There’s nothing more off-putting than a WordPress website that is all about You And more to the point; this is gonna hurt your clients and your prospective clients don’t give a rip about you. Well, they do sort of but not I the way you’d like to think they do. They just don’t want to read all about your many (sliding off the pages) accomplishments or your expertise at handling code with single digits operating at the speed of light. They don’t even want to know about that high flying client (whose name you keep dropping) you landed at the greatest site launch of the century. None of that matters.
What does matter is your prospective client. They want to know if you can help them and how you’re going to deliver. Are you going to be the right choice for their requirements? You’re certain you are, but they don’t. And it’s your job to convince them. You need to ditch the “I’s” and the “We’s”. When you’ve done that you need then to replace them with dialogue that directly refers to your prospective clients. Treat this dialogue as though they are sitting directly opposite you. You’ll now have the ability to envision those specific pages on your site; the ones you forgot when you first launched it. Those pages are going to answer your visitor’s most commonly asked questions and concerns.
We’ll be covering a few vital points to get your website back to quality standard so that your new clients will know exactly what skills you offer without including “I” and or “We”. We’ll be guiding you toward considering pages that will assist in your directly speaking with your visitors. These pages are more often than not, overlooked and although you may not agree entirely with then, it is highly recommended you look at them from a prospective client’s point of view.
Remember, it’s all about them.
Page 1: The Real Details
Your website includes a page that has your portfolio on it which gives a client the basis of all your accomplishments. That’s all well and good, but that page is actually spruiking along the lines of “Come and see what I’ve made. Isn’t it great?” It sure is, but we’ve hit the end of the conversation line. There is nothing in your portfolio that is remotely helpful or of anything of value your client can take away. There’s nothing there to assist them in making a decision.
Instead of a portfolio why not consider a page that links to a series of case studies. You’re still able to showcase your work, but in a more subtle way that provides the value, your visitors are after.
Ensure It Is Relevant
Also, ensure you’re targeting a specific niche, or you’re solving a particular problem. Your case studies will then need to be relevant. Ask the client within, is this applicable to me as a new client? Are they in the same industry? For example, health and wellness or are they looking for the solution to a specific challenge? They may be looking for ways to attract new customers.
Solve a Problem
Ensure your case study embraces and solves a real problem. Demonstrate how you approached the problem and how you solved it. Be explicit, and your prospective client will be clearer as to how you’re able to help them. Talking about something is great, but having the wherewithal to back it up (a case study) with real facts and figures is the evidence your clients are looking for.
Case Studies Shouldn’t be Boring
Make your case studies something to really get involved with. Keep them brief and to the point but jam-packed with quality information.
Include images and infographics to support what you’re offering and consider the reach of a video while including links to the relevant information you’d like to share like blog posts you’ve published.
Testimonials are Gold
The value of testimonials cannot be ignored. The case studies you provide can be the place where you can incorporate testimonials. When your client provides a testimonial which explains how you helped them to achieve an end result, you’ve become credible. The more detail about how a challenge was addressed, how the solution was arrived at and how clients are wanting to share the method are all ingredients to a successful testimonial which in turn solicits custom.
Page 2: Who Aren’t You Working With?
While we’re about attracting the right clients to our niche market, there are ways we can detract or deter the ones that aren’t going to serve us.
There will be times when unpleasant experiences will penetrate your usually harmonious website existence. That’s just the nature of the beast. Over time you’ll have opportunities that will have you working alongside a variety of clients. In order to keep floating on the surface, it is a great idea to take notes while you’re interacting with each client, noting down qualities and not so quality nuances that affect the running of your business. We’re not aiming at problem clients here, although there are some unscrupulous people on the internet who enjoy making it difficult for others. We’re talking specifically about those qualities that might impede a steady working experience with a certain client.
They can be:
- Not working with people who are brick and mortar based
- Not working with physical product retailers
- Not working with clients who can’t trust your judgement
- Not working with people who consistently make late payments
- Not working with controlling clients
It is a case of being honest with your clients. It means they need to qualify before you consider working with them and that’s fine. You’re setting the tone of your future dealings with your prospect clients. They now know your guidelines, that you respect their time and you expect them to reciprocate. Just keep your list concise and to the point.
Page 3: Tell ‘Em How You’re Going To Help
As mentioned on page one, your clients aren’t interested in what services you provide as much as they’re interested in whether or not you can help them. That is their aim.
When people look for specific solutions, they’re not looking for someone to redesign their website or maintain their blog or Facebook page. They’re looking for more customers, less time consumption, quality with revenue and more freedom with which to do it. How are you able to help? Your “How I Can Help You” page is the perfect opportunity to explain to your prospects how you’re going to sooth their pain points. When you describe how you’re going to solve these problems, have a case study that shows the client your ability to do what you’ve just described.
Every person who visits your page is a busy person who has a lot to do, but they’re looking for help. Their problem is a specific one, and they’re on the hunt for the perfect, quick solution. When they get in touch, answer their questions succinctly and with total honesty. This is the opportunity to build your reputation and trust.
Page 4: Your Rates
What are you worth?
Price Transparency is foremost and is the catalyst for frustration prevention. When you have a page dedicated to price or rates, you’re almost homeward bound. People need that information. Without it, they’ll walk.
Your prospects appreciate transparency, and they want it immediately. But there is always a fear factor that prevents a lot of people from supplying this information. And yet your services do cost, and that topic will arise in your conversation. However, when you display your rates, you’re also eliminating the needless questions from people who haven’t decided whether you’re the one or not. Those prospects who are not suitable will have made their decision instantly on discovering your rates. Because in hindsight, when you’ve just spent the best part of an hour discussing their needs, the last thing you want is for them to be disqualified due to their inability to pay your fees. If your rates are customised on an individual client basis, you still need to disclose your base rates. Provide a sample pricing structure based on different projects.
Providing a minimum base rate is at the starting gate and gives clients an idea of what they need to expect in advance. Look at this page from the angle of the client. If you have a page with rates upon it on which you can base your decision, compared with one that supplies no rates at all, which one are you going to run with?
To recap, these suggestions are for your consideration only. There is no hard and fast rule for every single website out there. Your moves are entirely up to you.
- Detailed Case Studies
- Who you’re prepared to work with
- How are you going to solve their needs
- Transparent pricing
Each page above is going to give you further scope not only to save both you and your prospect time, but it can help to reduce superfluous work while attracting qualified leads. Answering some of the most frequently asked questions in advance saves you and your prospective client time and in the long run, builds appreciation.
As an experienced website designer in Perth (www.webwizards.com.au/web-designer/) we always have these in mind when working with new clients!
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