The One Thing Preventing More Website Conversions


When we talk with business owners about website performance, we find that many drive themselves bonkers over mediocre or non-existent website conversions.

If you think creating website copy that converts traffic into customers is as complicated as molecular physics, you’ll want to keep reading this post.

We’re going to prove to you increasing your website conversions isn’t as difficult as you think.

There is just one thing your website content must do…

One tiny, minuscule thing…

Your website copy must earn trust.

You could have the most incredible product or service in the world, but without earning the trust of prospective customers, you won’t see quality leads or sales.

Trust is the first and most important step to generate more quality leads and sales, and put your business in a state of perpetual and accelerating growth.

Unfortunately, trust building with qualified prospects is the brick-wall barrier that many business owners can’t break down.

Lucky for you, we’re sharing a 5-point trust-building strategy that boils down to… 

Who, What, Where, When, and Why.

If you want to make website conversions ridiculously easy, answer these 5 questions to establish trust.

WHO are your target clients?

If you make a promise to a prospect who falls outside of the target client circle, it falls on deaf ears. One key to earning trust is establishing it with the right person.

Identifying your target clients makes it easier for you to find them, understand their compelling desires, and market specifically to them.

Your target market will feel as if you deeply understand their needs and are dedicated to them. That’s what will build trust and increase website conversions.

WHAT are your people looking for?

That Albert Einstein quote about sanity and doing the same thing over and over again is used often in marketing content.

With respect to establishing a trusting relationship with your website traffic, we prefer Mr. Einstein’s thoughts on intelligence…

“Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”

What does this mean in terms of digital marketing success and website conversions?

If your website generates little to no leads or a few sales here and there, it’s easy to blame the offer or product itself.

The reality is that low sales and lead-capture rates occur when the offer and audience don’t mesh.

Since your website content must build trust, it’s paramount to know WHAT your audience is looking for.

Nothing establishes a solid relationship better than empathy.

WHERE is your target marketing looking for you?

Where are your potential clients looking for the solution you provide – social media, organic search, or through referrals?

Knowing this is a very important element of trust building.

This information allows you to specify your website copy to a specific audience.

Below is a prime example of this technique. Dr. Isaiah Hankel builds trust with his audience using the WHERE technique.

When traffic pours in through Facebook, he shows prospects this…

Screen Shot 2015-10-28 at 1.55.50 PM

Showing the audience this image above, Dr. Hankel projects the results he helps create and earns trust through proof.

WHEN are they looking for you?

A prospective client will only contact you when they need you. Timing is everything.

It’s important to stay in front of your prospects at all times.

If you want to improve your website conversions, use opt-in-based email marketing to send tips that keep people wanting more.

Showing people that you care about their success, even when they’re not poking around on your website, is an essential ingredient to building trust and increasing your conversion rate.

WHY should website traffic choose your business?

The WHY factor is a biggie.

After all, the WHY factor constitutes the reasons you offer a product, roll out a service, and even the purpose behind your existence…

That’s what establishes trust and escalates conversions.

Make sure you have the WHY factor in your website content.

To determine how to outline the WHY factor on your website, we recommend asking the following questions…

  • How is life different for someone when he or she switches from prospect to customer? Example: If you run a consulting firm that helps entrepreneurs earn 25% higher profits on average, your clients no longer worry about meeting their bills or going out of business. Without worry, life is much easier.
  • What specific problems do you eliminate? Example: If you run a cleaning product company that boasts powerful and eco-friendly material, you give buyers the peace of mind that their homes are clean but without environmental impact. When someone wants a clean home, but doesn’t want harmful chemicals floating around, you solve that issue.
  • What pitfalls have you experienced that led you to building a business? Example: If you worked a dead-end job for years and started your consulting firm to help others leave the corporate world, you became a business development guru to ensure nobody else felt that struggle for freedom.
  • How do people FEEL about working with you or buying your product? Example: If you run a fitness product company, you help others get in shape, but you also create a feeling. The benefit is not losing weight and gaining muscle so much as it is building more confidence, increasing endurance, and feeling more energetic.

Want to have a website that builds trust and optimizes conversions?

Work with our professional copywriting team.


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