Create a client-worthy website in 5 simple steps
Are you ready to start promoting your brand online? Are you interested in converting website traffic into PAID CLIENTS that will know, like and trust you before you ever jump on a sales call? Then read on to learn my system for warming up leads with website copy, and how to take your visitors on a journey that will turn them into prospects who will be primed and ready for your services by the time they get to the contact us page.
Websites aren’t just a calling card for your brand -- they’re actually the hidden sales member on your team.
You read that correctly.
A good website will not only tell your brand story and let people know who you are, it will actually do the hard work of warming up leads for you if you create it to do so.
Now I know that sounds like a really outlandish statement bordering on a bold faced lie, but hear me out:
A website should take your viewer on a journey of discovery. Just like with a marketing funnel, a website will generate interest, influence their decision and warm them up for a close.
When you build your site to take your clients on a journey, by the time they actually talk to a sales rep, or get to that shopping cart, they will be ready to buy.
How do you do that you ask?
By following my 5 step strategy for building a website that attracts and converts more leads on autopilot, so you can free up your time to grow what you love!
Step 1: Tell your brand story in a targeted way that speaks directly to your target audience.
The first way you do this is on your Homepage. In order to tell your story, you need to take your client on a journey.
I recommend this basic homepage formula:
√ Mission statement
√ Unique selling proposition
√ Photos of you and/ or your product
√ Customer testimonials
You audience cares about who you are and the solution that you are offering to solve their pain points. Whether you are a service provider or a product based business, the bottom line is that your audience doesn’t care about what you actually do from a process stand point, they care about WIIFT (what’s in it for them) so showcase your solutions and not just your product.
You also want to think of your homepage as a landing board for clients, so include links to all of your subsequent web pages with a quick one liner about why they should check them out.
Remember: most visitors spend less than 5 seconds on your homepage before they make a decision to enter your site, so make this page the most beautiful and easy to navigate of all.
Step 2: Make your audience fall in love with you
If your visitor makes it past the homepage, you have reached a bit of success, but there is still a long way to go before convincing them to purchase. Now you have to demonstrate that you know them intimately, that you CAN solve their needs, and that you are worth their time and money.
Demonstrate your qualifications through an ‘About’ section that showcases that you are an expert in your field, that you identify with the buyer and that you are committed to providing them the best experience possible.
On the About page, start off with your history:
What have you done to date?
What problem did you overcome to get here?
Why are you qualified to sell this product/service?
What results have you experienced in your own life will the reader relate to?
If you have a team, who are they and why are awesome?
Then lead with your VALUES.
What do you care about as a company?
What promises can you make in regards to your customer service?
Do you have any social/environmental impact you can highlight?
Customer success stories/quotes/testimonials are KEY here to warm up the client to the idea that you can solve their problems. By this point in the journey, they are getting to know you, and showing that you already have wins under your belt will take them to the next step.
Step 3: Get them interested in what you have to offer
You should be linking your Products/Services page on every web page so that your customers don’t have to click back to get there. This may be just 1 extra step, but
Every extra action that a visitor has to take on your site can be the difference between a sale or a closed tab.
Once your visitor lands on your product page, make sure your branding is beautiful, there are a lot of photos of your product (or your smiling face if you are service based), plus pictures of happy, satisfied customers.
List out your offerings very clearly, and make your call to action clear.
Include phrases like:
Add to cart
Set up a consultation
Make the next step absolutely clear for your visitor so they have an easy journey to purchase.
A quick note on the importance of landing pages:
Landing pages are EXCELLENT for sweetening up the deal. You can use them to nurture leads even more with additional offers, free trials, money back guarantees… you name it! Include landing pages and pop ups to ensure you hang on to the attention of your visitor as long as you can, especially if they don’t click purchase.
Step 4: Offer up free content that demonstrates your value
This will be via lead magnet, or some kind of content that is of high value to your visitor that will get them to give you their email in exchange for what you are offering.
90% of web traffic to your site aren't ready to purchase on the first visit.
So you need to use your website as a neutral party that will engage the visitor on their terms and give them the chance to warm up to you.
It's CRUCIAL for your longterm business success to create this lead magnet, because it allows you to start a deeper relationship with your visitor via email marketing.
Common lead magnets include:
PDF mini guides
One of my lead magnets is a free branding bundle that will help my followers tell their brand story better. Click on the image if you want to check it out!
Because my business is all about helping clients with digital marketing and branding, a lead magnet that will help my clients better tell their brand story is a perfect incentive to get them to understand my style, so that type of lead magnet is super effective.
Use any kind of incentive that will influence your target audience to give you their emails. Once you have their email, you can control how they perceive your brand and influence their decision to purchase from you via an email nurture, which I will cover in my next blog post--so stay tuned!
Step 5: Be clear about your customer service in your Contact page
I've seen this happen time and time again, so I'll shout it from the rooftops:
Don't make promises you can't keep!
If you are only available from 9-5, make sure that is clear! And if it takes you 48 hours to respond to an email, make sure that you communicate that as well to your followers. Whatever you put on your contact us page should be achievable, so if you have a full time job or receive a ton of emails, make sure to let your visitors know that you will respond within 1-2 business days, not immediately.
It is crucial to establish the proper expectations for communication with website visitors, because it would be awful to put in the work to get them to finish line, only to deter them because you weren't clear about how you could best serve their needs.
The main takeaway from today is that you need to put yourself in the shoes of a new website visitor. Think about their user experience and what they would want to see/think/feel. Anticipate pain points or headaches, questions they need answering and general interactions with your site as you design it, so you can create the best journey for them.
This level of attention to detail at the beginning will save you work down the road and will double or even triple your sales without the need of additional sales calls, which saves you time, effort and money!
So go ahead-- start building the website of your dreams today.
And if you need help with the content, I am an EXPERT at branding and communications, and would love to set up a completely free discovery call with you to help you. Head over to my website and put some time on my calendar.
Working with me to develop your web content will be one of the best business decisions you make for yourself, I guarantee it.
Keep checking back in weekly to stay up to date on all the latest content, as well as to get inspired as you grow what you love. If you liked this post, please share it on your social media accounts, and leave a comment below! Please email me (email@example.com) if you have any questions, or are interested in working with me to help you build what you love.