Quick note: This is postographic – a post that looks like an infographic but is actually text. Feel free to click on the links within it to get in-depth tips on how to get more clients online.
How to Get More Clients
But! If you don’t deal with this one thing on your website, most of your potential clients – the ones you tried so hard to get to your website – will leave your site without getting in touch.
Most of your prospects leave your website because they aren’t sure whether your offer is for them. Whether you’re too expensive. Whether you’ll do a good job.
Eliminate the uncertainty, and you’ll get more new clients for your business. Here’s how.
01 Tell them what you offer
Unclear copy is a major uncertainty trigger.
“What does this sentence mean? Will this solve my problems?”
If your prospects have to guess – be it the copy on your call-to-action buttons, your website tagline, or services description – they won’t click on that button or hire you.
So, make sureyour prospects always understand what you’re saying.
Use words you’re sure your target audience will understand. Be clear and only then clever (if you must). Ordinary but clear always trumps creative but vague.
You don’t have to dumb it down. Think of the stage of awareness of your prospects – how much they know about their problems, possible solutions and your offer – and talk to them as you would if you met offline.
Read your copy out loud. Make sure to use the same words you’d use to describe your offer in a real-life conversation with your clients.
02 Tell them what it costs
Your fees are one of the first things your prospects wonder about.
“Can I afford you? Is it per hour? Per project? Per day?”
To disclose or not to disclose your fees upfront, that’s a widely debated question.
But if your prospects can’t see any indication of your fee range on the website, they may assume your services are too expensive or be too shy to ask (and go with your competitor who stated their fees on their website).
Even if you have valid reasons not to list your rates, there are ways to eliminate this uncertainty without selling yourself short or revealing your secrets to the competition.
If it’s a service with a clear scope (for example, a one-hour consulting session) consider clearly stating your fees.
Otherwise, provide some guidelines on how you determine your fees so that your prospects have an idea whether it’s in their budget. You can also list your fees for a basic services package (I love how Lorrie Hartshorn does it with her Simple Website Copywriting Package).
Preface your fees with “starts at” to leave room for yourself to adjust the quote if necessary.
03 Tell them how it works
“What happens after I contact you? Do you follow a clear process?”
A clearly defined process helps your prospects understand how you work. It also makes your prospects trust your more because it shows you’ve done this before.
The more you tell them about your process in advance, the more certain they feel that you’ll be a great fit (and the more they can imagine themselves getting those deliverables and benefits you describe).
Add a couple of paragraphs explaining your process on your About page (if you offer one main service) or on the corresponding services pages.
For example, if you are a copywriter, tell your potential clients how the briefing happens, how do you deliver your copy, how many editing rounds are usually included, etc.
Consider answering frequently asked questions and addressing reservations your former clients had before they hired you.
04 Prove you’ll do a good job
You know you’re good, but your prospects have just met you. Worse, they may have met and hired someone else who was a major disappointment.
“Is she any good? What happens if I’m not happy? Is there any refund policy?”
Your potential clients are worried, and you need to reassure them of your expertese if you want to increase your chances for an inquiry, especially if you don’t have much of a reputation (yet).
Make your website look trustworthy (no typos, no broken links, no visual clutter, etc.).
Put up a professionally taken photograph of yourself or your team members. List the companies you’ve been working with if your prospects would recogrnize their names.
Your prospects decide whether you’re qualified not based on the schools you went to or your certificate. They want to hear from your former clients. So, don’t forget to include credible testimonials.
If it’s typical in your niche to have a portfolio (for ex., if you specialize in web design or copywriting) create a compelling Portfolio page and link to it from the main navigation.
Offer a money-back guarantee (for example, for a course) or mention what happens if a client is unhappy with your work (for example, that you include an editing round for free).
05 Make them like you
If you work with clients one-on-one, this question is as important as the costs or the offer itself.
“Will we get along?”
Show your potential clients that you’re a friendly likable person, and they may even look past some typos on your website.
Include a video where you introduce yourself and your services. Seeing you and hearing you talk will help your prospects better understand if you’re a good fit and connect with you on a personal level faster.
If creating a video isn’t in your budget or you don’t feel comfortable on camera, make the photos and sparkle your web copy with personality.
If you’re a team, add a “Team” section to your About page with the photos and a short description of each member.
06 Offer an easy way to contact you
“What’s the best way to contact you? How soon will you respond?”
Don’t lose a client at the very last stage because of a too subtle link to your Contact page or a broken contact form. Let your prospects take that last step with ease and reassure them they’re making the right choice.
Having a Contact link in the navigation goes without saying. But you shouldn’t stop there.
Add a link to your Contact page on your About page and any other page where you talk about what you can do for your customers. Consider including a contact form directly on a service page so that a potential client can send you an inquiry without leaving that page.
Yet, contact forms don’t always offer enough room for a long inquiry or may seem impersonal. They could make your prospects wonder, “Will my message be read?”.
To counter that, additionally to a contact form, add your email address, your photo and a line saying how soon you’ll respond.
TL;DR: How to Get More Clients Online
- Communicate you offer to your prospects using clear words.
- Tell them how much it costs.
- Tell them how it works.
- Prove that you can do a good job.
- Make your prospects like you.
- Offer them an easy way to contact you.
@ Gill Andrews 2018