11 Jun
Jason

How To Attract The Right Prospects That Can Pay For Your Services.

If you have been reading the previous blog posts on the P6 recipe, then you will understand that if your goal is to get people to trust that you can deliver the goods [or services], you have to invest in goodwill and create an online identity that supports your brand.

  • Present website visitors with an engaging story.
  • Present your firm as competent, timely, and endorsed.
  • Add likeability factors that tell visitors that you are both really good at what you do and that people agree with this and like working with you.
  • Don’t be a jerk – unless being a jerk is something you think people want.
  • Be cool. Be fun. Be desirable. Be easy.

Think of it this way. It’s nice to go to the dance, but not if you leave the party without a date. It’s great to date seriously, but greater to marry and have a family.

Business school books are filled with stories of companies with great ideas that people said they wanted but weren’t ready to pay for.

Sometimes like the Newton, your product might be ready before its time and the “need” is not yet there. You can’t force it either.

Other times, the cost is simply too much of a barrier to entry to enable your company to “take off” and be successful.

p6-pay

As much as we’ve been discussing “audience segmentation” and “offer differentiation”, you have to qualify your prospects if you want to eventually have customers that can and will pay their bills.

Even obvious things need to be stated and restated once in a while.

  1. Ask tough questions up front. Don’t waste resources on people that are not likely to be good clients (or good lead sources).
  2. Use the contact form on your website to give people choices where they can almost self-select themselves out of your orbit.
    1. If an online form includes an option that says“choose a service”, if the list does not include the service they want, they will abandon the form.
  3. If you put a price range down starting at $5,000 for example, and if they have a $2,000 budget, they won’t bother you.
  4. Of course this also has risk because a $2,000 client can often be upsold into the $5,000 level. And there is a similar risk by listing a limited range of services. People may feel you don’t offer the service they think they need.

Here’s how we can wrap up this series on P6.

Pull out the notebook with your list of services (i.e. offers)

  • Make a list of 3 competitor websites and visit their sites.
  • Write down the services they are offering.
  • Write down the types of clients they are targeting.
  • List keyword phrases and topics they are using that people would be typing into Google as a relevant search query.
  • Print out pages from these sites that grab your interest.
  • Mark up the areas of the web pages that inspire trust. (Refer to the list of trust factors mentioned previously).
  • Review a few pages from your own site in light of what you’ve learned so far. Make notes about changes you might want to address. Don’t do them yet because there are more tactics coming that you’ll need to consider first.
  • Write down your own list of audience segments to see how many niches you can identify that would be good candidates for individualized landing pages.
  • Go through your own offers (e.g. practice areas) and break them down into discrete pieces with more detailed explanations.
  • Look through your digital media inventory to see if you can find images and photos and videos to inject into your website and social media properties.
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Citation Audit

A citation is a listing online that includes your business name, address and phone number – also referred to as an NAP. Your citation listings that appear online need to be accurate – even down to the suite number. A typo on a listing on another website where your phone number or name is incorrect can affect your search rankings and/or even direct traffic to your website.

What is our recommended solution? We will check your NAP details on directories where your citations appear. We will search on Google for the following NAP related items:

Another alternative is to search for citations by looking for citation directories. We review the top directories and niche/local directories to validate your listings. Some of the main directories include Google, Yelp, Yellowpages, CitySearch, Superpages, and DexKnows.

We can also claim listings for your business in case they have not been claimed already. This process will ensure that you are given access to edit and update your listings going forward

Meta Tag Audit

Website Content Audit

Link Structure Audit

Google+ Page Audit

Online Reputation Review

Backlink Review

Website Speed Audit

Local Schema Audit

Google Analytics Implementation Audit