The 4 Essential Elements for Converting Website Visitors into Customers: Part 1

So you have a website for your business….great. So does everybody else and their grandmother.

But the million dollar question is this:  What does your website DO for your business?

If it just makes your visitors go “Oh…that’s nice” and then run off to YouTube to watch the latest viral kitten video, then you’ve got a serious problem my friend.

Sure, having a website is an integral part of your online presence. Without one, your customers may view you as being unprofessional and not take you seriously.

But your website should be doing more than just “being present”.

 

It should be your silent, digital salesman, working hard for you 24/7.

If done correctly, your website can be your most powerful selling tool, creating a steady stream of inbound leads and customers coming into your business.

If done poorly, it can have the opposite effect, and send your potential customers running for the hills faster than Usain Bolt.

In order to turn your website into a lean, mean, selling machine, there are 4 essential elements that you must implement, and in today’s post we’ll discuss the first essential element.

 

Essential Element #1:  Deeply Defining Your Customer Avatar

 

Cue the groaning… Yes, I know the term customer avatar, customer profile, or whatever else you want to call it gets thrown around a lot.

But in order to turn your website into a lethal selling weapon, you MUST have effective copywriting.

And to create truly powerful copy, accurately defining your customer avatar is an absolute necessity.

So how exactly do we do this? Enter the “empathy map”.

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We start with what does your customer Think and Feel?

What matters most to them? What are their biggest problems, worries, or concerns?

You need to figure out what is it that keeps them up at night? Do this, and you’ll be able to speak to your audience on a deeper level much more effectively.

What does he See?

This includes environment, friends, and what the market currently offers. These are all external factors you must consider.

How might these things influence your customer’s decision to work with you or buy from you?

What does your customer Hear?

This one is really important. Social influence is extremely powerful in swaying a customer’s decision to buy something or not.

What are his friends saying? They may mean well, but our friends don’t always have the best advice!

What are the other top dogs or centers of influence saying within your market?

What does your customer Say and Do?

This includes their attitude in public, behavior towards other, and appearance.

Breaking it down a little further, we have Pains and Gains experienced by your customer (not to be confused with the movie Pain and Gain!).

 

Pains include frustrations, obstacles, and fears, which we’ve already touched on. These are some of the hottest emotional buttons that you can press when writing compelling web content that gets your visitors to take ACTION.

So make sure you press ’em, and press ’em often!

Gains include wants or needs and measures of success. These are also strong motivators that compel your customer to act in a specific way. Always make sure to spend enough time considering what your customers’ deepest desires, wants, and needs are.

 

Give Them a Face

You’ve probably heard this before, but as you are going through this process and writing your web copy, it can be very helpful to give your customer avatar a face and even a name.

This helps bring your customer avatar to life, rather than just words on a screen or a piece of paper.

Who’s face? Doesn’t really matter, so long as looking at this person’s face makes you think of your target customer.

So for example, let’s say your customer avatar is promiscuous women between the age of 25-35 who are attention-seeking media whores.

Why not print out a picture of Kim Kardashian and post it on the wall where you work?

That way, every time you look at her photo, you will instantly be reminded of your customer avatar, and your writing will reflect that in a big way.

Hopefully Kim K isn’t your target customer in real life…you’d probably have trouble finding a picture of her online…

That does it for part 1…simply follow the process I’ve outlined for you and in no time you’ll have a detailed customer avatar just waiting to be seduced.

 

Stay tuned for Part 2 of how to turn your website into a lethal conversion machine…