Optimise Your Website For Reader Psychology...
And control your Client-Attracting Results
A Short Summary For Busy Decision-Makers
- Optimisation Questions
- Psychology Questions
- Revitalising Questions
Why Optimise Your Website?
Your website is your professional firm's primary marketing tool.
Even when people hear recommendations, read articles or emails, attend a talk and receive leaflets or business cards, etc, they will usually check your website before taking action. Your website is scrutinised more than ever!
Why Optimise Your Website For Readers?
Potential clients search for professional services when they need them.
While brand creation and promotion are important to differentiate you from your colleague-competitors, your website's ultimate aim is to prompt people to enquire with you.
Why Optimise Your Website For Reader Psychology?
Accidentally, your website can put people off.
Systematically managed, it can warm them towards you and increase their likelihood of choosing your services. So it is worth working hard on tuning your website to the clients you would prefer to approach you.
Why Use Marketing Principles To Design Your Website?
Your website should attract, encourage, reassure and invite.
Most professionals are trained in using language to consider compliance with the law, regulations or protocols. But clients' decision-making is rooted in their emotional concerns. So that is where you should focus to boost your website's output of enquiries.
Why Use Psychology Research For Your Website?
Tuning content to the potential client's reaction will improve their experience and prompt more action.
Recent research into decision-making has found ways to nudge uncertain people into helpful choices. This is a very different use of language to professional reports, journalism or academia.
Why Use Human Choice Optimisation (HCO) AND SEO For Your Website?
The best form of optimisation includes both human and search engine decision-making.
- Search engine optimization (SEO) is important because we have passed the point where it was an optional extra for ambitious businesses. It is effectively a requirement now, placed on all websites by Google and other search engines by their continuous development. Ignore this at risk of being invisible in search engines.
Human choice optimisation (HCO) is important because after all the SEO has been done, humans make decisions for their own, not-necessarily-rational psychological reasons. It has always been a requirement, but has been overlooked in the rush for technical progress. Humans haven't changed much but our understanding of their unconscious processes has improved.
After SEO attracts more visitors to your website, HCO works to increase the number of visitors who actually click or call your office to enquire about taking up your services. In a competitive environment, this is probably what you want.
Is A Revitalising Project Hugely Disruptive To Our Professional Branding?
No. It may turn out to be a better expression of the branding you want.
The recommendations are often a collection of very small changes at critical points in your website. Other parts of your client-attracting process can also be tweaked for the Complete Pathway Project if you wish. The smallest change I have ever made was to add one word that doubled enquiry phonecalls within a month.
Does A Revitalising Project Take Ages?
No. It could be done in less than three weeks and depends on the size of the project you choose...
The bottle-neck is often within your firm as finding new materials such as photos and making decisions about the recommendations can take a long time. Your website developer's availability is another factor.
Would A Revitalising Project Cost an enormous amount?
No. Fees currently compare to one, two or three new clients, depending on the size of the project.
And once completed, gaining an extra client a month... or a week... will return very much more than that.