How Your Website Can Gain You More Clients

HeartLight Entertainment

By Stacy Zemon, Publisher & Chief Scribe

Your website has to do a lot of heavy lifting when it comes to connecting with your visitors and moving them into action towards becoming a client. But this isn’t easy.

As a copywriter who specializes in website and sales copy for DJs (see stacyzemon.com), I’ve noticed too many websites simply don’t deliver what they need to convert visitors into clients.

The breakdown typically comes from a lack of understanding. Every element of your site — from the copy to the design — should be intentional and help you reach your business goals but unfortunately, this isn’t always the case.

When looking at your site, you need to have clear goals, like getting people to contact you for a no-obligation consultation. If you get someone to your website, you can’t leave the next step to chance: getting them to take action.

Small changes to your website can make a major impact when it comes to your overall business performance. By putting your client’s needs and viewpoint first with your copy, calls to action and social proof, you can work to improve your site’s conversion rate and create a stronger visitor experience. Here are 25 ideas to make your website strong and impressive:

1. Include as few fields as possible.

When asking for information in an email opt-in form, ask for as little information as necessary.

2. Add a guarantee.

Include a refund policy on all bookings for those items within the DJ’s control. This reduces risk, and increased sales will usually more than make up for any returns.

3. Use tangible action verbs.

When testing out different calls to action, try using action language that spurs visitors to take action such as “call today.”

4. Use testimonials.

Testimonials reduce risk and provide social proof.

5. Clearly state the benefits of your DJ service.

Listing the features of your product is important, but it’s even more important to tell potential clients exactly how your services will help them or solve their problem.

6. Pay careful attention to your headline.

Your headline is perhaps the single most important element of your landing page. Brainstorm at least 10 possibilities before choosing the strongest one.

7. Keep conversion elements above the fold.

Opt-in boxes and other conversion elements should be above the fold for optimal results.

8. Use video to humanize your brand.

Include a simple video on landing pages to show there’s a real person behind your brand.

9. Include subscriber or social-media follower counts if they are impressive.

Just like testimonials, including social proof helps reduce risk and increase conversions.

10. Incorporate strong calls to action (CTAs) into every piece of content on your site.

Let your readers know exactly what you want them to do next, whether that’s click a button, read a blog post or fill out a form.

11. Recommend related products.

Include links to related content or products to keep visitors engaged and on your site.  This could be venues at which you’ve entertained.

12. Lose the hype.

Most consumers are too savvy to fall for hype-based copywriting. Lose the hype, and focus instead on writing clear, compelling copy that helps your visitors make a purchase decision.

13. Tell visitors exactly what they’re going to get.

Provide visitors with absolutely everything they need to know about your services: What are the features and benefits? What does your set-up look like? What type of clients are you appealing to?

14. Include a clear value proposition.

Tell potential buyers what’s special about your DJ services. How are they different and better than your competitors?

15. Include a privacy statement on opt-in forms.

Your privacy policy can have a huge impact on your email conversions.

16. Get your visitors excited.

Use emotionally-charged language and amazing storytelling to get your visitors eager and excited to try your services.

17. Keep input fields optional.

If you must ask for numerous fields of information, keep as many as possible optional to increase the likelihood that visitors will complete the form. You can always ask for additional information later.

18. Offer various payment options.

Aside from checks, offering interest free financing by major credit card is something all professional DJs could benefit from offering.

19. Test out various color combinations on your landing pages.

Different colors can signify different things to different people (for example, light blue can be calming, while red can evoke feelings of stress or even anger). Test a variety of palettes to see which ones result in optimal conversion rates.

20. Use high-quality images.

Using generic, tacky stock photos can send the wrong message about your brand. Use professional-quality photos where possible.  Actual photos from events are the best to use.

21. Use CTA buttons rather than links.

Buttons are more obvious and more clickable, particularly when viewed on mobile devices.

22. Use a chat tool.

Offer live chat to help answer questions and alleviate any concerns potential clients may have.  Elite Entertainment in NJ does this.

23. Try a single column layout.

One experiment showed a 681 percent increase in conversions when changing from a double column layout.

24. Include a headshot.

Don’t be afraid to include a personal photo in your sidebar or near your CTAs. It can reduce the sense of risk by showing that there’s a real person behind the brand.

24. Use pictures of happy, smiling people dancing.

It’s commonly believed that these types of images result in the highest conversion rates.

25. Make sure you include contact info.

Give your clients confidence in buying from you by including complete contact info in an easily accessible location.

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