How to Get People to Buy From You (Once You Have Them on Your Website)
This article explains how we create a website that will sell, the aim being to convert as many visitors to your website as possible into customers.
It’s easy-ish if you know what you’re doing, but not so easy if you don’t. What you’re really doing is applying the principles of psychology.
The core thing to remember is that your website is NOT there to do all of your selling for you, it is there to get people to get in touch with you so that YOU can do the selling.
If someone is buying a specific brand of TV or other product that will be identical wherever they buy it from, then they may buy straight off a website (usually the one with the best price or deal).
However, with services that have an emotional or important significance, or a high cost, like a funeral, then PEOPLE BUY FROM PEOPLE.
They are going to think and consider, weigh up and try to understand what you can do for them. If your website answers their questions and put’s their mind at rest then they will talk to you.
In reality your website is there to be the first point of contact and to remove that persons resistance to using you, to give them confidence, but NOT to do all of the work in making them decide to choose you.
It would be great if this were the case, but people just don’t work that way.
Your websites job is to get them to think “yes, I have confidence in these people and that they can give me what I need”, and then to get them to get in touch with you.
If you get it right the percentage of visitors to your website who go on to contact you (the conversion rate) will be high, which is great, but if you get it wrong your conversion rate will be very low (maybe 1% – which means you’re losing 99 of every 100 visitors because you didn’t convince themto consider and contact you).
At the end of the day everything regarding promoting yourself is all about getting the maximum return for the minimum cost.
People tend to obsess over where in Google their website is ranking, if you could only get to no.1 on page 1 then everything would be just dandy because you’d have so many more visitors.
However, if you only get 1 call for every 100 visitors (a pretty standard conversion rate of 1% (1/100)), then if you can improve your websites conversion rate to 2% (or more) – then you’ve at least doubled your turnover without any improvement in rankings, or change in visitor numbers.
If you can do that AND increase your website visitor numbers then you’re really flying.
It might sound tough to make the necessary changes to achieve that, but it really isn’t when you consider that most web designers and website owners don’t really put a lot of thought into this aspect of their websites.
Web designers obsess over making the website look “pretty” and having lots of nice bells and whistles to impress visitors (and some don’t even do that), but these don’t tend to convince people to buy or to get in touch with you, which is the entire point of having a website.
Your website needs to speak to people, but most website owners seem to disconnect themselves from the human race when they write the words that their visitors will read.
For some reason website owners tend to think that adopting some weird kind of 3rd person, pseudo corporate language and approach is the way to go – but your visitor is not going to be impressed by this, they are a human being and want to be talked to like they are speaking with another human being.
To give you a real world example, imagine you’re on your lunch hour and you walk into a shop to buy a sandwich, let’s say Boots, and you’re met by a Boots employee at the door.
Imagine the conversation goes like this:
Employee: “Welcome to Boots, how can I help you today?”
You: “I’m looking for a sandwich”
Employee: “Ah, okay, our sandwich selection is over there on isle 9, and in case it’s of interest to you we do a meal deal where if you buy a sandwich and a packet of crisps you get your drink for free”
You: “thank you very much” – and off you go.
That is perfect – the employee is asking you how they can help you, telling you exactly how to get what you want, and making you aware of a deal that will save you money.
It’s fast, efficient, helpful, and totally tailored to what You want and need.
However, if the employee adopted the dialogue used on the vast majority of websites it would have gone more like this:
Employee: “Hello and welcome to Boots. Boots was founded in 1849 by John Boot. Today Boots has over 2500 stores throughout the UK, ranging from local community pharmacies to large destination health and beauty stores. Our core purpose is to help our customers look and feel better than they ever thought possible, and our mission statement is blah blah blah.
With a turnover of £XYZ We are a household name that, etc.”
And on and on it goes.
At no point have you been asked what you want, or how they can help you. The entire monologue is about “me, me, me” when it should be about “you, you, you”.
The sole purpose of any company is to solve other peoples problems, not to talk about yourself – so isn’t it strange that this is exactly what the vast majority of websites do?
They talk about me, me, and then me some more and don’t really think about the person who is reading those words at all.
To give you an online example imagine that you get up in the morning, you get showered and dressed, have your breakfast, and then go and get in your car to go to work.
You put your key in the ignition and turn it and… nothing happens. You need it fixing and fixing fast.
So, you pull out your mobile phone, do a quick internet search for car mechanics and look quickly (because everyone is in a hurry) at 2 websites.
You go onto the first website and it says:
“Welcome to ABC Motor Mechanics.”
“ABC motor mechanics were formed in 2009 and now operate from a 1500 square foot industrial unit just off ABC road in XYZ town.”
“With over 120 years of combined experience we are experts on a wide range of makes and models of cars and have the official tools and equipment to properly service your vehicle.”
“Our mission statement is to give you the best quality service at the best price, our core philosophy is that our customers always get an A1 job done on their car, and at an affordable price.”
“We can offer a full range of servicing and MOT’s as well as repairs, and our highly qualified and trained mechanics are highly professional. Etc.”
The second website simply says:
“Call DEF motor mechanics and if you’re within 10 miles of our head office we’ll aim to be with you within the hour.”
“Our aim to have you back on the road within an hour of getting to you, all of our vans carry all of the spares for the most common faults for every make and model of car in the UK.”
“Our costs are a call out fee of just £49 plus the parts needed to get you back on the road, but if we don’t get to you within 1 hour we will waive our £49 call out fee, meaning it hasn’t cost you anything to get us to look at your vehicle.”
Just which of these 2 car mechanics are you going to call when you need help now – the one that starts by explaining all about themselves, or the one that is totally focused on you, what you need, and is completely transparent with regards to pricing and timescales?
It isn’t that your skills, or experience, or qualifications, or other measures of professional success aren’t important – they are.
It’s just that these are the things people will use later to tip the scales with regards to whether they contact you or not. They are not the first things that people want to see and know.
The first thing people want to know is “can you fix this problem that I have right now”?
If you explain how you can fix their problem first, they can then dig deeper into your website to make sure you have the relevant knowledge and ability – to give themselves confidence and to remove the resistance to using your services.
What they don’t want is to see all of that first, and for them to have to go and dig, and dig, and dig through your website to understand if you can help them, and how much it might cost them.
The less transparent these things are the less trust there is, and the less trust the less likely they will choose you over one of your competitors.
You’ll have felt it yourself when you have been on a website and they seem reluctant to mention prices, or what they actually do isn’t clear – it does not inspire confidence.
You may also have noticed while you’re reading this that I talk a lot about you and rarely about me.
Not only is this a more human conversational tone, it shows that I am more interested in you and what you need, rather than telling you all about me and what I do.
This is because you’re not interested in me, you’re interested in you and how any of this can make your business better and help to make you more money.
Of course if you hire us to help you then that’s great, but unless I clearly explain what we can do for you, to make your business more successful and to make more money for you – then why should you bother?
That’s why I’m giving you as much information as possible so that you can see how it will work for you, how it will increase your business, and how you can even implement some of these changes yourself to your own website, so that you can see and feel real results first.
You then know that what I am saying is right and you can be certain that we can make a big difference to your business.
It generates trust and replaces uncertainty with confidence.
This is the simple first step, and there are many, many ways it can be taken much, much further.
How Much Difference Does Increasing Your Conversion Rate Make?
If each funeral you do makes you say £700 profit, and you’re currently getting a 1% conversion rate (1 out of every 100 visitors order) via your website, then…
If you can increase your conversions to just 2% then you’ve just made an extra £700 for every 100 visitors.
If you get just 300 visitors per month to your website then that’s an extra £2100 per month, or £25,000 per year of additional profit.
In reality the very best way of obtaining the maximum possible turnover from your website is to make changes to the content of your website as above, but also to change the layout itself so that the right information is presented to people in the right order.
This layout is based on a tried and thoroughly tested methodology of what actually makes people buy from a website, it is the method that huge businesses use to maximise sales.
They approach online sales and marketing in a scientific manner, and this is what you need to do too if you want to make the most of the opportunities that the internet offers you.
Imagine if we do this for you and we increase your conversion rate by say an extra 5%…
Then at £700 profit per funeral that is an additional £3500 for every 100 visitors to your website.
If you only get 300 visitors per month, then that’s an additional £10,500 per month, or £126,000 per year of additional profit.
When you consider that we charge a one off fee of just £1450 to produce a website for you that is designed to do just this – then you really are laughing all of the way to the bank.
Please take the time to read through some of our other free online tips for funeral directors, there is even more helpful information that will bring you even more customers.
Comments are closed