Website Strategies for Acquiring Clients and Keeping Them
So, you are ready to launch your new business.
Press the pause button and first ensure you have a solid strategy for delivering an outstanding online customer experience.
Part 1: Using Your Website to Attract, Engage, and Delight New Customers
Attracting and retaining customers requires an effective digital marketing strategy that includes a website, SEO, email campaigns, social media, and content marketing.
Effective website design is crucial for service-based businesses seeking to acquire customers. Although this can initially feel overwhelming, it doesn't need to be. Follow these five steps to enhance your website's effectiveness.
Create a Unique Selling Proposition (USP)
Your homepage should prominently display a clear and compelling USP that communicates your brand's value. This statement helps visitors quickly understand how your services can solve their problems, address their pain points, or enhance their lives. It should also establish why you are different/better than the competition.
Below is an example of a simple formula. I like to start with the customer rather than the service.
WHO you help (your ideal client)→ to achieve or solve a problem WHAT → HOW (your unique benefit or feature)
Add WHY – why you are different – why they should choose you
Example:
WHO: I help women business owners
WHAT: Achieve their financial goals and feel happier and more confident
HOW: Through coaching and online workshops
WHY #1: Author of 2 best-selling books, I have over 20 years experience as a financial advisor specializing in helping women-run businesses find financial security and freedom.
WHY #2: Featured in: Money Inc. | Entrepreneur | Oprah
WHY #3: Client testimonial
User-friendly navigation
Ensure that your website is easy to navigate—this means your visitors can seamlessly find what they are looking for. Use a wireframe to design how customers will move through your website and what pages are interconnected. Use intuitive menus and a logical structure. Visitors should be able to find information about your services, pricing, testimonials, and contact details quickly. A well-organized site reduces frustration and encourages users to explore further, helping build relationships and strengthening SEO. Include internal links to key pages and sections.
Pro tip: First, let me say I am a huge fan of coding and creating cool animations on websites; however, if they are not strategic, they can be distracting and confusing for the visitor. Be careful not to get carried away with a flashy website that does not drive business.
Include highly visible Call-to-Action (CTA) links
Incorporate clear and persuasive CTAs throughout your website, guiding visitors toward desired actions such as booking a consultation, signing up for a class, scheduling a discovery call, shopping, watching a video, or signing up for a newsletter. Use contrasting colors, animation, and actionable language to make these buttons stand out. Make sure you have one primary call to action and place it in several key areas on your website. Too many different CTAs can confuse visitors and reduce engagement.
Use a variety of trust-building elements
Include elements that build trust, such as client testimonials, case studies, and recognizable certifications or affiliations. Highlighting reviews and successful case outcomes can reassure potential customers of the quality and reliability of your services.
Make sure you have a responsive design
Research suggests that over 60% of potential clients will access your websites via mobile devices; it's essential that your website is fully responsive and provides a seamless experience across all devices. A mobile-optimized website enhances user experience and can lead to higher conversion rates as more of your visitors are likely to reach out or make inquiries if they have a positive experience and easy access to the information they are seeking.
By thoughtfully and strategically addressing these challenges, service-based businesses can create a more engaging and effective online presence that attracts leads and converts them into customers. Dive into more info on building a mobile friendly design HERE.
In Part 2, we explore ways to retain customers and build customer loyalty.
Part 2: Retaining customers is crucial for the long-term success of service-based businesses.
Here are my five favorite website strategies to enhance customer retention:
CONTENT MARKETING & RESOURCES
Websites that consistently publish new, high-quality content are more likely to grow traffic to their site. I recommend you create a dedicated section for blogs, articles, or resources that provide valuable information that directly speaks to the concerns of your ideal customer. By offering helpful tips, industry insights, or how-to guides, you can keep customers engaged and position your business as a trusted resource. Think of yourself as a trusted friend helping your customer navigate their business and/or life and find success. My three critical strategies for delivering content are authentic, kind, and generous.
Build connection through NEWSLETTERS
One of the best ways to build and nurture a relationship with your customer base is to encourage website visitors to subscribe to a newsletter for updates, promotional offers, or helpful content. Regular email communication keeps customers informed, reminds them of your services, and fosters a sense of community.
Keep it personal with PERSONALIZATION
Nothing feels better than feeling like you are being seen and understood. Use website analytics and customer data to tailor the user experience on your website and during the entire client journey. Personalizing content, recommendations, and communication base’ behavior and preferences can make them feel valued, increasing the likelihood of repeat business. Plus, the more you get to know your customers and understand their specific needs, the better you can tailor your services or create new ones.
LOYALTY PROGRAMS & REFERRAL INCENTIVES
Happy clients are your best promoters. Implement a loyalty program that rewards repeat customers for their business or creates referral incentives for bringing in new clients. Depending on your brand, use a targeted strategy to promote these programs on your website or through emails to encourage ongoing engagement and repeat visits.
Offer ACCESSIBLE CUSTOMER SUPPORT
Nothing is more frustrating than being unable to resolve issues once you've paid for a product or service. It is also bad for business as there is a high likelihood that customers will not return and they will not recommend your business. To provide excellent customer service, provide multiple avenues for customer support directly on the website, such as live chat, a comprehensive FAQ section, or easy-to-find contact information. Ensuring customers can easily reach out for assistance or inquiries helps build trust and satisfaction.
PRO TIP: Don't wait for the customer to come to you. Build a communication strategy that involves reaching out to customers, thanking them for their business, and providing feedback forms and customer service information. This lets your customers know you care about their experience and are continually working to improve it.
By incorporating these strategies, service-based businesses can create a compelling environment that encourages customer loyalty and repeat engagement. I hope you find this helpful. Let me know if you have any questions.