You've got listings. You've got a website. You've even got some traffic (hey, even a little traffic is some!). Now comes the clincher for any business. To make money, you need to entice online visitors to choose you!

How can you do this? Well, you can't grab their hands and make them call you. But, you can do specific things that may help them decide to call you.

In my line of work, as a marketing coach for realtors, I've seen many realtors who consistently let visitors click off to web wonderland rather than convincing them to choose them. Other businesses may have services that are just as good or better than their competitors, but they're missing out on some key information about how to convert page views into clients.

Relationship-Building: The Missing Link to Online Money-Making

To understand how your visitor's online experience can lead them down the “becoming a client” path, first “become” your visitor. What convinces you to hire someone from a website? Being human, most of us are more eager to choose companies or people whom we feel we like, know, and trust.

An online customer can't look you in the eye, shake your hand, and think, “Hey, I like, know, and trust this person!” The good news is that by taking shrewd advantage of the multimedia nature of the internet and the power of good writing, you can give your visitors the experience of having a positive, personal relationship with you.

Below are 10 tips for boosting your personal relationship with customers to help them feel an intimate connection that makes them more likely to buy from you.

Ten Relationship-Building Tips

1. Show: Post photos of your employees and your workplace. This helps visitors feel more like they know you.

2. Tell: Add audio clips of you speaking about your services. Many of us learn with our ears as well as our eyes -- don't miss out on this additional way to connect. Make sure you relate to their problem and share benefits instead of the features you have to offer. People will choose you because they feel “understood.”

3. Educate: We all like learning new things. Help customers like you more by providing them with useful articles instead of trying to sell them something.

4. Share: Showcase your generosity by providing visitors with other people's articles and links to pertinent websites.

5. Care: Ask for feedback and comments. This helps customers know that you're in the business of serving them and that you take their opinions seriously.

6. Clarify: Define any confusing industry terms in your copy. Let them know exactly what action you want them to take. People respond better to clear instructions. When people feel comfortable with their online experience, they're more willing to purchase.

7. Be an Expert: Don't let people choose between you and your competitors. Let them know that you're the only one who can help them. Write articles, create presentations, and demonstrate your expertise.

8. Be Genuine: When writing website copy, direct your message to one person who represents your target audience. Speak to him or her from the heart. Personalize your marketing emails by using people's first names and other personal information.

9. Relate: Convince your target audience that you know and understand their problems by sharing stories and specific examples.

10. Stay in Touch: Don't let prospective customers slip away. Make every effort to get them to give you their first name and email address by offering them a free ebook or report. Stay in touch with prospective customers by sending them a regular e-newsletter with useful tips and friendly updates about your company.

Case Study: Tracy's Picks

One of my clients, Tracy Jones, sought out my coaching services to help her brand and market a new program in Austin called “Tracy's Picks.” Tracy's company helps restaurants serve portion-controlled meals to their customers and educate customers on the benefits of purchasing these meals.

Like many small businesses, Tracy had a website that wasn't taking full advantage of the internet's potential to help customers “know, like, and trust” her business.

I recommended that Tracy:

1. Change her photo to a more genuine image that would help customers feel a greater sense of closeness with her.

2. Move her opt-in box higher up on the page to encourage more visitors to sign up for her newsletter.

3. Add a picture of the free ebook that people receive when they sign up for her newsletter.

4. Post a blog, which serves the dual purpose of providing fresh content for search engines and helps people learn about a company in a more personal way.

5. Provide articles and outgoing pertinent links.

Your Homework:

As a marketing coach, I can't leave you without assigning some homework to help you rev-up your site up to its full relationship-building potential.

Go to your website now and take a good look at it. Do it now. I'll wait.

Now ask yourself, “If I were a new visitor to this site, would I feel that I 'know, like, and trust' this business?” What could be added or changed to make my experience with this business feel more personal and inviting? (Hint: re-read my Ten Relationship-Building Tips above).

Write down what you, as a prospective customer, would like to see that could help you make a decision to hire a service-based professional. When I say write, I mean write. Get out a piece of paper and pen and jot down your ideas.

Now make a commitment to implement these ideas on your site.

Presto, you've just increased your potential visitor-to-buyer conversion rate. And you've done it without paying a penny in advertising or pay-per-click fees.

It just goes to show that a personal touch still goes a long way, even across the wires.

Published: April 30, 2007

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