Getting Unstuck: What to Do When You Have a Great Website but Nobody’s Buying

You have a great website for your product or service, but for some reason, nobody’s buying. Potential clients find you online, and you can tell from your web analytics that they’re reading into your site. But not clicking on your call-to-action. What gives?

Before you change any aspect of your marketing message, and especially before you lower your pricing—the obvious target if you’re nervous about customers and cash flow—it’s well worth your time to find out the actual points of resistance.

Research to Discover Points of Resistance
If you’ve been able to capture emails through free downloads of quality content or  subscriptions to your blog or e-newsletter, you can create a survey through tools like Survey Monkey and query your potential client base. How do they make decisions about purchasing a product or service like yours? How much are they willing to spend? What are the key factors they require? What are the deal-breakers?

In addition, or as an alternative if you don’t have a qualified list, attend a networking meeting of people who fit the profile of your potential clients and see what you can learn in conversations (yes, in person!) about their decision process. Your best research prospects are people who show some interest, then back off. Without getting defensive or pressuring, try to draw them out about what may not be working for them.

A third research tactic is to use social media to network with practitioners in your field and find out what points of resistance they experience. LinkedIn, for example, has discussion groups for just about any professional field, and if you don’t find what you need, you can create a group. Fellow professionals, especially beyond your geographic region, are often more than willing to share their experiences and struggles with building a client base.

Anticipate and Address Purchaser Concerns in Your Web Copy
What you discover may surprise you. Price may not be the issue at all. Time can be a key factor, for example. If your product or service appears to demand more time than potential clients have to spare, they’ll search elsewhere. Complexity can be another stumbling block—if the mechanics of your work are too difficult to understand or the benefits too hard to decipher, you’ll lose customers, as well.

Once you’ve determined the true points of resistance, then it’s time to figure out the solution. If you have to rework your product or suffer from lousy customer service, you have a bigger project on your hands. But often it’s just a matter of anticipating and addressing customer purchasing concerns in your web copy. The trick is to answer the concern without raising it directly.

For example, if implementation time is an issue, feature the five easy steps to using your product or how your service saves time in other key aspects of your client’s life. If complexity is a concern, promote your 24/7 help line. And if price is the real stumbling block, but you know your pricing is accurate, then detail all of the true benefits that make your product or service worth the investment.

It all comes down to understanding your ideal client, the steps she goes through in making a purchasing decision and the deal-killers in her mind. As with all good writing, stage your content in a logical sequence that anticipates and answers your reader’s questions. You’ll establish your expertise, build trust in your understanding of your client’s needs and improve your chances of making that sale.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Tags: , , , , ,

Leave a Reply