If “word of mouth” is your main source of new clients – this is for you. Don’t get me wrong, word of mouth is great, but it’s also inconsistent, unreliable, & sporadic.
That’s because you have to wait for your clients to have an opportunity to pass along your name. But how often do each of your clients find themselves in such a situation?
That’s why you need a powerful website that will bring you business on demand. You control the content, the traffic, everything.
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It’s like turning on a faucet: Drive traffic, get clients. Schedule full? Stop paying for traffic.
To help you turn your website into a client-getting machine, here are some simple rules for you to follow:
1. Pretend your services are products
If you were going to buy a new phone today, you’d be able to head to the manufacturer’s website and read a list of features, benefits, specs, etc.
Treat your services the same way.
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What are all of the things you provide? What value to they bring to the client?
List all of this out, just like you’re listing out the features of a bicycle, computer, or pair of sneakers.
Here’s an example of a few features & benefits for a web design service:
Features = things client gets.
Benefits = why and how they help your clients reach their goals.
2. Keep paragraphs small
As you read this section…
Think to yourself: Isn’t it easy to read?
The bite-sized chunks of sentences flow effortlessly through the eyes.
It’s almost easier to read… than not to!
By separating individual phrases into their own paragraphs, or keeping paragraphs at most just two or three lines long – I’m telling your eye, “This is EASY to read!”
Now as you read this paragraph, tell me, are you having the same experience? Did you even read this paragraph, or were you too intimidated by the large size of it that you skipped it over? I wouldn’t blame you. When I see monstrously-sized paragraphs on websites I head for the hills. Books and printed text are different, somehow. We can tolerate long paragraphs in the novels we read, the magazines. But online? Forget it. The eye instantly seeks a way out. Is there some underlying, societal-induced ADHD we all have from the “wham” and “glam” of modern television and internet? Maybe. At this point, I’m just looking for more things to say to make this paragraph as long as possible. I think this is a pretty good stopping point though.
3. Keep language simple
I’ve mentioned this in some past posts, but I still see phrase like “multi-disciplinary designer well-equipped in a variety of mediums and communication styles” on your websites, so I’m saying it again:
Just like the eye skips over big paragraphs…
It skips over big words and jargon, too.
Write like you’re talking to a friend, not like you’re handing in a college essay.
Instead of: “multi-disciplinary designer”
Try: “I create beautiful websites, brochures, logos, and more.”
See how I communicated “multiple disciplines,” but in a way that makes you not want to shoot yourself? 🙂
4. Your portfolio: More than pretty pictures.
While beauty may be one thing clients are coming to you for… it’s not the only thing.
Don’t fall into the trap of making your portfolio simply an image gallery.
Explain to your visitors the concept of each piece, the goals it aims to achieve, and the results it generated.
Clients don’t just want pretty things.
They want pretty things that help them reach their goals.
Your explanations communicate the latter.
5. Make reaching out feel easy, and even fun.
If clients like the words on your site and your portfolio, chances are they’ll be interested in a conversation.
But initially, that’s all most are interested in.
They’re not ready to pull the trigger until they’ve at least heard your voice and decided if they get a trustworthy vibe or not from you.
So make that initial convo feel easy to approach.
Try calls to action on your site like, “Have a project you need help with? Let’s talk! I’d love to learn all about it.”
Make that first chat feel light, friendly, and fun.
No risk is attached to it – it’s simply a friendly conversation with no commitment whatsoever.
Every few months I have to circle back to Millo and remind you to load your website up with testimonials, because I’m still not seeing enough of them (or any at all) on your websites!
If you have a lot:
Place at least one on each page in a prominent spot, and have a separate “Testimonials” or “Reviews” page where you list the rest.
If you don’t have a lot:
Place one on each page, in a prominent spot. This is the most efficient way to get your testimonials across, and even if you only have 3 or 4, it makes it sort of “feel” like you have more.
If every page features a new person recommending you, it feels like a lot of people are recommending you, even if it’s really just 3 or 4.
How many of these rules are you following? How many do you need to improve on?
Leave me a comment and let me know! And if you have other advice to share, share it! Questions are warmly welcome, too 🙂
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