Solo Professional Marketing - 5 Keys To Website Visitor Conversion

Now apply this visual to your business. As a solo professional, your potential clients and customers represent the tire, your sales cycle of offerings the spokes, and your site is the hub.

It's your website, sales page, or blog that connects your potential and current clients to you and your offerings. When the wheel functions correctly, your site is converting visitors into potential clients, and your offerings are converting them to current clients.

The key word here is conversion. That's the energy that makes the wheel turn. When conversion doesn't happen, the wheel stops functioning, and so does your business. My mentor, Michael Port, taught me the keys to conversion in Book Yourself Solid.

Knowing the five principles of visitor conversion will make a difference in your business:

1.Offer something of value on your site. When a visitor lands on your site, are you offering something of value in exchange for their email address and permission to follow up? If not, you are missing your opportunity to establish that first connection that could lead to a valued relationship. This initial first step is critical to implementing the other principles.

2.Help your visitors learn from and apply that valuable offer. Visitors opt-in to lots of sites, and don't always take advantage of the free offers. How do you improve your odds? First, make sure your free offer has the content you promise, and that it's well-designed. Second, use an auto-responder tool to send messages that help them better use the information.

3.Give your service to a potential qualified client. If you are a coach, you may offer a 15-minute complimentary laser session to a potential client who has taken your e-course. The key word is qualified. Confirm the potential client has used your free offer by implementing a short application process. This will help filter out non-ideal clients, saving you time and money.

4.Enhance the experience with additional service offerings. This is where the spokes on your wheel come into play. When your potential client makes a purchase and becomes a new client, give some thought to what other offerings may help them. These offerings could be from you or an affiliate. Just be sure the offer is genuine and can really make a difference in that person's situation. Anything else will damage the relationship.

5.Take advantage of exit strategies. You will have visitors that come to your site and leave without opting in, for many reasons. Your site can be programmed to pop up an exit page when someone leaves your site without opting in. This page can thank them for visiting and possibly even ask why they left without taking advantage of your free offer. Consider it some final encouragement to help them decide to opt-in to your site.

Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.