Custom Website Design & Online Marketing For Established Service-Based Companies
Custom Website Design & Online Marketing For Established Service-Based Companies

KB Insights

How To Get Good Leads For Your Business

We’ve been in business for over 7 years, and have seen the evolution of the website for much longer than that. Back in the early 2000’s, you could’ve had a simple business website that showed your service offerings and contact information. Do you remember what your website looked like years ago? The technology to create websites 10 years ago was fairly simple, so the website creation process didn’t require a lot of thought. Nowadays if you have a simple business website with your basic information, you’re behind. Unlike your physical location, you can have competitors online that wouldn’t have affected you offline. Every business in your niche wants to capture leads online. It might seem crazy to think that you can get a constant flow of leads for your business online, especially if your competing with much bigger companies that have a much larger marketing budget. I’m here to tell you that it’s absolutely possible to still get good leads for your business now, and well into the future. It’s really the way you think about it, and how you strategize your process. We stand for continuous improvement, and have been finding ways to continuously improve our clients sites to help them connect with their ideal clients online. In this article, i’ll share with you the mindset you should have when trying to target specific leads for your business online. Lets get started.

Who were your best clients?

Before you try to go out and get new leads online, sit for a moment and think about who were your best clients over the past few years. In just a short 5-10 minute brainstorm, you can pick out your best clients and why you liked them so much. The reason you want to do this exercise is to focus your efforts on a limited few types of clients you want to attract. Don’t get in lost mindset that to grow your business you need to accept anyone who is willing to pay you. You will only regret this in the future. Let me tell you why. As a service company, your job is to offer your high value service to someone who wants it, and can benefit from it for a long period of time. This way, instead of just a one time client, you have one that will be with you for a long time, and become a “raving fan”. With this type of connection, this client will bring you way more value than 10 other one-time clients. Do you see where I’m going with this?

How do they speak? What are their needs?

When you look back at some of your best returning clients, think about why they’re the best. Why did they like you so much to keep working with you? How did they speak to you, did this type of client always ask for a specific service? When you dig in and write down even more details on your sheet of paper, you start creating a detailed profile of your ideal client. You can now start understanding how they feel, what pains/problems or goals/dreams they had, and why you were the best fit to help them with it. Spend 10-15 minutes and write down some more details about this ideal client, it will help you create a message for your website, and tailor your services to this client to connect with them. Doing this, you’re definitely going to get leads from the right type of client. Think about it this way, would you rather have 20 leads a month and only a few of those become a client, or have a website with a strong and specific message that gets you 7 leads a month and almost all of them become a client.

Take this information and create a persona

A client persona is a 1-page document where you create a personality of each type of clients that your company has. When you have 2-3 client personas, you can create tailored messages on your entire website that will connect this these 2-3 type of clients. Creating client personas is something we specialize in. It takes time to do the research to create a proper persona, but creating one in 10 minutes from your own experience is a great brainstorming session. On that same sheet of paper you were using before, take notes on some of these questions i’ve noted below.
  • Is this client male or female?
  • What is this clients age?
  • What is their occupation?
  • What is the clients income?
  • What is the clients wants and aspirations?
  • What is the clients fears and frustrations?
  • What is the clients daily life like?
  • Write other common takeaways of this specific type of client
Great! If you’ve done all the action steps so far, you’re on a great step forward. A question I get a lot is “how many personas should we make?”. My answer is that usually the less is better. Having 1 client persona would be great, but it’s usually only possibly for small and very laser targeted companies to have only 1 client persona. A good rule of thumb is to have 2-3 client personas.

Use this persona for all your marketing efforts

You can do one of two things now with this information.
  • Share this information with your team to get their input, and clarify what you have written. Then go back to your site and see if the client persona would resonate with the site you have now.
  • Send me an email to help you take this draft client persona and do the proper research to create a final client persona that you can print and have for all future marketing efforts.
Having a client persona is a foundation to a great business. Without a client persona, you could be sailing in the waters of business growth but never having a set goal & guideline to get to your destination.

Your client is continuously growing and changing

Remember to not take this client persona as permanent for your company. People grow and change over time. It could be technology or any other factors in life that cause your specific client persona to change their habits and think differently. About once a year is a good rule of thumb to do some brief research to confirm that your client persona is still good to use for your marketing. When you have a solid 2-3 client personas for your company, you can tailor parts of your website (and even any offline marketing) to a specific persona, and really connect with your audience. When you do this, its like fireworks. Potential clients really connect with what you have to say, the video you just created, and the testimonials that highlight exactly the problem or goals they wanted from being your client. If you’ve never heard of this concept, I hope it got you really excited! Creating client personas is something we do in the beginning of creating a new custom website, or doing any other type of marketing. If you have questions on your draft client persona, email us right now to get help on cleaning it up and start using it for all your company marketing.