Your website is one of your most valuable marketing assets. Yet for most service-based businesses, they don’t leverage their website nearly as much as they should, but if you follow what I’m going to share with you, you can start generating leads through your website.
If you want to get more clients, it starts with getting more leads. When someone is visiting your website, you want to make the most out of that opportunity. Ask yourself: How can I take this visitor to the next level?
See, right now, they’re a stranger, your goal is to move them to a paying client, but there are steps in between to make that happen. And one of the most important things you can do if you want more clients is to understand how people make purchasing decisions.
Everyone that visits your website may not be ready to buy. I don’t want to give you $2000 if this is my first experience with you. And as a general rule, the higher the price point of your service, the least likely they will buy the first time they come in contact with you, your business, or your brand. There is research that backs this up called the Rule of 7. The Rule of 7 is a marketing principle that states your prospects need to come across your offer at least seven times before they’re ready to take action. Of course, you’ll have some that require more or less, and there are a lot of variables to impact that number. But I think what we can pull from that, is to understand that it will take multiple touchpoints to turn a stranger into a client.
You want to build credibility and trust which is why you want to make the most out of this opportunity when they’re visiting your website. So let’s say you offer an accounting package for business owners at $800 per month. They’ve never heard of you, but they’re on your website. They may not be ready to do business with you right away, so instead of them looking around, then running off and you never hear from them again, you want to have a low risk, high reward for them to go to the next level. Low-risk meaning I don’t have to invest money, too much effort, or time to take this to the next level. The high reward is you provide something that I want and need for little risk. That’s where your understanding of your client’s challenges come in to play.
Think of it in terms of dating. Would you ask someone to marry you on a first meeting? I hope not. Marriage, for most, is considered serious business. Especially if you realize you’re married to the wrong person years later. So before we jump to marriage, think about what comes in between. That first date. As my mom says, courting…old school. Most of the time, we have to put in the effort and build on the relationship. The same is true for your website visitors.
I’m sure by now, you’re thinking, what does that look like?
One of the best things you can do that I do in my business and with my clients is offering a lead magnet. A lead magnet is something that you can provide that is valuable in exchange for their email address. This lead magnet should be enticing and something that addresses an issue for your ideal client, remember high reward.
For example, if I’m a home buyer, a guide on the common mistakes to avoid when buying your 1st home would be enticing. If I’m a weight-loss coach, a downloadable 7-day plan to jumpstart a weight loss program. If I’m an accountant, a checklist for commonly missed business deductions for entrepreneurs. Make it simple, especially If this is your first time out with a lead magnet. I would start with something simple like a checklist, a downloadable pdf, a guide. You want it to be super helpful, digestible in a short period, not overwhelming like 20 pages of new tax codes. This helps your client address a challenge and, demonstrates your expertise in resolving that challenge.
Second, you’re going to create this lead magnet and a pop-up on your website that offers this to visitors. When they click the pop-up and enter their name. They receive this free resource. They’ve got valuable information, and you’ve now got a lead who you can start building a relationship with until they’re ready to buy your services.
That’s how you get it done!