One of the best revolutions to the business world is online marketing. The cost of developing and hosting a website is insignificant when compared to the money it can generate. Unlike other advertising mediums like direct mail, yellow pages, networking, etc., a web site works 24/7/365, the results are instant, and you can make changes in moments rather than days, weeks, or months.
Websites are now the best way to fuel referrals and word-of-mouth advertising. Think about this: When you hear about a company from a friend, what is the first thing you do? You check out their website. If you’re unimpressed, you may or may not buy or come back.
When your clients tell others about your services, will they be equally unimpressed with your site? Will they have a reason to opt in or join your mailing list? Will it be absolutely clear to them what you do and why you are a better option than any of your competitors?
With so much of your marketing riding on your website, it’s a mystery to me why more technology consulting firms DON’T have a web site, or they have a boring, amateurish-looking couple of pages linked together that give no reason to stay, revisit, or more importantly, buy something.
If you want your site to generate more revenue, here are 3things you can do to instantly improve its effectiveness:
Put a compelling, interesting headline on the home page.
The headline should identify who your best customer is and what you can do for them. I can’t tell you how many web sites I’ve been to that, for the life of me, cannot figure out what they do. Make sure you don’t make the same mistake with your site. For example, here’s a headline that I’ve used with several clients that is highly effective:
“Are You a Small Business Owner That is Tired of Waiting Around for Your Current Computer Guy to Call You Back, Follow Up, and Fix Your Computer? Are You Concerned About the Security of Your Data? Would You Like to Find a Way to Offload the Headaches and Frustration of Computer Problems Finally and Forever? Then You’ve Come to the Right Place!”
Don’t worry about the length; the headline on ANY marketing campaign accounts for the majority of the response. Clients won’t mind reading long headlines as long as they are interesting. I can beat a short boring headline with a long interesting headline any day.
Use lots of testimonials and client success stories.
There are two major upsides to this. Visitors are more likely to read testimonials than a bunch of boring text about what you do. Plus, the benefits of your service will be easier for visitors to comprehend when wrapped into a real-life case study of HOW you applied your skills and expertise to help other business owners.
Have an easy way for visitors to reach you.
I’m amazed at how many computer consulting firms only have a “contact us” form on their web site. What about those people who need IMMEDIATE help? I strongly suggest you have a “computer crisis” hotline that, if nothing else, goes to an answering service that can screen and forward calls to you. Remember, lack of responsiveness is the number one reason why business owners fire their current technology consultant and look for someone else.
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