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Most service-based businesses are losing new clients from their website EVERY DAY<\/strong>.<\/p>\n\n\n\n They do SEO.<\/p>\n\n\n\n They post on social media.<\/p>\n\n\n\n They buy Google ads.<\/p>\n\n\n\n They buy Facebook ads.<\/p>\n\n\n\n Finally, thousands of visitors are coming to the website (and landing pages).<\/p>\n\n\n\n But wait\u2026<\/p>\n\n\n\n Why are the leads still going slow?<\/strong><\/p>\n\n\n\n Where are the enquiries?<\/p>\n\n\n\n Where are the bookings?<\/p>\n\n\n\n Where are the phone calls?<\/p>\n\n\n\n This is where Heather was when we first got on a call.<\/p>\n\n\n\n Her website was getting close to a thousand visitors a month (thanks to her speaking engagements and other marketing efforts.)<\/p>\n\n\n\n She was an authority in her field, not just in Australia, but worldwide.<\/p>\n\n\n\n Despite all the visitors that were coming to her website every month<\/strong>, she only got a handful of bookings from it.<\/p>\n\n\n\n Even if she tried running some ads on Facebook, things were still going slow.<\/p>\n\n\n\n She knew she was losing people from the website, but she wasn\u2019t sure what was missing.<\/p>\n\n\n\n What was going on?<\/p>\n\n\n\n Why aren\u2019t people taking the next step and just left the website?<\/strong><\/p>\n\n\n\n Bills needed to be paid.<\/p>\n\n\n\n Staff needed to get busier.<\/p>\n\n\n\n If you\u2019re getting a lot of visitors to your website, whether it is through Google organic or paid ads, you\u2019ve done the first step. <\/p>\n\n\n\n But your next step is to get people across the line<\/strong>.<\/p>\n\n\n\n This is where most service providers get stuck. They either don\u2019t know what they should do or go down to the wrong path:<\/p>\n\n\n\n I’ve seen many spend another 5-10k to revamp their website and see the same-old result over and over.<\/p>\n\n\n\n What\u2019s the point of sending people to a website if it\u2019s not converting?<\/p>\n\n\n\n To fix a conversion problem, we need to have a clear process.<\/p>\n\n\n\n If you just blindly make changes, not only will you lose clarity on what the root problem is\u2026<\/p>\n\n\n\n It can also backfire your results.<\/strong><\/p>\n\n\n\n Changes can increase conversion rate, it can also decrease the conversion rate.<\/p>\n\n\n\n I\u2019ve seen at least 3 service providers dropped their conversion rate nearly half after making changes to their page.<\/p>\n\n\n\n This is why we have to follow a clear process.<\/p>\n\n\n\n When I spoke to Heather, she didn\u2019t know much about her conversion rate and it was difficult for her to decide what to do.<\/p>\n\n\n\n We can\u2019t fix the leaky hole unless we know where the hole is.<\/p>\n\n\n\n If you have Google Analytics on your website, make sure you have your tracking done right.<\/p>\n\n\n\n There shouldn\u2019t be a \u201cI\u2019m not tech-savvy\u201d excuse. <\/p>\n\n\n\n This is the number that determines your sales. <\/strong><\/p>\n\n\n\n Don\u2019t just \u201cleave it with the tech person.\u201d<\/p>\n\n\n\n When you have clarity on where is broken, not only will you ramp up your conversion rate quickly, you may also avoid the meaningless redesign or rebuild that will cost you thousands of dollars.<\/p>\n\n\n\n What\u2019s the point of having a brand new shining website that doesn\u2019t get you more leads?<\/p>\n\n\n\n Know your numbers.<\/strong><\/p>\n\n\n\n A great service is not great unless the right people know it is great.<\/p>\n\n\n\n In Heather\u2019s case, people DID NOT<\/strong> get her message.<\/p>\n\n\n\n If you want your web page to convert effectively, you have to get your message across<\/strong> to the right people.<\/p>\n\n\n\n You can have the most amazing offer, and you certainly are the best in your field, in your suburb, in your country, but if you fail to get the message across, people are not going to take the next step.<\/p>\n\n\n\n One click on the exit button – you lose a potential client.<\/p>\n\n\n\n In the context of the web, you really get 3-5 seconds<\/strong> to get your message across clearly.<\/p>\n\n\n\n What you do.<\/p>\n\n\n\n Why they should bother<\/p>\n\n\n\n What your value proposition is, etc.<\/p>\n\n\n\n In Heather\u2019s case, most of her visitors weren\u2019t sure what she did. <\/p>\n\n\n\n They didn\u2019t know her value proposition and they were confused by her messaging. <\/p>\n\n\n\n REMEMBER:<\/strong><\/p>\n\n\n\n People come to your website with a problem that needs to be solved and they\u2019re likely to be confused already.<\/strong><\/p>\n\n\n\n The last thing we want is to serve them with a confusing website.<\/p>\n\n\n\n No one knows for sure that the new messaging is going to hit the jackpot.<\/p>\n\n\n\n NO ONE.<\/p>\n\n\n\n If you don\u2019t have the right tracking in the first place, it\u2019s all going to be guesswork.<\/p>\n\n\n\n Once Heather has clarified her message and we got the essential changes done, we put her page to a test.<\/p>\n\n\n\n Someone asks: \u201cWhy can\u2019t we just replace the old page?”<\/p>\n\n\n\n The concept of testing is uncommon regardless of the importance of it. <\/p>\n\n\n\n For some reasons, most people think it is an \u201cextra step\u201d.<\/p>\n\n\n\n Testing is the curial part of all human achievement.<\/p>\n\n\n\n Regardless of how minor or major the changes are, they need to be tested<\/strong>. Otherwise, you will never get the true insight of what your market wants.<\/p>\n\n\n\n And you won’t even know if your conversion increased, or decreased. <\/p>\n\n\n\n Can you imagine the plane that you will be flying hasn\u2019t been tested?<\/p>\n\n\n\n Can you imagine your doctor gives you medicine that hasn\u2019t been tested in the lab?<\/p>\n\n\n\n Test. Don\u2019t guess.<\/strong><\/p>\n\n\n\n When you have the right messaging and you know how to properly do the test, that\u2019s when the rewards come.<\/p>\n\n\n\nStep#1: Have crystal clarity on your numbers<\/strong><\/h2>\n\n\n\n
Step#2: <\/strong>Get your targeting & messaging right<\/h2>\n\n\n\n
Step#3: Test. Don\u2019t guess.<\/strong><\/h2>\n\n\n\n
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