It’s always nice when folks drop by your website, but it’s even nicer when they follow it up with some good old-fashioned business transactions. If the number of hits your site receives is drastically higher than the amount of real-life customers you get, you’re probably getting pretty frustrated. But don’t despair! There are ways to turn clicks into clients – simply follow this guide.
Make sure your website has all the necessary information
If people aren’t following through after checking out your website, it might be because your site isn’t clearly telling them what they need to know. Make sure you have an easily accessible contact form, and always put your contact details on the homepage. A full list of services and pricing should be prominent, and it’s very important now to optimise your website for mobile devices (which most modern publishing platforms include, anyway). Special online-only offers or cash-back guarantees (if your service doesn’t meet the customer’s standards) are also factors to consider including on your website to get you over the line with potential customers.
True Local business listing “Service Heroes” have an example of what we think is a pretty neat website. Their phone number is clear and prominent on their homepage as well as an easy to fill out contact form. A list of extensive services can be found at the click of a button and they even pull in their True Local reviews on the page! Not to mention, their site is also responsive for mobile and tablet viewing. Amazing! Check out their website here.
As a general rule, the more easily people can find out about your business, the more likely they are to stay on your website longer and eventually choose your business to handle their needs.
Optimise your site speed
Even if you’ve got people flocking to your site in droves, you need to make their experience as good as possible if you want them to stick around. Site speed for example, has a significant impact on converting customers. Every additional second it takes for your page to load, there is a 7% decrease in conversion rates and let’s face it, there’s an endless number of websites out there, users will simply head elsewhere if yours is too slow to load.
An instant way to improve the speed of your site is keep the image sizes below 500kb. You can also use the free Google PageSpeed tool to analyse your site and make suggestions on how to speed it up.
Publish reviews and testimonials
Why drone on about the quality of your work when you can get customers to do it for you? Good word of mouth has always been the tradie’s greatest ally, and online testimonials fit the bill perfectly. People are far more likely to trust you on the advice of other consumers, so have a section of your website dedicated to real people singing your praises.
What does a good testimonial look like? It should tell a story to hook the reader in – what drove the customer to contact your business? Did their toilet spring a leak in the middle of the night? Did they have a hair disaster that needed fixing pronto? It should also contain specific examples of why your services were so good – perhaps you turned up quick as a flash, or maybe you provided a custom product that nobody else could. Those detailed reviews and testimonials are gold for your business, so make sure you’re sharing the best of the best. It’ll go a long way towards convincing people to hire you, and will also cheer you up whenever you’re having a bad day.
Make a deal!
We probably aren’t going to shock you with this revelation, but people like a bargain. Any kind of discount you’re able to offer should be shown loud and proud on your website. Cost is always a huge factor in choosing a business, and even a small discount (5-10%, for example) can serve to swing things your way. You could even try introducing an online-only introductory offer to really get people hooked.
Market your products
It’s great to know people are visiting your website and other online platforms, but you need to have a marketing strategy in place to ensure they see exactly what you have to offer and how it can personally benefit them.
Share a deal
If you’ve got a deal, share it on your social pages and make sure it’s noticeable on your website. If you’re really savvy, you can even tap into the herd mentality. For example, have you serviced over 50 happy customers this week? Let people know on your social media pages and on your website. This could influence a potential customer to choose your business over a competitor.
Make marketing personal
Another effective way to market your products is by using personalised marketing techniques. A simple way to achieve this via email marketing is to segment your customers so that the information they’re seeing is relevant to them. Email marketing platforms like Mailchimp allow you to split up your customers by age, gender, location etc (assuming you’ve recorded that information through an online sign-up form). That means you can send emails to certain groups of people about special offers that suit their needs.
For example, if you’re a hairdresser with a special offer on women’s colouring services, you can email only the women on your mailing list, and so on. Creating engaging, personalised customer experiences is key to driving higher conversion rates and decreasing the likelihood of spamming customers with irrelevant messaging.
Include an ‘About Us’ page
Just like reality TV contestants, small businesses can get a lot of mileage out of a little story. People are more likely to contact a company they feel they can relate to, so an About Us page is a must. Talk a bit about your backstory, your motives and your mission statement, and you won’t just get visitors interested, but you may well inspire them to find out more.