How to Turn Your Website into a Client?
A professional website can be a freelancer’s secret weapon.
You can craft it into a platform that delivers professional, well-qualified prospects—the type of people you dream of working with when you’re just starting out—straight to your email inbox.
The 5 Pillars of Building a Magnetic Website:
Let’s take a second to see how you’re using your website now. That way you find out how to sharpen your approach and nail down more clients.
Here are 4 ways use their websites to attract the clients they’re looking for:
1) Capture and Nurture Leads:
What happens when someone lands on your website, but they aren’t ready to hire you yet?
Big businesses have spent decades building up name recognition and brand loyalty. No one’s going to “forget about” Coca-Cola. If you want to visit Coke’s website 6 months from now but can’t remember the URL, you can just type it into Google.
But what about you? Even if you’re an established freelancer, you can’t expect people to remember your name when they’re ready to hire someone next year.
Most of them don’t have a way to guide prospects through the intermediate steps between finding your website and hiring you. There could be many of those, especially if your services are expensive, technically complex, or hard to explain. Not accounting for them limits your ability to attract anyone besides the most desperate and impulsive clients.
Great websites take advantage of the opportunity to collect and nurture leads. Someone might not be ready to hire you yet, but you can stay on their radar and proactively move them closer until they are.
2) Email Marketing:
Email marketing is a great way to capture leads and move them through the buying process. You can sign up for an email service like Drip to do this. Both are affordable, easy to integrate into your website and make keeping track of leads simple.
Once someone signs up to your list, you can update them whenever you put out fresh content. You can also send them exclusive content (like an email newsletter) to educate them about your services, help them solve problems, and build your credibility. Autoresponders can help you drip out emails automatically.
⇒Offering a Valuable Incentive
Something else to think about: what would drive someone to sign up for your email list?Your prospective clients won’t do that out of the generosity of their hearts. If all you’re offering people is “free updates” in exchange for handing over their personal information, you’re making things hard for yourself.
What’s one topic your prospective clients want in to find out more about? What’s one problem you can solve? Packaging up that information—it could be a report, guide, video course, or something else—and giving it away is a smart way to give visitors the incentive they need to sign up to your list.
3) Make It Simple For People To See How You Can Help Them (Right Away)
⇒ First impressions can make or break you especially online.
Visitors will only give you their attention for a few seconds. If they can’t find what they’re looking for, it won’t take long for them to hit the “back” button on their browsers and find one of your competitors.
This is troubling for a lot of Entrepreneurs who do top-quality work but get overlooked for their competitors. Visitors won’t make an effort to sift through complicated navigation menus or multiple web pages to find out what you can do for them.
That’s why it’s crucial for you to make things as easy as you can for them. A great Entrepreneurs website translates your skills into valuable, tangible benefits for your visitors. It doesn’t leave any doubt as to what you can do for prospective clients.
This can be a challenge, especially if you offer a variety of services or they’re complicated or technical. But do the best you can to distil your services to their most basic, useful elements. The website makes it clear exactly how it can help customer: create proposals in minutes instead of hours. People could figure it out even if the header was missing, thanks to the large headline just below logo and login menu.
This step works well in combination with lead capturing. Say a visitor finds your site. They figure out what you can do for them instantly. Then, if they’re interested but not yet ready to hire you, they can enter their info and hop on to your mailing list.
4) Build Credibility and Establish Your Authority In Your Niche
Your website is like a living, breathing C.V. that everyone gets to look at. It can be one of your greatest marketing tools or a gigantic red flag that causes would-be clients to jump ship.
Your website doesn’t have to be complicated to help turn you into a star. But it needs to be professional. It’s amazing how many freelancers stumble here. They get a website up, slap on an outdated Word Press theme, and don’t get much further than that.
You’re in complete control of the image you portray on your website, so it’s best to do everything you can to make it an awesome one.
5) Overcome Potential Objections to Doing Business with You Proactively:
What keeps interested people from becoming your clients? If you can identify the most common sticking points, you can head them off proactively to convert more visitors.
These will vary depending on your niche. But some of the most common objections to hiring freelancers in any niche are.
⇒ Cost: people are struggling to justify your price tag. You can minimize the sticker shock by reframing your services in terms of the value you can deliver to your clients. You want to leave people with the impression that the cost of your services is an investment for a greater return.
⇒ Turnaround time: a lot of clients might want to hire you for something time-sensitive. If someone hires you, how long would it take you to deliver? Would you charge extra for “rush jobs/”
⇒ Expertise: what makes you qualified to charge people money for providing these services? Here’s the place to brag (tastefully, of course) about how long you’ve been in the industry, the special skills you’ve developed, and any noteworthy clients you’ve worked with.
Potential objections are like friction that slows down visitors from becoming clients. The more of it you can remove, the better.
You don’t have to overwhelm people with content; tailor it to bring down barriers and position yourself as the best choice.
It’s time to turn your website into a platform that attracts top-quality clients like a magnet.
These strategies will separate you from your competitors. Use them to present yourself as the best choice to solve people’s problems and free up time and energy to serve your current clients.
March 16, 2018
March 13, 2018