Please don’t send people straight to your contact form.
When you do this, you blow an opportunity to connect with your potential customer. Most people visiting your website aren’t ready to take action. They have to be warmed up to this step.
Instead—you should do this.
On a first date, you wouldn’t ask the person to marry you. Whether you believe in love at first sight or not.
Marriage is the final step and you have to work your way there.
Websites are no different. I like to think of this in two steps—sympathizing and educating. These are the essential steps you must take to nudge your customer along the buyer journey.
When you do this, you create a smooth path where your customer can transition from “I’m interested” to “I have to have this.”
Now you might be asking, how do I sympathize with my audience? There are two things you must know before you can accomplish this.
Once you have established the following, you need to help them feel heard. This doesn’t mean fixing their problem right away. It means listening and agreeing that their problem is a problem and that it stinks.
This type of listening and agreeing with them builds trust. That’s all it takes. They want to feel heard and understood. If you act elitist, they will feel you are talking down to them.
The second part is educating your audience. Now they feel heard, how are you going to help them get to where they need to go?
This should be the easy part. Your content should already do this. Educate your audience on who you help, and how you help give them the new life they want.
This part should also include everything about what you do while tying each item back to how it helps them.
When you learn to sympathize with and educate your audience they will be asking—what’s next? Here is where you must ask for the sale. You’ve done all the whining and dining, now tell your customer to take action.
Don’t forget this step. While it shouldn’t be the first step, you still have to call your visitor to action. People want to be directed and it’s something that will convert a lot of customers.
As a recap: