Seven Website Design Secrets to Get You More Sales
Secret #4 – Get Leads
Most websites don’t work, i.e. don’t contribute sales to your business. In this series of seven blog posts – Seven Website Design Secrets to Get You More Sales, you will learn how to change that and make your website a sales machine for your business.
Each post will contain a video and text for you to read and a downloadable workbook for you to take notes and use to improve your own website.
Website design secrets: Number four is to Get Leads: According to Chris Marr (InnovaBuzz Ep 45) your website should be generating customers for your business and if it’s not then something needs to change. Your website has the potential to be the number one marketing asset. The purpose of your website is to turn anxious visitors into leads and then turn those leads into a confident customers.
Sales Funnel and Lead Capture
People buy from people they know, like and trust. The object of lead capture is to get your website visitors into your know-like-trust funnel, and the best way to do that is by giving them incredibly valuable information over time via your blog, your website, and then elevate those visitors to leads, by getting their permission to communicate with them via email, add them to your list and provide them even more valuable information than your “standard” website visitors.
The Customers’ Journey
Probably the most important part of making your content a powerful marketing tool is defining the customer journey.
The Hero’s Journey
The Hero’s Journey is a pattern of narrative identified by the American scholar Joseph Campbell that appears in drama, storytelling, myth, religious ritual, and psychological development. It describes the typical adventure of the archetype known as The Hero, the person who goes out and achieves great deeds on behalf of the group, tribe, or civilization. Think of Luke Skywalker in Star Wars or Neo in The Matrix.
The customer’s journey can be likened very much to the Hero’s Journey.
- Customer working in the “Ordinary World”, doesn’t know about you. (Ordinary World)
- Customer finds you somewhere (Website, Google, link, network etc), is enticed to visit you online. (Call to Adventure)
- Customer lands on your website and first instinct is to exit and close the window (Refusal of the Call)
- Customer finds a lot of useful information on your website that is of great value to him. (Mentor Helper)
- Customer sees more potentially useful information available if they give you their email address at the Opt-In Offer. (Crossing the Threshold)
- Customer receives much more information of great value after giving you their email address – ongoing communication (Allies)
- You offer customer “Gateway” Product Offer (Approach)
- Customer sees that it’s not just about “the product” but about a relationship with you as the mentor (either real or virtual via your online assets) – may not feel comfortable with that arrangement. This in fact is another “call to adventure” and will likely trigger the sequence for this step. (Ordeal)
- Customer gains the benefit of your Gateway Product and sees the possibilities going forward. (Reward)
- Customer wants to have more, wants to use the rewards to transform their business with your tools and services, in a way that is unique to their business. They engage with you to find out more about your products and services. Here you offer your “Core” Product or Service. (The Road Back)
- With your core product or service, customer is tested to make it work for them. They may be challenged in this and look for additional help (Your Upsell Product). The risk at this point for you, is that they get so frustrated that they abandon the service or product and end your relationship. This is a critical step for you to manage! (The Atonement)
- Customer is now an advocate for your product or service as they experience how it has transformed their own business. (Return with the Elixir)
Opt-In, Email System and Call to Action
In order to get contact details (typically just email and first name to start) from your website visitors, you need to offer something of value in return. This is your Lead Magnet. Lead magnets come in many forms. In the early days of the internet “Sign up for our e-newsletter” would get attention, but not these days. In today’s world, you need to stand out and make it clear with your Lead Magnet Offer, that you are providing outstanding value.
Some things that work well are:
- Checklist – Cheat Sheet – Handout
- Free tool – toolkit – resource list
- Swipe Files
- Video Training – webinar
- Free trial (software)
- Free consultation
- Coupon – exclusive deal
- E-book, Whitepaper – need to be well presented in offer.
The Call to Action, to have your visitors sign-up for the item of value should be quite clear, yet compelling. “Subscribe”, “Submit”, “Send” just don’t convert visitors to leads (i.e. get them taking action). Much better are “Download Your Free Report Now” or similar. Ideally, your call to action should tell your website visitor exactly what they’ll get when they click on the link.
Consistently Providing Value and Building a Relationship
Once your website visitor has gifted you their email address, it’s critical to follow up and to keep providing exceptional value and show how doing business with you will benefit them.
First, you should confirm that you’ve received their details and send them the information that is your Lead Magnet. Then you should communicate with them on a regular basis via email and other means if appropriate. Emailing on a regular basis can be automated and yet still personalized with an email marketing system like MailChimp.
Remember – you should be providing exceptional value on a consistent basis, to your subscribers.
In summary then, the fourth of our Seven Website Design Secrets, is to Get Leads. Consistently deliver exceptional value and give more to visitors who subscribe. And remember who your audience is.
In the next post of the Seven Website Design Secrets to Get You More Sales series, we’ll cover the topic of Getting Trust. In the meantime, please take a look at the workbook and find opportunities to improve your website – then take action.
Please leave your questions or feedback in the comments below.