Most businesses consistently try to relate to new, ideal audiences so that they become loyal clients. And most existing and potential clients have one thing in common: they all use Google, whether to find a solution to a problem or an answer to a question. Wouldn’t it be fantastic if your website was there for them exactly when they were looking for a solution that your business offers?
The good news is that you can build a website that acts as your 24/7 sales team – attracting attention, building relationships and turning interested ideal clients into loyal ones. If you’re not sure where to start on the why and how, you’ve come to the right place!
Below we’ve shared insights on how you can attract the right clients to your site and increase the chances of them staying and making a purchase.
How to get ideal customers to your website.
Think like your ideal client.
Your website isn’t for you and it also isn’t all about you.
Like all the best salespeople, a good website should listen first and then respond mindfully, taking into consideration the challenges and pain-points. It should offer sound advice and solutions to challenges.
Your website should embody your best sales team. This starts by thinking like your ideal client, identifying who they are, understanding their challenges and recognizing what type of information is suitable for them at a specific point in their purchasing decision.
Naturally rank your site higher on search engines.
Organic search engine optimization (SEO) isn’t scary, but it is a time-consuming process. If you have a WordPress website, Yoast SEO (basic version is free) is a plugin that will take you through a step-by-step process to optimize each page of your website. Doing so will help your website naturally rank higher on search engines.
As you learn more about SEO, you’ll realize that keywords and key-phrases are integral components of SEO. For those new to this exercise, keywords seem like a big guessing game because how do you know what words your ideal clients are searching for? To take the guessing out of the process, use research tools like SEM Rush and Keyword Tool.io.
Don’t just connect Google Analytics to your website and forget about it. The free metrics offered by Google Analytics and other Google products provide you and your team with incredibly insightful information about your website and how your ideal clients use it. These tools give you the power to continuously polish your website to appeal to your clients in the right ways and at the right time. Signing up to Google Console and connecting it with Analytics is an often overlooked step that brings a wealth of knowledge.
Lastly, register for Google My Business – it’s simple, free and exposes your business to the ideal clients.
Your ideal client is on the go, so where are you?
Websites that aren’t mobile friendly are listed at the back of the line in search results. So you can have a fantastic keyword strategy and an optimized website, but if your competitor has a mobile responsive website and you don’t, you will still lose the search ranking game. In fact, 59% of smartphone users expect companies to make their websites mobile-friendly.
How to get ideal customers to like your business online.
No one likes waiting…
You have only a few seconds at most to capture the interest of your website visitors. Don’t make them wait for your website to load! Those are precious seconds that should be used to highlight your value.
Utilize tools like Web Page Test or GT Metrix to test the load time of your site. If it takes over a second to load, you can improve the time by:
- Reducing and optimizing image sizes
- Caching your website
- Using content delivery networks (CDNs)
Explain your value, not your features.
If you’d like to turn your website visitors into potential clients, you have to explain to them the value that your service or product brings to them. The best way to do that is by explaining the end result of using your product or service. Importantly, your unique selling proposition has to be clear, consistent and repeated throughout the website.
To ensure you relate to your ideal customers and maintain their interest, do not concentrate on the features of your service or product offering, no matter how proud you are.
Speak your client’s language.
Simplicity is one of the most difficult things to achieve in designing for your users. Keep it simple! Yes, your business does a lot, but your website shouldn’t offer all that information at once. It will repel your ideal clients. Do the following instead:
- Use simple words and explanations
- Shy away from industry jargon, even if you’re in the business-to-business space
Use relevant visuals.
Static and interactive visuals such as videos, photos, icons and infographics not only help to drive and support your value proposition, but also help your ideal clients relate to that value.
Appropriate and appealing visuals also help to make your value proposition more memorable and leave a lasting impression!
- Avoid ‘typical’ or canned stock photography
- Use custom webfonts. Try Google Fonts or Adobe Typekit
Have a blog that showcases your value.
In addition to giving your site a boost in terms of optimization and site ranking, a blog will make your website more discoverable by showcasing your expertise.
The key to a successful blog is consistency and value:
- Start with one blog post per month, eventually increasing the frequency
- Each blog post needs to be value driven for your target audience
- Answer your clients’ most pressing questions in detail
- Provide useful information for your ideal clients that will help them in their day-to-day activities
- Solve a challenge!
- Create a blog schedule in a spreadsheet and stick to it
How to entice your ideal customer to buy from your website.
Tell them what to do.
No one has the patience to search aimlessly for things online. We want it all instant and easy to find! Help your ideal clients find exactly what they’re looking for by being specific and clear with what you want them to do on your website.
Have a call to action on every page on your site. For example:
- CALL NOW For Free Consultation: 1-800-Business
- Contact NOW (a button that connects directly to your visitor’s email, not your contact page)
- SUBSCRIBE to Get 15% OFF (a button with a field for visitors to enter their business email address)
- DOWNLOAD the Best Travel Tips for Entrepreneurs (a button and a .pdf image, as well as a field for visitors to enter their business email address)
Entice action by extending offers.
A number of customers come to your site almost ready to make a purchase decision. Do you have a page dedicated to capturing these leads? You should create dedicated landing pages with specific and appealing offers such as case studies, coupons, discounts or free consultation. These pages will capture your ideal client’s contact information and allow you to engage with them.
Repeat contact info.
Have you noticed that online, the top, right-hand corner is where you tend to look if you’re not sure what you’re doing on the website? We find it’s the ideal spot to have your phone number or email, or just one method an ideal client can use to contact you. The aim is to make it convenient and easy for them to contact you.
We hope these insights help you with polishing your website to ensure it attracts the right new clients and turns them into loyal, ongoing fans of your business. Good luck!