Why do you have a website?
That may seem like a trick question. Yet it’s a question most people don’t think about. They build a website because you have to have one in today’s world to run a business. But they never give it much thought. So take a few minutes now and think about why you have one.
Is it to find clients online – people you would never meet up with in your local community?
Is it to provide a brochure for people that you hear about you and want a little more information?
Is it to sell your photography?
Your website isn’t a one-purpose marketing tool. Instead it’s a multipurpose resource that can provide you with many different opportunities … if you plan and use it correctly.
What did you list as your reasons for having a website? Once you write down your ideas, its time to head over to your website to see if it really provides a strong resource for your ultimate goal. Let me give you an example.
Jane has a senior portrait business and wants her website to accomplish a variety of things. One of them is:
Book her senior portrait sessions with an online sales page.
She knows high school kids are online all the time, and by having a sales process online, she should be able to book more sessions at all hours of the day. With that idea defined, she can carefully put tools and resources into place to make sure she is accomplishing her goals with her website over time. Lets focus in on how she can create a sales page – a landing page – that will help her book more senior portrait sessions.
While many photographers put up a website with a “services” page, this equates to little more than a brochure. All this page does is describe in paragraph format everything that you do. Some photographers stretch that out a bit further, giving each page a service. But in reality if you look at this type of site, you’ll see there is little about these pages that leads a customer to taking immediate action.
By converting it into a sales page, the potential customers that visit become excited enough to want to take the next step. You motivate them in such a way that they want to take immediate action.
1. Grab their attention. You’ve got to reach out to them with a bold statement, promise or question.
2. What is their problem? Be very clear in describing who you are trying to attract – what are they looking for in your industry?
3. What is your solution? How can you help them in a way no other competitor can.
4. Prove your expertise. Trust is everything, especially now in the way marketing is changing. You have to be able to prove you’ve earned your right to be where you are today.
5. Share social proof. Show testimonials, case studies and examples. One photo – your best of – won’t cut it. If you have a client that provides you with a testimonial about why they love you, give their story, and provide a number of images to showcase your results, you’ll have a winner every time.
6. Give them your offer. What do you want people to do on this page? Your sales page should never have a thin offer. Instead, tell them exactly what you want them to do – book your senior session by clicking this button and signing up today.
7. Provide a guarantee. Guarantees take away the hardness of the sale. Yet very few people ever take you up on your guarantee. Make it a good one and take away all the risk of using your services.
8. Give them a strong call to action. Ask them to take action right now. If you don’t ask and direct them, they may not know or understand.
This may seem like a lengthy process. And you may be questioning if a potential client really wants to see anything other that your photography. Let me assure you, they do. Your photographs showcase your artistic talent. Your words build your personality. When you work the two together, your clients will love you.
Now its your turn. Head over to your website. Do you have strong sales pages that make your visitors want to take action? If not, take these steps to improve your site and begin attracting more of the right kinds of clients to your business.