Convert More Visitors to Consulting Clients

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When you read the usual advice on online marketing, you could think that traffic is the holy grail of profits.

Well, you wouldn’t be completely wrong; you need traffic to even have a chance of getting clients.

If you’re working on your conversion rates, you can waste a lot of time and money if you’re not doing the right things.

But the other side of the coin is at least as important. That is, converting the visitors to clients.

You can waste months working on attracting visitors if your site doesn’t convert them into leads and clients.

Similarly, even if you’re working on your conversion rates, you can waste a lot of time and money if you’re not doing the right things.

So, here are the three most important things you need to get right to get clients (or subscribers if you’re building an email list).

Don’t hide what people can get from you

The harsh reality is that prospects don’t care about you.

Instead, they care about what they can get from you.

Still most consultants build their websites as if their visitors would be potential friends and not prospects for consulting work.

The difference is, quite simply, are you talking about them or yourself.

After all, people don’t hire a consultant for the sake of having a consultant; they pay for the results you deliver.

Frequent use of words like I, me, and my is a sure sign you’re not focusing enough on your prospects. And no, it’s not enough to use sentences like “I can help you with…” Instead say, “You’ll get help with…”

To put this bluntly: your professional website shouldn’t seem like a dating ad.

Instead, it should tell potential clients why they should be interested in working with you.

Don’t just call yourself a [insert your industry] consultant. Rather, describe the results they’ll get. After all, people don’t hire a consultant for the sake of having a consultant; they pay for the results you deliver.

So, if you’re a marketing consultant who helps businesses get more leads, promise them more leads—not a “marketing consultant.”

Be the best option — Somehow

Odds are you have competitors even if you haven’t really thought about it.

Your prospects could hire someone else who promises similar results to what you deliver, right?

And if you’re not the best of all the options people have, your business will fail. The other consultants get the lion’s share of all business.

The reason people choose to hire you, is your value proposition.

It’s a believable collection of the most persuasive reasons your target clients should do what you want them to do.

Simply put, your value proposition gives people reasons to believe hiring you is the best thing they can do.

As a consultant, you have only a few basic ways to stand out from the crowd:

  1. Best results. If you can deliver better results than other consultants, people have a no-brainer reason to hire you.
  2. Best customer experience. Are you easier and more pleasant to work with than other consultants? Don’t underestimate how much people value friendliness.
  3. Most trust. Offer a no-brainer guarantee for your work or get other experts to endorse you, and people will hire you because you’re the “safest choice.”
  4. Best mix of services. Being able to offer a package deal that satisfies many of the client’s needs instead of just one, is a great reason to work with you. Or maybe the way in which you work fits the customer’s needs better than any alternatives.
  5. Cheapest price. If you’re not the best option in any other way, being the cheapest is the only way to get anyone to hire you. But unless you’re significantly cheaper than others, people are still unlikely to choose you. And in any case, competing on the lowest price or longest payment plan isn’t a good idea…

Knowing what makes you the best option for prospects is the first step.

Next you need to communicate it on your site.

Your tagline, headlines, and practically everything else on your site should be about the things that make you the best option—your value proposition.

Nothing else affects your conversion rates as much as making visitors see what makes you their best choice.

But even if you’re the best option in every way, people won’t hire you.

Not unless they believe it.

Give people a reason to trust you

If you claim to create better results than any other similar consultant, people probably won’t believe you.

To be fair, proving your worth as a consultant is more difficult than if you were selling a physical product. But it’s even more important.

Or if you claim to solve your client’s problems faster than anyone else, it’s regarded as meaningless “marketing talk.”

Still many consultants make such claims.

You can say you’re the fastest, most demanded, or simply “the best.” But as long as you don’t prove it, people don’t believe it.

To be fair, proving your worth as a consultant is more difficult than if you were selling a physical product. But it’s even more important.

First, drop the superlatives; people won’t believe or really even recognize them anyway. And they make your claims sound bloated.

That being said, if you can prove you are the best, fastest, or most demanded consultant in your field, then go ahead, use it to build your value.

Second, be specific enough to be believable. “Trusted by Fortune 500 companies” is vague and could mean that you worked with a start-up business a decade ago, which now is one of the Fortune 500 companies.

“Trusted by 74 Fortune 500 companies” is specific and much more persuasive because it doesn’t leave room for questions and suspicions.

Third, figure out how you can prove your claims. This is the tricky part.

Testimonials are one of the best ways to prove your claims. And they can make the claims for you.

So, rather than calling yourself “the most trusted expert on [blank],” have some clients or other experts say it (“[Your name] is the expert on [blank] I know I can trust.”). People are much more likely to actually believe it when you’re not the one saying it.

But before you get that far, you need to know what your value proposition is.

If you want some help, check out the fast 5-step system value I use with my clients to find the core of their value propositions (it’s free).

One more place for bragging

Use the comments below to tell us why people should choose to work with you.

And what proof you can (or cannot) offer.

And if you have any questions, don’t hesitate to ask.

Peter Sandeen spends much of his time knee-deep in snow (he lives in Finland) with his wife and dogs. Apart from that, he gives clear, straightforward advice on creating strong value propositions, improving your conversion rates, and building effective marketing strategies.