It takes more than having an attractive, professional web presence to convert site visitors into paying clients.
There are a series of steps they must move through and it’s your job to make sure they know the steps. You don’t want someone to land on your page and guess where they need to go next.
Here are some essential pieces you need to have in place to convert website visitors into clients/customers and generate website sales.
#1 – Landing Page
This is a stand alone webpage that is used to collect the names/emails of site visitors in exchange for a “free taste”. By free taste I’m referring to a free report, free ecourse, free audio series, free video series, etc. that gives individuals a taste of the service you provide. This free taste needs to address whatever their burning question may be so they can’t pass it up.
For example, I provide nutrition education related to lowering cholesterol. Someone comes to my landing page it is very clear that is the problem I am addressing – http://lowercholesterolwithlisa.com. It is also very clear the next step I want someone to take after visiting this page – enter their name and email for the ecourse.
#2 – Upsell
After someone opts-in (i.e. gives you their name and email in exchange for information) they are now a potential client. You want it to be clear that you are running a business and not just providing free information. After someone opts-in is a good time to provide a “new subscriber only” savings opportunity.
Let me give you an example. After someone opts-in to the How to Lower Cholesterol ecourse above, I upsell them to my signature system Heart Health Made Easy – http://www.lisanelsonrd.com/heart-healthy-habits/.
They can purchase the program for a significant savings if they do so immediately after subscribing. It’s very unusual for someone who visits your site for the very first time to make a purchase. By offering a new subscriber savings I increase my sales conversions for first time website visitors.
#3 – Sales System
After someone gives you their name and email you need to have a system in place that will lead them back to your website over and over again. As I stated above, it’s very unusual for someone to purchase the first time they see your information. They need to get to know, like, and trust you first. Hence, the reason you get them to give you their name and email. This allows you to contact them repeatedly in the future via your newsletter and solo mailings.
As part of your sales system you will continue to share good free tips and advice, but you will also highlight and promote a specific program or service you provide. Notice I say “specific”. Don’t just include a link back to the home page of your website and expect subscribers to find the service they want and purchase. You need to focus on one program/service at a time and link back to the specific page of your website where a purchase can be made. Keep the steps as clear as possible for your future clients and customers. Don’t make them waste time clicking around your website to find what they want. . .they’ll most likely just click away.
Bonus Tip:
I offer a content marketing package that focuses on driving traffic back to blog posts. The overall goal of content marketing is to highlight your expertise, increase SEO, and grow your list (i.e. subscribers). In this situation it is very important for the closing of blog posts to lead readers to the next step. The next step is typically an invitation to sign up for your free taste. Don’t just end a blog post with no action step. If you want to collect their names/emails so you can stay in touch with them in the future, you must ask for it.
If you haven’t already, be sure to sign up for the free report Increase Your Income Online: How to Sell Your Health Services Virtually at https://detailprojectmanagement.com/7steps/.
All the best,
Lisa Nelson