Maximize Website Profits: Boost Sales and Conversions

You've got a fantastic service or product and a sleek website, but the sales just aren't rolling in. Sound familiar? Don't worry, you're not alone. Many businesses struggle with this very issue. But the good news? There are ways to turn your website into a conversion powerhouse.

You're seeing plenty of traffic, but it's not translating into sales. Your ad spend is through the roof, but your conversion rate is in the basement. And those quote requests? They are just not what you hoped them to be. It's like you've got a leaky bucket, and all your potential sales are slipping through the cracks.

Buyer's Intent and How to Communicate

Most businesses focus their landing pages on the folks that are in buying mode, while this is only about 3% of the total market. People are in different phases of buying, some are not even aware that they need your product. It is your noble job to steer them in the right direction and make their life a bit better. Of course, while getting rewarded in the process.

Understanding your customer's buying intent is key. Are they just browsing, or are they ready to make a purchase? By identifying where they are in their buyer's journey, you can tailor your content and offers to match their needs and move them closer to making a purchase. These are the types of buyer's intent:

Different types of buyer's intent

• 3% Buying: These are the hotshots. They've done their homework, they know what they want, and they're ready to pull the trigger. Your job? Make it easy for them. Keep it clean, simple, and fast. They want to buy, so get out of their way! At this stage, your job is to make the process as smooth and straightforward as possible. Use clear calls to action, provide detailed information, and make sure the desired action is quick and easy.
• 7% Open to Buying: These folks are window shoppers with a twist. They're not on a mission to buy, but if something catches their eye, they're game. To reel them in, you've got to make your product shine. Show them the good stuff - the benefits, the perks, the reasons why your product is the bomb. Sweeten the deal a bit with discounts or free shipping, and you've got their attention.
• 30% Consideration: These are the thinkers. They know they've got a problem, but they're weighing their options. They're not ready to commit just yet, but they're getting there. Your move? Educate them. Show them why your product is the knight in shining armor they've been waiting for. Give them the lowdown on why your product beats the competition, and they'll be one step closer.
• 30% Don't Think They Are Interested: These customers are the skeptics. They don't think they need your product. Maybe they don't know about the problem you solve, or maybe they don't think it's a big deal. Your mission is to open their eyes. Use content that explains the issue in a way that's easy to understand. Show them how your product can help, and provide evidence to back up your claims.
• 30% Not Aware: These customers are not aware of your product or the problem it solves. They're not thinking about buying because they don't know there's something to buy. Enlighten them. Use every tool in your arsenal - content marketing, social media, smoke signals if you have to - to get their attention. Once they're clued in about the problem, you can start leading them towards your solution.

While you surely can focus on all types, I would recommend focusing on the first 3 first for the best return on investment. While others are fishing with their small fishing rods outbidding each other in the 3% pool, you are casting out a big net in the ocean of opportunity. How to structure this is different for each product or service.

Creating Engaging Content

To interact with your customers, especially the customers in the consideration phase, you need content which grabs them by the collar and does not let go. You need some high-quality content. Creating engaging content is not just about being interesting. It's about understanding your audience's needs, speaking their language, and providing value.

One way to do this is by using the SB7 framework. This framework uses the power of storytelling to make a clear and engaging basic story that you can use to start building your content on. Also, check out my article "How to Develop Killer Content with Bare-minimum Resources" for a detailed guide to one-up your content.

The Sales Funnel

Remember, most people aren't ready to buy the moment they land on your website. It's like asking someone to marry you on a first date. Instead, focus on nurturing your leads. Offer something of value in exchange for their email address. Continue to provide value, and when they're ready to buy, make them an offer they can't refuse.

Multiple CTAs

Use two kinds of CTAs (Calls to Action), one for customers who are ready to buy and one for those who need a bit more convincing. This strategy acknowledges the different stages of the buyer's journey and caters to various levels of customer readiness.

• CTAs for Ready Buyers: Keep these prominent and straightforward. Use action-oriented language like "Buy Now," "Get Started," or "Sign Up Today and Place these CTAs in easily visible areas like the top of your homepage, end of product descriptions, or in the header.
• CTAs for Hesitant Prospects: Offer lower-commitment options like "Learn More," "Download Our Free Guide," or "Start Your Free Trial". Place these throughout your content, especially after sections that address common customer pain points or questions. And use these CTAs to guide prospects towards informational content that can nurture their interest.

Give a freebie

Most people are not signing up for a random email list. I can't blame them, most emails I receive from companies are so boring that I'd find more entertainment in a dripping faucet. So, how can we get our customers interested? The answer is simple: "give before you take".

Give them something useful, show them that you're there to help. People are usually cautious - and for good reason. They know you want their money. To ease their doubts, start with a small offer. It's like asking someone out for lunch. It's a chance to learn more about each other.

So, to get your customers to join your email list, offer them something in return for their email address. This could be in-depth articles, how-to guides, video tutorials, giveaways, webinars or early access and more. Find something that fits the needs of your customers.

Make sure to make this freebie desirable and high-quality. Invest time and effort into creating something that truly provides value. Here are some tips to make your freebie irresistible:

• Professional design: Use attractive graphics and a clean layout. A well-designed PDF or ebook can make your content look more valuable and credible.
• Engaging cover: Create an eye-catching cover that clearly communicates the benefit of your freebie. Use compelling titles and subtitles that promise specific, actionable value.
• Easy accessibility: Ensure your freebie is easily downloadable or accessible. Consider offering multiple formats (e.g., PDF, epub, mobi) for ebooks to cater to different devices.
• Interactive elements: If possible, include interactive elements like quizzes, worksheets, or calculators. These can increase engagement and make your freebie more memorable.
• Exclusive content: Offer information or tools that aren't freely available elsewhere. This exclusivity can make your freebie more enticing.
• Immediate applicability: Ensure your freebie provides information or tools that the user can apply immediately for quick wins. This builds trust and demonstrates the value you can provide.
• High production value: If you're offering video content, ensure it's well-produced with good lighting, clear audio, and professional editing.
• Personalisation: If possible, add elements of personalisation. For example, a tool that generates a custom report based on user input can be very appealing.

Remember, your freebie is often the first impression a potential customer has of your paid offerings. By creating something that people genuinely want and find useful, you're not just growing your email list – you're building trust and positioning yourself as an authority in your field. This can significantly increase the likelihood of converting these leads into paying customers down the line.

Need help designing an irresistible freebie that converts? I can help you create a high-impact lead magnet that aligns with your brand and captivates your target audience.

Use drip mailing

Once you have secured the precious email addresses of your customers, it's crucial that you don't just let them sit idle. Start setting up a system to send them regular, high-quality emails that provide value. This could be on a weekly or monthly basis, depending on your audience's preferences and your content schedule.

Drip email campaigns allow you to gradually 'drip' relevant content to your subscribers over time. This is an effective way to nurture leads and keep your brand top of mind.

But remember, it's not just about sending emails. It's about understanding your customers' needs and addressing them. Engage in conversations with your customers, listen to their concerns and challenges. They may not always outright tell you what they need, but if you listen carefully, you can read between the lines.

For instance, if you're a designer like me, you may have created social media templates for a business, but they're struggling with scheduling their posts. In such a case, you could create a comprehensive guide or a whitepaper explaining the optimal times to post for different types of content. Include this in your next email, and voila! You've just shown your clients that you understand their needs and can provide solutions. This kind of proactive problem-solving can make your customers feel like you're reading their minds - and that's a great way to build trust and loyalty. Make sure to always end your email with some form of activation like: Call to discuss further, or book a tour now.

Craft an Irresistible Offer

After nurturing your leads with valuable content in your initial emails, it's time to shift gears. Every 3 to 5 emails, it's time to move into pure activation mode. You've addressed their doubts and concerns, and now it's time to make your move. But this requires something special.

Think of it like the diamond ring in a marriage proposal. Sure, the person saying 'yes' is agreeing to the person in front of them, but receiving a diamond ring certainly adds to the allure.

Your offer should be the diamond ring in your email proposal. It needs to be clear, compelling, and centered around the customer. It's not about what you do, it's about what you can do for them. How will your product or service solve their problem, meet their needs, or enhance their life?

Your offer should answer these questions in a way that makes it irresistible. It should present such a compelling case that turning it down would seem like a missed opportunity. This is your chance to convert your nurtured leads into active customers. Make it count.

Examples of a Good and Bad Offer

Bad Offer: "Buy our product! It's the best on the market, made with high-quality materials and advanced technology."

This offer is centered around the product and its features. It doesn't address how it can solve a problem or meet a need for the customer. It's also missing a sense of urgency or incentive to buy now.

Good Offer: "Struggling with time management? Our productivity app can help you organize your tasks, set reminders and ultimately save you hours each week. Try it free for 30 days!"

This offer is customer-focused. It identifies a problem (struggling with time management), presents a solution (the productivity app), and explains how the solution benefits the customer (saving hours each week). It also includes a low-risk way to try the product (free for 30 days), which reduces barriers to conversion.

Making Customers Your Ambassadors

Happy customers can indeed be your most effective marketers. They've experienced the value of your product or service first-hand and are likely to share their positive experiences with their network. Here's how you can equip and incentivize them to spread the word about your business:

• Referral Programs: Creating a referral program is a powerful way to encourage your customers to become advocates for your business. For example, you could offer a "Get Your Money Back" program where customers can earn back the cost of their purchase if they bring in four new customers. This not only motivates your existing customers to promote your product or service, but it also brings in new customers at a lower acquisition cost.
• Shareable Marketing Packages: Equip your customers with the tools they need to promote your business. This could be a package containing brochures, samples, or even unique discount codes that they can share with their friends and family. This makes it easy for your customers to introduce your product or service to potential new customers and provides an immediate incentive for these new customers to make a purchase.
• Rewarding Customer Advocacy: Reward your customers for their advocacy. This could be in the form of discounts, exclusive offers, or even freebies. The key is to make the reward enticing enough to motivate your customers to act. Remember, when your customers win, you win.

In essence, by enabling and incentivizing your customers to do your networking for you, you're creating a win-win-win situation. Your existing customers feel valued, new customers get an immediate benefit, and your business grows its customer base. This kind of positive, reciprocal relationship fosters a sense of community around your brand and can drive sustained business growth.