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So last week I shared a sneak peek behind the scenes of an exclusive 3 day site fixer upper challenge I recently hosted.

You got full access to day 1 of the challenge where we talked about how to stop letting a template or your competition’s website determine what you think needs to live on your website.

I gave you some tips and homework for setting up the perfect website roadmap, and making sure your client has all the information they needed to book your services that same day.

Before I press play on day 2, you’ll want to make sure you have access to the workbook that accompanies today’s video on making it easy for your dream clients to choose you! You can grab that here.

Web designer challenge: Build a site that books Pt. 2

Making it easy to choose you

Today we’re talking all about how to make choosing you EASY for all those potential dream clients that are wandering through your website right now!

As I hinted at in part 1, we have some really powerful work we’re going to do today.

We’re going to chat all about buyers psychology, I have a very important story about jam for you (yes, jam) and we’ll talk about exactly what some service providers do to make choosing them super, super easy, which can help you do the same.

So let’s get started with my jam story…

I know it seems random, but I promise, there’s a very important point here which will make it wayyyy easier for your ideal clients to make a buying choice on your website for one of your offerings.

In 2000 Sheena and Mark wanted to put an idea to the test.

It had always been assumed in the business world that the more choices offered, the more likely it was that customers would be able to find just the right thing for them.

Meaning offering 20 different service packages was better than offering just 2, because it increased the chances that the customer would find something that perfectly fit them.

So Sheena and Mark set up an experiment.

They went into a grocery store, set up a table, put together a nice display, and put 24 jars of jam on the table for sampling. And I mean, who doesn’t love a good sample in the supermarket, right?!

Each jar of jam was a different flavor and for the full day they attracted customers to the table, offered them a sample of whichever jams the customers wanted to try and gave them each a coupon for $1 off a jar of jam. They could then track by the number of times the coupon was used to determine how effective their sample table was at turning interested jam samplers into jam buyers.

The next day Sheena and Mark went back to the same grocery store, set up the same table in the same location, set up their nice display, but this time they put only 6 jars of jam on the table for sampling.

The number of jars of jam was the only thing that was different. They went about attracting customers to the table just the same as before, offered them a sample of whichever jams the customers wanted to try and gave them each a coupon for $1 off a jar of jam.

Again, they tracked the number of times the coupons were used to determine how many jam samplers that day turned into jam buyers.

And what did they find?

People were 10 times more likely to buy a jar of jam on day 2, the day where there were only 6 jars of jam to choose between, instead of on day 1 where customers were choosing between 24 varieties of jam to buy.

Sheena and Mark learned from their little supermarket experiment that giving customers more options didn’t result in better sales, it actually resulted in worse sales.

Why? Because giving every option under the sun results in choice paralysis.

When there’s too many options, people throw in the towel and don’t make a decision to buy at all. They postpone or just scrap the idea to buy altogether.

This has been proven in multiple studies, including one where a workplace tested the number of retirement investment options presented to employees.

They also found that as the number of retirement investment options increases, the chance that employees choose ANY decreases.

I’m sure you can well imagine that if your new employer sat you down with 24 different retirement plan options, and if retirement investments is an area you have no past knowledge or understanding in, making a decision on that is pretty hard, it maybe even takes a bit research and homework to actually make a decision.

And you know what’s easier than that?

Making no decision at all, and saying “I’ll pick a retirement plan next year.”

And it’s the same for the customers on your website.

You want to just present a couple offerings, not 24. You want to make picking one of your offerings EASIER than picking none at all.

When I was still offering 1:1 web design to clients (instead of working with students of my courses) I had just 2 offerings on my website: A package for just a website and a package for a brand and a website.

How did customers decide between the two?

If they had no logo, they went for the brand and a website package. If they had a logo already, they went for the package with just a website.

An easy decision to make right?

And while choosing between 2 options isn’t so tough, I took my explanation on my website a step further and indicated ‘need a logo? Get this package.’ ‘Don’t need a logo? Get this package.’

I made it so that when it came to choosing between the two options there was a very simple, clear indicator of which package was right for them, that was if they needed a logo or not.

Now THAT is making making a decision on your website stupid simple.

So what does all this mean for you?

Step 1

Make your offerings “bookable” (without your client having to contact you to inquire)

Streamline your packages and offerings, present just a couple of options and make it stupid simple clear how they’re different and which one is right for them, based on simple-to-understand-criteria (like the logo or no logo included thing.)

And if you don’t have packages at all, now is definitely the time to create some!

Remember, the whole goal of this challenge is to build a site that sells, meaning we want people to make the buying decision on your website while they’re browsing.

If we don’t give people the option to decide to book or buy right now while on our website, our websites will never do the sales work for us.

Which is kinda the point.

Let’s say for example I’m in the market for some life coaching. I go to a website and it says “I’m a life coach, get in touch and I’ll create a custom proposal for your needs.”

In that situation I can’t make a buying decision on that life coach’s website at all.

First I need to get in touch, probably pour out my life story and problems into their contact form, wait for them to prepare a custom proposal, which by the way, that life coach needs to spend a good bit of time putting together, and THEN once I get the proposal I can make the decision to buy or not.

what if their budget was max $100 and your services are $500 a month, with a 3 month minimum? You’re wasting both your time and your potential clients.

So, if you don’t have packages already, now is the time!

Step 2

Streamline & clarify your packages for more bookings

Create just a couple packages, less is more here.

And also make it stupid simple clear for someone to decide between your packages, even if they’re not educated on your field of business.

What do I mean by that exactly?

Here’s an example from my own life about making decisions easy, even when not educated on a topic. I was on the market for a hosting platform for my podcast a while back. I went to a few different websites to check out options and packages.

One website had packages that were differentiated by the number of Megabites of storage. The $5 package had 50 megabytes of storage, the $15 package had 250 megabytes of storage and the $20 package had 400 megabytes of storage.

Problem was, I had never created a podcast episode before, I had no clue how many megabytes of storage a podcast episode would be.

Meaning, I couldn’t make a decision.

I first had to leave the website and go do some research on how many megabytes of storage the average 1 hour podcast episode was before I was educated enough to make a decision.

Which apparently that’s a complicated thing to say for sure.

Depending on the quality of the audio and how you compress it, a 1 hour audio file can be very different sizes. So what did I end up choosing?

A different podcast host that differentiated between their packages by the number of hours of audio that was uploaded every month.

I knew my plan was to do a 1 hour episode a week, meaning I went for the package that included up to 6 hours of uploaded audio a month. Simple.

Okay so you know it’s best practice to just give a couple service options on your website, and that creating packages is key to helping people make a buying decision while on your website, let me just address the one bit of pushback I get on this, which you might be thinking right now. “But Paige, I can’t create just 1 package that fits everyone, my different clients need different things!”

Which, I hear you!

Let’s say you’re a business consultant who helps people create their first sales webinar.

The necessary items every client is going to need is the overall coaching and education around hosting their first webinar, maybe a process template and a gameplan for creating webinar content, a guide on what to talk about when in the webinar, including coaching around how to make sales on a webinar and probably also some education on the different webinar software options and recommendations.

You could then have a more premium service for the clients that are really not down do personally do all the tech related stuff necessary for webinar setup, so then you’d have a second package where your team does the tech setup for your client.

Now some clients might also want fill-in-the-blank slides where they pop their content into pre-designed slides. Other people might already have a slide deck created that’s on brand, so they wouldn’t want your slide deck.

So in this case you’d create your 2 packages, 1 without the tech done, and 1 with the tech done and an optional add-on to either package.

Those packages are easy to determine what’s different and there’s an optional piece someone can choose if they feel they want it.

Doing it this way enables you to create a simple-to-say-yes-to-offer, one or two main package with a clear difference, and if needed, people can add on the bits that they want.

It’s simple, it’s easy to make a decision on, and it allows people to make a purchasing decision on your site, as opposed to ‘inquire and we’ll talk about your needs,’ which doesn’t let anyone decide on anything.

To give you some examples from other industries, nutritionists might offer nutrition coaching and have an add-on option for meal plans too. Web designers might have a web design package with a set number of pages included, but the option to add on more pages if the client wants them.

Florists may have two packages, one package that’s for just a wedding at a venue, and another for a wedding at both a church and a reception at a venue. And then offer add-ons in case the bride and groom want more flowers and arrangements on top of the normally included amount.

You get the idea.

Okay, so now you know all about packages, limiting their number to make decisions easy and offering a la carte options in case there’s important extras, let’s talk about getting our site visitors to take the action on our site that we want them to.

Step 3

Make it more likely your client will take the action you are hoping they will on your site

Often times you’ll go to websites and they’re covered in busyness and buttons and stuff shouting at you from every corner.

“Subscribe on YouTube”

“Listen to my latest podcast episode!”

“Subscribe to my newsletter!”

“Follow on Facebook!”

“And Instagram…”

“And TikTok”

“And Twitter too!”

Then after all that, “book a free consultation call and then join my Facebook group while you’re at it.”

(Oh and by the way, buy my service, you can book in right away on my website!)

I’m sure you’ve seen it too, you go to a website and it’s just a hot mess of calls to action to do 13 things.

But let’s be real, our ideal customers are probably browsing our website from their tiny phone screen while in a busy Starbucks line and it’s their turn to order next.

Do you know how many of those zillion actions which most websites ask people to take that their site visitor is actually going to complete?

1, maybeeeee 2.

I mean, the barista is going to call her up to order next, and then your site visitors is on to ordering her dessert-in-a-cup, by which time she’s totally forgot about your website and she’s back to the other 100 distractions and things vying for her attention in a day.

So that’s why it’s so important that you limit the calls to action on your website to be only the reallyyyy important ones.

So I want you to ask yourself, “If you could only get someone to do 1 thing on your website, what would it be?

Likely it’s something related to booking you.

Next week, in part 3 we’re going to talk about what action you want someone to take on your site to book in depending on what services you offer, so we’ll determine exactly what that action is next week together, but for now, remember, whatever action is going to get someone to book, that should be your primary call to action, and then eliminate all the other distracting, less-important calls to action.

Now, the one caveat to this is….

What if someone isn’t ready to book your services, BUT they’re definitely interested and they’re browsing now?

Let’s take future brides for example.

They’re probably scoping out vendors and maybe locations well before their boyfriend has ever popped the question. I mean, let’s be real, we’re all guilty here.

So while that potential bride on your cotton candy food truck website isn’t actually ready to book you because you know, she’s not even engaged yet, she definitely wants to hire you for her wedding day down the road.

This is a situation where it would make sense to have a secondary call to action.

Your primary one is whatever the right next step is to book you, but your secondary call to action should be something where you can keep in touch with that potential, very interested, but not-ready-to-buy-yet customer.

So you want to think about, what’s the best way to keep in touch with this person? Maybe you get their email or them to join your Facebook group.

Exactly what that action is depends on your business and how you’re currently keeping top-of-mind with your down-the-road customers, but basically just know that, you can also have a secondary call to action on your site too.  But don’t open the floodgates now and give them 7 different calls to action.

Remember, we’re trying to go for a clean, strategic website, because your customer is soon going to get back to ordering her coffee and going about her day.

So my homework for you today is:

  • Determine those packages and possibe a la carte options. Make packages that have everything your ideal client would want and anything else that’s optional just have as an a la carte option.

  • Ensure there’s a clear difference between your packages, and a clear indicator (like ‘need a logo? Go for this package’ or ‘don’t want to set up the webinar tech yourself? Go for this package?’.

Grab the challenge part 2 workbook to help you with your homework!


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Web designer challenge: Build a site that books Pt. 2