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Ensure Your Website Overcomes Prospects’ Objections

For most of us our website is our primary selling tool.

 

But how good is your website at converting visitors to enquirers?

 

If it doesn’t convert, the primary reason will be that it’s not satisfying your visitors’ concerns – the questions they want answered.

 

One area you should pay attention to is the stereotypical complaints people have about your industry – their pet hates.

 

If you demonstrate that you don’t commit these pet hates, you immediately overcome a load of objections and position yourself as the go-to supplier.

 

The following are examples of what I’m talking about:

  • Builders – we hate it when jobs take longer than we expect. We hatge it when they leave a mess and when the work costs more than we’ve been quoted.
  • Lawyers – we hate the fact that lawyers often speak a language that we don’t understand. Even worse that you can’t have a telephone conversation without receiving a hefty bill.
  • Marketing people – marketing people are often considered to be smarmy and silver tongued and will say anything to close a deal (absolutely ridiculous I know)

 

So how do you demonstrate that you’re not guilty of the same sins?

 

Service Charter

Within a Service Charter you can list all the things people hate. You then make your commitment not to make these mistakes and show what you’ll do to avoid them.

 

A builder might say “ At the end of every day, we guarantee that we will tidy the site to ensure that  no unsightly mess is left behind”.

 

Guarantees

Another tool which answers a lot of concerns is a guarantee.

 

If a builder guarantees that as long as the spec doesn’t change, that they will charge exactly what they’ve quoted, that would give us huge reassurance.

 

The key to this exercise is to make sure you’re brutally hones. What do people dislike about your industry and how are you going to handle them.

 

If you can address your audience’s key issues many more prospects will decide to do business with you.

 

Now what?

 

You now need to make sure that these key selling messages feature prominently on your website.

 

My preferred approach is to highlight a couple of them on your home page and link these through to a Why Us page.

 

To me the Why Us page is a must.

 

It’s the page where you highlight all the ways in which you stand out and the reasons people should choose to do business with you.

 

This process is just one of the areas I address in my “Marketing Proposition” workshop. I always do this with all new clients to give them powerful standout from their competition..

 

To sort out your Marketing Proposition contact me on 01483 200387, email me on mikejennings@bda.me.uk or via the website www.bda.me.uk

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How To Increase Your Website Conversions

No one is going to do business with you until they have checked you out online so it is vital that you maximise your website conversions.

Websites have to work really hard.

Looking pretty is no good to anyone. Website conversion is all about turning browsers into responders and ultimately customers.

So what are the key issues that you’ve got to get right?

Don’t waste your most valuable space

We’ve probably all heard the stat that you’ve only got 8 seconds to grab your visitors’ attention before they go elsewhere. Allied to that is the fact that 50% of visitors never actually scroll down the page.

This just emphasises the mistake I see all the time where people fill the top section of their home page with a scrolling selection of pretty pictures, which are somehow related to the business.

This is a waste of the most valuable real estate on the site.

This is the area where you should be hitting your visitors with a headline that communicates the biggest benefit you deliver or the greatest problem your visitors suffer from plus where you should be using a lead magnet to get your visitors’ contact details.

Have a look at my website and you’ll see what I mean www.bda.me.uk

The importance of video

Video is an absolute must these days on your website.

Google has always loved video and rewards you in its rankings.

But video can do some much more.

Video gives you the chance to introduce your personality into your website so in effect visitors are no longer interacting just with a website but also with you, the video presenter.

In a business such as mine communicating my personality and expertise are key objectives for me. Additionally you can use your video to tell people exactly what you want them to do and give them an immediate call to action.

The other thing is don’t hide your video away. Put it in prime position on the home page so encouraging people to play it and interact with you and the site.

If you’re not keen on actually featuring in the video you can always get someone else to be the spokesman for the business or you can do a Powerpoint presentation with a voice over.

Authority

If visitors are going to take action, they are going to need to be convinced by your site. To do this your site needs to be authoritative.

Authority can be created by showing your qualifications, any awards you’ve won, by including glowing customer testimonials and case histories which demonstrate the effectiveness of your solution.

Only when I have confidence in you will I take action and get in touch.

Mobile

Mobile has now officially overtaken desk tops for searching the web. As a result earlier this year Google amended their search algorithms and now heavily penalises sites which aren’t both mobile responsive and mobile friendly

So you absolutely must make sure your site works on all devices otherwise not only will you miss out on over 50% of potential traffic but Google will give you a major ranking slapping.

Free website review worth £300

Having given you all this great advice, I’ll now back it up by offering you a free review of your current website to see how it is performing. I normally charge £300 for a review so not only will you learn how you can increase your website conversions but I’ll even do it for free.

So for your free review or for help with any other aspect of your marketing, contact me on mikejennings@bda.me.uk or call on 01483 200387.

 

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Make Your Website A Regular Source Of New Customers

Anyone who’s been in business for a while knows that two of the absolute ‘must-haves’ for success are:
1.Getting new customer or clients
2.Keeping them coming back for more

For most small business owners maintaining a steady flow of new clients is really quite difficult. The majority of business owners that I meet usually rely on using a few lead generation tactics. However, any business that uses just a few lead generation techniques is putting themselves at risk. What happens if these for some reason suddenly stop working?

If you want to grow your business, you need a steady flow of high-quality leads. To achieve that you need to use lots of different ways to generate leads, both on and offline.

Here are just five key tips on lead generation, without any cold calling (which you probably hate doing as much as I do!):

1. Set your lead generation objectives so you can determine what works and what doesn’t

Set specific targets that you can track and measure.

Spend time setting your objectives and specific, measurable targets. If you don’t, how will you ever know if your lead generation programme has been successful or not?

2. Use your website as your primary ‘lead conversion machine’

Your website, if set up and optimised correctly, can be a powerful marketing tool that takes prospects generated by your lead generation programme and converts them into a stream of high-quality leads.

To work effectively your key landing pages (the ones where visitors enter your website) must capture your visitor’s attention immediately. You must decide what action you want your visitors to take e.g. sign up for a newsletter, download a PDF etc and make sure you focus on getting them to do this on every page.

3. Use Social Media to drive people to your website

From a marketing point of view, one of the best uses of social media is to drive people to your website.
Whenever you tweet, link back to your website, whenever you blog include links back to your website and the same goes for Facebook and LinkedIn. Of course if you’re going to do this, then your social media utterances need to be relevant to your website content and to your business, but that should go without saying.

4. Use direct mail to generate leads

Direct mail like sales letters, post cards, flyers, etc, is still one of the most effective ways of communicating your messages to your target audience and of course, driving them to your website, where they should be incentivised to complete the kind of actions I’ve mentioned above.

Direct mail’s main advantage over email is that it doesn’t have the message filtering that email marketing has.

5. Use online advertising like Google AdWords to instantly drive quality traffic to your web pages

Pay-Per-Click advertising can be a highly effective way of getting the right people to your website quickly, particularly if you are finding it difficult to obtain Page 1 rankings on Google.

Used correctly Google Adwords is a fantastic business generator but if used incorrectly you can burn loads of money for absolutely no reward.

If you’re new to Adwords, proceed cautiously to start with until you know what you’re doing.

 

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Why The Content Of Your Website Is So Important

Recently I was checking out the website of an SEO guy I’d met at a networking event. As websites are at the very heart of this guy’s business, I was expecting the website to be technically perfect, maybe not very inspiring but put together with the ultimate care and attention to detail.

Well was I ever disappointed.

It was a mess.

It was littered with typos and grammatical errors. Now you could argue that this isn’t important and the only important thing is whether he can get my website to a prominent position on the first page of Google. My impression wasn’t helped by the fact that his website wasn’t ranking highly for what I thought were his most obvious keywords.

Moving away from the example of this one company, the question is whatever business you’re in, how important is the spelling, grammar and over all presentation of your website?

Coming back to my SEO scenario, I immediately started to form an opinion about him and his business standards and that led to my conclusion of shoddy website content = shoddy workmanship. I could be completely wrong, of course but if I’d come across that site purely via a Google search I would immediately move on to other sites that look more professional and show that they care about how they present themselves to the world.

I believe that words really do count when it comes to websites. After all, for the most part, it’s the written word that is doing the hard work on any website small businesses have to rely on their website content to get across their key messages and find a compelling way to engage with customers in order to keep visitors on their site for more than the 8 seconds that you have to persuade them to stay. Your website content is your business voice, so if you want to build trust and credibility, the words, grammar, punctuation and layout on each page of your website are vital.

The Internet has presented us with so much choice that we have to find ways of making decisions, applying various filters to get down to the final two or three businesses that we might purchase from. If the spelling and presentation let the site down, you’ve found a reason to discard that prospect.

We’re all concerned about our search engine rankings and now Google is focusing on the visitor experience and penalising sites that are written for search engines, we all should concentrate on the quality of the content and making sure that the site makes the best possible impression.

A little attention to detail, ensuring your site has no spelling mistakes, grammatical errors or layout glitches, could make a huge difference to your visitor response.

 

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How To Draft Landing Pages That Sell

What’s the key to creating landing pages that grab attention and compel readers to take action?

Of course it needs to be:

  • Eye catching
  • Well written
  • Offer real value

The following tips will ensure your landing pages achieve the results you’re looking for:

  1. A powerful headline – the headline, like in an advertisement is the hook that drags readers into the offer.
  2. An attractive image or video – to effectively showcase a product you will need have either a picture of it or even better a video showing the product in use.  To showcase a service find a way to show how it will deliver value to the user. For a book or a white paper, offer a preview.
  3. A benefit statement – remember people only want to know how they will benefit from what you’re offering and of course they buy the benefits not the features.
  4. Social proof – compelling testimonials will give readers confidence  that people like them have benefitted from the product.
  5. Request for data – you have to get their contact information but remember the less you ask for, the more people will sign up.
  6. Call to action – having used all the points above to convince them to buy from you, you must of course tell them what to do now. Make it as simple and easy as possible.

Follow these six simple steps and your landing pages will generate high levels of conversion.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more please get i

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5 Tips For Getting More Visitors To Your Website

Getting more repeat visitors is an obvious goal for any website and a key element of small business marketing strategy.

For one, you don’t have to rely on the ever-changing whims of Google for repeat visitors.

Secondly, repeat visitors are by definition more loyal, which means they are more likely to buy from you and to  recommend you to other people.

And finally, more repeat visitors is a sign that your website is useful and valuable.

Increasing repeat visitors is not terribly complicated, but it does require effort. You can’t just write keyword-stuffed articles for the sake of search engine rankings; you have to actually put time and effort into your website. If you’re willing to take on the challenge, here are five simple tips..

1. Write quality content

Quality content is still the name of the game.

You can have the ugliest website in the world, but if your content is good enough, people will return. Quality content entices people to bookmark your website and check back regularly for updates.

What I mean by quality content is content that is written for the user and not just for search engines. Always write with your visitors in mind first. Give your visitors what they want and it will pay off in the long run. If search engine rankings are your only concern when you produce new content, you’re not going to be putting out good content.

Quality content is genuinely useful for the readers. It is content that is compelling, honest and unique. You can tackle everyday subjects, but add your own voice to the mix. Express your opinions and come across as having your own honest views. One of the most common mistakes from internet marketers is a tendency to write like a third-person corporate robot. Have a look at  popular websites in your industry and see how they write.

2. Allow Comments
I know how tempting it is to not allow comments. Not only do comments force you to waste time dealing with spam, but anonymous commenters can be brutal. They’ll bash your website, bash your article and bash any products you may be endorsing. But comments are great for generating repeat visitors.

Comments show that you’re not afraid to open your work up for criticism, that you are confident in your work and that you’re willing to hold open conversations with your readers. That increases the trust factor dramatically. If you write controversial content, people will comment back and forth on your website and have reasons to return to your website later.

Comments aren’t for every website, though. Corporate websites and sites that just sell things directly to consumers don’t normally benefit from commenting. The best websites for comments are those that publish articles regularly and try to engage the audience.

3. Include Outbound Links
Linking  to quality websites again shows confidence in your own website and it tells visitors that you are writing for their benefit. Your visitors are not going to just leave your website forever and forget about you if you link  to quality websites. In fact it will increase the perception of your website’s value.

As a side benefit, it is generally accepted that linking to good websites is helpful for search engine optimization. It increases the trust factor that your website has with Google. Wikipedia links out to multiple websites at the bottom of every single page and yet it still ranks well for countless terms.

4. Provide Something Useful and Unique
One of the best ways to turn your website into a visitor magnet is to provide something that is both useful and unique. Give your visitors something that they can’t get anywhere else. It can be an expert report, a tool to help them accomplish something or just exceptionally high quality content.

The internet is so big that you can start a new article on almost any topic and there’s a good chance that topic has already been discussed elsewhere. Don’t just rehash old ideas; give your visitors a reason to come back to your site. It doesn’t matter what area you’re in,  you need to find a way to stand out.

5. Update Your Website Regularly
Regularly updated content is a key way to attract repeat visitors. Add new posts regularly and your visitors will be more likely to come back to see what’s new.

Another major benefit of updating your site regularly is that Google loves new content, the more often you add new content, the more Google will reward you with better rankings.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more please get in touch

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Your Website And The Questions You Must Ask Yourself

Is your website the primary marketing channel in your small business marketing?

If so ask yourself this question “Is it delivering new leads and enquiries on a regular basis?

There are two key elements involved here.

  1. Is your website being found by customers looking for what you sell.
  2. Is your website converting those visitors into enquiries?

If your website is generating traffic but not converting, whoever created your website may not have thought sufficiently about the content.

Before you start writing your website you should ask the following questions:

  1. Who is your website aimed at – who are they, what are they like and what style of website will they react best to?
  2. What are your objectives – do you want your visitors to pick up the phone or email  you, or do you want them to leave their contact details. Perhaps  your website is primarily there to give your business credibility.
  3. Having visited your site what action do you want visitors to take – because whatever it is you will need to tell them.
  4. What is your strategy – what is your strategy for turning visitors into database contacts or sales leads? Are you using testimonials effectively? What about video?

Having asked these basic questions , you must now look at the proposition you are making to your visitors.

Remember you have about 8 seconds to grab your visitors’ attention otherwise they’ll click away.

They’re not interested in you

Also remember they’re not interested in you or your business.

The only thing they are interested in is what you can do for them. Can you solve their problem?

So your first line of text had better tell them what you do and not just from your point of view but more importantly from theirs.

For example if you were a servicing garage, your first line might say:

“ We service, repair and provide MOTs for all makes of car”.

But what the customer really wants you to provide is the security and peace of mind that their car is roadworthy and won’t break down on them.

So your second sentence had better tell them that.

It’s all about taking action

You must also ask yourself whether  the proposition your website makes is compelling enough to  make your visitors take action.

  • What makes you stand out from your competitors – what is there that makes you the right choice for me?
  • Do you offer a guarantee and so remove the risk for me to trade with you?
  • Do you offer a free taster so that I can trial what you offer without it costing me anything?
  • What benefits do you offer me that your competitors don’t?

Only when you’ve answered all these questions and have a genuinely compelling proposition should you  start planning what pages your website should have and how the navigation should work.

After that you will at last be ready to put pen to paper and start writing the words.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more please get in touch

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7 Ways to Improve The Stickiness Of Your Website

Today more than ever your website is a key element of your small business marketing. But  consumers are overwhelmed with choices, and distractions and the cost of attracting users to your website continues to increase. Keeping your visitors engaged is now more important than ever.

Engagement doesn’t end with an individual browser reading content or clicking on an ad. Rather, engagement is an ongoing process that results in loyal customers who come back again and again.

How can you make sure you’re engaging and retaining visitors?

In order to create a loyal following, there are some basic principles you need to consider.

  1. Reduce Clutter.
    How many times have you visited a website only to become visually confused?Make life easy for your visitors. Get rid of the clutter and ensure that the key information is easily identifiable.

2. Make Navigation Intuitive.
There are many ways to navigate a web page. Don’t try and be too clever with your navigation. Basic navigation that follows current convention is the best way to lead individuals through your web site to the information they’re looking for.

3. Make The Initial Site Interaction Relevant.
When a browser reaches your web site, you have less than seven seconds to engage them. Making your initial site interaction relevant to what individuals are looking for is essential for keeping them interacting long term.

4. Ensure That Your Content Is Up-to-date.
Web site content that’s out of date creates a very bad impression. Avoid putting specific dates into your text. If you must publish dates, be sure to update this information on a regular basis. Make sure if you have a news page that this kept current – there are few things less impressive than when the latest news item is nine months old.

5. Start An Interaction With Your Users.
Each time a browser views your website, you have an opportunity to interact with them. One great way to interact is to offer something of value. This can be a white paper, a free trial or maybe a free gift. In return you should collect their email address so that you can start marketing to them.

6. Make Yourselves Available
Prominently display your contact number, support email address and  your physical address. This information is viewed favourably by search engines and also creates a sense of legitimacy. Contact information builds trust among prospects.

7. Make Sharing Easy
Once you’ve made your web site easy to use, make it easy for browsers to share your web site with others. This can be in the form of a simple widget that allows users to bookmark your page, subscribe to an Rss feed, or submit your content to popular sites like Digg.com.
People are much more likely to visit a web site based on a recommendation as opposed to as a result of marketing. Leverage the power of viral marketing with easy sharing tools.

Your web site can be your greatest asset. Unfortunately, many marketers and website owners are so focused on increasing traffic that they lose site of the audience that’s already visiting their web pages but are simply not converting.

Don’t make the same mistake. Improve the quality of you site through relevant content that is up-to-date and easy to find. Once you’ve engaged users, encourage them to share. Doing so will make your site perform better, increase conversions, and deliver value for all involved.

Business Development Advisors can help you grow  your business and take it on to the next level. If you’d like to find out more please get in touch.

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One Simple Sentence That Can Transform Your Website’s Performance

One of the most basic rules of selling is to ask for the order. Every successful salesman knows this.

If your website is going to convert visitors, it is going to have to ask for the order.

Your Website’s Call To Action

When you first sat down to plan your website, I hope that the objective of your website was one of the first issues you resolved.

What action do you want your website visitors to take?

Do you want them:

  • To call you
  • To email you
  • To download a special report or white paper
  • Place an order online

There are a range of actions you might want, so you must tell your visitors what they should do next.

The problem is that too many websites don’t do this. Without any instruction of what they should do, too many visitors will simply click away.

Every page of your website should have an instruction – a call to action, which says something along the lines of:

“To get started or to find out more, please call us now on 01483 200387, or email info@bda.me.uk or contact us through the website www.bda.me.uk

Expecting first time visitors to pick up the phone to you may be too large a step for some people so including other means of contact – email, completing the website enquiry form or even via social media will definitely increase your response rates.

Do yourself and your business a big favour and check your website now. Simply suggesting the next step, asking for the order can have a dramatic effect on website conversions.

Positioning Of The Call To Action

Website orthodoxy says that you must have your phone and email contact details top right on every page of your website. Additionally you may have newsletter and special report sign up boxes down the side of your pages.
Surely therefore that must be enough calls to action?

Now of course these are all very good and every site should have them but the problem is that lots of visitors just blank them out.

Visitors come to your site to solve a problem they have and to find information. Assuming they find what they’re looking for, they can become blinkered by the text and not see  information outside of this.

So what this means is that you need to build calls to action into the text itself.

There’s no need to limit yourself to just one call to action. While the end of the page is the natural place to ask for the order, you can also add others in in suitable places in the body copy.

And the beauty of the web is that you can test the results.
Add a call to action sentence to selected pages, and use your Google Analytics and Google Conversion Tracking tools to measure the difference over a few weeks.

The chances are that you will get more enquiries, sign ups and conversions.

So go on add in those extra sentences and just watch the change they make.