Do your clients wear kinky boots …. or sensible brogues?!

How to build rapport and sell your services through your website

One of the biggest mistakes that many people make when writing copy for their web site is to make the home page all about them; their qualifications, their passions etc.

Whilst your potential clients will want to know about you at some point, one of the first things you need to do is build rapport with your visitor and to do that online you need to be able to step into your client’s shoes and really understand (in relation to your services) how they are feeling, thinking and behaving, and use this knowledge to demonstrate to them that you really understand their specific needs, challenges and aspirations – and that you can help them with a solution.

I’m sure you been in a situation where when you’ve met someone for the first time and you have built an instant rapport with them and perhaps have used the term ‘we speak the same language”. And equally you might have met someone that you find really difficult to understand and communicate with and they might appear from your perspective to ‘be on a totally different planet’!

Building rapport with your visitors online is about being able to speak their language, using the terms, phrases and metaphors that they would use to describe their current situation. When I created my first coaching website I used to get people emailing me who had copied and pasted parts of my web copy and they would say “that’s me, that’s exactly how I feel – will you help me!”

So I know that the first critical part of the rapport building process is to be able to ‘pace’ the mood, language and behaviour of your target market and to demonstrate that you really understand their problems, challenges and aspirations. Then it’s much easier to ‘lead’ them into your solution, to get them to imagine how great life will be once they have worked with you and used your products and services.

So, back to those shoes that your target market are wearing – metaphorically, if you were to step into your client’s shoes and imagine life from their perspective, what would they be like? Would they be tight, uncomfortable and stuck in a rut, or maybe they are impossible to balance in?!

And once you have learnt the art of building instant rapport with your visitors and really speak their language, your website will generate new prospects and clients for your while you sleep ….. and play!

And of course you also need:

  • To highlight benefits, benefits, benefits!
  • A logical structure for each page and the site overall
  • Headings, subheadings and bullet points to make text easy to read
  • Consistent font sizes and colours
  • A call to action
  • Pictures that ‘tell a story’ to enhance your copy
  • A well written profile that tells your visitors about you (but not on the home page!).

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About the Author: Jenny Littlejohn. Jenny specialises in helping small business owners (especially service professionals) who are stuck, confused and frustrated with their marketing and business development efforts. Jenny helps her clients to define precisely who their clients are and how they buy in order to develop and implement an individually tailored marketing program that makes them stand out from the crowd and attract their ideal clients.  She loves blogging and writing articles as a way of sharing valuable knowledge and inspiring women to try think in new ways and try a different approach.  Check out her blog the inspiredpreneur

One Reply to “Do your clients wear kinky boots …. or sensible brogues?!”

  1. I love this article and it has made me revisit my home page copy and go back to basics. So often the obvious is missed! I would also add – if you are starting from scratch – first define your customer and know them so well that you know what they are seeking from you and then deliver using all of the points in this blog. Thank you Jenny

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