How This Small Business in Melbourne Doubled Their Clients by Tweaking Their Homepage (Step-by-step)

A portrait of Will Chan, the Web Strategist and Consultant at Website People A 5-7 minute read, by Will Chan.

If you have a website or you’re doing some paid ads, trying to find a few extra clients to ramp up your sales, then this will give you a PRACTICAL strategy to execute.

Running a business can be tough.

Your customers need your attention. Your staff need your attention. Your family needs your attention.

And your sales needs your attention.

Every day, I see businesses grow, double their size, make money from doing the right marketing.

But on the other hand, some (or most) businesses waste money on marketing.

“We are not getting anything”, “Our ads aren’t getting any response”, “People are clicking our website but…”.

So what makes the difference?

It was about 2 months ago.

I met with a small business owner who was struggling to find new customers.

But last week, she got 6 new customers from her website which really helps to keep her business busy (and profitable).

So let’s break down this process into 3 simple steps that you can follow (and not get choked).

a sceenshot of the email conversion of new customer acquisition

Step#1: Diagnose the problem

So one day, I received a referral email from a cattery business owner (Lorraine).

She wanted to see if we can help her to do SEO in the local area (Search Engine Optimisation, aka Ranking on Google) because she wanted to have more people to see her website.

I always ask “why” first when businesses say they need to rank higher on Google (Of course I know why.)

I get that. The more traffic (visitors), the higher chance of getting customers, but what if they don’t need more traffic to get more customers?

What if this is not just a “number game” only?

After the initial strategy session, we both have A LOT more clarity about the “real situation”.

We met in the Melbourne CBD and we sat down with her website opened (I don’t normally go meet clients because of my crazy schedule, but it just happened that we both were the in the CBD that afternoon so we sat down)

A review on Google from Lorraine, a small business owner

A review Lorraine left on Google

Here’s the thing.

The website was not good, not particularly on the visual side. but the strategy and the messaging.

Let’s take a glance at the old website first:

A screenshot of the old cattery website

A screenshot of the old cattery website

Well yes, it’s not the best-looking design, but that wasn’t it.

It was informational, BUT it wasn’t clear and compelling.

Most businesses write their own website content or hire a “random” copywriter (some even let the “designer” to do the content) which is rather disappointing.

Keep in mind, your customers want CONNECTION, NOT information.

And your copy is one of the best ways to create connections with them.

The content on your homepage needs be so engaging and to-the-point that keeps them to stay on your website.

In other words, the purpose of your homepage is to tell them “Hey,  you’ve come to the right place!”

Most businesses lose their sales at this point –

Their content is SO vague, confusing, boring, or repetitive (sounds so similar to their competitors…) that their customers just don’t even bother reading and disengage.

If that’s you, if that’s your website, you just lose a sale there.

Yup, it’s that quick. (whatever a sale worths to you, you just lose it)

It doesn’t matter you have a fancy retargeting campaign or a 365-day follow up sequence. 

If you lose them on the “first date”, your likelihood of getting the sale drops immensely, or your sales cycle is going to extend dramatically.

You see what I mean?

So first diagnosis, the website is not communicating clearly.

Second, Lorraine didn’t need any SEO, although she wanted it. Sometimes, well I should say most of the time, what we “want” isn’t necessarily what we “need”.

Do you notice that too?

She had a few hundred website visitors every month but she only got a handful of bookings online.

What does it mean?

It means the thing that needs her FULL ATTENTION and priority is the Conversion on the website, not the Traffic.

A graphic to demostrate how website conversion works

How website conversion works

If she did spend a few thousand dollars getting some SEO done or ran an ad campaign and send 10,000 or 100,000 people to her website with that poor conversion rate, what’d happen?

Stop putting gasoline in the tank if the engine doesn’t work.

It’s all about the sequence.

Like baking a cake, you can have all the ingredients, but if you don’t follow the steps…guess what kind of a cake you’ll have.

#Step 2: Use your messaging to show your superiority

Most businesses try to find the latest “marketing tactics” like how to set up a sales funnel, what WordPress theme to use, how to set up a Facebook ad, Adwords, etc.

They focus SO MUCH on the tactical things but they almost completely neglect the STRATEGY.

By strategy, I mean the principles.

Tactics change every day, but the principles don’t.

From newspapers ads in the 60s, direct mails in the 80s, to Facebook ads and website in this century, companies make BIG money by applying the same strategy.

You MUST have a clear and compelling message to connect with your customers.

If you don’t have that connection, it doesn’t matter you spend 10k on Facebook or 5k to build a new website, it just won’t work.

Honestly, for Lorraine’s business, she has excellent value propositions, but her message, not surprisingly, was making her services “sound” inferior rather than superior.

There are many ways to create that CONNECTION, one of them is to show them the benefits.

Lorraine provided me with a lot of “features” of their business which was great:

– Luxury cat boarding facilities
– 24 Hour on site care
– Individual outside runs
– Heating and Cooling
– Easy access to Princess freeway
– Special care for the elderly and frail cats…..

BUT, most customers make their decision about paying you money or not by the BENEFITS that they’ll get from it, not the FEATURES.

Let’s take a look at an example of Popeye with the spinach.

A graphic to show the difference between selling product and selling result

Difference between selling product and selling the results

So if Popeye was your potential customer, you wouldn’t sell or pitch him the spinach and say how great the spinach is.

You sell him the result that he will get after eating the spinach. Make sense?

Let’s see some examples of how this can apply to the cattery:

24 Hour on site care >> Your cat will be well-taken care of day and night

–  Individual outside runs, Heating and Cooling >> Your cat will love the stay and keep bragging you to come back

Easy access to Princess freeway >> You can conveniently drop-off and pickup your furry friend on your way to the airport

Do you see the difference?

Let’s see one more example with the iPod:

A graphic to show the difference between selling product and selling result

Difference between features and benefits

Do you see the difference?

This part of the process is SO important. It’s the BIGGEST foundation of a successful campaign.

For every new client that I work with, either they’re my coaching and consulting DONE-with you clients or the DONE-for you clients, I take 1-2 hours to fill out a Messaging Script with them together.

If this is not on point, nothing else matters.

We also have a simple framework to help them TEST their message before doing all the “heavy” implementation.

When we’re done, we have MASSIVE clarity on what to say on the website, Facebook ads, landing page, etc to get potential customers to engage and convert them into buyers.

Sadly, most businesses out there run ads or build new websites without really going through their messaging which explains why they get “clicks” but don’t really get “sales”.

So let’s have a look at what the new homepage looks like:

A screenshot of the new website

A screenshot of the new website


A screenshot of the new website

A screenshot of the new website

A nice-warm welcoming, images that convey a message, much stronger, more clear and compelling messaging and call-to-action, social proof and a map that features their convenient location.

This new homepage is so much better, both visually and strategically.

More importantly, we get the MESSAGE across.

Despite Lorraine charges a higher price than her competitors, and obviously, lots of competition, she is getting more business.

This is NOT about your price.

NOR how many years you’ve been in business. NOR how you call yourself “the best in Melbourne or Sydney”.

NOR how many value propositions or unique selling points you have.

NOR how much information you have on your website.

It’s ALL about getting your message across, clearly and compellingly (if you genuinely offer more value to your customers)

When you can do this, you’ll never have to stress about selling your “Ferrari” at a “Push bike” price.

 Step#3: Implementation

Obviously, you can’t just fill out a Messaging Script and just talk about it, you need put things into practice.

The challenging part, of course, is how you translate your message into your headlines, body copy, navigation, Facebook Ad copy, what images to use, etc.

And that’s part of my job is to help the business owners “download” what’s in their brain and translate it into their website and ad campaigns.

So the following week, we launched the new homepage.

As you already know, the result was amazing. (And yes, we just refined the homepage. It’s all about leveraging here. Small action. Big impact.)

The cattery is getting more enquiries and walk-ins from their website and doubling their customers.

So, let’s do a recap of the big takeaways and how you can do this too:

Takeaways

  1. Don’t just focus on how much traffic you get, the conversion rate is equally important
  2. They want (and need) CONNECTIONS, not just INFORMATION
  3. Do your messaging before doing any marketing
  4. It’s ALL about leveraging, sometimes, you just need a little tweak

Now, the question is – how do you put this into practice? How do you get started?

Every smart business owner knows every second they wait, there are opportunities passing by.

They know people are looking at their website, clicking on their ads, viewing their Facebook page, etc.

If you’re interested in following a simple step-by-step process to double your customers, book a free strategy call with me to see if it’s a good fit. If it makes sense, we can talk about how we can work together and accelerate your path, if not, you can go implement it on your own.

Either way, nothing will happen unless you make the first move.

“It’s not about how sophisticated your strategy is. It’s about how simple it is.”

– Will

Questions for you

Does your business have a clear and compelling message?

Does your website communicate clearly?

Do your customers really know why they need you?

Are you providing superior services or products, but your customers don’t seem to know it?

Do you have a strategy that you can follow, or are they all just random tactics?

Your website and the “lack of a process” might already be costing you a big deal.

I might or might not be able to help, let’s have a chat and find out.

Showing 9 comments
  • Jay
    Reply

    This is a GREAT post Will! Thank you.
    We are in the process of rebuilding our website and I’ve been having a lot of new thoughts since I read this yesterday. As you advised in the cheat sheet, we’ve been heavily promoting our customers to leave us reviews on Google and we now have over ten reviews that we can put on the website. What’s your thought on how many testimonials we should put on the homepage?

  • David
    Reply

    What do you do if you are in an industry where testimonials are considered to not be ethical?

    • Will Chan
      Reply

      David, there are many ways to build trust and authority on your website. Testimonial is one of them, but I’m really interested in which industry you are in that causes you to have this thought.

  • Linda Reed-Enever
    Reply

    Will what a great educational post. Love the case study examples and the results!

    • Will Chan
      Reply

      Thanks Linda, research and discovery make a website strong and compelling.

  • Lynette Delane
    Reply

    Great post. So refreshing to see someone diagnose the root cause instead of offering a silver bullet.

    Great work on the cattery site.

    • Will Chan
      Reply

      Thanks Lynette, hope your website is going well.

  • Elyssia
    Reply

    Great posts and a super easy read – thank you!

  • Fernanda Alberici
    Reply

    Awesome article, love the detailed case study.

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