Less than impressed with the number of booking inquiries you’re getting? Your website should be your best marketing employee, working for you 24/7, but if it’s not pulling it’s weight these days and bringing in the clients you want, here’s a few things we can fix to get you to where you want to be – booked out!
(Oh and just an aside, don’t stress, it’ll get better.)
Okay, let’s talk about some practical issues I see with websites which are definitely decreasing the chances of someone getting in touch to book with you.
Did you know …
“A website’s design often provides the first impression customers have of a company. If the design is outdated, disorganized, cluttered, or uses unappealing colors, it creates a poor first impression.”
“It takes less than two-tenths of a second for an online visitor to form a first opinion of your brand once they’ve perused your company’s website.”
(Source: Entrepreneur.com and Missouri University of Science and Technology)
The look and style of your website is pretty vital to people trusting you and considering you as a legit business to work with. Just take a look at these two yoga studio websites. Where would you rather do yoga?
There are many, many bits and pieces to the puzzle of making an aesthetically pleasing website.
Here’s a few posts to learn all about the do’s and don’ts of site design.
Let’s assume you’ve got a polished looking website, so number one above isn’t an issue for you! Yay! Job well done.
But if you have a polished site and no packages/prices, guess what people immediately think?
“She’s too expensive”
My example here is always the same. Know when you go into a trendy bar, you pick up the menu to order a cocktail and there’s no prices? Your automatic assumption is that it’s superrrr pricey and you probably shouldn’t down 3 frozen margs, 1 will have to do.
I understand that for some businesses, pricing changes depending on the project so my suggestion would then be to state a ‘start at price’ or a ‘average client investment is’ price.
You want to give people a ballpark idea of your pricing so they can determine if you pricing roughly fits what they’re able to spend to see if it’s even worth getting in touch.
This is just an ease-of-use issue. The easier you make it for your potential clients to pick a way to work with you, the more likely they’ll be to get in touch.
Confusion kills conversion, so if your packages aren’t clear, or you don’t have any at all, it makes the decision harder by first having to figure out how to work together, what’s included, how much it costs, and how the price changes if you adjust what you’ll do together on the project, etc.
Instead of saying you do ‘photography for births, weddings, and seniors’ and leaving it at that, create packages.
Packages make it super simple to find something that fits the clients needs and say ‘I want that!’
You can always say you’re open to customizing packages, but without a doubt, you need a jumping off point with some structure of packages of your services.
I relearned the value of offering free consultation calls again recently. When you’re going to drop a larger sum of money on a service, it’s normal to want to chat with the person you’ll be working with to see if your vibes align and if the person sounds legit.
I’ve offered free consults on my site for a while now, and people book them regularly. (I use Acuity to automate the scheduling.)
With a few design dates left open for the year that I wanted to book out, I started adding calls to action in my emails to my list, telling them quickly about the ability to work together one on one and telling them to hit reply if they wanted to get started.
How many people replied? 0
I did that in two emails, decided it wasn’t working, and then tweaked my approach.
In a third and fourth email I tweaked my call to action to be to book a free consultation call with me. I got 7 consultation calls booked from each email.
I was offering the same service, at the same price, but instead of telling people right away to let me know they wanted to work together, I invited them to chat first.
So, if you’d like to chat with 14 potential clients this week instead of 0, put an option to book a free consultation call with you on your website. (And in your emails, if you have a list.)
I hope that helped point you in the right direction of some tweaks to make to ensure your website starts working for you, and bringing in the booking inquiries instead of having tumbleweeds blow by!