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Designing a service business website presents some unique challenges. Getting one to rank on Google requires advanced planning and a pretty thorough understanding of how local SEO works. Convincing prospects to click on your website is an even bigger hurdle. We consider ourselves experts on service business websites. After all, we ARE a service business, and over 80% of our clients are also. So when it comes to redesigning your service business website, you can count on us. We know how to design service business websites that attract and convert new clients.
6 Steps for Gathering Leads on a Service Business Website
If there is one thing we understand, it is how to gather leads. We market our web design services to cold Google traffic, so we grasp the challenges you face. How do you get people to give up their information? What can you do to properly vet your prospects? Where do you find untapped markets? When you are redesigning your service business website, keep in mind these six things.
#1 – Craft a Compelling Offer
You MUST offer something to your customer. The graphics or headlines attract visitors, but it’s a compelling offer that gets them to give up their contact information. A good offer promises a deal, and it also solves a problem. For example, we have a Free Mock-Up Offer for when you are redesigning your service business website. It is hard to beat FREE.
This is important – our clients come to us for the Free Mock-Up. They are not buying a website. If they like the Mock-Up, then they will probably buy a website, but that is later. The goal is to ‘sell’ the offer.
Here are some other ideas for offers or lead magnets.
- Ebooks or White Papers
- Surveys
- Webinars
Do you remember Domino’s Pizza? That franchise built a million dollar business off of fast, hot pizza. If you recall, they never promised it would taste good. To sweeten the deal, they offered a money-back guarantee if you didn’t get your pizza within 30 minutes. I remember watching the clock just to see if, maybe, they would screw up and I would get that free pizza. Their offer is what sold their pizza.
#2 – Sell SOLUTIONS not SERVICES
Let’s face it, mankind only has a few very basic NEEDS. Outside of food, shelter, and companionship, everything else is pretty much a WANT. Because of this, you must make your prospect understand that they have a problem; a problem only you can fix. They are busy, so they don’t want to get bogged down in the details. Just outline the issue and then let them see that you can fix it. Eliminate the hassle and make it easy for them.
Take our Free Mock-Up Offer, for instance. We eliminate the need for our clients to risk money on a design they may not like. We also give them their new web design in just two weeks – GUARANTEED.
We have solved their problem of a needing a new website design without the anxiety of budget or time.
#3 – Qualify Your Leads
I’m sorry, but the truth is that there just some leads out there that aren’t worth your time. By redesigning your service business website, you can vet your prospects before you get involved in an unprofitable venture.
This also creates a feeling of ‘exclusivity’ for your customers. They know that you don’t just service anyone who comes off the street. It also allows you to focus your energies on what you do best, rather than trying to be ‘everything’ to ‘everybody.’
#4 – Understand that Sites are for Gathering LEADS not SALES
A lot of people don’t understand that a website is NOT for selling services! Its sole purpose is to gather prospects which you can then follow up with by phone, in person, or even through email. Once you grasp this idea then redesigning your service business website may require a different approach.
Once again, we are back to that compelling offer. Leverage it to gather leads and then nurture that prospect and build trust. Once you have established a relationship, then you can ‘sell’ them on your services.
#5 – Educate Your Prospects
Most people don’t even know they have a problem until you point it out to them.
For instance, I know someone who does marketing for home-based businesses and small entrepreneurs. She finds new clients by running a Google search for their company and pointing out to them that they are not ranking locally. Then, she explains to them why that is a problem. The offer is simple. For FREE, she will present them with a plan for getting them to rank locally and how they can drive traffic without advertising.
This is nothing more than SEO service, but rather than selling the service, she educates them on their problem and what they need to do to fix it.
Like one wise man said:
“If you can describe a person’s problem better than they could to themselves, they will implicitly feel you have the solution to their problem.” Wyatt Woodsmall
Educate your visitors on their problems and build credibility in your industry with quality content on your website.
#6 – Have a Secondary Offer
Many times, people are not ready to purchase or even give up their information during their first visit to your site. Have a secondary offer that allows you to keep in touch. This could be a newsletter signup or a subscription to your blog. Perhaps you can get them to like your Facebook page. Regardless, you want to find a way to keep in touch, so you can nurture the relationship and move it along your sales funnel.
Redesigning Your Service Business Website
So, that takes us back to our Free Mock-Up Offer. It is how we demonstrate our abilities and collect leads. There are no catches. Yes, we do want your email address so we can build a relationship with you, but there is no hidden risk or commitment.
What do you have to lose? Why don’t you give it a try?
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