A good website can do a lot of things: establish your brand, provide information for new and existing clients, offer items for sale, show your expertise in an area, gather a community, or grow your audience.
But a great website can’t do everything at once. In fact, a website that converts – that gets you new clients and new business – is well designed when it tells visitors to do just ONE thing.
This one thing we want people to do when they visit – the number one priority – is your Call to Action.
What is your client Step One?
Think about the clients you’ve worked for in the past. What was the first step in the process of winning them as a customer?
Was it getting them to subscribe to your blog, so they could see the awesome tips you share?
Was it getting them on your mailing list, where you could let them know about exciting special offers?
Was it having them book a free consultation call, where you could answer their questions?
Or was it offering them a free survey of their needs in exchange for allowing you to follow up with them?
This is the one thing we want them to do when they visit your website. Sure, have a look around at your services, your location, your past work. But above all, do the ONE THING – sign up for the newsletter OR subscribe to the blog OR book a free call.
Because that’s how we’re going to win them over with your undeniable awesomeness.
Getting visitors to do that one thing
How are we going to get them to do that one thing?
We’re going to ask nicely, and we’re going to make it really, really easy to do. This is your Call to Action.
(You’d be surprised at how many people will do a thing when it is suggested to them, and it’s easy.)
We’re going to put an offer to do that one thing on every single page of your site, formatted in an eye-catching way in your header or footer.
We’re going to use colours and fonts to highlight buttons that invite visitors to push them, that guide them to that one thing we want them to do.
We’re going to make it clear if any freebies or limited time offers are involved, to encourage them to press that easy, pretty button.
But we’re only going to ask people to do that one thing. No choices! No buttons here offering a mailing list, while down the page we invite them to book a call! Once clients can dither, the chances increase that they’ll set your website aside to “think it over” and never get back to it. We want to make sure we are asking them to take action on just one thing.
And just like that, we’ll build a website that converts. You’ll find visitors click on that Call to Action and take that first step towards working with you.
Does your website have a clear Call to Action? What do you think your Step One would be? I’d love to help you find direction for your website and help you make those critical first conversions – contact me and let’s chat!