By the time a potential client contacts you about your services, there is a good chance they’ve already spent a chunk of time reading through your website. They probably also scanned your Twitter feed, Facebook page, and Instagram account to boot.
I know, it sounds a little creepy, right? But these days it’s just a fact of life. Your clients have learned to do their research before they even pick up the phone or fire off the first email. And you know what? That can be a good thing, especially if it makes the sales process easier for you.
“An easier sales process,” you ask, “How is that possible?”
Truth be told, it’s your website that makes it possible. And it does so by promoting your services in a fun, informative, and non-salesy kind of way — and by making sure you’ve got the right content on the right pages.
If you find yourself spending a ridiculous amount of time talking to tire-kickers, this post is for you. We’re going to chat a little bit about how you can use your website to do a better job of promoting and selling your amazing WordPress development skills.
Be Crystal Clear About What You Do
You’ve probably heard this a million times before, but it’s worth repeating — at least a few times. You probably notice the text below when you landed on this site:
I’m a WordPress consultant, developer, speaker, and teacher –
I love sharing what I’ve learned with others to help them be more successful in their business.
Anytime a visitor lands on your website, it should be easy to understand exactly how you can help them. USP, UVP, Primary Benefit — you can call it anything you like, so long as it’s clear and concise.
Use Your Personality
People want to do business with other people, not corporations. It’s time to ditch the corporate speak. If reading your website puts you to sleep, imagine what it does to your visitors. It’s time to fix that problem, and the easiest way to do that is by adding some personality to your website.
While not everyone wants their personal life on the web, that doesn’t mean you need to cut people off from knowing a little bit about you. No matter how you slice it, the fact of the matter is that a successful freelance business is built around relationships. The easier you make it for your prospects to feel connected to you, the easier it becomes to build relationships. Sounds like a good idea, right? So how can you achieve this?
To start with, you need to be willing to share at least a few things about who you are outside of the workplace. What do you like to do in your spare time? Photographs are a great way to accomplish this without having to explain anything. Talking occasionally about your interests on social media is not a bad thing either. We all have that one friend who never stops talking about business — don’t be that person.
How you “speak” on your website is important too. If you’re a freelancer, you won’t be fooling anyone by using “we” — refer to yourself as I or me. Even if you’re working with a small team, writing the content on your website in the first person makes you easier to relate to and more personal.
Speaking of which, try to use your personality when writing content for your site. If great humor is part of who you are, don’t be afraid to toss some around. Same thing with sarcasm, or the occasional bit of profanity. While it won’t appeal to everyone, that’s kinda the point. You want to attract clients who are a good fit, and the best way to do that is by being you.If you want to attract clients who are a good fit, the best way to do that is by being yourself. Click To Tweet
It’s You, Not Me
I know I just finished talking about the importance of using the words “I” and “me”. But there is a difference between “me”, and “me, me, me”.
If you want your website to sell your services, it needs to be largely about your clients — what can you do for them? How can you help them meet their objectives? What benefits will they get from working with you? What kind of results can they expect to see?
If you made an initial statement on your homepage via your messaging, now it’s time to back that up. One of the best ways you can do that is by utilizing your portfolio and testimonials.
If you spend a little time looking around you’ll notice that most WordPress developer website showcase a beautiful looking portfolio, but there is little information that describes exactly how the client benefitted.
This opens up an opportunity for you to do something different with the portfolio on your website. Instead of a collection of pretty images, use your portfolio to showcase how your WordPress Development Skills have benefited clients. At every opportunity, use real images, real stories, and real metrics to showcase exactly how you’ve helped your clients.
Describe Your Ideal Client & Project
Once a visitor looks around your website and decides you just might be able to help them, they’re probably still wondering whether or not there might be a good fit. One of the best ways to help them reach this conclusion is by explaining a little bit about what makes an ideal client — who do really enjoy working with and which types of clients can you typically provide the most value to? Of course, these should tie in nicely with the case studies or testimonials you’ve strategically placed on your site.
I’ve mentioned Eric Davis before as a great example of someone who spends time outlining what makes a successful client-developer relationship early in the process. Some of the points you might want to bring up with potential clients include:
- Do you focus on a specific web development niche?
- Do you work on project or retainer basis?
- Do you have a minimum engagement size?
- Do you offer specific services that are unique?
Capture Their Contact Information
It’s pretty rare that a visitor lands on your website ready to do business. Most of the time they are still in the process of performing research. Back in 2013, there was a study on Think With Google that indicated the average b2b contact was initiated after 57% of the purchasing process was complete. That means by the time someone contacts you about a WordPress development project, they have almost made up their mind.
One of the smartest things you can do is find a way to keep in touch with people who visit your website — either through an email option or content upgrade. If they are going to leave your site to do more research, offer them something of value in exchange for the ability to open up a line of communication.
If you’re a freelance WordPress developer who is trying to get your business off the ground, your website is a great place to start. I guess you could call most of what we covered here “big picture items”. Of course, there are lots of smaller details that go into creating a website that effectively promotes your services.
We haven’t even touched on some of the design elements that are important, but maybe that’s a topic for another day.
Until then, please share any questions or comments below.