Are You Trying to Catch Rain With a Test Tube?

Imagine it is raining and you want to catch some water. Would you run around with a test tube trying to get hold of each individual drop?

Of course not! But this is an analogy I use when I work with business owners whose websites aren’t helping them grow their business.

You see, having a website which looks great and functions well will only get you so far. You need to add a few elements to encourage the many visitors to turn into customers.

Here are some ways to add a big funnel to your test tube and increase your business performance.

Break your copy into bold statements

People don’t tend to read website copy in great detail. Instead, they scan it for the information which is relevant to them as they cruise down the page.

Your first statement should clearly state what your business does and how it can help solve your customer’s problems.

For example, a legal firm may have a heading at the top of its website stating something along the lines of:


It will follow up with statements covering how the business offers sympathetic support and keeps its clients thoroughly informed throughout their case.

Another headline further down the page may read something like:

‘Providing professional service and positive outcomes.’

This paints a clear picture of the firm’s approach and its goals for each customer.

Each heading must be directed at the reader and written to show them how they can benefit from relying on the business’s services.

Add strong calls to action

As your customer reads your website content, they are having a conversation with you in their head. They mentally ask a question, then search for the answer. This may include your opening hours, your prices or your contact details.

Once your website has answered the most important user questions, the conversation must prompt them to take the next step. This is where calls to action (CTAs) come in.

‘Call now’

‘Click to book’

‘Claim your voucher’

‘Find out more’

The above CTAs all tell the customer what you want them to do. By clicking on a well-defined call to action, they will immediately be directed towards their next step and on their way to becoming a buyer.

Include lead magnets

A lead magnet is one of the most clever marketing tactics as it requires your customers to enter that all-important piece of information — their email address. Once you have this detail, you can add them to your automated marketing and continue the dialogue. If they are genuinely interested in what you have to offer, keeping up the communication draws them closer to making a purchase. If they’re not interested, they can always click ‘unsubscribe’.

What is a lead magnet? It is something you offer your customers for free in return for their email address. For a retailer, this may be 15 per cent off their initial purchase with your business. Other businesses may offer the following:

  • Free report
  • Free ebook
  • Free checklist or template
  • Free event ticket
  • Free trial
  • Free product
  • Free consultation
  • Free appraisal

What you offer must, of course, be of value to your clients. For example, a lawnmowing business may offer a voucher to buy-one-get-one-free. A property buyers agent may share a free ebook on getting started as an investor.

Widening the funnel on your website can help you improve conversions by between 10 and 25 per cent. To make sure your strategies are working, keep an eye on your traffic. You may not notice visitor numbers increase but you should find they take more action towards becoming customers.

If your strategy isn’t working, try something new! The great thing about websites is you can make small changes every week if you want to, and be constantly working on widening that test tube funnel so you can collect more rain.

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