The Million Dollar Question
How do you build a virtual assistant business with only your dream client in a global and competitive marketplace?
Well, there is no one simple magic fairy-dust secret to attracting ideal clients.
Instead, it takes proper planning and execution.
The good news is that it’s not as hard or expensive as you might think.
I’m going to show you 5 ways to advance your website from just an online brochure into a lead machine.
But before I do that, it’s important to laydown the proper foundation.
A website that converts strangers into leads needs two things for it to deliver business:
ONE, your site must have the right ingredients mapped to the right location.
TWO, it requires a solid strategy.
Back in the day, your website could easily be just a place for people to validate that your business exists, or to check out your stellar services.
In the web design industry, we call that the “Build it, and they will come” online philosophy.
It worked like a charm for a while, but if you want your website to do actual work and generate leads, that does not work anymore.
Here is why.
When I built my first website in 1994, there were around 9,300 sites on the internet.
Today there are 2.8 BILLION!
So, like the VA industry, websites evolved to accommodate technology and accessibility.
A business coach I know, Monique Duarte, touches on this idea in her motto: “Build it, market it right, and they will come.”
My motto differs slightly: “Build it to convert, nurture those conversions, market it right, and they will buy.”
I know it doesn’t roll off the tongue as nicely, but it does describe what it takes to kick your website up into the lead generating game.
It’s All About The Strategy
Today, marketing professionals judge a “good” website by how it performs, not just how it looks.
Good web designers build sites to support robust and effective site strategies.
I break down a site strategy into three parts:
- Conversion: When a stranger (a.k.a. cold lead) gives you their email address, that cold lead then becomes, or ‘converts’, into a prospect (a.k.a. warm lead).
- Nurturing: Your site incorporates an automated relationship with prospects so that you stay top of mind when the warm lead is ready to buy.
- Traffic: Your site is positioned to attract potential client visits to your site through traffic sources, such as SEO and paid advertising
Your website is the epicenter of the conversion strategy. It’s where it all happens.
Most businesses take an expensive approach to generating more leads. They spend more money on a traffic source such as Facebook or Google thinking they just need more people to come to their site.
When in fact, optimizing your site allows you to get much higher rate of return while spending the least amount on a traffic source.
Who wouldn’t want to spend less and traffic and close more business?
5 Ways To Harness The Power
Okay. You now know what makes up a website strategy.
What’s left? How to optimize your website for conversions. Here are five things to keep in mind:
- Understand Your Ideal Client’s Psychology
Go beyond your ideal client’s demographic and get to know their psychographic.
Understand their dreams and where they celebrate. Know their pains, and where they go for help.
Speak THEIR language in your copy. Select images that speak to your ideal client’s needs and wants.
Offer content and services that specifically solves their pain points.
This should all be contained in what is called a Client Avatar, which is your client’s profile with a face on it.
If you haven’t done a Client Profile, drop everything and complete one now! It is that important.
WARNING: Not all Client Profile forms are the same. The template I use with my clients is specifically designed for building a website strategy.
- Always Give Your Website Visitors a Clear Call to Action.
Tell your visitors what you want them to do such as, “Call Me,” “Contact Me for a Free Consultation,” or “Buy Now.”
- This is a big one: Add a Secondary Call to Action Reserved for Site Browsers Who Are Not Ready to Buy From You Yet.
This is a fundamental ingredient for converting site browsers into prospective leads.
The secondary call to action relies on the law of reciprocity, which has observed that it is human nature to give back to those that gave us something we value.
Gary Vaynerchuk wrote an excellent book on reciprocity marketing called Jab, Jab, Jab, Right Hook. I highly recommend it. It’s the foundation of today’s marketing principles.
- Be contactable
This might sound obvious. You might think “I already have a Contact Us page.”
Visitors to your site have a very short attention span. Make it easy for your prospects to contact you.
Always, always, always add a contact form in the footer of each page. And put your phone number in the upper right corner.
Want a quick way to optimize for mobile? Add a link to the phone number that looks like this:
That way when a visitor views your site from a phone, they can click the link to dial the number. Cool, huh?
- While we are on the topic of mobile devices, your website must be mobile friendly
Google will penalize you in their almighty search engine rankings if your site does not meet their mobile friendly (a.k.a. responsive) standards.
A responsive website means the content flows like water when the screen size changes.
To sum up, here are the key takeaways:
- A website strategy is the difference between an online brochure and a lead generating machine.
- A website strategy consists of Conversion, Nurturing, and Traffic.
- Know your ideal client: Here is my profile template just for websites.
- Use a clear call to action.
- Incorporate a secondary call to action to stay in touch with prospects.
- Be contactable.
- Make sure your site is mobile responsive.
Jill Mugge salvages defunct websites and converts them into money making machines. Her supercharged online strategies transform established small businesses and puts sales into overdrive. Don’t miss out on her best secrets for boosting website leads in the 47-Point Homepage Checklist. In there you’ll get a behind the scenes look into 47 of Jill’s ace-in-the-hole design tips that jack-up leads in a week. Get Instant Access Here.
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