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Creating Converts

Five essential website elements to convert visitors to customers.

Have you ever gone to a website and had a hard time understanding what the company actually does? This happens all the time! There are two big mistakes companies often make.

  1. They don’t focus on how their products or services can help customers survive and thrive. In other words, how they can help customers avoid pain or gain pleasure.
  2. They don’t make it easy for customers to understand what they do and what they have to offer.

It can be challenging for custom integrators to communicate clearly about such high-tech services, but if you are going to be successful, you must find a way. If you confuse people, you lose them!

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I’m going to give you five essential website elements to ensure that when visitors land on your homepage, they will quickly understand and be encouraged to take action. Let’s get into it.

  1. A Promise
    The first thing any visitor should see when they land on your homepage is a promise. What do I mean?

    The information above the fold (i.e., the info I can see without scrolling down your website) must answer what you do and how I can benefit from working with you. For example, a system integrator focusing on luxury homeowners might say “We help luxury homeowners relax and enjoy their homes to the fullest.”

    Your promise plays a considerable role in whether someone will continue to scroll down your website — that’s why it’s so important. You need to hook visitors with your promise so they want to learn more.

  2. Your Value Proposition
    Your value proposition answers the questions, “What’s in it for me?” and “How will I benefit from working with your company?” You want to focus on the three or four most significant benefits I will experience when I work with your company.

    As an integrator, this might look like this:

    • Feel safe and secure in your home.
    • Enjoy hanging out with friends and family to the fullest.
    • Maximize the convenience and comfort of your home.

  3. A Plan
    A plan is the simple three- or four-step process your customers will experience when doing business with you. Of course, you take way more than three or four steps when working with a client, but they don’t need to know the nitty-gritty details.

    The installation of a home automation system, home theater, or lighting control system can be a very technical process. As a homeowner, all I really want is the benefit of having such a system in my home and don’t particularly want to deal with the steps in between.

    The purpose of providing a plan is to alleviate confusion, so you want to keep your plan easy to understand. Here’s an integrator example.

Step 1: Schedule a free consultation.

Step 2: Design and install your system.

Step 3: Love the comfort and convenience of your smart home.

  • 4. Trust & Authority Elements
    Potential clients must trust in you and believe in your capabilities before they’ll do business with you. I went into building trust and credibility in detail in a previous article if you’d like to dig deeper on the subject.

You can quickly build trust and credibility on your website by incorporating things such as testimonials and reviews, certifications, affiliations, and media recognition/awards.

Anything that speaks to your commitment to the industry, experience, and past success will help build trust and credibility with potential clients.

  1. Calls to Action
    People don’t typically take action unless they are told to do so, which is why it’s critically important you have two types of calls to action on your website.

    Direct Call to Action: A direct call to action is aimed at people who are ready to take the next step. For most integrators, the next step you probably want customers to take is to schedule a consultation or appointment.

    The direct call to action on your website should be a button that says “Schedule an Appointment” or “Get a Free Consultation.” You want to make the next step extremely clear. Don’t get cute with your language; just say what you want them to do. Your direct call to action should be placed prominently and consistently across your website.

    Transitional Call to Action: A transitional call to action is aimed at people who are interested in what you offer, but they aren’t quite ready to “schedule an appointment.”

Without a transitional call to action on your site, you run the risk of losing these people. So, you need to offer something of value to them in exchange for their name and email.

Also by Tim FItzpatrick: How to Use Storytelling in Your Marketing

Ebooks, cheat sheets, and checklists are common types of transitional calls to action. Here are a few examples that your potential clients might be interested in if they are thinking about buying a home theater or home automation system.

  1. 10 Crucial Questions to Ask Before Hiring a System Integrator
  2. Don’t Make These Common Home Theater Design Mistakes
  3. Home Automation System Secrets Revealed

Now you’ve got a name and an email address for someone with interest in your services. It’s your job to nurture and keep in touch until they’re ready to buy.

That’s it! Pretty simple, right? Take a look at some of your competitor’s sites and I think you’ll find they’re missing many of these crucial elements. By incorporating these into your website, you’ll communicate clearly with potential customers, engage your website visitors, and separate your company from the competition.