Sales Rescue Team Mission 7: PVZ
“I would like lead-based results from
this site. I do not get any inquiries. AND I am developing products for sale –
shall I make another site and link them or just add them to this one?” — Pat Ziv
Full post of comments and advice is
found here at the Sales Rescue
I would propose a redesign with more
room for text and opening with your portrait on the first page with a quick
introduction of what you do. From there you should link to showcases of what
you have done for clients. But do not just show the pictures. Show the story.
Tell me what your client wanted and then explain what you did and how you
achieved the result. Preferably closing with a quote of a satisfied customer.
“I love the work Pat has done for the cancer centre as we see that our
patients feel much more relaxed and comfortable when they visit us.”
If you are going to produce furniture
for sale, include it in the site. You might want to just include it with
explanations of all the furniture and then include a “buy online”
button leading to a separate online furniture store. In the store you link to
your site for interior design advice. That way you can build both business and
both can benefit from each others’ visitors.
First, as a designer, the product you’re selling is YOU! The designs showing on
your website don’t have the WOW factor, which I would expect from a designer.
From a designer, I would expect a list of flattering testimonials: Happy
customers (I would like to see them showing off their newly designed home –
yes, they need to be in the picture, with you!)
Please understand: It is very difficult to sell services online. What you need
is to create inquiries – make it easy for people by putting a link to a contact
page (simple form), and your toll-free number. If you don’t have one – GET ONE!
It costs peanuts, and the impression is worth it! To create traffic into your
website, you’d need to have multiple link exchanges with other sites. This is
very time consuming, at least in the beginning, and I would consult with an SEO
expert to create a strategy that will work for you.
Before you invest any resources redesigning your web site, please take the time
to develop a basic positioning and messaging platform that clearly outlines who
you are, what you offer, who you offer it to and your key differentiators.
This platform can form the basis of all
of your web site content, as well as any printed material. So often we see
small businesses dive into a web site redesign project as the answer to their
lead generation problems without FIRST thinking through what they offer, who
they are targeting, what they want to say to them, and what they want them to
do when they get to their site. Once you have worked through this process, the
layout and design of your site becomes the easy part.
From a site detail perspective, both Arne and Raz have some good ideas.
I would suggest you need to tell your story in the classic salesman manner —
from your ideal customer’s point of view. These questions and statements are:
-What’s in it for me? (WIIFM)
Your story needs to be woven into the pictures so that the pictures and the
story move people to make a “buy” decision.
What everyone else has said is true. To handle this information, you need to
make a “hit list” of the advice, match what the duplicate or very
similar information, and then order it based on the logical sequence of
events. Several of the people who answered here, can help you.
of my comments are posted at the Sales Rescue Team site, but I wanted to share
some details here, of course. You asked about traffic building, lead generating
and I’m afraid there are no shortcuts. Our team has tried to give you some site
improvements and I know these are not easy suggestions, time-wise or
is competitive and a waste if you don’t commit. Standard advertising is
expensive and challenging. You know all this. My bootstrap budget
recommendation is to start blogging in and about consumer and lifestyle forums
and communities where your target audience hangs out. One example: The Seattle
PI has an open request for bloggers who want to blog at their site and that
might be useful and generate some traffic.
TJ McCue is the founder of the Sales
Rescue Team, a Pay-it-Forward Initiative for companies needing help with online
sales, marketing and research. Companies can have their site reviewed for free: Click here for more info. For
consultants looking to share their expertise and gain some exposure for good
ideas, please visit the same link and hit the I Want to Help button. We strive to offer positive ideas and tips
with the goal of driving sales and traffic to all involved.