Often when I speak with business owners about their website, they say it isn’t doing much for them.
It isn’t generating enquiries.
People are aren’t taking action on your website.
You get frustrated because you’re putting in all this effort to get traffic to your site but they’re not doing what you want them to do when they arrive.
If this is happening, one strategy I would implement is the law of micro commitments.
Maybe you are just rushing things.
You’re expecting a first time visitor, who has stumbled upon your website – to all of a sudden want to have a sales call with you.
They barely know you yet.
Would you expect yourself to do that?
Unlikely.
What we need to do is to escalate slowly.
I hate this analogy, but it’s like a man trying to a meet a woman at a club.
You don’t start by asking her to go home with you.
It might work if she’s that kinda person (haha), but 99% of the time it won’t.
You’re getting too serious, too soon.
I always say – ‘If in doubt, chunk it out’.
Instead of having a blog and immediately offering strategy calls at the end of the blog or in the sidebar (by itself), try offering a one page cheatsheet / checklist that has your best tips in there.
Offer that in exchange for an email.
It’s light (in terms of it being easy to consume), and it’s low commitment (they don’t need to speak to anyone or attend at a specific time like a webinar).
Note: I would still test offering a sales call directly, and if it works – awesome – just be aware you may need to run a better sales call in this case.
Great content and marketing will often make sales easy or unnecessary.
They’ll be so convinced you can help that the sales call is merely a formality.
I treat content like a 24/7 salesperson.
It can add value at any time of the day and it’s a asset that will keep serving me over time.
So in your business, look at your marketing funnel.
Look at the steps people need to go through to buy your stuff.
Are you asking people to make big jumps or small, gradual and logical ones?
In my experience it can make a huge difference to the overall results you get from your website and content.
Hope that helps,
Ray
