3 Secrets of a Persuasive Website Most Web Designers Don’t Understand

October 22, 2011Leave a reply

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.

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