More Clients TV
How To Get Your Website Visitors To Do What You Want
There are tons of articles and videos out there on how to get loads of visitors to your website.
Not so many on how to get them to do what you want once they’re there.
Time for a remedy! Watch this video for a simple but effective strategy for getting your website visitors to do what you want without any funny business or new age psychobabble :)
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Hi, it’s Ian here. This week’s Five Minute Marketing Tip is about how to get visitors to your website to do what you want without any tricky stuff or New Age psychobabble. Before we do that, if you are not a subscriber already, then just click on the little MTV for More Clients TV button over on the bottom right of the screen to subscribe, and then whenever there’s a new video published you’ll get a notification from YouTube. Right, that’s it, let’s get down to the video, see you after the swoosh.
Hi, it’s Ian here. How do you get visitors to your website or particular pages on your website to do what you want? Well, the answer is it’s the same way as you get anyone to do what you want normally, and that is to show them that doing what you want gets them what they want. Just to explain that in a little bit more depth and show you how it’ll apply to your website, in order to get this to work you need to know three things.
Obviously the first thing you need to know is, what do you want them to do? That has to be a realistic goal. Obviously I’d love all of the visitors to the website who don’t even know me to suddenly whip out their credit cards and pay me a ton of money. That’s probably not going to happen, but a more realistic goal is that maybe they will sign up to get regular emails from me where I can send them useful information, or maybe if they’ve looked at certain pages on my website, they might be willing to contact me to ask me a question or to talk about working with me. You need a realistic goal for what you want them to do, and you need to be clear about that for the specific page we’re talking about.
The second thing you need to know is, what does your ideal client who’s visiting that page, forget the other people, you only care about your ideal client who’s visiting that page. What do they want from that page? What did they come for? For example, if you’re talking about a blog post and it’s someone who’s clicked on a link in social media, then obviously they’re probably coming to get the information that was in the headline that they clicked on in social media. They want to find that on the blog post.
If it’s someone who’s maybe met you face-to-face and they’re looking at your About Me page, they’re probably looking to find out if you’re the sort of person that does the things they need and would be the sort of person they would want to work with. That’s what their goal is, usually it’s to find out something useful from your website.
The trick is, as I said earlier, is to show them that doing what you want them to do helps them achieve what they want to do, or in actual fact when it comes to your website, the key thing really, the best way of phrasing that is to say, you position what you want them to do as the logical next step from what they did, what they wanted to do.
If someone came to read a blog post, let’s say they came to get information on the five mistakes that businesses make when trying to build teams, then if you want to be able to position signing up for your emails for example as the logical next step for that, maybe what you would do is you would offer them a free report on seven strategies for building effective teams, then they can see that, “I read that article. Oh yeah, that’s a great article. That does show me the five mistakes that people make when trying to build teams. Oh, I can get a report on the seven critical success factors for successful teams? That sounds like something I would want, because my goal, obviously the reason I’m there, is to find out the mistakes people make building teams. If I’m offered a report on successful team building, then I’m probably going to say yes.”
That’s usually the simplest case, someone reading a blog post. If you can position signing up for your emails, if that’s what you want them to do, as giving them the next level of information kind of one step up from what they got in the blog post, that’s a nice logical next step, very easy for people to take.
Now, if they came to your About Me page for example, maybe the next step you want them to take is to contact you to talk about working together. How do you get people to contact you and to be ready to take your next step? How do you get them to see that as the logical next step from reading about you? Well, you have to understand in that case, in addition to why they came to your website, you have to understand, what would they need to know and feel based on what they’ve read to be comfortable taking the next step?
If someone was going to take that next step of contacting you to talk about working together, what would they need to know and feel to be comfortable? Well, maybe they would need to know that you really understand their situation. Maybe they need to feel comfortable that you’ve worked with people just like them. Maybe they need to know you’ve been through a similar situation to them so you’ve got a lot of empathy for them. Maybe they need to know you’ve got great results for people like them. Maybe they need to know that you’d be fun to work with, you’re nice, or maybe they need to know you’d be tough to work with and you’d really keep their nose to the grindstone and keep them working. It really depends on the sort of work you do and the sort of ideal client you’re looking for.
If you make a list of those factors that they would need to know and feel to be comfortable making an inquiry about working with you, the key thing then is you have to build them into that page. In your About Me page, if you decide that they need to know and feel that you understand their situation, you’ve been through it yourself, you’ve worked with people just like them, you’ve got great results for those people, and you’re a kind of fun person to work with, get those on your About Me page. Of course, most About Me pages don’t have anything of the sort. It’s usually full of people showing off about how great they are.
What you could do, for example in that case, is in your little bio about your history, talk about some of the challenges you’d faced that are like the challenges that your ideal clients normally hire you to solve. Talk about some of your clients. Progress from, “Yeah, I went through these challenges myself and that’s why I started teaching other people how to address them. For example … ” Then give a couple of quotes or a couple of testimonials from people who are like your ideal clients talking about the results they’ve got.
Share a little bit of a personal story, show your lighter side to show that you’d be a kind of fun person to work with. Maybe even have a video of you chatting to someone or talking to a client or something like that, again so they get a sense of what it would be like to work with you. All of those then begin to tick off those factors that they need to be comfortable with before they’d be ready to make an inquiry. That sets them up so that you have a button at the bottom of the About Me page that then says, “Click here to contact me for an initial free discussion about working together,” or whatever it might be. Again, most people miss that off their About Me page. The page just ends, client doesn’t really know what to do. Guide them. Give them a button to take them to the logical next step.
Really, that’s just the secret of getting people to do what you want them to do. Give them what they came for on your web page, and then position what you want them to do as the logical next step. The way to do that is to think through, what would they need to know and feel to be ready to take that next step? Could be something simple like signing up for your emails after reading a blog post, in which case the transition is fairly easy. You just show them that they’re going to get more useful information in the area they came for. Could be more complicated like contacting you, in which case you need to think through for your specific clients, what would they need to see on that page to make them comfortable contacting you? For them to see that it’s the logical continuation of what they’ve been finding out before? Then get that information on the page. Embed that in what you talk about on the page.
That’s it for now. Hopefully you can use that little persuasion process on any page that’s important to you on your website. See you next week.