, savvier than they’ve ever been. You have to gain
their confidence in two ways. The first is that you won’t abuse
the privilege of having their name and email address. Next is
that you have something valuable to offer in exchange for those
two priceless pieces of information. Once you have their trust,
you must continue to earn it with each contact you make. My best
advice? Make certain every email or phone call includes a
valuable tip, resource, or helps your prospective client learn
something new. The results for you? You build outstanding brand
loyalty. A business built on loyal clients is a business rich in
value!
It’s time to raise the bar and expect more from your website.
Create a client capturing website and you have a ‘marketing brand
ambassador’ working for you twenty-four hours a day.
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