• Get site visitors to become clients with these five tips


    How many times have you walked into a store and been so enthralled with product that you just couldn’t imagine your life without it?  I hope not too many times! But seriously, sometimes companies do such a great job advertising their product or service you think you can’t live without it.  Like some of those infomercials; I mean I watch them KNOWING that the item is most likely crappy because of previous experiences; but they still now how to advertise their product so well.  They understand what the client is looking for, what they would want to see, and what would catch their attention and intrigue them.

    So when creating a website, how can you offer products or services that your client’s simply can’t refuse?  You need to get into the mind of your client.  Too many times I’ve seen websites that talk about themselves and how great they are forgetting their target. I don’t care that you have 15 years of so and so experience, or that you are number one in this industry.  I want to know what you can do FOR ME.  How can you help me?

    It truly is a challenge to create a client-centric and visitor-focused site.  But you’ve got to get in their heads, understand the language they use, and sell them your product and service in the most subtle yet convincing way possible.  So let’s say you offer lawn care services; what are the terms that your client would be looking for?  Well not productivity; that’s for sure.  It’s a stretch to assume that since you are providing them with lawn care, and taking that responsibility off their plate, that their productivity will increase. What your customers want to know: how much it will cost them, how often you need to come to cut the grass, maybe a little about your experience, etc., And those are the terms you need to target in your copy.

    Some tips you can implement in order to give your client what they want:

    1. Make sure your language adheres to your audience:  You want to speak to them; not at them. So if you’re targeting the consumer, tone down the corporate lingo.  But if you’re talking to executives, make sure the language is appropriate for them. Very often you write to please yourself, not to please the client. So if you come from a corporate background you begin writing that way although that would never appeal to your clients, and vice versa.

    2. Let the client see the benefits of your product and service: They will be interested in reading about your company later; but now the want to know what your product and service can do for them.

    3. Make certain your site is user friendly:  Maybe provide a site map or bread crumbs to help the visitor navigate easily.  Don’t make certain pages on your site impossible to find; make the site experience a nice one for your potential client.

    3M Results

    4. Include information, good and bad, about your product offerings and competition:  This can be in the form of a tool.  For example, Progressive offers a tool where clients can easily compare prices that of their service and the service of competing companies. Progressive is not always the lowest costing insurance, but they offer a useful tool that will drive hundreds of clients to their site; and might be the cherry on top that helps clients choose them over other services out there.

    5. Give your clients an incentive to come to your site.  If your site is a mere 10 pages and doesn’t offer clients anything else; that will drop visitor response tremendously.  But if you offer articles, guides, ezines, or whitepapers; you will have a lot more traffic and immensely build your client’s confidence in your services or products.  Another great hook you can include is a blog.  This way you can directly communicate with clients addressing specific industry questions or concerns, or discussing the latest and greatest company/industry news. Clients love to see that the top officials of the company are involved and are giving customers the time of day to focus on their needs and address their concerns.

    stop CRO frustrations

    Implementing a few good tips can help build trust and confidence in your potential clients.  When customers feel that they are number it will reflect in your sales increase and traffic increase to your site.  DO you have any additional tips that will “give clients what they want?”

Ayat Shukairy

My name is Ayat Shukairy, and I’m a co-founder and CCO at Invesp. Here’s a little more about me: At the very beginning of my career, I worked on countless high-profile e-commerce projects, helping diverse organizations optimize website copy. I realized, that although the copy was great and was generating more foot traffic, many of the sites performed poorly because of usability and design issues.

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Ayat Shukairy

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3 thoughts on “Get site visitors to become clients with these five tips”

  1. Chris Denny says:

    I am glad you mentioned including bad information in number four. I recently read a study (don’t remember where) that that basically said bad reviews often increase leads and sales because they allow potential buyers to decide if the bad aspects of the product are things they can live with.

  2. Khalid says:

    Chris, that is actually very interesting. I always thought that the best way to deal with negative information is head-on but I am actually glad to see that this actually helps increase conversion rate.

  3. Melanie says:

    I really agree with #5. I started out my site with just the products I was selling. There were often a few sales but nothing dramatic. After I started to add “extras”, like related articles and a blog, my sales started to skyrocket. Google started sending people over that were interested in reading the articles, and then they turned into customers.

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