There is one simple technique that can help you convert website visitors to potential clients. Having a website is more than just a “necessary” marketing piece. It’s a critical step in helping potential clients find you, and qualifying that candidate before they even contact you.
Part of your website’s “job” is to speak to your ideal client. You’ve heard me say over and over again that identifying your ideal client is a critical piece to your success as a solo service professional. By narrowing your target audience down to ONE person, you have a much greater chance of success because everything you do will focus on their needs, their challenges and ultimately the solutions they are looking for.
That is, the solutions they need and YOU provide.
The best way for them to realize that you provide the EXACT solutions they want is to speak directly to them through your website. How do you do this?
Simple! You ask them questions.
Even though you can’t hear their response, you want them to read the questions and immediately say, “Yes, I need that kind of help” or “Yes, that’s me!”
So, for example, let’s say you are a Financial Planner that specializes in helping families get out of debt within one year so they can buy a house. Your website can speak to your idea client by asking these 3 questions:
1. Did the house of your dreams slip through your fingers because you have too much debt?
2. Are you having trouble qualifying for a home loan because of your credit history?
3. Do you want to get out of debt so you can buy a new home?
Any potential home owner can identify to these challenges and headaches. Better yet, those that have tried to buy a home and have had their dreams crushed because of their debt can immediately identify.
And that’s exactly the response you want!
No matter what type of business you have or what kind of services you provide, at the end of the day you are really a problem solver. That is the key to differentiating yourself among other colleagues in your industry.
Using the “question” method to get website visitors to identify with you and make a connection will go a long way in pulling them into your sales process. They’ll see you as a resource and solutions provider and will likely want more information from you. (Like the compelling freebie offer you should have on your website).
Then, they will be back to check your blog posts, testimonials and service offerings. And finally, they will contact you to discuss working with you. That’s right, they will contact you. No cold calling or generic prospecting. Your ideal client will be looking for you, find you, and ultimately hire you to help solve their problems.
So, is it worth making this small change to your website? Absolutely! Remember, your website shouldn’t be about you. By focusing your content on the solutions you can provide and the problems you solve, you will immediately connect with your ideal client. By focusing on the client, you will establish your credibility and will grow your business.
What “yes that’s me” questions will you post on your website? Post your comment below and let me know!