The particular data item you select is up to you. To work out what to focus on, you first need to ask yourself, “What will make the biggest difference to your business?” If your customers...
As soon as you select the data point you’re going to focus on, the rest falls into place. You can work backwards and make a plan to 10x your business website. Let’s get started...
The key data point for those who sell directly from their website is their visitor conversion ratio. This is the average number of people who have to visit a sales page on your business website to make one sale.
For example, Tom sells BBQ rubs from his website. He has an e-commerce store, and he’s currently making one sale per day. To 10x his results, Tom needs to grow this to ten sales a day.
If Tom’s analytics show he’s getting 50 unique visitors to his sales page per day, and these 50 visitors produce one sale on average, then he will 10x his website’s sales by increasing the number of unique visitors per day to 500. In theory.
Hang on a second, “In theory?”
Yes, in theory. In reality, it’s more complex than this. If you ever only focus on the homepage of your business website, you won’t achieve your conversion targets, because...
All these factors require individual attention, and some will 10x your business results more easily than others. Like anything else in life, your journey to 10x your business results will come from a mix of low-hanging fruit and those that are harder to reach.
This can all get very complex, and if you have the money to hire a specialist with training in Direct Marketing, you should do so. If you don’t, then I suggest you start small, test different offers, and give yourself room to experiment, test, and evolve more powerful marketing over time.
If you sell face-to-face, then you should view your business website as a potential source of new leads. That means you must focus on the number of visitors that produce one new lead.
Once you know what this percentage is, you can 10x your results by increasing the number of visitors you get by a factor of ten. Of course, it’s going to be more complex than that. The following factors impact the convertibility of visitors to your business website...
Let’s look at an example to gain more clarity. Jane sells bespoke, high-end jewellery. Her website showcases previous pieces she has made, but as each item is unique, she can’t sell them directly from the site. What Jane needs is for someone to contact her and book an appointment.
Jane gets her visitors from direct referrals, returning customers, her email newsletter, society magazines, social media, and online advertising. Each of these sources produces a different conversion rate.
When she offers an exclusive discount to her previous customers via her email newsletter, she gets a far higher conversion ratio than she does from random people who follow her jewellery group on Facebook. Likewise, she gets a far higher percentage of appointments from those who follow her jewellery group on Facebook than those who reply to her ads on Google.
When you set out to 10x the results your business website is producing for your business, understanding these different ratios and how to exploit them matters.
By now, it will be obvious that 10xing the results you’re getting from your business website can be a complex process. Before we tackle these complexities, let’s simplify things and look at the big picture. Those who sell...
In other words, you need to find ways to increase the number of visitors you’re getting to your business website. But, as with most things in life, some ways of driving visitors to your site are much smarter than others.
Once you understand what your business website has to do at a high level, we can focus on how to go about it.
Those who are looking to generate leads from their website are still trying to make a sale. In your case, the sale is the appointment, and from now on, we’re going to think of generating a lead as the sale your business website has to make. Thus, we bring together the two objectives and focus on our visitor-to-sales conversion ratio. The key to converting your business website’s visitors into sales comes down to these factors...
Even if you’re selling an appointment rather than the product itself, you must satisfy these questions to make the “sale.”
The One Stop Web Shop has an article with a treasure trove of tips, techniques, and ideas for converting website visitors into leads.
When your site’s key objective is to act as a showcase of your products or services, then you must focus on these areas...
You can contact us for professional help in any or all of these areas, but your main focus should be on increasing the visitor count for your business website. Here are eight ideas that will help boost the traffic you get to your business website...
There are more ways to boost the traffic to your business website at the end of this article. But if all these ideas still aren’t enough, ask Grok for suggestions.
The minimum amount of new content to add to your site per day.
Identify your website’s best search terms and optimise accordingly.
Automate customer service and provide interactive answers on request.
Email is the best low-cost marketing solution. Build your mailing list.
Generate articles, images, and video for your business website.
Be active on LinkedIn, Facebook, Instagram, X, and/or YouTube.
Some visitors convert more easily than others. For example, people who have bought from you before are probably already converting ten times the rate of those who haven’t.
Does this mean we can work smarter by only selling to existing customers? No, it doesn’t. Even established businesses with thousands of clients still have to bring in new clients to replace those who stop buying from you due to poverty, death, or the frisson of seeing one of your competitors behind your back.
Nevertheless, your existing customers can and should make up some percentage of your business. If you’re not already making exclusive offers, contacting them regularly, then you should start doing so.
Naturally, it pays to be smart about this. You will greatly enhance your conversion rates if your existing customers have access to things outsiders don’t.
Create special landing pages, content, and other items on your site that only they can access. Make being one of your customers something desirable in its own right. And if you find yourself stuck for ideas, contact me and let’s chat.
There are many ways to bring new customers to your business website, but they’re not all created equally. For example, consider the following sources of traffic to your website...
These are all capable of generating traffic to your business website, but the people who respond arrive on your site in a different state of readiness to buy from you.
Someone who responds to an ad on Google has done so because the text in your ad appeared to align with what they were looking for.
On arrival at your site, you now need to progress them further down the sales funnel so they feel comfortable enough to buy.
Someone who seeks you out after seeing you interviewed by someone they follow and trust on YouTube arrives at your business website in a different state of mind. Such a person is further down the sales funnel and may even have already decided to buy.
The two visitors I describe above are not the same, and they should arrive on different pages on your site. That way, you can provide what they need to progress further down the sales funnel.
The following diagram outlines the lead generation process, which starts when someone arrives on one of your business website’s landing pages. The diagram explains the various stages a visitor must go through to transition into a customer.
Back in the day, direct response copywriting followed a format known in the trade by the acronym AIDA, which stands for Attention, Interest, Desire, and Action.
In this article, I’ve injected two new factors between Desire and Action that help improve the odds that your call to action will work. Here is my extended version of AIDA...
On arrival at a landing page, your first task is to get your visitor’s attention. Your sole objective is to grab 100% of this person’s focus and get them as quickly as possible to the next paragraph, where you will attempt to spark their interest.
How you get their attention depends entirely on where this visitor has come from, what they’re looking for, and why they responded to your invitation to visit.
For example, if you posted to a Facebook Group set up for people who suffer from allergies and invited people to find out more about a home Carpet Cleaning service that relieves allergy sufferer’s symptoms, everyone who clicked through and visited your business website will expect the page they land on to pick up where the Facebook post left off.
If they merely arrive on the homepage of your business website, then the business owner has erected hurdles that potential customers must now jump over.
Consider your business website’s current homepage. It has all sorts of elements that distract from the reason why the visitor clicked on the LinkedIn post in the first place. That’s why an experienced marketing professional makes use of dedicated landing pages. These usually lack the site’s normal header, menus, images, animations, and other elements that pull focus away from the attention-getting headline. Speaking of which, the headline itself should lead naturally into the next section. Let’s get back to our carpet cleaning example...
Let’s say a post on Facebook talked about the danger to allergy sufferers of not having their carpets deep-cleaned every three years.
We shall assume the post was compelling and that allergy sufferers were given good reasons for visiting the author’s website to find out more. Thus, allergy sufferers living in the Carpet Cleaner’s local area land on a page that contains zero distractions, and immediately grabs their attention with a large headline that says...
This headline picks up where the LinkedIn post ended and achieves several useful objectives. It...
Once your visitor has been hooked and delivered safely into your landing page’s opening paragraph, your objective switches to building interest in the product or service you’re selling. If you have revealed a key benefit in the headline, as we did in our example (less severe symptoms, fewer attacks), you build interest by establishing the truth of your claim. For example...
Those of us who suffer from dust allergies know how debilitating they can be and that vacuuming the carpet isn’t enough. What’s more, many of us have discovered that antihistamines get less effective over time. Take my client Jenny...I tried everything to lessen my allergies, including prescription antihistamines, but nothing seemed to work. I never had itchy, weeping eyes and sneezing attacks at work, so I knew it was something around the house. As soon as you deep-cleaned my carpets, my symptoms cleared up!
In this case, we build interest among those who suffer from allergies in two ways...
Having built some interest and established credibility for the service being offered, it’s some to build a genuine desire for the key benefit delivered by the product.
The desire phase of your landing page aims to build a strong emotional want for your product by...
Many business owners struggle to understand the difference between a feature, the advantage it confers, and the benefit that results.
A useful rule of thumb is to think of a benefit as something conferred by the advantage that comes from using one of the product’s features.
For example, my vacuum cleaner might feature a powerful 3000-watt motor, which has the advantage of allowing me to finish a job faster and with cleaner carpets, which leaves me the benefit of more time to watch sport on the television, which is more enjoyable because I suffer fewer allergies thanks to my cleaner carpets. Desire stems from benefits, but those benefits have to be credible.
I may claim I can double your income overnight, but unless you have good reason to believe me, my claims are likely to generate derision rather than desire.
You must keep this in mind when thinking about the sales copy on your business website. The desire section of your business website’s landing page must state a benefit and then establish why your product or service delivers that benefit.
You can accomplish that using a variety of tools...
Assuming you can build desire effectively, your landing page should then place a hurdle in the way of the visitor. This is something that threatens to remove the prospect of obtaining that thing they now desire. For example...
For example, some makers of luxury goods require that a potential customer prove they’re worthy of the product in question. Of course, that sort of hautiness isn’t appropriate for most companies. But there will be some way of putting the sale at risk in the mind of the prospect.
The purpose of the qualification hurdle is to have the prospect start to imagine themselves without a desired product or service. It is first to generate fear of loss, resolve whatever the issue is, and then ask the person to act.
The purpose of urgency is to get the person to act now, rather than putting it off until later. There are numerous ways to introduce urgency, including...
When human beings are unsure what to do, most default to doing nothing. By injecting urgency into the situation, you help to overcome natural human inertia and make the most of the visitors you get to your business website.
You may even make use of urgency before and following the call to action. You need to apply two different kinds of urgency, raising the first prior to the call to action, and the second immediately following it. You can think of it as a one-two punch designed to inject as much energy into the response as possible.
The action section of a landing page on your business website is where the rubber meets the road. This is the place where you ask the visitor to click a button, fill out a form, or pick up the phone.
It sounds so simple, doesn’t it? And yes, this is the very place where many of your visitors fall back on the predictable patterns of human behaviour...
We’re all the same when it comes to being asked to take bold action. This is especially true when we’re still not 100% certain about something. And the plain fact is that when it comes to money, parting with it often throws up uncertainties. Then there’s the fact that for most people, the safest thing to do in any given situation is nothing. Usually, but not always. Consider the following scenario...
Does this woman do nothing? Probably not. She may find herself frozen in fear, but the most likely outcome is that this woman will leg it back to the footpath as fast as her legs will carry her!
The wonderful thing about the above example is that it hints at what we must do to get our visitors to take action. No, I’m not suggesting that you employ teams of truck drivers to mow down anyone who won’t buy your product! I am suggesting that fear motivates human beings and spurs us into action. We fear all sorts of things...
There is no end to the things a given person might fear, and the specific combination of fears that motivates those interested in your product or service is likely unique to your particular industry.
Note: Playing on the psychology of fear is something best done on a landing page designed to motivate a specific type of person. You shouldn’t do this on the regular pages of your business website.
When you ask your visitors to act, you should do so within the context of the things your target market is most likely to fear.
For example, you might throw in the possibility that the visitors to your site will miss out on a special rate by including a time-limited offer. The sooner that offer expires, the greater the fear it will invoke. Consider the difference in power between these two offers...
The first call to action requires that you act today, which essentially translates to this instant. The second provides you with so much time, there’s no reason to do anything.
Once you’ve asked somebody to act, you must immediately provide them with the means to do so.
On a landing page, that might be a button, link, clickable phone number or email address, ChatBot, or form. Then tell them what you want them to do.
When it comes to a landing page on your business website, leave nothing to chance. Don’t make the mistake of assuming your visitors know how to respond to your call to action.
A call to action can be followed up with a tale of woe that describes what happened to someone who failed to act, a restatement of the product’s benefits, and/or more testimonials.
You should devise this follow-up content in ways that make sense for your product or service. For example, if you’re an investment advisor and have a client who lost a lot of money because they didn’t invest when you recommended, provide that as a testimonial following your first call to action.
Having reinforced the reasons for acting, now repeat the call to action.
Don’t be shy about placing multiple calls to action throughout your landing pages, so people don’t have to go hunting for ways to respond.
You could (and should) include CTAs as links within the text on your lead generation and sales pages, but it also pays to make use of buttons. Consider these two options...
Wouldn’t you love to get one thousand fully-qualified visitors to your business website in just 5 days? Click here now...
The second of the two options is more compelling, isn’t it? The button has several advantages over a link. It...
You certainly shouldn’t replace all your links with buttons. When it comes to an important call to action, some people prefer a subtle approach and will respond better to a link. That’s why you should use both and maximise your results.
A button may be all you need on a highly focused landing page, but if the page has many competing design elements, and you want to draw in your visitor’s eye, add a headline and image for an even more powerful call to action...
As you can see, we have added considerable power to this call to action. It’s impossible to miss, and both the offer and its key benefit are restated before we ask for the click. Here’s what this form of the CTA is doing...
As you can see, there’s a mix of art and science involved in a powerful call to action. If your business model depends on its proper execution, then contact me and ask me to inject power and urgency into the CTAs on your business website.
For even more ways to 10x the results you’re getting from your business website, check out the links in the blue sidebar on the top right (or below if you’re using a mobile device) of this page.
Alternatively, the following concertina offers more tips to increase the results you’re getting from your business website.
Click and download The One Stop Web Shop’s “10x Your Business Website” resource.
You’ll get even more tips, tricks, and techniques to 10x your business website when you connect with me on LinkedIn.
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