How to turn your business's website into a money printing machine
Learn the secret to turning your business's website into something more than a digital brochure. Learn to turn it into an ideal customer printing machine.
If you are in the business of trying to get more customers, clients, sales, or just general growth, then it would be a massive disservice to yourself and company to not take advantage of one of your most valuable assets: Your website.
If your website is consistently getting new visitors, it is CRUCIAL that it actually does its job.
But you might ask, What is it’s job you might ask?
Before we get to that, let’s clarify what its job IS NOT.
Its job is not…
- A place to talk just about your company and how amazing you are
- A fancy design with fancy animations that will surely wow your potential customers (Spoiler: It might, but that won’t guarantee more appointments booked, more sales generated, etc).
- On the other hand of a spectrum, a design so bad and outdated it has your ideal customers/clients running away in fear.
Now let's get down to what your website's job IS.
Your website’s job is one thing and one thing only:
To be a custom customer acquiring, project setting, money printing machine.
Your website should take your ideal customer from someone who’s merely interested (or even not interested at all) in your product or service, to a buyer.
Let’s take a dive into how you can get this done.
1. Spruce up your website's script and become a wordplay wizard.
Less than 15 seconds.
That's the average time spent on a website.
And that's how long you have to capture someone's attention on your website.
The last thing that will grab people's attention are headlines and paragraphs that don't clearly communicate if your service or product is right for the user.
So if you want to burn your hard earned money, use boring, cookie cutter headlines.
If we look at the solar industry for example, that might look like “Residential Solar Installations Toronto”, “Top Solar Company in Toronto” or (god forbid) “Solar Panel Installations”,.
These snooze-worthy headlines make your company sound like everyone else.
When you sound like everyone else, your perceived value diminishes, and the potential customer has every reason to leave your website and go buy solar from somebody else.
That might be the case even if you’re one of the best out there, and do in fact to great work.
If the user does not get that feeling from you, they’re gone, and you've just lost a potential project.
Given how important your headlines are, let’s go through the steps of taking a boring, cookie cutter headline like” Solar Panel Installations” and turning into something that will grab your ideal customer by the throat and reel them into going solar with YOU.
Step 1: Be specific.
Answer the who, what, and the where.
So “Solar Panel Installations” might become something like:
“Residential Solar Panel Installations for Torontonian homeowners”
Step 2: Display potential value
This is where you mix your how with a why.
The how of what you do is Solar Panel Installations, so the why needs to be the benefits your ideal customer would get out of it.
For instance, If your ideal customer is a homeowner, then the why might be to save money on their utility bill.
“Helping Torontonian Homeowners Save Long Term With Solar”.
Ok, now we’re getting somewhere…
Step 3: USP (Unique Selling Proposition)
Now, that we have a headline that can easily grab the user by the throat and drag them into exploring your company further, we should be all done, right?
Wrong.
Why? Well because of one problem.
When your competitors catch on, and realize the boring cookie cutter headers they were using are no longer the play, and that making something more value oriented will result in more sales, they’ll do the same.
They will also include benefits, and that will become the new standard.
So if you really want to go the extra mile and make sure your website not only turns your ideal customer into a buyer of some sort of solar or renewable energy system short term, but long term, you need to be unique.
Better yet, you need a unique selling proposition.
One way to have a unique sell proposition that really makes you stand out and reels buyers in like there’s not tomorrow is by actively trying to rebuttal potential objections.
So if you really know your target demographic well, you’ll know about their most common objection.
Try and pick just one to begin with, because headers can only be so long.
For example, helping homeowners save long term is a great promise, but even still, a homeowner might not be able to afford solar.
They simply might not have the cash, or at least think they don’t.
Regardless, they might believe that the only way to go solar would be with certain financing work arounds like leases.
So if that is the case, and the most common objection is the inability to pay upfront with cash, then an ideal headline might look something like this:
“Helping Torontonian Homeowners Save Long-Term with Solar, Without Paying a Dime Upfront.”
Alternatively, you might have a unique offer, like that you guarantee a financial safety net for our customers.
If that’s the case, the headline might look something like this:
“We Help Albertan Homeowners Save Long-Term with Solar Guaranteed ー Or We Pay the Difference.”
Congratulations!
You’ve now learned how to go from having a primary website headline that puts your ideal customers to sleep, to one that has them running through your door throwing money at your feet and begging for your product.
2. Make sure your website loads AS FAST AS POSSIBLE
40% of visitors will leave a website if it takes longer than three seconds to load.
How many missed projects might that mean?
How much revenue is lost?
There’s a reason why Walmart invested so much time and money into improving their website’s loading time.
By the end of their campaign, they saw a whopping 10% increase in online sales.
So let’s say your website converts 10 people, whether it be a homeowner or business, into buyers per month.
A 10% might mean just one more job, but if the average job is $20,000-$30,000, that could mean an extra half a million in annual sales.
Most page speed improving methods require the help of a developer or agency, so as opposed to giving you inapplicable tech tips, we suggest speaking to whoever is in charge of running your website.
3. Stop using confusing, unclear, and useless primary call to actions
A primary call to action is essentially that main button on your website that prompts the user to take a desired action.
Ideally, that would be something like “Book an appointment”, if we're looking at the Solar Industry as our example.
If it's a product like for E-commerce, it might be "Shop All Items Now".
An easy-to-understand next step.
This next step that you want the user to take should be pasted everywhere throughout your website.
Not only in the first section, but ideally at the end of each following section on your website.
It needs to be clear and push the user towards becoming a customer, assuming that is the main objective.
So if it is, do not, under ANY circumstance, make your primary call to action one of the following 3:
- Learn more
- Read more
- About us
Stick to something clear and concise, and that directly pushes the user towards taking the action you want.
Chances are, you don’t want them to read more about you, you just want to get them in an appointment so you can see if they’re a fit for your product (in this case, solar panels).
You need to get that primary call to action correct, and use it strategically throughout the website, in instances where your potential customers, whether that be homeowners or businesses, are most ready to take the next step.
Remember, in with attention spends being at an all time low, you've got mere seconds to captivate and direct your audience. MAKE THOSE SECONDS COUNT.
4. Avoid intimidating forms and make the switch to approachable surveys
Now let’s set the record straight: forms have their time and place no doubt.
If all you need is a name, email, and phone number, by all means use a form.
However the case for many businesses, such as solar companies, is that they are creating a pesky obstacle that many users find daunting: the tyranny of lengthy written forms.
The reality is, asking users to fill out extensive written forms can be a real turn-off.
It's the digital equivalent of handing someone a long questionnaire when all they wanted was a quick and easy interaction.
The more hoops users have to jump through, the higher the likelihood they'll abandon the process and seek a simpler alternative.
Do yourself and your user a favour, and make it a survey.
Chances are, it will be way more engaging, way more approachable, and will print appointments like your old form just never could.
5. Don't just add more testimonials, add more of the RIGHT testimonials.
Testimonials are like having neighbors who can vouch for you whenever you need.
You know, those folks who nod approvingly when you mention your products or services.
They're the digital version of a friendly wave from the next-door neighbors, making your website feel like a cozy, trustworthy spot in the online neighborhood.
So make sure to shower your website with testimonials.
But not just any testimonials.
Ideally, pick out the best testimonials you can find.
Those might be the testimonials that answer the most common questions, or that rebuttal that most common objections.
A great example for one of our clients, Beretta Farms, is this testimonial:
"Extremely pleased with the quality of products, easy online ordering and quick delivery from this local company! Highly recommend!"
Since Beretta Farms sells meat online, people will be concerned with the quality of the meat, how easy the ordering process is, and if the delivery is quick or not.
That single testimonial handles all 3 of those concerns!
However, if your website is using a testimonial plugin like one that just directly connects to all your Google Reviews, you might not have a say in which exact reviews are shown.
The plugin might have some filters like a "Only show 5 stars" filter, but as for showing specific reviews, that might not be possible.
That's why having a custom section just showing 3 strategically handpicked reviews might be a better option.
If you go that route, make sure you really look for those gems if you have them and USE THEM EVERYWHERE.
So don't limit yourself to the website, post them on your business's socials, have them on flyers, use them as an ASSET to get more ideal customers flocking towards your business.
By implementing the strategies outlined in this article, you truly can transform your website into a revenue-generating powerhouse. From crafting captivating headlines to ensuring lightning-fast loading times, every detail matters. Embrace innovation, elevate your design, and watch as your website becomes a true money printing machine.
With us, you'll know how much money you need to put in to hit your customer goals. It's seamless and automatic.
Always stay in the loop with how much money is going in and how much is comin out. Real stats, real data, in real time.
Since we're a done-for-you company, you get to sit back and enjoy as you watch your business grow without having to spend endless extra hours of your precious time.
Not everyone's a fit for us. Find out if you are today.
