Your website should position your services business as one that is so perfectly matched to solve your prospective customer’s problem that they feel confident to do the next step in the sales process, which might be to come in for a free appointment, or a free consultation, to come into your offices, to request a quote, or to order your product or service.
In order to do this, the marketing message on your business’ website should ideally also prequalify your prospects because you don’t want to attract anybody and everybody into your business.
When you can achieve both these aims, this will attract the most qualified prospects into your business and eliminate 80% of the hassles of selling.
You may have heard of this or experienced it for yourself… most businesses complain that the quality of customers they get online isn’t as good as they get from say, word of mouth.
Why is this? Your website did a very poor job of pre-qualifying the customer!
When a business website is perfectly optimized to pre-qualify your customers, the content on there should help the customer to go, “Yeah, this person (or this business) is the right one for me.”
You want to set it up such that your website does a very good job of clearly identifying the prospect’s problem right off the bat so that the prospect can quickly pre-qualify himself or herself and then step forward, raise their hands and say, “Yeah, that’s me. You’re talking about me.”
Lead with the customer’s problem, not your solution
This means leading your website content not by talking about your solution that you offer, but with the prospect’s problem.
And here’s why…
When your prospects check out your website they’re at the stage in the buying cycle where they have already decided they want a service such as you offer, but they haven’t decided where to buy.
They haven’t decided where to buy because they don’t know if you’re a perfect match to solve their unique problem.
So, when they get to your website and you’re leading with statements such as “We’ve been in business for 28 years,” or “Click the big green button to request a quote” or “We are a family owned business” or even “We are available 24/7 to help you with XYZ” guess what, you’re not helping them to decide if you’re a perfect fit to solve their unique problem.
But when you lead with their problem, here is what happens…
Your website content grabs your most targeted prospect’s attention and gets him or her to self-identify as a prospect. So, for example if your content delivered the message that you’re the best real estate agent in town for first-time home buyers, the prospect will quickly perk up if they’re a first-time home buyer.
Leading with the problem also agitates the problem in the prospect’s mind – and reminds him or her of the pain of the problem.
So, the first-time home buyer, upon gleaning this much from your content that you specialize in this category, will go, “Told, you I don’t need just any real estate broker! Mine is a unique problem. That’s why I need to choose mighty careful.”
This is good for you because now they will read all the small print. You want that!
And lastly, leading with their problem will sometimes even reveal a big problem to those who didn’t even know they had the problem.
So, the person who is a first-time home buyer but didn’t think they needed a real estate agent that specializes in this category will go, “Got that! Looks like not just any real estate broker will do for me!”
You want that too…
How to build a high-converting website for service professionals
So, how do you put it all together on your services website?
Obviously, I’m not asking you to become a programmer or web designer! But you have to know what works so that you can get your web designer to do what you want. This way you’ll know when they have messed it up.
There are three very helpful tools that you can use to quickly lead with the customer’s problem on a business website – welcome video, problem-specific testimonials, a direct value statement. Whichever is used (or all three) should be easily visible above the fold.
Above the fold means your prospect doesn’t have to scroll to see this content.
Testimonials, when properly planned, are great for prequalifying your prospects because one of the secret triggers that make people buy is social proof, and the testimonial is a very good piece of social proof.
People make decisions and take action after they’ve seen others make the same decision or take the same action.
This is why these people are reading reviews of your business before checking you out on your website in the first place!
Build social proof, especially the problem-specific kind, and you’ll overcome most objections people might have about buying from you. And this is why you should feature testimonials on your website, where they can easily and quickly be read or viewed.
So, how do you get these problem-specific testimonials, and what are they exactly?
Testimonials such as “Joe is a great guy” may make Joe feel good about himself but as a marketing tool they are utterly useless. The best testimonials are the kind that refer back to your unique selling proposition, to your core offering, to what makes you different.
So, for an example, if your unique selling proposition is that you are good at finding homes for first-time home buyers, you want a testimonial that says, “Joe made this easy. It was so fun to work with him. He found us a home. I thought it was going to be difficult because Bob and I were first-time home buyers!”
That testimonial refers back to Joe’s USP, what sets him apart from other real estate brokers. Besides that, it also points out that this family were first-time home buyers.
So, for the prospect that would have the objection, “Great, you are a good agent, but do you have any credentials when it comes to finding homes for first-time home buyers?” the objection is already whittled away.
You could then have another testimonial that refers back to another market segment that you want to target, for example, home buyers from out-of-state or to those looking to sell their home in a hurry, etc.
One of the best advice I ever received on getting these types of testimonials was by Dave Dee in Ultimate Marketing Machine. A word of warning… his suggestion may appear radical, weird, or even unethical.
What you can do is to “write [the testimonials] yourself and ask for permission to use them.”
Use problem-specific testimonials on your website
According to Dave, it would be weird if these people weren’t raving about the results you delivered for them, if they didn’t express these same sentiments you wrote for them, if anything the testimonials say wasn’t true.
You are just wording the testimonials in a way that would appeal to additional prospects…
If you find this suggestion too radical, you can always ask your customers to mention certain specifics in their testimonials that relate to the problem they had before they chose you – to make the testimonial link back to your core offer.
Use a welcome video
Incidentally, you could also decide to use video testimonials. They are to be preferred in some ways. You could also decide to put all this together, the testimonials, your welcome message, and your direct value statement, in one video.
A unique direct value statement is a straightforward, easy-to-say, and easy-to-understand statement that clearly and declaratively communicates the fundamental reason why your business exists and why you’re selling its products or services.
Your direct value statement is extremely important in many venues. You can use it for gaining appointments, imbedding it into pre-approach communication tools (such as your website), meeting people, and answering the inevitable question, “What do you do?”
Here are some sample direct value statements:
“We help service-based business owners to grow their businesses fast, free up more time, and increase their profits. We do this by publishing short, easy-to-understand marketing guides that show them how to exponentially multiply referrals, endorsements and repeat business.”
“We assist our clients in the banking industry to improve their profitability. We do this by reducing their fixed operational costs, improving employee performance, and geometrically expanding their marketing efforts.”
As you can see, a direct value statement can quickly prequalify your prospects. It’s a powerful tool, so use it wherever you can!
Example of a welcome video. This one could be very easily made.
Your website is your 24/7 promotional tool online. When you set it up right to sell or pre-sell your services effectively, it will continue to do this for you day and night, even while you sleep – with very little input on your part.
Use these tips above to convert lots more of your website visitors into buyers.