In today’s day and age, having a website for your business is vitally important for many reasons. From increasing your online presence to communicating your services and capturing leads, your website is an effective way to connect with your ideal clients. Without one, they won’t know that your services exist, and you’ll miss out on a lot of revenue. As Ergonomics Consultants, leveraging the power of your website is a huge opportunity. Why is this so, you might ask? Well, a quality website can help you reach the MOST and help the MOST amount of people in your community.
So if you want to turn your underperforming website into a website that actually generates leads and keeps long-term clients, this post is for you. I’m going to share why and how you should be leveraging the power of your website. You'll learn 3 simple techniques on how to make your website conversion-driven. Let’s get started!
Before you get to work on fully developing your website, you need to decide on one important thing: Who do you want to serve? Is it HR/corporate clients? Maybe it’s the injured worker who came into your clinic? Perhaps you want to work with entrepreneurs?
When I do consultations, my focus has always been Human Resources and corporate clients. There are many different reasons why HR and corporate clients are my ideal clients, and one of them is my extensive experience working for Workers’ Compensation Boards.
So I understand how a worker’s compensation claim works and the impact of injuries. On the flip side, I've also worked as an Ergonomics Program Manager in an organization so I understand the internal processes and policies, the sheer organizational grit that's required for Return-to-Work, and prevention with ergonomic services.
Another reason why I value working with Human Resources is that it's a long-term relationship. Since I’ve worked with HR and corporate clients for such a long time, I know for a fact that there's going to be workers’ compensation injury or aches and pains at some point in time. I spend time cultivating the relationship with my ideal client, and part of it involves providing value that’s absolutely reflective of who they are. It could be a freebie such as a no-cost PDF, a no-cost discovery call, or a no-cost training aka "lunch and learn". I’ve tried all of them, and they all work to develop the relationship over a period of time.
Knowing who you want to serve will help you structure your business. If you know who you’re speaking to, you’ll be able to get a clear insight into what they need, want, and desire. Targeting just one specific audience will allow you to produce the most valuable content you can for them. If you tailor the content on your pop-ups or landing page to different audiences, it will most likely not leave a big impact on all of them and will lower the chances of conversion.
Turning website visitors into leads is the first step in building a long-term relationship with your client. This is why one of the first things that I recommend for my members when they start building a website is a landing page. A landing page is a page on your site that converts website visitors into leads. This is where you offer something of value in exchange for a visitor’s email address.
An effective way to entice your visitor to give their email address is by offering them a valuable freebie, such as a free ebook, webinar, infographics, or anything else that’s downloadable and informative about ergonomics. It should coincide with a specific ergonomic problem that your ideal client is experiencing. Once you get them under your email list, it's already a warm lead. That's where the real work begins.
If you’re looking for an example of how this works, check it out here. I have a specific landing page geared to Ergonomics Consultants and Healthcare Professionals who want to learn more about marketing. I have a really nifty PDF coming up about all the opportunities for marketing ergonomics. So if you subscribe to that landing page, not only will you be on the newsletter, but you'll also get this amazing freebie.
Pop-ups are a great way to help your visitors navigate your website. This is something that automatically pops up on your website based on either two things: the amount of time that goes by (time-triggered pop-ups) or the number of pages that the visitor scrolls down (scroll-triggered pop-ups). The best way to use a pop-up after a certain period of time is to have it tie in with what you're talking about on that specific page.
For instance, if you're going to have a pop-up on your services page, encourage your visitors to move forward by saying: “Let's get on a quick consultation call to find out what your organization needs the most” or “Find the best ergonomic services out there.” This is a simple tweak that you can do to improve what you're already doing to get a better conversion rate.
Another improvement opportunity that a lot of websites focusing on ergonomics consultations are doing is the exit pop-up. An exit pop-up is another type of pop-up that appears on the visitor’s screen when they attempt to leave your site.
An effective way to use an exit pop-up is to combine it with a landing page to capture them before they leave. For instance, you can have the user fill out a form for a free PDF that has to be opened after they give their email address.
It's very simple to get these on the back end of your website too. An exit pop-up is a great way to tell website visitors that you want them to move forward with you, so leverage that last-minute attempt and make it worthwhile.
A good Landing Page conversion rate based on the industry standard is at least between 20% and 30%.
As someone who's running a website, are you able to actively see the number of people who see your pop-ups or landing page, as well as see the percentage of success? Are you getting those types of conversions?
If you’re currently getting below 10% conversion rate, that means something is not quite right with your messaging or your offer. Of course, there’s no magic shortcut. However, implementing the three improvements I mentioned will certainly boost your conversions and bring better leads.
Most of these improvements are very simple to apply on your website, but the important takeaway is that you need to know who you want to serve first. When you target one audience, your efforts will be much more focused and will increase your chances of conversion.
Learn a little bit more! The Accelerate program helps Ergonomics Consultants like you use a variety of modern marketing strategies to get more reach for your services. I also give you time-saving resources so you can focus on delivering your services. If you’re interested in joining Accelerate, just click here to sign up for the waitlist.
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