How To Make Your Website More Persuasive With These Tips
So, can’t answer some or even all of those questions? Well, you are in luck, we are going to help you answer some of them.
Who Is Your Target Audience?
Knowing who your audience is that you are trying to sell your products or services to, is extremely important. This information will allow you to dial in your selling points and allow them to become more effective than they have ever been.
However, you need to ask yourself, “Do I want quantity or quality and am I speaking to the individualistic mentality or the collective?” These questions will shape how you market to your target audience. If you decide to target the collective, you must focus on the bigger picture. Show your audience what you can do for their family, group, team, or community. Prove to them that what your offering is not just good for them but everyone. Whereas, if you choose to target the individual, you will be doing the opposite. You must show them you care about how they as an individual are affected by your product. Attest that these services will have a positive impact on them.
Once you have decided whether or targeting the collective or individual, you are going to want to choose a demographic. If you do not know what we mean by demographic, it is the statistical characteristics of the human population. In short, it’s what makes up a person. Are they married or single? What is their income level? Where do they live? Children or no children? Gender, hobbies, ideals, etc… All these factors will play a key part in how effective your website is in persuading them to take action.
So, who is your ideal customer?
What Is A Message
A message is usually an idea or concept communicated through words either verbally or written, from one person to another. In business how you send messages to your customer, and what that message is are both important.
Messages only work when your audience can understand them. For them to understand the message you need to make it clear and concise, but also consistent, compelling, and credible. Make sure the target audience can easily remember and grasp your message. Catch their attention with it and inspire them to take action. Do this repeatedly by incorporating it into various channels of communication. But, more importantly, make your message believable. Provide evidence that reinforces your key points and supports it.
Do not over complicate your message. The more information you add to it the hard it becomes for your audience to understand it. All too often do we see someone trying to spew out as many words as possible in a limited amount of time. A good example of this is the billboards you drive by on the highway. You know the ones where you see a wall of text, and all you could read was the first seven words before driving past. If you keep the message clear and concise that should never be a problem.
Nevertheless, one message does not always work for everyone. Just because you had the best delivery of your message ever, at the right time, with perfect visuals and design, does not mean the recipient of your message was captured, or even understood it. That is why it is better to have multiple messages, each tailored for different audiences. Doing this allows you to grab their attention and hold it. You can see this in your website design as well. Do not just jam one page with everything you have. Separate it so you can take your time and clearly say what you need to. Here an example of what we are talking about.
RJ Automotive http://rjautomotiveservices.com/ is a website we designed, and we separated all their services to have individual pages. This was done so that when RJ Automotive is trying to sell their brake repair services, the potential customer is only getting the information on brake repair. Which in turn helps their message on how important brakes are to the safety of those in the vehicle, come through, and turn that potential customer into a paying one.
What Is Your Message?
To create a message, you must first have a business goal. You know, “What is your company trying to accomplish? What are you working for?” That kind of thing. Once you have a goal, we can take the next step.
That step is figuring out how communication will help you achieve those goals. In what ways will sending a message help your business. Will it bring in more customers? Could you sell more? Understanding how your message will affect your business shall aid you in the creation of that message.
After you have thought about how your message will help you, we need to now define your core elements. To do this list the most significant things needed to accomplish your goals. Create simple statements that are easy to remember and understand. You want them to be clear and concise so when you share them with another person, they can then walk away and share them with someone else.
Now define your audience. Who are they? What do they do? What motivation do they have? Once you have found your audience, focus on what you want them to feel, think, and do. What results do you want to see after they have heard your message? However, make sure you concentrate on your target audience because your message can always be adapted for different audiences later.
Next, think about the six great questions of life while your message develops. Who, what, when, where, why, and how? Who does this message impact? What does it say? When will it happen? Where is it happening? Why is it important? How can it be addressed? Answering these questions and similar ones will all become the framework of a persuasive message.
Creating the framework is good and all, but you must support it with a good foundation. The next step is to provide evidence and information that will make your message credible. Include details that the customer might not have access to. Guarantee that what you are trying to convey with your message is trustworthy and supported by proven facts.
Follow these general principles and you will be able to create a message that will cause your audience to take action.
How Can We Be Your Solution?
“We get paid to solve people’s problems.” These words have never been truer. Think about it, every time you go shopping, you are there to buy something to solve a problem. Whether that problem comes from hunger, thirst, lack of entertainment, or whatever, you are paying someone to remedy it. What you want to do is be the one getting paid for the solution.
To ensure that you can be the customer’s solution, you must build their trust in you. This will not only aid you but make your customer more comfortable with their choice of coming to you. As to why that is, it’s because most people like to interact with individuals they trust or share some similarities to. So, to build their trust in first research any foreseeable problems and their solutions that may occur. If you know what problems you can solve and which might come up later, you will have an easier time persuading your customers that you are trustworthy.
Your ability to answer customer questions and even bring up further information on their problem and potential outcomes will give you an advantage during your conversations with them. The reasoning behind this is because you will have control over the direction and flow of the conversation. Allowing you to be the “Problem Solver or Hero” they have been looking for. It will also help you open their eyes more to their problem and not have them immediately shut you down, because they were able to see their problem from a different perspective.
How Our Solutions Benefit Them?
People generally enjoy the feeling that they made the right choice. As such, you will want to assure them that choosing you is that choice.
To start, focus on the customer and make them feel important. Let them know you care about their problem and what they might be going through because of it. Build their trust in you as we talked about above. Being able to talk about what their problem is and how it can be solved greatly helps here.
After that, demonstrate what the solution will do for them. Give them evidence that your solution works. Show examples of your results, and what they may expect to see after their problem is solved. If you can provide them with proof and show them what will come after, you will give the customer more reasons as to why you are the right choice.
Here is also a good place to bring up any positive reviews about your products or services. If there are customers who have shared the same or similar problems and got a happy result from your solution, it will give your potential customers a better picture of what they can expect from you. It goes back to what we were saying above, people like to interact with others like themselves. If you have positive reviews from people just like them, then you become a more trustworthy source in their eyes.
So, do not be afraid of asking a happy customer to write a review, just remember to share it with your potential customers. Post your positive reviews somewhere that can be easily seen. If you are not sure as to where you post them, here is an example of what can be done.
Ready to start converting more visitors to your website into paying customers? Learning something new is only half of your battle with making a persuasive website. Now you must act! Put what you have just learned to work.
What actions will you take to help your website become more persuasive?
If you do not have the time or would prefer to have an expert marketing agency like us help you, then please reach out to us. You can contact us here https://chavezwebdesign.com/contact-us/ or give us a call today at 559-553-5000.
Also, if you enjoyed reading this blog article, we have several others with information on marketing, tips for increasing productivity, and even some about going viral. One such blog is How To Go Viral On LinkedIn.