You’re not compatible with everyone. In the same way, every visitor to your site isn’t compatible with your business.
Like a good dating profile, your website should attract & convert the best prospects.
But too often, businesses are inundated with low quality leads and end up settling for a sale that’s not the best fit – and it turns into a bad romance.
How to Attract & Convert the Best Prospects
1. Improve Your Dating Profile
Your website often establishes the first or second impression of your business. You’ll need to quickly convey who you are and what you offer in the messaging and design of the site.
Just like a dating profile, the quality and selection of photos are critical to conveying the right story. You want to share enough information to engage someone and represent yourself authentically – but not overshare.
With an attractive design and clear messaging, your website can answer a web visitor’s primary question: “Is this business right for me?”
2. Express Empathy
You can’t emotionally connect with someone if you don’t understand their situation. Start by understanding your web visitors and their needs on your site. What are they looking for? What problems are they trying to resolve?
Once you understand the visitors’ different needs, update the navigation and calls to action on the site to clearly guide visitors to the answers they’re looking for.
3. Set Up Gatekeepers
There’s a reason a lot of dating apps have certain parameters to go through before you can message someone. These steps act as gatekeepers.
Website forms can help you do the same on your website. Include one or two fields in your website form that relate to your service and help to qualify a visitor.
However, avoid extremely long forms, as they tend to deter conversions.
4. The First Date
A website conversion or phone call is like a first date. They are ready to interact with your business and test the waters. In the dating world, one person needs to step up and ask the other out.
On your website, you need to guide a web visitor every step of the way.
If you aren’t getting conversions on your site, review the design and messaging. Are you sending mixed signals?
5. Avoid a Bad Romance
It can be tempting to take on every business opportunity. But if you aren’t converting the right prospects and then qualifying them, you can end up wasting a lot of time and money.
Many small businesses start out hesitant to establish a niche. But in trying to appeal to everyone, you’ll end up seeming very generic and not connecting with any potential customers.
Identifying your ideal prospects will help you focus all your efforts – website, marketing channels and sales team – and reduce the chances of a bad romance.