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We make hundreds of decisions each day. Most of the time we’re completely oblivious to the fact that we’re even going through the process (“what am I going to have for breakfast?”) When you break down what happens during the decision making process then you can have an influence on the outcome.
Sean D’Souza in his best selling book The Brain Audit explores our thought processes and discusses the way we make decisions. He uses the metaphor of going to an airport with 7 bags - would we leave the destination without one of those bags? Of course not! Each bag represents a step in our decision making process. The more bags you can line up the better. Line them all up - decision made.
How to convert your website visitors to clients
The way you structure your website can have a big influence on potential clients making the decision to convert. Taking each “bag” (or step) in the decision making process, it’s interesting to look at some of the websites we’ve designed and host.
Bag 1: The Problem
Define and isolate a problem relevant for your clients. The problem goes hand in hand with….
Bag 2: The Solution!
Not the process (how), but the flip side of the problem your client is experiencing. Take a look at how Double Rule presents solutions to client problems on their homepage.
Bag 3: The Target Profile
Choose a demographic, then select a real person to interview. Every offering has different appeal at an individual level. For example, Jill of All Trades clients share their personal experiences, including by video.
A trigger: the ability of a message to stand out! Jack Lawrence do this nicely with their custom quote call to action.
Bag 4: The Objections
Your client is interested, but feeling the fear of committing! Understand the objections, and address them with your testimonials….
Bag 5: Testimonials
Use ‘reverse testimonials’ to display the doubts from the objections. McGaunn & Schwadron showcase reverse testimonials well
Bag 6: Risk Reversal
Stand by your offering and make it easy for your clients to take a chance on you. We love the promise Curtis McLean offers.
Bag 7: Uniqueness
What makes your business unique? Look at your business point of difference and strategies to showcase those. Check out the success roadmap HTA Advisory have put together
Once you have all your bags lined up, you’re good to go!
Tell your business story in a way that encourages potential clients to decide to trust your company.