How To Give Your Website A Persuasion Tune-Up
We’ve all seen those statistics that claim how many ads or pitches the average person is exposed to over the course of a single day. Depending on whom you believe, the numbers range from 500 to 13,000 per day.
Kind of a wide range, huh?
Any way you look at it, no one can deny we’re all bathed in ads throughout the day.
The problem is that all those ads create a lot of skepticism, and rightly so: One business will make a claim, and a competitor then feels compelled to up the ante, and make a bigger claim.
Pretty soon we see all the usual suspects being mentioned:
- The only one you’ll ever need
- Best in class
- Best of breed
- Leading provider
- It’ll skyrocket your sales
Let’s say you’re a business that wants visibility and sales in a crowded competitive marketplace. You hire a web design and marketing company to put your best foot forward online. Should you out-hype the competition?
There’s a better way.
The trick is to think about how you can reduce the three main risks visitors often feel when they visit a site.
#1: The risk of working with an amateur
If you need your Last Will and Testament created, you probably don’t want to work with an attorney for whom your last will is his first will. The same is true with getting your tooth fixed, your electrical system re-wired, or your laser eye surgery done.
You want to work with a pro.
Here are examples of questions and then how the answers might be phrased on your site:
- How long have you been in business? (“We’re the oldest chiropractic group on the Front Range and have been in business since 1941.”)
- How many different products or services have you created, or how many refinements have you made to them? (“We continually upgrade our ABC Compositor: in fact, it’s been refined over the course of 11 major releases and several dozen minor upgrades.”)
- Has your product or service been used in many states or countries? How many? (“We have clients in 46 states and 7 countries.” Or if it’s a more-local business: “We have clients in every county of Colorado.”)
- Do you have testimonials from satisfied customers? (If you have dozens of testimonials, then say that somewhere. Otherwise, it’s best to sprinkle the testimonials across the key pages that get the most visitors.)
- Do you “go the extra mile” in some way, in the sense of using better materials, or is your service more thorough or comprehensive? (“We might not be the largest SAT-prep company, but we’re the most-responsive: We guarantee that you’ll get an answer to your support question within 1 hour during business hours and within 3 hours on nights, weekends, and holidays.”)
Don’t fall into the trap of thinking that because your competitors can also claim many of these details, you shouldn’t bother. If your competitors say all that hypey stuff and you instead get specific, visitors will notice and approve of your approach.
#2: The risk of getting the “hard sell"
Very few businesses follow this secret, judging by what their web development agencies create for them. Their websites display prominent buttons reading “Call Us” or “Book a Consultation” or “Make an Appointment”, but that’s not what visitors first want to see. They’re thinking: “Am I going to get on the phone and the person on the other end will be a stone-cold salesman, smooth and very persuasive? Will I be unable to say no, and be sold before I know what happened?”
You can reduce the fear of getting a hard sell by explaining exactly what will happen when they reach out to you: “When you call, you’ll talk with one of our friendly support reps. The call with take about 15 minutes and they’ll ask you a few questions about the product you’re currently using, so they can speak intelligently about how our widget will work differently. They’ll be happy to answer your questions and can even send you additional material, so you can make a proper comparison.”
If your phone people are on salary, by all means say so. That’s because it helps prospects to relax, knowing the person on the other end of the line is not trying to make a monthly quota by closing them.
One of the things we do as an award-winning Colorado website development agency is help clients figure out the best wording of these sorts of details. If you want to do it on your own, that’s fine, too: Just make sure you put yourself in the shoes of your website visitors as you describe the good things that will happen—and the scary things that won’t happen—when they contact your business through your website or pick up the phone and give you a ring. Make sure you’ve eliminated that fear of “Am I going to get a hard sell?”
#3: The risk of becoming frustrated
Let’s say your website’s visitors are persuaded by your site’s great content and want to buy, sign up, or subscribe. The sale can be quickly lost if visitors call your number and are put on hold forever, or if they leave a message and it’s not quickly followed up with a call back. If you do have great service, then say so! Make sure your hours are prominently displayed that tell website visitors when they can speak to someone live. And if they call after hours, explain they’ll get a call back promptly the next day—assuming you expect to be able to follow up on that promise, of course!
Also make sure to reduce potential frustration by describing your service guarantee or return policy. If it’s a good one, describe how easy it will be for customers to use it. Don’t just stick one of those gold badges on your site that says “100% guaranteed”.
Your website visitors don’t know what you know
You know your business inside and out, but most of the visitors who arrive at your website, having often been burned by bad experiences with products and services, do not. Put their minds at ease by handling these three risks that many consumers (whether consciously or unconsciously) are concerned about.
The very act of addressing these risks upfront will put you way ahead of the competition.