Your Website Is Probably Doing A Pathetic Job Of Generating New Business But With These 7 Elements You Can Transform Your website Into A New Client Magnet
Recently I worked with a new client in Tulsa, OK who (like you) wanted to know how to transform your website into a new client magnet. He was a dentist and his website hadn’t produced a single new patient or as much as a phone call over the past year.
Almost a year-to-the-day, he had paid $3,000.00 for his website setup fee and was paying $917.00 a month for “hosting.” That fee did NOT include uploading new videos, images or content (i.e., “copy” in the form of blog posts or pages).
When I did a Google search for “Dentist” … “Cosmetic Dentist” … “General Dentist” … “Restorative Dentist” … or “Find A Dentist Near Me” the first day I came to his office … his dental practice website didn’t show up anywhere on pages 1-5 in Google’s search results. This was a major disaster!
As far as prospective new patients searching online go … this meant that his website DID NOT exist! If the website for your business and/or practice doesn’t show up on page #1 in Google … 90% of prospective new patients will NEVER find it (or you.) So, having a website that doesn’t show up in the first five pages of Google (and you’re NOT running AdWords of Facebook PPC ads)… is a MAJOR disaster!
To make matters worse, the contract he signed for his dentist website locked him into a 3-year non-cancelable” contract.
He wasted (or is going to waste by the time his contract expires) a whopping $38,200.00 on a website that will NEVER produce a single new patient for his practice. Even though the company that sold him the site promised him: “If you hire us and pay us a bunch of money, we’ll transform your website into a new client magnet.”
Unfortunately, this is an all-to-common result that occurs with dentists, chiropractors, consultants and all manner of small business owners and their websites.
What if there was a way to transform your website into a new client magnet?
After 14 years of research and thousands of hours (and multiples of that in dollars) invested in digital marketing for my clients and my own businesses … I have discovered seven (7) elements that can transform your website into a new client magnet. 7-elements high-converting websites are using to consistently generate new patients for our Dentist clients and tons of new business for our non-dentist clients.
In this article you’re going to learn the framework that will allow you to transform your website into a new client magnet, generate more sales and make your business more profitable.
I’ll cover each of the seven elements … explaining how and why they work and why it makes sense for you to have them on your website. Let me quickly mention that if you don’t have a high-converting website for your business… or if you have a lame website that’s not consistently generating a positive ROI for you…
You’re Potentially Losing Hundreds Of Thousands Of Dollars Each Year And Running The REAL Risk of Becoming Irrelevant In The Marketplace You Serve In The Very Near Future.
Everybody knows how dramatically the internet has changed everything from new client acquisition … to reputation management … to attracting the perfect members to your team.
Your website plays a crucial role in your ability to be profitable and remain relevant. Without a high-converting website, it will become increasingly difficult to attract the high-value, quality clients that you want.
When Transform Your Website Into A New Client Magnet You’re Making One Of The Best Investments You Can Make In The Future Success And Profitability Of Your Business.
OK, if you’re ready … let’s dive in and take a closer look at what can make your website a “high-converting” new client generating machine. For starters, prospective clients visiting your site should be able to understand what your primary service offering is in 5-seconds or less. If it takes them longer than five seconds to figure it out … you’re losing them. Remember:
The Job Of Making Your Site High-Converting Is To Transform Your Website Into A New Client Magnet.
When prospects land on your site’s home (or any/every) page of your website, do they understand your central message? Do you give them a compelling reason to keep reading, or does your website look like all your competitor’s websites?
When you can deploy these seven elements on your website, you’ll start attracting seeing more clients and higher-value clients to boot. Best of all, you’ll stop losing to your competition.
ELEMENT #1: If You Want To Transform Your Website Into A New Client Magnet Be Sure To Include An Easy To Understand Catchphrase That’s Visible On Every Page.
Over the last 5-6 years the primary responsibility of your website has changed. In fact, it has changed dramatically from functioning as a warehouse of information about your business to becoming (today) the cornerstone of your marketing strategy. This role reversal now mandates that your website be both simple for visitors to navigate and use as well as being packed with compelling, quality-laden information.
A high-converting website should complement your overall marketing strategy and support the foundational ideas you’ve identified as the primary marketing message of your practice.
What’s the marketing message of your practice? An ideal marketing message is laser-focused on the service(s) you offer and what they have to do with your perfect prospects.
ELEMENT #2: Your Website Should Include An Obvious Call-To-Action On Every Page.
Recently, I needed to hire someone to help me build out the new recording studio we use for Ken Newhouse & Co., LLC and for DotCom Dentist® (the podcast and for the DotCom Dentist® YouTube Channel.) The guy I normally use “Rex Pace” had just undergone knee surgery and wasn’t able to help, so I hopped on Google to find someone.
Thankfully, I was able to narrow down my search to two independent contractors. The first guy had a really nice website and the layout was beautiful. I could tell that he had invested a lot of money paying someone to build it for him. He made great use of video testimonials (i.e., “social proof”) as well as an image gallery of previous jobs he had done. I loved what I saw and read and I wanted to hire him.
There was a slight problem, however. Other than the “contact us” link at the top of his website, he didn’t give me a clear and easy way to set up an appointment for a bid. I’m no different from the perfect prospects you’re targeting. Meaning, I’m not a patient person in these instances and so I left his site to look at the other guy’s site.
MISSION CRITICAL: If you want to transform your website into a new client magnet and a consistent profit-generator … it must include an obvious call to action on every page!
Admittedly, the other guy’s site wasn’t as nicely laid out as the first guy’s site. The layout was “OK” … but it couldn’t hold a candle to site #1. What instantly caught my attention on site #2, however, was that right in the middle of the home page was a clearly written catchline — “If you want your next remodeling project to make your clients, friends or relatives jealous, we can help you make that happen.”
Then, there was a button right next to it that said: “Schedule a Free Consult and Bid.” I clicked the button and six days later they were processing my credit card for a down payment on the job. What does this story have to do with your website?
Everything!.. because in light of all the information that’s available today, I’m continually amazed at how many business owners and professionals have websites that never (using clear and concise language) ask website visitors to schedule an appointment.
ELEMENT #3: A high-converting website will visually display the success prospects will experience when they become your client.
More so than my non-dentist clients, I think it’s fair to say that most Dentists are good about including a smile gallery on their website, which is better than having no proof-elements on your site. The problem with only using a smile gallery is that images fail capture the full extent of the transformation your patients have enjoyed.
When a prospective new client hits your website, they’re looking for elements that can show them what kind of results and outcomes they can expect from being a client of yours. Gallery images … whether you’re using before/after images of your patients’ smiles or (as an example (before/after images of bank statements showing the increase in revenue you’ve helped them achieve) are a great place to start.
Short, emotionally-compelling stories work best with your images.
In fact, every high-converting website has them and if you want to transform your website into a new client magnet, you’ll need to include them as well. But high-converting websites do more than provide before/after images. For starters, each gallery before/after image set is accompanied by a short (emotionally compelling) story. Why? Because emotion is what drives choice, not logic.
Additionally, the research is clear on images with captions. Captions get read by over 90% of your site visitors!
Using short, use emotionally compelling stories with your images is mandatory if you want to realize the full benefit of using these images. The next element that all high-converting websites include are “outcome-based” video testimonials of your clients. An example of an outcome-based testimonial for a dentist would be something like:
“I had been having headaches and jaw pain for almost two years. I had vertigo and tinnitus too. My pain got so severe that I had to quit work and ended up spending a lot of time laying in my bed.
My life was falling apart and to make matters worse … my husband of 23 years filed for divorce and left me for a younger woman. My jaw pain got so severe that my primary doctor referred me to a surgeon, who wanted to do aggressive jaw surgery on me.
“I’d have to wear metal braces or up to two years … and after all of that … he still wouldn’t guarantee that my headaches and jaw pain would be eliminated.”
He told me that after the surgery I’d have to wear metal braces or up to two years … and after all of that … he still wouldn’t guarantee that my headaches and jaw pain would be eliminated. I was terrified of having my face but apart and was utterly desperate for a less-invasive solution.
That’s when a friend of my referred me to Mike Jones, DDS … a dentist in Tulsa. I flew from Austin Texas to see him and by the and of the first visit … he assured me that he could help get me out of pain and help me feel normal again.
Unfortunately, my insurance wasn’t going to cover a lot of his treatments … but I made the decision to proceed with his BioRejuvenation program.
Dr. Jones wanted to make sure everything was still where it was supposed to be. I’m thrilled that my pain is gone … but I’m even more excited about the fact that I look 15-20 years younger!
You know, as a recently divorced woman … I’m 57 years old … I had all but given up hope of finding a nice man I could date. But now that I’ve completed the BioRejuvenation program … I’m being approached by men who are much, much younger than I am … which is amazing! It makes me feel really good about myself, you know?
“He wanted to make sure everything was still where it was supposed to be.”
If you’re suffering with TMJ pain … headaches… the popping, clicking and pain in your jaw … and if the idea of a conservative, minimally-invasive treatment can help you get out of pain (permanently) … and you can look much, much younger in the process … I think you should call Dr. Jones and schedule a consultation with him.
It’s the best decision I’ve ever made and I will forever be thankful to Dr. Jones for giving me my life back.”
By the way … that’s a real patient testimonial that was transcribed from a video one of our client’s got from his patient. There’s a process you have to go use to get testimonials like that. For starters, you’ve got to deliver those kind of results to your patients. Assuming you are, there’s a simple, step-by-step framework for getting outcome-based video testimonials from your clients and/or patients. You can access our Video Testimonial System here.
ELEMENT #4: Break each service you list on your website down into bite-sized chunks.
The point of this is simple: If you list all your services on the home page of your website, site visitors are going to get bogged down in all that information. Human beings don’t like having too many choices to pick from.
When presented with too many options to choose from, we shut down and often end up not choosing anything. Robert Cialdini, PH.D, describes this phenomenon in his book, “Influence: The Psychology of Choice.” In the book Cialdini explains the core concept of the theory by stating that;
“Offering a lot of choices is not the best option when you want your prospect to pick one of the things you’re offering. A variety of choices–for example—can paralyze the user. It’s better to create a situation where you can choose for them!”
Bottom line—offering a variety of choices … (too many choices) is not always a good option. So, if you want to transform your website into a new client magnet, a better way to get results is to make a choice for the user by giving them fewer options at each stage in the process.
Giving your prospects fewer choices (as you move them through the “decision funnel”) allows them to really engage with the services that have been put on display.
So, if you have a lot going on, can you categorize your products/services into three or (at the most) four choices? Can you simplify your product/service offerings into your dominant streams of revenue?
When you do this you’ll be able to create a site that doesn’t overwhelm your prospects. Rather you’ll create a site that becomes irresistible and magnetic to them… and that means that you can transform your website into a new client magnet!
Element #5: Deliver High-Quality Content That Your Perfect Prospects Will Find Irresistible and Magnetic and Want to Consume.
High quality content is one of the hallmarks of a high-converting dentist website. Content that your prospects find irresistible and magnetic will keep them on your site longer, keep them coming back for more and will contribute (immensely) to your site being ranked high in the search engines.
Obviously, your site’s design (as I already mentioned) is essential in making a good first impression on your visitors. Your site must be clear and easy to navigate but make no mistake … the content of your website is what will keep prospects coming back and ultimately help convince them to schedule an appointment.
Element #6: Incorporate An Automated Sales Funnel And Use Quality Lead Generators To Capture Your Prospect’s Contact Information.
Use Marketing Automation To Build Trust and Schedule MORE High-Value Clients.
An architect would never start building a home without plans or a blueprint. They’d never began without a solid foundation and clear path forward. If they did that home would never get off the ground. So why do so many business owners try to implement a marketing campaign without a plan, without a sturdy foundation, without building blocks?
It’s likely because they just don’t know where to start. With the right marketing plan, you can grow your business with significantly less effort, time, and money, but you have to learn the plan. You have to implement it and perfect it if you really want to see success.
A sales funnel is the foundational element of the profit-generating marketing plan you’ve been looking for. It is comprised of the building blocks you’ll need to consistently attract high-value clients and make your business more profitable.
“The hidden element your website and your marketing campaigns have needed is the Sales Funnel ”
It is the road map or blueprint you should follow if you are trying to grow an existing business. Once you know how to create a sales funnel, you will understand the plan that you can follow to create the most profitable business imaginable.
A sales funnel is likely the hidden element your website and marketing campaigns have been needing … that element you’ve been needing for your website. You really don’t have to guess about how to do marketing anymore. No more trial and error and no more wasting money on marketing that doesn’t work.
Not only this, but a sales funnel works in tandem with any advertising efforts you are currently using. In fact, most if not all of the advertising dollars I spend go to support my sales funnels that then lead people to buy my products rather than the products themselves.
The first two pieces of your sales funnel, your catchline and your website really worked together to help your perfect prospects become curious about you and your practice and really should be the thing that leads them to the next phase of relationship, which is enlightenment.
In this phase of the sales funnel, you are going to start to offer them ways to get to know you a little bit more. You’re going to enlighten them on how you can solve their problem. And the main way that we want you to start doing this is through a lead generator … like the one you’re reading RIGHT NOW!
Lead magnets are really the best way to invite prospects that have visited your website into the next level of relationship with you.
So, if someone opts in for your lead generator, they are telling you they want to hear from you.
A lead generator is a free or a very low-cost asset, like a PDF, a short video or even a webinar that will show your perfect prospects what you are capable of. And in exchange they’re going to give you their email address, which you becomes a lead and that you’ll use to continue enlightening them about your business and product/service offerings through a series of emails.
Offering this valuable free content really is the best way to invite prospects that have visited your website into the next level of relationship with you. So, if someone opts in for your lead generator, they are telling you they want to hear from you.
“Valuable Content” is what your perfect prospects want … not what you “think” they want.
It’s like they are signing up to get information about the services you provide… a process that’s akin to courtship. When you offer your lead generator in exchange for an email address, you need to make sure that that lead generator is worth something.
And here’s why, because the email address is worth about 15 to 20 bucks. So that means someone is going to part with their email address with about as much resistance as they would part with a $20 bill.
The value you give away in your lead generator should be worth a lot so that people don’t feel like they’re getting ripped off and they give you their email address. Now not everyone is going to give you a $20 bills and not everybody is going to give you their email address.
Element #7: Should Be A Clear Communication Of Your Business Storyline™ Using The (BSL) Worksheet.
The Business Storyline™ (BSL) is a worksheet you can use to make sure that your marketing messaging is perfectly positioned and on target. Most business owners and professionals have tried multiple forms of marketing and each time their results have been average at best. As a result, their marketing messaging and communication in their case presentations; email copy and (specifically in this case your) website messaging and offers have become cluttered and confusing.
Your (BSL) will walk you through a process so you can know exactly who you are and how to structure your website’s messaging perfectly. When you use the (BSL) worksheet your messaging and your offers will always be irresistible and magnetic to your perfect prospects and existing patients.
The Nine (9) critical features of a Business Storyline™ can be created by answering these questions
- Your perfect prospects see BLANK as their “ultimate” outcome? (i.e., “Not the external thing like “make more money”) … but the internal thing (i.e., “As an example they want to feel pride and increased status that comes with making more money in their business” or whatever)
- The biggest external problem they are dealing with?
- Next you want to know what the primary internal problem is that they’re consumed with? (i.e., “What internal struggles are occurring as a result of the external struggles they face?” Are they angry? Are they frustrated? Are they feeling less-confident in their abilities? Are they resentful towards their competition or the market in general? ... etc.)
- How can your messaging be more empathetic toward your perfect prospect’s primary internal problem?
- Why are you the most-qualified authority to solve your perfect prospect’s problem
- What is the plan and how will it solve your perfect prospect’s primary external/internal problems? How will your plan help resolve your prospect’s fear and confusion?
- Figure out your plan’s direct call to action
- Once you solve your prospect’s biggest, most-pressing problem … what does their life look like?
- What does their life look like if they reject your plan?
(NOTE: You must show this scenario to them along with #8.)
Transforming your practice website from nothing more than an expensive online business card that isn’t getting you new clients into a profit-generator is easier than you think.
The answer to these questions will provide all the material you need to create your website, email blasts, sales presentations and even the philosophical approach to business.
Which element of these seven do think will have the fastest, most-immediate impact on your business?
Which element excites you the most?