The reason your website isn’t converting high calibre clients - and what to do about it

Let me guess - you’ve got a smart website that you’re moderately pleased with, but its failing to attract the kind of high calibre clients you’re aiming for?

You’re not alone. At least half of the projects which arrive at my door are the same scenario: a smart but indistinct website and a frustrated business owner who can’t figure out what went wrong.

And the problem is almost always this: you’re telling the wrong story.

I’m going to take a stab that your website features a lot of info about your services, the team’s qualifications, and maybe a few awards you’ve picked up along the way?

Thought so.

Here’s what you need to do:

Forget about what you’re selling. Focus on what the outcome is for your client instead.

In both our professional and personal lives, we almost always make a purchase because we seek to feel something. More confident, more successful, more aligned to our aspirations. 

Listing off the features of your product or service will rarely get you a resonant response, but striking a chord emotionally will. For example, we’ve recently been supporting a client who is preparing to launch their online organic food store. The temptation is to list what I’d call the ‘facts and figures’ - how many products they sell, how quickly it can be delivered… that kind of thing. Instead, we’re painting a far more illuminating picture. We’re talking about the founders’ own health journey, and how their experience of a toxin-free diet gifted them greater vitality, better sleep, and the ability to think so much more clearly. There’s not a person on this planet who wouldn’t want to feel more vibrant and energetic! It’s easy to see which is the more compelling message.

Ask yourself this:

How is my buyer feeling, right now? What do they want to feel? How does your product or service move them closer to where they want to be? And, how will they feel when they get there?

Then, tell *that* story, in the most authentic way you can. It doesn’t matter what you’re selling - everyone is seeking something that they don’t yet have. And when you understand that, it changes everything.

So today, I’ll leave you with this challenge:

Find an angle on your messaging which appeals more to the emotional mind than the logical mind.

Stay excellent out there. Email me if you need a hand.