Sad to say, but a significant majority of solo entrepreneurs are laboring under the delusion that once they get their website up, clients will flock to them in droves. (Hey, I used to be one of them.) Unfortunately, my friend, that is quite simply a load of. . .well, let’s just call it hooey.
Don’t get me wrong. I write web copy for a living, so I certainly believe in the importance of an online marketing presence for the 21st century small business owner.
You need to understand, though, that a website in and of itself is rarely going to turn a chance visitor into a money-on-the-table client. That’s a lot of pressure for 3 or 4 pages of cyberspace, no matter how well written.
NOTE: Before you inundate me with “But it happened to me!” emails, let me hasten to say that it CAN happen. If the exact right prospect finds your site at the exact right time in their buying cycle and your message strikes the exact right chord with them – yes, they will call you up and hire you on the spot.
But (pause for dramatic effect), that is generally the exception, rather than the rule. (Sorry to burst a few bubbles here.)
Back to my point: Your website is an extremely important –nay, critical- part of your overall marketing strategy. Don’t leave home without one.
But rather than pinning all your hopes on that bit of virtual real estate having the charm and determination to single-handedly fill your client list, why not aim for a less risky outcome.
A more likely path for your potential client is a progression that looks like this:
* From Stage 1 - Just Looking
* to Stage 2 - Hmm, Sounds Interesting
* to Stage 3 - Tell Me More
* to Stage 4 - Sign Me Up.
So what you need on your site – and what an estimated 87% of service-based entrepreneurs (from life coaches to professional organizers to marketing consultants) don’t have on their websites – is a way for visitors to let you know they’ve moved from Just Looking to Hmm, Sounds Interesting.
The simplest way to do that is with what I call an Attractively Compelling Temptation (or ACT). Otherwise known as your free giveaway.
Simply put, this is a piece of valuable information in the form of an article, e-book or audio that will help your potential client with a burning challenge they’re experiencing. It also serves as a demonstration of your talent and expertise. And in exchange all you’re asking for is their name and email address.
Any ACT is better than none, but I’ve got 5 highly effective tips for squeezing the most juice out of your Temptation.
1) Don’t lead with your newsletter. Most of us have such full In Boxes these days that the idea of signing up for a newsletter (even one that has great info) just doesn’t have the appeal it used to. Instead, lead with your Top 10 list, special report or audio course -and give your newsletter subscription as a “Thank You” gift.
2) Set the offer off visually so it catches the eye. You know those guys who stand on the street corner holding a Quizno’s or Subway sign, dancing around and bouncing the sign up and down? They do that to catch your attention. Translate that idea into the graphic elements of your ACT opt in form.
3) Take the time to craft a gotta-read-THAT title. You don’t have much room for text in that little opt in form. Your title has to do a bang-up job of letting visitors know what earth-shaking result they’re going to get in exchange for their name and email. Otherwise, no sale.
4) Use a snappy word or phrase for the button. You want to create connection and move them into action. The word “submit” in a gray box (the apparent standard) is incredibly dull and impersonal. Spice that link button up so it fairly screams, “Click Me!”
5) Last but certainly not least, the opt in form for your ACT must be placed “above the fold.” More than 50% of web visitors don’t scroll anywhere. So if you’re relying on them reading down the page before they get an eyeful of your wonderful free offer – you’re out of luck, Jack.
To get the most out of your website you need to use it as a powerful tool rather than the be all and end all of your marketing strategy. It’s a way to say “howdy, here I am” and with your Attractively Compelling Temptation in place, your visitors can say “howdy” right back.
Then let the relationship-building begin.
(c) 2008 Helen Graves
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