We are consistently asked by clients for advice on how to get the biggest bang for their marketing bucks. Seeing as most clients come to us specifically for SEO and Social Media help, they are often overlooking their greatest and most easily controlled asset. This post will offer up some insights on how to utilize what should be your best-prepared, well-spoken salesperson…your website.
Pizza and Your Pocket Book
When selling your company and its offerings (whether services or tangible goods) never forget that people are willing to pay more for convenience. It’s also the reasoning behind any monetary tip that you pay (valets, waiters, delivery drivers, etc.), or at least it should be. People are so enticed by convenience that not only will they sacrifice freshness, but they will also pay more for a pizza delivered to their door. Think about it this way: Netflix has all but destroyed the video rental industry thanks to making it possible to watch thousands of movies from the convenience of your couch. From smart phones to email to DVRs, there are many examples of how this type of market disruption leads to changing the way society thinks about an entire service or product.
Your service or product might not be revolutionizing its industry or particularly innovating, but it should be offering some sort of convenience to the consumer – sell it that way! Focus on the the things that people want to hear – how will this save them time, effort, or money? Tell them loud and clear. Are you a dentist whose website provides an online appointment scheduler? Flaunt it with a well placed, shiny button that says so. Do you offer 24/7 support? Put an ever-present “live chat” button on the corner of every page to remind visitors. Does your service eliminate the need to stand in line at the DMV? Where do I sign up? Really, let me know which magical registration form to fill out.
Talking the Talk
Before you can climb up on your soapbox and tout how your company makes life so much easier, you need to find a crowd of people willing to listen. You know the old adage: “If a tree falls in the forest…” Well, if you’ve built an awesome site with all sorts of great content, but you’ve failed to drive any traffic to it…you can fill in the rest. <shameless_plug>Speaking of convenience, Big Leap is willing and happy to take care of the ever-changing and often-tedious work of Search Engine Optimization and Social Media Marketing for you. Just get in contact with us, and we’ll get captivated customers in contact with you.</shameless_plug> But really, you must have an audience to pitch your services and/or goods to or your site will fail.
As for falling trees and the sounds they make…make sure the voice and tenor of your content matches well with your company and its level of professionalism. Nothing will make a visitor feel lost in the woods like disjointed messaging that’s written out of context. For example, although it’s sure to grab some attention, don’t write the first line of content for your funeral service website like a comedian. It’s probably best in that case to go with a more somber, respectful tone in your messaging. That’s not to say you have to be boring if you’re selling insurance, quite the opposite. Look at the way many large insurance companies are now writing their TV spots: lighthearted and entertaining, but while offering authoritative convenience.
How do you tell people that you 1) know what you’re doing, and 2) are good people that are easy to work with?
Literally tell them that you know what you are doing, and are are good people that are easy to work with. Get creative and stand out from your competitors by injecting some personality into your otherwise dull “About Us” page. You could also hire out copy-writing as a service (also conveniently offered by Leadgenix).
Strong visual design
Don’t just tell visitors that you are competent, show them through a well-designed site that says, “Yeah, we believe in our services so much that we’ve invested some time and money to present it to you in a visually pleasing manner.” A professionally designed website helps you and your offerings look fresh and current. As a rule of thumb – it doesn’t matter if you’re the best lawyer in the land, if you’re using Comic Sans on your site, most people won’t call you.
Is your company certified by the BBB? Is your e-commerce site secure? Are you part of a prestigious association? If so, then let visitors to your website know by putting a seal, badge, or stamp of approval somewhere to reinforce that you are the company they can trust. In a world of crooks, scam-artists, and thieves, your reputation as a trustworthy business can go a long way.
Word of mouth is still one of, if not the, best ways to gain customers. There’s nothing quite like a good old fashioned compliment. Just make sure it’s from someone else or you’ll risk looking like this guy:
Do you have any thoughts, suggestions, or ideas that have helped you sell your business online? Let us know in the comments section below.