There is a TON of traffic that has arrived on your website in the past few months that could have ended up buying your product or using your service if you had just targeted them properly.
It’s true. You can have the sexiest looking website in the world, but if you don’t know who your ‘perfect customer’ is and what stage of the buying cycle they’re at, you may as well throw all that money you’ve spent having it built down the bloody drain.
All that money you gave to some SEO expert so they could get you ranked in the top 3 of Google?
All that money you’ve ploughed into Facebook and Google advertising?
Yep, you guessed it. Money badly spent.
Because it’s the words on your website that matter most and what you do with them.
The main aim of your website is to convert any visitors into full paying customers.
And it should do it with style and class.
If you knew what your perfect customer feels, knows and wants, then life would be so much easier and sales would come flooding in.
Every single page on your website should be able to talk to your visitors and convince them to try your product or service out, whilst also knowing what stage of the buying cycle they are at.
Is your visitor unaware of the problem they have which you could solve? Then tell them about the problems others like them have!
Are they aware of the problem but don’t know of a solution? Then explain the problem in more detail and give them a solution to solve it.
Are they aware there’s a solution out there but can’t find a product or service to solve that problem? Then give them a unique insight into the “solution” landscape.
Or do they know that you can solve their problem with your product or service but just need a little bit of convincing? Then talk about your product or services value proposition.
Confusing eh? Not really….
You see if we rephrase all those questions another way it might make more sense.
If a visitor to your website is unaware of the problem they have, then you should serve them content that introduces a problem that your product or service can solve.
And if they read that and think “Hang on a minute, that happens to me!”
Then you’ve managed to turn them into problem aware.
And then you move them from being problem aware to solution aware and so on and so forth.
You get my drift right?
You should have multiple pages on your website that does that for all the problems that your perfect customer might face.
Here’s a classic example of how most small businesses try to convert traffic into leads and sales and fail miserably. I see this mistake done on a regular basis, and it’s rather easy to fix.
Let’s say your name is Bill and you’re a plumber.
You decide to advertise your business on Google and create an advert targeting people who might need a plumber in the areas you serve.
You set your daily budget to £20 per day and run the ad for 7 days. After the 7 days have passed you’ve spent £140 on your advertising and have nothing to show for it whatsoever.
Nobody has filled in your contact form, nobody has rung you up.
Wanna know why that’s happened?
Bill sent all the traffic he got from his Google ad to his homepage. Which is understandable, it’s the most popular page of any website.
But when someone arrives on your homepage what happens then?
They get lost, they lose interest really fast.
All those links in your navigation bar mean the visitor has lots of opportunities to be distracted from the job in hand.
Poor old Bill should have created a dedicated landing page for his Google advert, with little to no distractions, and because the traffic from that ad will be people who know they have a problem and are looking for a solution, it should give them a unique insight into the ‘solution’ landscape and move them onto the product aware stage.
The reason we want to move them onto a product aware landing page before giving them any kind of offer is because at this stage of the buyers journey they might not be ready to take you up on an offer.
They’re going to need a bit of a push in the right direction.
So in the product aware stage we simply show them your product’s value proposition and then lead them onto the ‘most aware’ stage of the journey.
Then (and only then) can you present your offer and get them to take action immediately.
Time is of the essence here, people have short attention spans. You want to get them to click that button, fill in that form or call that number without anything distracting them.
Most small business homepages are filled with content that talks about themselves. Nobody cares about that! They don’t care how long you’ve been trading for, they don’t care what qualifications you have, they don’t care that you pride yourselves on your professional and affordable services.
Well, not yet anyway…
They care about what you can do for them and how you can solve the problem they have right now. In other words, your website should focus on the customer only.
Small business owners don’t have a clue about copywriting and how to make the words on their website sell their product or service the right way.
So what ends up happening is they talk about their company and their products, which is perfectly understandable.
What they need is a pair of professional eyes to go over their website and turn the words they use into benefit driven copy.
Put yourself in your customer shoes and ask yourself these questions about your website right now:
- How does this service or product help me?
- How will that affect my buying decision?
- Why are you better than the competition?
Then go over your copy and see if you can improve it by finding out the answers to the above questions.
Humans are wired to care about themselves first and only care about businesses if they know they can help them get happier or save more time, or enjoy a better life.
Everything has to be about your customer, not you.
Here’s a classic example for you. Let’s say I’m looking for a dentist in London to sort my toothache out. We head to Google and type in “24 hr dentist London” and hit the search button.
I see your listing at the top and head over to your website. Instantly i’m greeted with how you have had a great education and have qualifications up to your elbows (or should that be teeth?)
There’s a big headline at the top of the page that says “We’re The Best Emergency Dentist In London” and a few snapshots of people grinning from ear to ear showing off their perfect set of teeth.
Fantastic, but so what?
Can I see myself in the copy of the site? Can I see how I’ll feel after having my tooth sorted? Can I feel what it will be like without this pain? Does the website put my mind at ease because I’m actually scared of the dentists?
Nope, nothing to make me think that you’re the best person for the job in hand. So what do i do? I head back to the search results and move onto the next listing. (which just happens to be your main competitor).
Straight away i’m greeted with this headline:
“Suffering from Toothache And Need The Pain Gone Fast Without The Fear Normally Associated With A Dentist?
Boom! Now we’re talking mate! That’s EXACTLY what I’m looking for! You just got yourself a new customer.
See the difference? We put the customer first by addressing the problem they have, and make them feel at ease about their fear of dentists.
Now obviously you’d back that up with more copy that goes on about the benefits, but you can see where we’re going with this.
When your website focuses on the right message and is directed to the right audience— conversions happen.
We talk about mistakes that small businesses make online quite a lot on our website, and that’s because we constantly see the same ones being made every single day.
What we love about our job is helping these small business owners get more from their online marketing efforts by taking what they’re already doing and making it a hell of a lot better.
So they can convert more visitors into buyers.
When that happens it’s a wonderful feeling knowing that it was because of the tweaks we did that caused the increase in sales and leads.
One of the biggest mistakes we see is when they decide to advertise on Google.
Now if you’re looking to get potential customers to take notice of your business and you need traffic fast, there is no better way to achieve this than putting some money into Google Advertising.
You can literally create an advert AND have highly targeted traffic land on your site pretty much instantly. Who wouldn’t love that right?
Here’s the problem though.
If your website isn’t set up correctly to convert all this fantastic traffic you’re getting into cold hard sales, what’s the point?
Allow me to explain in more detail.
Whenever you create any kind of advertising campaign, you need to direct any traffic that you’re going to get to a dedicated landing page. One that is set up to convert all those visitors into leads and sales.
What you don’t want to be doing is sending this traffic to your homepage. Most home pages are not designed for conversions, and all that money you’re spending is just being wasted.
You may as well just set fire to it and watch it burn.
Think about how many distractions there are. Think about how many potential outcomes can occur. Think about your visitors not being able to take the one single action that you want them to take.
You want every single visitor to have minimum distractions. To make this easier to understand, perhaps we should talk to you about Attention Ratio.
Attention ratio is the number of things you can do on a given page, to the number of things you should do.
When talking about marketing campaigns, you should only have a single goal (or you’re doing it wrong), and so the Attention Ratio should be 1:1.
How many links and call to actions are on your home page? Have a quick count of them now.
Most websites will have an about us page, a contact us page, a services page and lots of other pages that can be clicked on by your visitor.
And those links to other areas of your website are bad for business. They distract your visitor and make them move away from the one primary goal you should be focusing on, which is getting more sales.
Let’s go through a quick case study to show you the impact attention ratio has on conversions. Company A has set up a Google Ads campaign and is directing the traffic this ad generates to their home page that has an attention ratio of 15:1.
That’s 15 links to other areas of their website.
The following week they created a dedicated landing page with an attention ratio of 3:1 (again, that’s 3 links to other parts of their website).
After the two weeks were up they then measured the results and discovered that conversions had increased by 100% during week 2. The week they sent their ad traffic to a dedicated landing page.
That’s the kind of impact you get when you give people less choices to make.
Now there are certain scenarios where a higher attention ratio can benefit you, and that’s when there are multiple links and call to actions that have the same goal.
So if you have a long landing page with lots of content on, then you can place multiple buttons and links on the page, providing they all cause your visitor to take the same action.
Another scenario is when you have anchor links in your navigation.
One page websites have this sort of setup. They have a navigation bar but when someone clicks those nav links it simply sends them to the correct part of that single page where the content they want to view is located.
They’re NOT being sent off somewhere else, they’re staying on the same page but simply moving to the information they need. There’s no LEAKS.
So whatever you do, please, please, please STOP sending your ad traffic to your homepage with 57 links to distract your potential customer away from your one goal.
It’s not going to work at all and only adds to their frustration AND yours.
You’re already having to fight for their attention with the multiple browser tabs they have open and the Facebook messenger notifications they get from their mother…