Most small business websites are informational rather than persuasive.

It’s the difference between a brochure and a salesman interacting with your prospects.

Implement these three secrets for better website persuasion:

1. Know Who You’re Trying to Persuade

Most people think in terms of demographics.

For example: “My customer is a 30-year-old male earning at least $150,000.”

But for a truly persuasive website, you have to go deeper into psychographics.

You have to get inside your prospects’ minds and hearts and understand their buying motives and preferences.

And the only way to find this out is to flesh out website personas.

For our clients, we create website personas based on the Myers-Briggs Type Indicator, “the world’s most widely used personality assessment,” which measures psychological preferences in how people perceive the world and make decisions.

But our thorough questionnaire helps us go even deeper. We create personas based on real customers so we know exactly whom we’re trying to persuade.

This allows us to anticipate their questions and answer them intuitively and strategically.

It creates the effect of an effective salesman sitting with them, guiding them through the buying process.

2. Tell Them What to Do

It’s astounding how many small business websites lack a clear, compelling, and persistent call to action.

Once you’ve created and written to your personas and created a desire to buy, you have to tell them exactly how to satisfy that desire.

How should they engage with you? Free demo/quote/consultation/download?

Whatever it is, you have to tell them clearly. All roads on your persuasion website must lead to your call to action.

This is achieved through:

  • Highly-visual, clickable buttons.
  • Contextual hyperlinks throughout your copy. For example: “Want a persuasive website? Get your free website quote now.”
  • Web forms on strategic pages and on your content sidebar.

3. Give Them Confidence to Take Action

Anticipate and address their concerns strategically.

Tell them exactly what they can expect once they’ve taken action. Explain the process they’ll go through.

Highlight your credibility and credentials. Showcase your work through a portfolio, case studies, and customer testimonials.

Publish your methodology and research. Demonstrate your competitive advantages. Vividly describe the benefits they’ll receive by taking action.

Offer a bold guarantee. Explain how they can customize your product or service.

Again, all of these tactics should be revealed by fleshing out your personas. When you’re inside their head, you’ll know what they need to feel confident taking action.

To build a persuasive website, understand the psychographics of your prospects, give them a clear and compelling call to action, and give them the confidence they need to take that action.

Want to see how you can improve your website persuasion? Request your free website analysis now.

It’s a common misconception that you need a local web designer to build your small business lead generation website.

The truth is that you can work with any good web design team remotely — and that may actually be preferable.

We’re able to build lead generation websites for small businesses all across the country.

Consider the locations of just a few of our small business website clients:

How Do We Do It?

Global communication technology has shrunk the world and eliminated the need to work with a local web designer.

It’s very simple and hassle-free for us to work with our small business clients via teleconferencing, Skype, and email.

Is a Local Web Designer Better?

Some business owners think they’ll have more control and that they’ll get better results with their lead generation website by working with a local web design firm.

But working with a remote small business web design team can actually be better, for a few reasons:

Better Selection

By choosing a local web design team, you’re limited to a much smaller pool of talent and capability.

Would you rather choose from a dozen small business web developers, or thousands?

Will you be able to find a local team that actually knows how to build a lead generation website using persona frameworking? Will they know how to write your content to cater to website personas?

More Objective Analysis for a More Persuasive Website

As a small business owner, you want service providers to get inside your box — to really understand you.

The problem with that is that by getting inside your box, we become subject to your blind spots.

We don’t see your business objectively or from your customers’ perspectives, which inhibits our ability to make your website persuasive.

By staying outside of your box, we’re able to identify selling points and blind spots that you may not see.

We don’t work with your same assumptions, so we can see your business and approach your lead generation website with a fresh perspective.

If graphic design is all you’re looking for, then a local web designer is probably fine.

But if want a lead generation website design that really gets results, you need to find a small business web development team that writes all your content using persuasive copywriting, organizes your page structure for maximum lead generation, and understands the art and science of website lead generation.

Order your free website analysis now to experience working with our team remotely.

I don’t like to swear.

But to make a vital point I’m going to swear. Multiple times. The vulgarity will gush.

Brace yourself – and don’t say you weren’t warned.

The single most important attribute website copywriters must possess and cultivate is empathy. And your, ahem, “box,” is strangling yours.

There. I said it.

See, “box” is a four-letter word when it comes to website conversion rates. I feel nasty just writing it.

Your–(cringe)–box is your view of the world.

Your preferences and desires. Your perspective and attitudes. Your view of your offerings and qualifications and why your customers should care.

Guess what? Your prospects, customers, and website visitors don’t give a hoot for your box.

They live in their own box, and if you want to sell them, you’ve got to crush yours and live from theirs.

Your box harbors your blind spots and limiting factors.

Only by getting out of your box can you identify and overcome those to grow your business.

For example, I’ve consulted with dozens of financial services clients.

There’s one question that tells me everything I need to know about their business: “How have your clients fared in the recession–have they lost money, maintained, or gained?”

You can guess what the answer is for 95% of them.

Still, they want to spend hours explaining to me how they’re different, that they “really care” about their clients, that they’re more qualified and educated than other advisors, etc.

It doesn’t matter if they have dozens of official designations with important-sounding initials oozing from their business card.

Only one thing matters to their clients and prospects. Find out how to give them that and you’ve got a message worth sharing — something to make your website conversion rate jump.

What do your prospects and customers care about? Why should they switch from a competitor to you?

Which of their problems do you solve (versus the problems you think you solve)?

What are your flaws and weaknesses in the eyes of your customers? Are you seeing them?

Does your website copywriting try to educate your customers on why they should care about you, or simply give them something they actually care about to begin with?

Empathy is the magic ingredient that will increase your website conversion rate and grow your business. That is the secret sauce, the x-factor of successful businesses and persuasive website copywriting.

It’s what gets you out of your box and into the box of your prospects and customers.

And when you see through their eyes, feel through their heart, experience their frustrations, envision their goals and dreams, you’re able to craft your offerings and message to resonate with them.

Here are a few questions to help you do this, as provided by copywriter and consultant Jeff Sexton:

  • What are their fears?
  • What are their secret hopes and dreams?
  • What (and who) do they most admire?
  • Who (or what) holds power over them?
  • What frustrates them?
  • Where have they come up against limitations and failures?
  • What’s their current worldview when it comes to your offerings/message?
  • What conventional wisdom do they subscribe to?
  • Where is the system and the conventional wisdom letting them down and leading them astray?
  • How do they see themselves?
  • What’s the biggest threat to that self-identity?
  • What keeps them up at night?
  • What do they wish for before blowing out the candles or while seeing a shooting star or when praying?

You can spend your life trying to sell people your box. Or you can simply give them what they crave inside theirs.

Which do you think is easier and more profitable?

Now, enough swearing for one day. Go cleanse your mind by cultivating empathy for your prospects.

Get inside their heads. Figure out what they want. Then give it to them on their terms.

Empathy is the key that will unlock your limitations, increase your website conversion rate, and boom your business.

In a recent LinkedIn email discussion I explained to a man why we build on WordPress for business websites.

He responded:

I hear it’s not that powerful of a platform, except in the blogging world.”

I’m always baffled by this perception of WordPress.

While it may have started as primarily a blog platform, due to its open-source nature it’s fundamentally evolved over time.

Now, instead of being just a blog platform with some Content Management System (CMS) capabilities, it’s a complete CMS with integrated blog functionality.

I’m convinced it’s the most robust, functional, versatile, and user-friendly CMS on the market.

Heavy emphasis on “user-friendly” — especially when using WordPress for business websites.

Small business owners want control and ease of use, and they often can’t afford to hire a web administrator.

You have to be a geek to manage the Joomla and Drupal Content Management Systems, while anyone can pick up the basics of WordPress quickly.

You can do virtually everything you need using WordPress for business websites, whether through plugins, integration with WordPress-compatible software products, or custom coding.

This includes the following, and much, much more:

  • Custom graphic design and layout
  • Sidebar widgets
  • E-commerce/product store functionality
  • Image galleries & slideshows
  • Podcasting/audio file management
  • Automatic social media sharing
  • Language translation
  • Forums
  • Polls
  • Online reservations

If WordPress doesn’t do it, it’s simple to integrate custom code.

For example, check out this custom-coded page for annuity listings we created for our client, Secondary Market Annuities.

For an example of an advanced plugin, check out the real estate listing function we integrated for our client, Real Estate Marketplace.

Examples of WordPress for Business Websites

For proof of how robust and versatile WordPress can be for business websites, check out the WordPress showcase, which features popular and unique business websites built on WordPress.

Here are just a handful to demonstrate the possibilities of using WordPress for business websites:

Also check out this WordPress infographic and the WordPress Wikipedia page.

Why Use WordPress for Business Websites

Here are a few reasons why we strongly recommend WordPress for business websites:

  • Easy to Manage & Update: Ideally, business websites must be constantly analyzed and updated for ongoing conversion optimization. WordPress allows you to make content and layout changes or to add new pages quickly and easily without requiring a web administrator, without knowing HTML code. It makes data-driven businesses and marketers nimble and adaptive.
  • Search Engine Optimization: WordPress is optimized for SEO right out of the box. The SEO benefit can be improved with a plugin or two, but the basic WordPress platform is an excellent start. This is confirmed by Google’s Matt Cutts, who says WordPress is “made to do SEO well.” Watch this video of Matt Cutts giving tips to small business owners.
  • Advanced Functionality & Versatility With Plugins: There are thousands of developers across the world who are constantly creating new WordPress “plugins”. Think of WordPress as a home with electrical outlets, and plugins being appliances that add to the home’s functionality. You can add contact forms, polls, image galleries, ratings or hundreds of other useful features without having to hire a web developer.
  • Support: Because it’s become so popular and ubiquitous, there are thousands of WordPress tutorials and educational resources, not to mention scores of designers and web developers who specialize in WordPress.
  • One-Click Installation: Many hosting companies offer a one-click installation of WordPress, so you can be up and running quickly and smoothly.

Want to know what we can do for your business website? Get a free website quote now.

There’s a story about Jim Camp, a leading global expert on negotiations, that can teach you volumes about how to make your website copywriting more persuasive.

Jim has been featured on CNN, CNBC, The Wall Street Journal, Fortune, Harvard Business Review, Fast Company, Inc., and more. He has trained and coached more than 100,000 people through thousands of negotiations in more than 500 multinational organizations.

Jim started his career selling water softeners door-to-door.

He was given a typical script slicked up with cliché sales techniques.

He spouted that script for two weeks.

The result? Utter failure. Not a single sale.

So he junked his script and started asking prospects if they wanted softer hair.

He translated his product features into relevant benefits for his prospects.

Sales boomed.

No One Wants a Drill

You’ve undoubtedly heard this phrase, and it’s absolutely true: No one wants a drill; they want a hole.

If you want to sell drills, don’t talk about the drill. Talk about what it will do for people.

In other words, be relevant to your customers.

Relevance is the single most important element of persuasive website copywriting.

Conceptually, that’s a simple concept to understand.

But the trick is this: What you think is relevant may not be relevant to your prospects.

To be truly relevant with your website copywriting, you must ditch your preconceived notions and understand what your customer wants.

Don’t Bury the Lead

In Made to Stick Chip and Dan Heath share a story that also illustrates this principle well.

Journalists are taught to start stories with the “lead” — the most essential elements of the story.

The phrase “burying the lead” refers to journalists shoving the most important element of a story deep into the story structure.

Screenwriter Nora Ephron, responsible for the Academy Award-nominated films “When Harry Met Sally” and “Sleepless in Seattle” (among others), started her career as a journalist.

The first day of class, Ephron’s teacher announced the first assignment: to write the lead to a newspaper story.

The teacher reeled off the facts:

Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a colloquium in new teaching methods. Among the speakers will be anthropologist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund ‘Pat’ Brown.”

Ephron and most of the other students produced leads that reordered the facts and condensed them into a single sentence:

Governor Pat Brown, Margaret Mead, and Robert Maynard Hutchins will address the Beverly Hills faculty Thursday in Sacramento…blah, blah, blah.”

The teacher collected the leads and scanned them rapidly. Then he laid them aside and paused for a moment.

Finally, he said, “The lead to the story is ‘There will be no school next Thursday.’”


He translated the dry facts into a relevant concept for readers — the essence of the story they would truly care about.

He translated the “what” details into why they mattered.

Why do your products and services matter to your customers?

Why do they buy from you? What do they truly want?

If you sell shoes, do your customers want cured leather and quality stitching, or do they want to get rid of blisters and foot pain — to feel like they’re walking on air?

If you sell low gas mileage cars, do your customers want low gas mileage, or do they want more cash in their pockets and less financial stress?

The most important — and trickiest — step with your website copywriting is to determine what’s relevant to your prospects.

Once you’ve won the battle for relevance, website leads and sales are certain to follow.

Want to see how we can make your website more relevant and persuasive to your prospects? Get your free website analysis now.

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