If you want clients, you’ll probably need a website. When I first started out, I thought that most of the people who came to my web site would take me up on my offer of hypnosis services. It only made sense. They wanted help, I had the skills to help them, it was a no-brainer.
But it turns out, 1% – 5% is considered a fair conversion rate for websites, in general. In other words, for every one hundred visitors, one – five people might actually book a session. If you have a better web site, you can do better. But if you make the mistake I’m going to talk about today, you could do worse than 1%!
What do most people do wrong? They don’t use the space ‘above the fold’ effectively.
‘Above the fold’ is an old newspaper term. It means the content that people can see when they land on your page, without scrolling. Most people just spend a few seconds on a web page before making a decision on whether or not to read more information. In that few seconds, you’ve got to let them know they’re in the right place.
But what do most people do when setting up a website? They say “Welcome”. They have their picture and talk about themselves, and their qualifications. That’s all good stuff, but it’s probably not the right place for it.
Tell People They Are In The Right Place
If you’re looking for a rare guitar (a 1958 Fender Stratocaster, 3-tone sunburst, for instance), and you land on a website, the first thing you want to know is if they have one. Or at least if they sell rare, or vintage guitars.
If you land on a site, and what you see is, “Hello, I’m Cathy Z. Durant, and I run this website. We have an awesome guarantee.”, you will not know if you’re in the right place. If you don’t get a clear message that the site sells guitars within a few seconds, you’ll probably move on.
The job of the above the fold section on your home page, is to let people know they’re in the right place, and get them to read further. So, look at your home page right now. What is the most eye catching item on your front page. Ask yourself this question. “Does this let people know they’re in the right place?”
A Message For Your Ideal Hypnosis/NLP Client
Think about the clients you want to attract. Why would they want to come see you? What message would let them know that you can get them what they want?
Now, don’t be too general. I remember I thought a long time before I came up with the first slogan for my hypnosis & NLP practice. “Get what you want” was what I decided on. My thinking was that whatever somebody wanted, they would see that, and understand that I could help them.
Then the yellow pages came out (that’s how we advertised in those days — the phone book). My ad was right next to an ad that said “Stop-Smoking Specialist”. I knew I would probably never get a smoking cessation client from that ad. And I was paying $300/month for the next year for that lesson.
So, what you’re looking for is a specific message that lets your ideal client know they’re in the right place, and gets them to read more.
Check out my Hypnotic Business Success Pack, to help you get more clients.