Consultant websites aren’t the same as every other website.
Especially when it comes to testing…
Here’s the fact, most consultants don’t do any testing on their website.
And if you’re website isn’t getting any views there’s not much point running tests anyways.
But for this article let’s assume that your website is getting some traffic.
If you’re not taking note of these four things you’re missing a great opportunity.
Consultant Websites vs. Others
In terms of testing and tracking many of the resources online are way beyond what’s necessary for most consultants.
For example, while the below points are common to test for most websites they aren’t relevant for consultants:
- Price – you shouldn’t be listing your fees on your website
- Trial Length – consultants don’t offer trials – and certainly not free ones
- Link and Text Color – while valid most consultant websites don’t receive the level of traffic needed to test ‘small changes’ like this
- Login or Signup buttons – most consultant websites don’t include login or signup buttons
Get the point, right?
Most literature on this subject focuses on websites that sell products or services like software.
So what should you test on your website?
Here are four areas I encourage you to consider testing…
Get People to Take Action
As you can see from the above screenshot, this test by performable showed a 21% increase in clicks when they changed the button color from green to red.
Don’t just think button color however…
Instead, consider changing the text or size of your buttons.
Consider their placement on your website? Are they above the fold? Can everyone see them easily?
Even more important for a call to action is that you’re providing the visitor with a reason to take action.
Let’s take a look at the above screenshot. The call to action on the left is boring and offers no incentive to take action. The one on the right however clearly provides a reason for the visitor to take action.
Pop Up Effectiveness
Here’s a test that is often controversial. Having a pop up on your website.
I know many consultants don’t like this idea. They find it obtrusive.
Here’s the thing, it works. eConsultancy reports that an average overlay will increase opt-ins by up to 400%.
As I wrote for an article in Unbouce previously, here at Consulting Success we saw a 150% increase in signups to our newsletter and Consultants Toolkit when we introduced a pop up.
Not all pop ups are created equal.
There are four big considerations you’ll have with your pop up. They include:
- Design – how does it look? Is it boring or is it well designed and look like it has your website branding?
- Headline – as with all content on your website and in articles, the headline of your pop up is critical and worth testing
- Timing – the great thing with pop ups is you can choose when you want them to appear. Right away or 20 seconds after the visitor has been on your page.
- Size – how big do you want it? Generally it should be big enough stand out but not so big that it takes up the whole screen. And because mobile and tablets are so popular these days be sure to test this on both of those as well.
Your value proposition should be the first thing someone sees when they land on your website.
It’s your statement that communicates to your ideal client exactly what you do and how you can help them. You can learn more about value propositions here.
Take a look at these two websites (from Helpscout)
See the value proposition in the first one?
That’s right, there isn’t one…
Any idea what that company does? They sell soup!
The second company, Shopify, tells you instantly what they do and how they can help you.
That’s the power of a value proposition.
This is something you need to test on your website to ensure it attracts the attention of your ideal clients and gets them to contact you.
For this next test you’ll need to have an analytics program installed. Something like Google Analytics will do just fine.
The goal of this test is to see which content on your website people like best.
You can test:
- the length of content
- the topic of the content
- the format of the content
- the offer in the content
The Length of Content
Does your audience prefer long or short content? To check this lookup the data in your analytics to see how long people are staying on your pages. If they are staying longer there’s a good chance they are engaging in the content.
You might be surprised to learn that sometimes a visitor will stay longer to read a complete page (even when it’s shorter) than on a longer page. That is, even though the second one is longer, they’ll spend less time there.
That’s a good hint.
The Topic of the Content
If you’re a management consultant, does your audience prefer content on leadership strategies or consulting tools?
Regardless of what your content is about, you can look at your analytics to see the number of views and time on page that each topic of content is receiving.
That will go a long way to tell you what topic to create more content for and what to stop doing.
Format of Content
If you’re always publishing blog posts try a video or audio.
Sometimes a certain type of visitor and buyer will prefer a certain format to consume content.
When someone is very busy they may not be able to read a report. But if they can listen to it while at the gym or driving…
The key point here is all about making sure your ideal consulting client is consuming your content and message as often as possible.
Offer in Content
Whether you’re creating an article, video or audio…somewhere in that content you need make your offer.
What step do you want the visitor to take?
Should they contact you? Call you? Request a report?
Whatever it is, and regardless of what you’re doing right now, it’s worthwhile to test a different offer and compare the results.
This test like all the others will help you to ensure that your visitors are getting the information they need. That they are feeling closer to you and more likely to reach out and contact you.
These four tests will not only help you to have a website your ideal clients absolutely love. It will also help you to get more leads and build a stronger relationship with them.
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