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Transcript

The Brutal Truth Of Why Your Website Isn't Converting! · Marketing For Tradies

• 0:00
  SPEAKER_00: Websites can be a really great sales asset for you if you use it in the right way.
• 0:08
  SPEAKER_00: Any marketing that you do to drive traffic to a website that isn't set up to convert is literally burning money.
• 0:15
  SPEAKER_00: A lot of the business owners that I talk to often say they feel like they're the best kept secret.
• 0:21
  SPEAKER_00: Like their business is great, they've got the foundations, they might even have a sales team and they're ready to scale.
• 0:27
  SPEAKER_00: But welcome to Websites That Convert, the podcast where your website stops being a liability and transforms into your greatest asset.
• 0:36
  SPEAKER_00: I'm your host Shannon and I'm going to guide you through the strategies and insights you need to build a website that not only attracts but converts.
• 0:45
  SPEAKER_00: Let's dive in.
• 0:49
  SPEAKER_00: So you have a website, but it's not bringing in any leads.
• 0:52
  SPEAKER_00: Well, in today's episode, I'm going to tell you exactly how you can fix this by addressing the three most important things that your website needs in order to ensure that it converts.
• 1:02
  SPEAKER_00: If you have a service-based business, you probably already have a website, but majority of websites are just there to tick a box.
• 1:10
  SPEAKER_00: They're not actually performing, they're not actually generating leads, they're not helping you grow your business or build brand authority.
• 1:16
  SPEAKER_00: And the truth is that websites can be a really great sales asset for you if you use it in the right way.
• 1:27
  SPEAKER_00: Most business owners that I talk to, but it's not actually bringing in any new leads or any new business.
• 1:32
  SPEAKER_00: And the three reasons why this is happening is reason one, you're not getting enough traffic.
• 1:38
  SPEAKER_00: Reason two, you're not getting the right traffic, and reason three, the website is not set up to convert with the right strategy, the right structure, and the right calls to action.
• 1:48
  SPEAKER_00: So addressing the first issue, you're not getting enough traffic.
• 1:51
  SPEAKER_00: This means not enough people are able to find you in the first place.
• 1:55
  SPEAKER_00: A lot of the business owners that I talk to often say they feel like they're the best kept secret.
• 2:01
  SPEAKER_00: Like their business is great, they've got the foundations, they might even have a sales team and they're ready to scale.
• 2:07
  SPEAKER_00: But no one can find them.
• 2:09
  SPEAKER_00: So they're relying on word of mouth referrals, maybe doing a little bit of social media posting.
• 2:15
  SPEAKER_00: But the opportunity cost here by not having people being able to find you, even being aware of your business, is huge because I guarantee you that your competitor is getting found by people and you losing out on the opportunity to even be a consideration for those people is a huge opportunity cost.
• 2:37
  SPEAKER_00: I can only imagine how much revenue you are losing right now because of this one issue.
• 2:42
  SPEAKER_00: So if you feel like your business is the best kept secret, you need to prioritize marketing.
• 2:48
  SPEAKER_00: You need to be able to be found by people.
• 2:51
  SPEAKER_00: But my next point is if you are being found by people right now, maybe you're getting traffic coming through.
• 2:57
  SPEAKER_00: The reason why you're not getting leads is because you might not be getting the right people.
• 3:02
  SPEAKER_00: So what this means is that you might be running ads, you might be doing marketing in general, you might be getting found on Google for different things.
• 3:11
  SPEAKER_00: But if you're not being found by the right people, and these are people who are in your target market, actively searching for what you offer and ready to take action, then you're not going to generate leads.
• 3:23
  SPEAKER_00: You're not going to have a website conversion rate that's worth anything.
• 3:27
  SPEAKER_00: Because even if you get thousands of people to your website, if they're the wrong people, then there's no point because these people aren't actually even in the market for what you offer.
• 3:37
  SPEAKER_00: Now, the third reason why you might not be converting leads or generating leads with your website is that you're getting a lot of people, you're getting the right people, but your website itself and the way that it's structured is not set up to convert.
• 3:53
  SPEAKER_00: So many websites that I see, so terrible.
• 3:56
  SPEAKER_00: They're so terrible.
• 3:58
  SPEAKER_00: They've either been built by the business owner who's not a designer, and I get it.
• 4:02
  SPEAKER_00: You have to reduce costs in the beginning.
• 4:05
  SPEAKER_00: This is a great way to get things off the ground.
• 4:07
  SPEAKER_00: If you're just starting your business, creating your website yourself is totally possible, totally doable, and you can focus on, you know, other marketing strategies to get or build brand awareness.
• 4:18
  SPEAKER_00: So, you know, free strategies, social media, referrals, word of mouth, partnerships, just networking, all of those things are great.
• 4:27
  SPEAKER_00: But what got you where you are now is not going to get you to the next stage.
• 4:32
  SPEAKER_00: The other thing I often see is that they've had their website for, you know, four or five years and it's never been updated.
• 4:39
  SPEAKER_00: I don't know about you, but my business is constantly evolving.
• 4:43
  SPEAKER_00: We are always changing.
• 4:45
  SPEAKER_00: We are always evolving, innovating, providing better and better services and our messaging sometimes changes based on the market, based on so many different things.
• 4:57
  SPEAKER_00: We want to make sure we're getting the best results for people, and that means our offer is always evolving as well.
• 5:02
  SPEAKER_00: And with the constant evolution of a business, your website and online presence needs to keep up with that.
• 5:09
  SPEAKER_00: So if your website has been built, you know, years ago and hasn't been updated, or perhaps you've been, you know, tinkering around with it, but you know it's not good, you know it's not online, it doesn't represent the services or the level of professionalism of your business and it's not converting, then more than likely, you know, it's time for a new one.
• 5:30
  SPEAKER_00: But that's the second thing I see that you know, a website is just outdated.
• 5:34
  SPEAKER_00: Now, the third thing I often see is that a business has gone and invested in having a website created.
• 5:41
  SPEAKER_00: And even I can go as far as a business that I spoke to not too long ago had had their website built five weeks ago, and I looked at it and I honestly thought that it was years old because of how poor it was.
• 5:56
  SPEAKER_00: And unfortunately, for businesses that work with us, we can't bring anyone on board unless they have a high converting website already, or we create one for them.
• 6:07
  SPEAKER_00: So in this case, this client had invested, you know, thousands in getting this website done by a website designer, but that website designer lacked the knowledge, experience, and the skills to create a high converting website.
• 6:21
  SPEAKER_00: So that meant that any marketing that they did would be sending traffic to a website that wasn't going to convert, which would be wasted money.
• 6:28
  SPEAKER_00: So we did have to go in and completely revamp that website now that the client is generating literally hundreds of leads every single month, but that's often a common thing.
• 6:37
  SPEAKER_00: So when you're deciding on a website designer, make sure that they have an understanding of the higher level strategy and the goals that you have and the outcome that you actually want from building a website.
• 6:48
  SPEAKER_00: Don't make it just another checkbox of something that you feel like you should do.
• 6:52
  SPEAKER_00: Make it worthwhile, make sure you're getting gonna get a return on in the investment that you're making.
• 6:57
  SPEAKER_00: So, yeah, often when we have businesses come in who already have a website, it's either a DIY, it's outdated, or they got someone to create it not too long ago, you know, six to 12 months usually, but it hasn't been created right.
• 7:10
  SPEAKER_00: Now, the reason that this is so important is what I just mentioned before about any marketing that you do to drive traffic to a website that isn't set up to convert is literally burning money because you can have the best ads, the best strategy, the best prospects coming to your website.
• 7:29
  SPEAKER_00: But if it is not set up to convert, no one's going to convert.
• 7:33
  SPEAKER_00: You're not going to generate leads.
• 7:35
  SPEAKER_00: Or if you do generate leads, you know, it's going to be at a lot lower rate than what it would be if we had the right structure.
• 7:41
  SPEAKER_00: So that means the right page layouts that we know is the way that a user will go through your website and through the pages to understand what it is that you do.
• 7:52
  SPEAKER_00: And 80% of people that are going onto your website are skim reading.
• 7:56
  SPEAKER_00: So this makes headlines really, really important.
• 7:58
  SPEAKER_00: You don't need a ton of text.
• 7:59
  SPEAKER_00: We can keep it really simple, but we need to make sure that we can easily answer for people who you are, what you do, who you help, why they should trust you, and how they can take action as fast as humanly possible.
• 8:12
  SPEAKER_00: We want to make it really, really easy for people to answer those subconscious questions that they have and reach that fifth question being, what can I do to take that next step, which is to convert?
• 8:23
  SPEAKER_00: So that we need to have the right structure.
• 8:24
  SPEAKER_00: We need to have the right content, which also addresses those five questions.
• 8:28
  SPEAKER_00: But we need to make it really, really easy for people to understand, clear what it is that you do, and clear what it is that they need to do next in order to convert into a lead.
• 8:39
  SPEAKER_00: So the user experience, page layouts, the structure of the pages, the content itself, all of the words, plus you know, the visual aspects like imagery, branding, all of those kind of things matter too.
• 8:52
  SPEAKER_00: And the third thing is what calls to action are you using?
• 8:56
  SPEAKER_00: So if you're using contact as your main call to action right now on your website, please, please change it.
• 9:03
  SPEAKER_00: No one wants to contact you.
• 9:05
  SPEAKER_00: So if you have a trades business, make sure you're offering a free quote.
• 9:09
  SPEAKER_00: That's really, really important.
• 9:10
  SPEAKER_00: Every single person that's looking for a trades business wants to know the price, wants to get a quote.
• 9:16
  SPEAKER_00: So if at the very least you change the calls to action on your website to say get a quote, that is going to help.
• 9:24
  SPEAKER_00: Another thing that could be really useful for quotes or calls to action on trades businesses or really any service-based business is having a form in the hero banner.
• 9:34
  SPEAKER_00: The hero banner is the top of the home page.
• 9:38
  SPEAKER_00: 90% of traffic that comes to your website is going to land on the home page, unless we're running ads to a dedicated landing page, which is totally possible too.
• 9:47
  SPEAKER_00: But organic traffic or traffic in general, most of it's going to land on the homepage.
• 9:51
  SPEAKER_00: And even on the landing pages, you want to have this as well.
• 9:54
  SPEAKER_00: But the hero banner is right at the top.
• 9:56
  SPEAKER_00: You need to have a little form in that hero banner because we have literally found that we had a client who was getting three leads a week on their website.
• 10:05
  SPEAKER_00: We moved the form into the hero banner and now they're getting three leads per day.
• 10:10
  SPEAKER_00: Yes, we started running ads as well.
• 10:12
  SPEAKER_00: So we were getting some paid traffic, some warm, pre-qualified prospects coming through to their website.
• 10:17
  SPEAKER_00: But that simple change of getting that form into the hero banner and driving the right traffic to the website, which was the first two mistakes that I mentioned at the beginning of this episode, that was enough to go from three leads a week to three leads a day.
• 10:31
  SPEAKER_00: So that's how powerful something like this can be.
• 10:34
  SPEAKER_00: So if your website is not set up to convert, being that you don't have the right structure, you don't have the right strategy, you don't have the right content, you don't have the right calls to action, then you're gonna be driving traffic to a website that isn't gonna do its job to convert a prospect or traffic into a lead.
• 10:52
  SPEAKER_00: So get the right people and make sure your website is set up to convert.
• 10:56
  SPEAKER_00: And that is literally a recipe for creating a marketing system that's gonna generate high quality leads and ensure that your website performs the way that it should.
• 11:07
  SPEAKER_00: So I hope this episode was helpful in addressing the three things that may be stopping your website from converting right now.
• 11:14
  SPEAKER_00: This is a proven strategy, it isn't complicated.
• 11:17
  SPEAKER_00: It's just about getting enough of the right people to your website and having that website set up to convert.
• 11:23
  SPEAKER_00: Thank you for listening to Websites That Convert.
• 11:26
  SPEAKER_00: If you found value in this episode, please give us a five star review on Apple Podcasts and Spotify.
• 11:31
  SPEAKER_00: Follow us on all social media, and if you're a service based business owner that's looking to double their website conversions, book a call with my team using the link below.
• 11:41
  SPEAKER_00: I'll see you in the next episode.