BLOG: Decisions, decisions - how to convert your website visitors

So, you have a website and you have a story; a point of difference to the others in your industry. What next…

BLOG: Decisions, decisions - how to convert your website visitors

Shall I keep reading? 

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.

Michelle Polglase PracticePlus

As General Manager for PracticePlus, Michelle is inspired by innovation and on a mission to provide the best website solutions for accountants and bookkeepers globally.