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As a Consultant, your website will make all the difference when it comes to actual sales revenue. It should include all what is needed to turn the right visitor into a buying client. Here are the 4 pillars of a website that can help you earn more:
Quick clear message to keep interest
WHY? We want clear simple english to avoid confusing visitors and keep them on the page. They should be able to understand without needing to think hard. Confusion will drive them away, we need to make sure they are enjoying and understanding what they see on our website.
HOW?The first thing your website visitors see when they visit your site should be very simple and straightforward. We have been seeing a trend in vague philosophical statements that don’t actually help, they just get visitors confused and running away. Here’s how it should be with a clear example
What problem do you help them solve
How do you get the job done
Here’s an example from our homepage:
Build trust and establish your expertise
WHY? You can’t just ask someone to marry you on a first date right? You get to know each other and build that trust first. The same applies for sales, your website can help you build trust. This helps your visitors get to know you and your skillset on the way to become your clients.
HOW? Provide helpful tips,tricks and content on your website free of charge. Yes, I am asking you to share helpful information with people who aren’t your clients yet, for Free. In fact you might not even know them in person. You want to build that trust and make sure they understand that you can help them with their specific problems. This can be done through:
Helpful blog: Include a few articles that act as free advice for clients. It needs to be advice that can be put into action. Don’t feel bad for not charging for valuable information, it will pay back in the future.
About you section: Tell them about you and what projects you have worked on. Try to write in a customer centric manner where even your background story includes how you helped others achieve their goals. Remember clients care about themselves first and what you can do for them.
Ask Anything section: Including a free consulting section or a simple chat module would help start conversations that can turn into sales conversation in the future. The key is to help your clients, free of charge. Building trust will eventually lead to that sales interaction you are aiming for.
Help visitors figure out how you can help them specifically
WHY? IF we clearly show each visitors why they should work with us then it would make that decision much easier for them. We need to be specific here and help the visitor feel like we are a clear match.
HOW? This is where the true power of a customized websites comes in. We want to show a potential customer as specifically as possible:
What problems we can help them solve
Why we are relevant to them
What they can expect as a result of working with us (Return on investment)
There are multiple ways to get this done, however below are the two best methods
Chat Method: Your visitor might be wondering: How can they help me? Include a chat module with a button that says “Wondering how can we help you specifically? Chat with us for a clear answer” on every page of your website and you will get people clicking and chatting with you. However this requires you to be always available to chat or have an assistant take care of it for you.
Quiz Method: An automatic version of the chat Method above. Pre program a list of questions and answers and help your clients understand how you can help them specifically. Include a quiz on your website where you ask you visitor a few questions that would you get to know them, their company size, their goals and their problems. That should be enough information for you to list out what you can help them out with and push them to take the next step.
Help visitors take the logical next step
WHY? People do act on their own, but we can make that next step much easier for them. When you clearly state what you want your visitor to do next, they are more likely to take it and progress towards becoming a client of yours.
HOW? In every page of your website, make sure to include a logical next step. Your website visitors need to be nudged in the right direction to help them move forward and turn into paying clients. It is important for the call to action to be:
Clear and straight to the point
A single call to action throughout a single page
Call to action button should have a contrasting color with the rest of the homepage
Should be the natural next step that you want your visitors to take on their way to become customers
To make this very clear here are a few examples:
On the homepage you might include a clear button stating “ learn about how we can help you grow” as a logical next step to read your blog and build trust.
In your blog, under every blog post the logical next step would be getting a free quotation and thus include a clear button stating “ Want to work with us? Get your free quotation”.
If your website is designed to cater for the above goals, you will drastically increase your chances of closing more sales and serve more clients as their consultant.