You have a wonderful website. You rank well. And you do win some business from your site. You can relax—finally! Your job is done.
NOT!
Your website—like any other aspect of your business—is never fully finished. Instead, you should perpetually test, add, and refine. Google actually demands this (although not to the extent we’re talking about), wanting your website to continue to grow and provide value over time. It prefers websites with a years-long proven track record of offering visitors incredible value at the top of its rankings. As you improve this, you’ll certainly achieve additional buying action due to the increased exposure.
Once you drive prospects to your website, you want as many of them to buy as possible—which is a whole process in and of itself. Use these simple techniques to immediately achieve more clicks, subscribes, phone calls, and emails:
Experienced (and successful) marketers know emotional stories trump every other marketing technique in existence. This ad for Proctor & Gamble is the perfect example of this:
Striking at the core of what it means to be a mom, P&G nailed this extremely successful ad campaign for that very reason. Show any mom this commercial and ask what she thinks about it—chances are she’ll love it.
When fleshing out your website content, describe emotions. Discuss the pain resulting from problems your customers experience…and the joy and benefits they reap when you help them overcome these obstacles. Don’t hold back. The more emotional, the better. The human brain doesn’t remember boring facts and stats nearly as well as emotionally gut-wrenching stories (it’s a fact!), so be sure to dial these up on your site.
Placing time limits on a special offer always drives more buying action—it’s guaranteed! The trick lies in how you structure this, and you can never know for sure which specific offer will drive the most interest.
For example, let’s say you offer a service such as HVAC system efficiency analysis. You could try the following offers:
Refrain from using vague messages such as “Good for a limited time only.” No one knows what that means, so they may assume the offer will remain available in the coming weeks and feel no need to act now as a result of this. Hence, they’ll forget about it altogether and never take action.
This persuasion technique ultimately transforms those on-the-fence prospects into paying customers, and you should test a variety of offers to learn which one works best.
Wrapping Up
If you’re craving more buying action, employ these two techniques on your website. They’ll work—guaranteed. The only question is to what extent?