Make your product and services easy to find, easy for visitors to your website to stay a while, learn about you and follow through. That’s what a medical cosmetics physician did and it worked for him (see link below). The bottom line is he got specific about what his customers wanted and gave it to them. This included adding before and after photos of people who had used his services (this is equivalent to a demonstration of your product/services – one of the best way to get a customer). He also put a “Call to action” (what you want the customer to do for next steps) up front and center (ok to the right hand side of the home page but you catch my drift). And response improved. He decided not to use a form because that would slow down and discourage follow-through. While this worked for this particular physician and his customer population, another physician who specializes in the treatment of pain did exactly the opposite. He had a long form on his website in order to weed out patients who didn’t live in the immediate area (thousands of people have pain and he would have had to hire additional full time help just to deal with the inquires coming from his website), who had the kind of insurance he takes, and who had the kind of pain he could treat.
The bottom line is you have to customize your messaging in whatever format you deliver it, to your customer’s habits and wishes. This means you have to reach out to your customer base and find out how they want to be “told and sold”. What’s the single or couple of most important messages that they need to hear in order to move them from a visitor to your website? Then give it to them.
If you’re in retail like dungarees.net (see link below) then you might want to solicit customer reviews. Find the issue that, when solved, will not only keep customers on your site (or reading your materials) longer, but also convert them from a visitor to a customer.
Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.
