In some businesses, you don’t want 50 enquiries a day, especially when 49 of those aren’t suitable for what you do.
What then happens is you spend time emailing, talking and negotiating before you realise that you’re just not a good fit for each other.
The copywriting and content on your site is a great way to filter your visitors so that when you do get enquiries, they are much more targeted to what you do.
This isn’t about turning business away, your time is precious and if you haven’t got to the stage of outsourcing your enquiries, this can save you a lot of time.
People keep calling you up and asking you the same question time and time again? Don’t get annoyed, get that question answered on your “Frequently Asked Questions” page.
Whether it’s your payment terms, how long before customers see results or whether or not you can be hired by the hour, these are all good things to have covered in your copy.
Some businesses want to generate as many phone enquiries as possible so have little copy on their site in the hope that sales people can convert them into customers once they’re on the phone. This can work, but if you have a small team, your time is going to be much better spent building your business and booking in clients rather than answering the same questions 20 times a day.
- Who you are (and who you’re not)
- What you do (and what you don’t do)
- Who you work with (and who you don’t work with)
Who you are not, what you don’t do and who you don’t work with are just as important as the first parts.
If you are a graphic designer who is constantly turning people away because they’re looking for a web designer (and you don’t want to be a web designer), let them know before they pick up the phone or email.
You can be light hearted about it, you can be direct, but this information is not only going to be a big time saver for you, it’s going to attract more relevant clients who will start to see you as a specialist in your field rather than a “jack of all trades.”
Similar to the About Page – this is where you reinforce what your product or service is for.
This can be done under a specific heading such as “Who this is for,” or you can play around and be a bit more subtle with references such as:
“I know you don’t mind putting in a bit of hard work…”
Showing that you don’t offer a push-button solution
“If Twitter and Facebook baffle you but you’re too busy to spend months learning, this bite-sized guide to social media is for you.”
Showing that you’re working with beginners who want to use social media but don’t have the time or passion to learn it firsthand.
So, any time you find yourself getting enquiries from customers that don’t quite fit what you do, see if you can tweak your web copy or advertising materials to change this!
Till next time, have an amazing weekend!