1. You introduce yourself
If you are a small business operator, you, your experience and your reputation is a really effective communication technique.
So instead of being the XYZ Company, introduce yourself as Angela Smith, founder of XYC Company.
Make sure your profile on LinkedIn is connected to your site if you are B2B business, and if you’re a B2C business, that you have a Facebook business page interconnected with the relevant people in your personal and professional networks. All will bolster your credibility and make people feel comfortable about getting in touch.
2. Put a face to your name
You should also show a shot of you and your employees. Don’t have a budget for a professional photographer? Don’t fret. There are other means of effective communication. Unless professional photography is your business, looking authentic is more important than looking slick.
3. Show off your work
Depending on your business, this could take many forms: from a folio of past works, demonstrating your product knowledge or testimonials written by past customers. It’s far more credible to have others talk up your experience and expertise than you to awkwardly do it yourself.
For this very reason, actively collect and ask for reviews on an external websites like Google or Yelp and link them from your site. Building up this kind of objective feedback will keep referrals coming.
Unless professional photography is your business, looking authentic is more important than looking slick.
4. Talk about your why, not just your what
Yes, you can explain that you have twenty different services in bullet points, but why should I turn to you rather than your competition that offer the same thing?
This is what is known in marketing-speak as your Unique Selling Proposition. It’s the one thing you do better than anyone else.
So maybe you’ll save me money. You may offer bundled products, or have created some kind of efficiency that knocks out the middle-person meaning savings are passed on. If this is so, show me how much the same thing will cost me elsewhere, and make “Why pay more?” your headline, and your unique selling proposition becomes that you offer “more for less”.
Perhaps you’re more expensive. In that case you are offering premium packages, sourcing from the best suppliers, or offering a “bespoke” service. If this is so, show me the benefits of investing in higher quality, and make “Buy the very best” your headline and your unique selling proposition becomes the “the best money can buy”.
There are thousands of complicated and cumbersome things we’d rather not deal with on a daily basis. There are times when we might need a service in the dead of night. If this is you, then what you are selling me isn’t the service you offer, in these instances your unique selling proposition becomes “convenience”, “simplicity” or “responsiveness”.
5. Tell people exactly what you want them to do
This is what’s known as your “call to action”. All of your website copy should point to one consistent call to action that brings that website visitor one step closer to becoming a customer.
It could be a free consultation, signing up for an email newsletter that offers valuable free information, or an obligation free quote on a form that will help them better understand how you can help.
Remember, they’ve just met you. Ensure what you are offering is easy to say yes to, gives them something of immediate value, and lets them know you are here to help.
Pace that right and trust will be gained. And so will paying customers.