Your website prospects are like tourists in a foreign country. They don’t know you. They don’t trust you. They have many other vendors to choose from. They want to buy something like yours from someone like you. It could be you if you do the right things. It won’t be you if you don’t.
Here are five keys to improving your website so you connect with your prospects.
1. State your price. Many restaurants posted pictures of the food they served, but didn’t post the prices. I avoided those restaurants. How would I know what the price was? Why should I risk embarrassment by going inside sit and seeing the menu with prices that I didn’t want to pay? Why would I want to waste my time? The prospects who see your website are the same way. They are tired, scared, impatient and distrustful. Don’t make people hunt for it. – unless there’s a darned good reason.
2. Make an attempt to speak the language of your customer. Yes, I tried to study Spanish and learn a few words. In some cases, I got by quite nicely in others, we were both lost. Don’t expect your website visitor to speak your language which has technical jargon, nuance, and insider knowledge. You must be willing to listen to the prospect and speak at her level.
3. Use the phone. I wanted to go to Spain to learn Spanish and also to see the sights. I went to Google to find language courses in Madrid. I found quite a few. Only one had a notice that they would call me if I had any questions. I put in my phone number and a good time to call. They did. I asked my question and signed up for the course. By talking to a real person (on their dime), I knew the company was real. I couldn’t know that if I hadn’t talked to them. Does your website invite communication? Do you hide behind email or do you get off your butt and pick up the phone. A few minutes on the phone can do a lot to calm fears and build trust.
4. Get the right person to call prospects. If you don’t want to call prospects, then hire someone who will. This step is too important to overlook. I don’t like talking to prospects. I’d much rather spend my time training, consulting, coaching and speaking. So I hired someone who likes to sell. This is a case of 1 plus 1 equals three. I do what I like to do; she does what she likes to do; and the company grows and clients get the service they need.
5. Don’t wear out your welcome. I could have stayed in Madrid for two weeks. I actually cleared by schedule in case I wanted to add another week. And on my last day in Madrid, I seriously considered staying. I had done most, but not all of the things I wanted to do. And it is true that I might discover things that I hadn’t even known about. But I’d rather leave early and want more than stay too late and be bored. For marketers, the message is to answer your prospects questions, but don’t bore them with all the details and features they might not care about. When you’ve made the sale, then bow out gracefully.
If you follow these tips, you'll be speaking a new language of profits with your prospects.