HOW TO CONVERT VISITORS TO CLIENTS

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1 HOW TO CONVERT VISITORS TO CLIENTS

2 INTRODUCTION You have done the hard work in getting some traffic to your website and brides are visiting your website, browsing a page or two and then disappearing. Do you know you will never have another chance to pitch to that potential client the excellent services you can offer her? You might ask isn t that what my website is supposed to do for each visitor? Even if your website is conveying your services in a clear and easy to understand manner, it still does not create a trusting relationship with a potential client. Unless your company is well-branded and an established entity (e.g. Apple Inc) which people trust, visitors to your website will less likely convert to clients. Brides who are looking for a wedding planner will generally visit different websites comparing services and prices. Making your service standout and being able to track your visitors for follow-up contact are 2 essential tasks in making your website a useful marketing tool. This guide will help you to have a greater chance of converting visitors to clients. 1

3 If a potential client calls your wedding planning business for information about your services, you would have taken her contact details and kept it on file for follow up. In a few days you would call to see whether she had found another wedding planner or if she would be interested in your business. Your website should try to collect contact information from your visitors so you can follow up on potential clients. I like to call this turning visitors into leads. If you have a list of leads, you can follow up on these leads and turn them into clients. TURNING VISITORS INTO LEADS. The first step into converting visitors to clients is to turn these visitors into leads by collecting their contact details. You will need at least an address. You probably are asking how do I collect a visitor s address? First you will need a place for them to enter their address. Secondly you will want them to enter their , but this is where things get challenging since casual visitors often won t just fill out a form and give their address to you. One method to have visitors provide their address is by giving them something in return. This can be in the form of a white paper, ebook, tip sheet or even a coupon to one of your vendors, making sure the content is valuable and interesting for your target visitor. If a visitor finds something useful, they are more likely to exchange their address for valuable content. 2

4 LANDING PAGES. Landing pages are pages that the visitor uses to submit their contact details including an address. When a visitor submits her information she has been successfully converted into a lead. To setup a landing page keep the following points in mind and adapt to your target audience: 1. Target a particular audience. If you have multiple content to give away, then create a unique landing page for each offer, and lead your traffic to the relevant landing page. For example, when you are promoting a webinar with a pay-per-click advertising campaign, let the visitors who clicked on the ad land on your webinar landing page. When you understand what your customer wants, then you can make it clear what you are offering. 2. Clean, clear and simple. You ll want visitors to complete the form, and not get distracted with other content on the page. Use minimal graphics and don t use animated pictures. Keep your copy short and preferably in a bullet list explaining the benefits and value of the content they will receive when they submit the form. Visitors tend to scan pages and a bullet list makes it easy to quickly see the benefits they ll receive from this offer. By creating less friction visitors are more likely to complete the form. 3. Short forms. Visitors don t want to spend a long time completing a form. Keep your form short; I like to use 1-3 fields, first name, last name and address. Keep in mind that you might want other information so that it allows you to group visitors into groups. Perhaps you may want to know if the person is interested in a day of service or your full wedding service package. When you follow up with this lead, you will be better positioned to offer her exactly what she desires. 4. Thank you page. Have a thank you page in place for visitors who completed the form. You can utilize this thank you page to promote some of your services or products to that particular type of visitor. Also the page can be used to track conversion rates with your analytics tool of choice. 3

5 CALL TO ACTION So now you have this nice landing page with content to give away. Now all that is left is for people to actually visit your landing page. This can be accomplished by calls-to-action. Calls-toaction are buttons or links that encourage your visitors to take action, such a Download Wedding Dress Tip Sheet or Get 10% off on your day of service. Make your buttons stand out; using size and colour are great ways to make the buttons more visible. Try to make sure that the calls-to-action buttons are always visible. One tactic is to put your first call-to-action on the top of the page and another at the bottom of the page. That way when visitors scroll down they will be greeted with another call-to-action opportunity. Remember that if you don t have enticing offers or enough calls-to-action you will not capture any significant leads. 4

6 CONVERTING LEADS INTO CLIENTS The most important thing in trying to convert leads to clients is to build trust. If a stranger walks up to you and tells you to buy a certain product, how would you react? I know I would be skeptical and most likely just say no. But if my best friend tells me about a product I would be more willing to listen. The key then is to build a relationship with your leads. You have to show them you are knowledgeable, respectable and professional and that they can trust you with their wedding. Most important thing is building trust. 5

7 MARKETING You may think that is dead and social media is the best way of getting business, but that is not entirely the case. is still the most used communication method on the Internet, and studies and business cases show they still get more business out of than social media. If you receive an it will sit there in your inbox and you will take notice; social media streams are like someone shouting into a crowd and if you weren t part of the crowd you would not have heard the message. Or you might miss the message because of all the other chatter around you. This is why is still the best direct way of getting a potential client s attention. But is everyone going to mark my as spam? This may depend on what tactics you are using. If you are bombarding potential customers with sales pitches, particularly if they don t want to know about it, then yes you will be flagged as a spammer. But if you use s to build relationships and trust, then there will be no reason for anyone to flag you as a spammer. Begin by sending your leads relevant and valuable content on a regular basis. If your content is compelling and useful to your leads, they will want more and be anxious for your next . At this point, they may forward your s to their friends who they think will also benefit from your content. This strategy can lead to new clients. When you have a good relationship with a lead then pitch your services to them. Don t forget to offer them something special in your sales pitch. When collecting visitor contact details, allow them an option to receive these weekly s. Make it clear they will be able to unsubscribe from these s at any time. This is a standard practice to avoid being labeled as a spammer. Some subscribers are going to unsubscribe; don t worry about it unless your content is not relevant. If people are going to unsubscribe, they will most likely also not be interested in your services. Focus on the ones you can convert to clients! I hope this guide has provided actionable steps for turning your casual visitors into valued clients. If you have any questions or suggestions please contact adriaan@wedplannerpro.com 6

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