Can a quick kick in the pants convert website leads faster? You bet!
If fear sells then embarrassment is a veritable gold mine. Let’s face it, as web professionals we hear clients say over and over again how they hate their current site. How the old web company didn’t listen. How it still has embarrassing flash players or how it’s playing music with buttons that make swishing noises? These clients could not put money in our hands any faster.
So what do we do when a client is on the fence? They know they need an upgrade but they are shopping around and seeming very comfortable and resistant? Ethically, you owe it to them to show them what they can’t see. Not all embarrasing website elements are immediately apparent, so show them.
We spend about 5 minutes reviewing a lead’s website using simple screen capture software. We cover 4 basic areas:
- Look and feel
- Who are you, What’s for sale and How do I get it?
These videos can of course be longer for website companies that have a higher sticker price but the format that sells always stays the same. Adding compliments where things are good is appropriate too, it doesn’t have to be all doom and gloom. Sites can also be reviewed for specific elements. For instance a shopping cart review can be quite a journey as you test multiple checkout methods.
Privacy vs Publicity
A word of caution on these things. I have literally seen customers, were talking grown men, tear up and flat out walk away crying as the true state of their money making machine or image machine is revealed. I would never post a video website review publically on YouTube for an existing client. It’s ok if they get upset, it’s not ok if they think you are pointing it out to the whole world. By the way, that guy that walked out crying, spent $300,000 with us over the next 2 months fixing everything at an insane pace. Frustration is not a bad thing in and of itself.
Most people will not be this sensitive over a quick 5 minute review video. They understand that their website is already in the public eye but some people are horrified and will ask you to remove it immediately. The choice is yours really. Imagine if a movie critic was asked to take down his review of a major motion picture. Freedom of speech people would scream. You absolutely have the right to post any kind of critique of something public but watch out for those that will make a stink, they could laser focus on you in a bad way so keep your perspective.
Pushing people out of their comfort zone makes them pay attention. Raising an emotion in someone is not easily forgotten or dismissed. You can try and sell off hype and excitement all you want but, at the end of the day, you will sell more by poking the sore spots.
Make sure you can back up what you say in the video with actual facts. Don’t just repeat someone you hear. Fact’s can be fairly easily researched and it’s better to state your sources to common suggestions somewhere publically on your website. You can do this as you go or try and think of all the common mistakes people make up front. This way, if you are asked how you came to a conclusion you are not caught with your pants down.
Expertise vs Enthusiasm
So, want to start making your own videos? Great! Get to it and watch your leads melt. If you have the expertise and time, I have never, ever seen a better conversion tool and all it takes is 5 minutes. If however, you are like the rest of us and would take an hour to shoot a 5 minute video, either splicing it together or taking multiple takes, you can skip to the front of the line and purchase an agency pack from ClockworkSites.com. This will give you ten, five minute website review videos for $100 each. Agencies that become a customer of Clockwork Sites via our Agency Program can be listed as authorised resellers on this and the Clockwork Sites websites.
We are always looking to update our products. Questions about how it works and ideas are always welcome. Please contact firstname.lastname@example.org or call her cell, 207-838-1979.