1. Company vs.
Customer Copy
The first mistake is
using company-focused, rather than customer-focused copy. By this, I
mean answering the prospect’s question, “What’s in it for me?” That’s
what everyone is asking when they first land on your website. How is
your business going to help me? In other words, the copy on your page
needs to address all of the benefits of your product or service.
Explaining what you do is important, but you need to take it a step
further and relate it to clear benefits.
For example, a
chiropractor obviously helps relieve back pain. But so what? What does
less or no back pain really mean to your patients? It might be the
difference between recovering from an injury in weeks, rather than
months. Or it might mean being able to play baseball with your child,
rather than sit on the sidelines. See the difference?
2. The 3 Second
Test
There have been studies
that show website visitors make split-second decisions about whether or
not to stay on a website. A rule of thumb is that you have about 3
seconds. If you don’t capture your prospects attention in just 3
seconds, then she’s gone. Likely, never to return.
This means two things:
- Your
website must load quickly. We’re all impatient and if your website
takes a few seconds to load, then your visitor isn’t going to
wait.
- Everything
on the top of the page (aka “above the fold”) needs to be clear
and compelling enough to get the visitor to want to read more. You
don’t have to sell or close the deal in 3 seconds, you just have
to get the prospect to scroll or click around.
3. Weak or No
CTA
Many websites that I
review do not have a strong CTA (call-to-action). In fact, some do not
have a CTA at all. That means the visitor has to want to work with you
so bad that she’ll search out your contact information on her own.
If you want phone
calls, then make the phone number CTA very prominent on the website.
The upper right corner is a common location where most visitors will
know to look. If your goal is to get prospects to start a free trial,
then add a big button in the upper right corner. This isn’t rocket
science, but it’s often overlooked because we’re so familiar with our
own websites. Get feedback from someone who has never been to your site
to see if they know what to do. If they’re not sure, then you know you
need to make your CTA more obvious.
4. No Lead
Magnet
The vast majority of
your website visitors are simply not ready to buy right at the moment
they are on your website. That doesn’t mean they aren’t interested. It
just means the timing isn’t right.
For these folks, you
need what’s called a Lead Magnet. A lead magnet is something valuable
you can offer on your website for free, in exchange for contact
information. For example, on our website, we offer different types of
lead magnets, including free checklists and guides, as well as
webinars.
The beauty of a lead
magnet is that it gives you contact information for prospects who are
interested, but not yet ready to buy. And then, you can follow up via
email to nurture, educate, and build trust until the prospect is ready
to take the next step.
So take a look at your
website. Are you making any of these 4 mistakes?
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