More often than you would like admit, you (or your company) is contacted for a specific service where the client isn’t willing to pay what your work is worth. Then, you look at other websites, similar to yours, and they all seem to be attracting the right clients/customers.
One of the things that you need to keep in mind is that you’re not alone. It happens to us all! There are many businesses as well as entrepreneurs who suffer from the same issue. Some customers are simply hard. Then, there are others who just want you to do all the work for free. So why does this happen? And better yet, why does this happen to YOU?
The reality is there isn’t just one thing that you’re doing that attracts the wrong clientele; you may be doing several things. I had to say it! But do you want to hear the good news? You can be the one to change them and to be the one responsible to start attracting only the right clients. So, no more clients asking you for more work than what was arranged, no more clients asking for free services, no more hard clients. I bet this is music to your ears!
Are you ready to start attracting only the right clients or customers? Here’s how:
When you are looking to attract only the right clients, you need to ensure that you have a professionally designed website. You need to show your potential clients that you know your business and you are the BEST professional they can hire. And the only way to do this is by having a professional website, not a free option.
Just think about when you’re at the mall shopping. You keep passing by many stores but then, BOOM…there’s that one that attracts you. Why does that happen? It simply appeals to you. The truth is that it takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website.
You don’t want to have a link pointing back to Wix from all your pages. You want your visitors to focus on what you have to say and how it can benefit them. If you don’t want to attract clients who don’t pay – stop using the free website option. You get back what you put out!
Owning a website is a lot more than just designing it. You need to be able to compel your clients with the entire design but you can’t forget about the copy that sells them. Content is King! Everyone says this, but it’s true…otherwise why would they say it? What you say and the way you say it is incredibly valuable to the buying decisions your customer will make. So, make sure that you take a close look at your website. Just put yourself in the shoes of a potential customer that you would like to be hired by.
Do you clearly describe your service?
Are you able to understand exactly what will be done?
What about the pricing?
Why should the client hire you and not your competitor?
Are you offering less or a lot more than you should?
The truth is that a lot of website owners and freelancers have a hard time answering these questions. This only happens because they can’t look at their website in an impartial way. If this is happening to you too, just ask an industry leader (who you know is going to tell you the truth), to help you.
This way, you’ll be able to write content specifically to them. After all, different age groups will act differently to your words, colours, and even layouts.
Pricing a service (or product) can be a hard task. While you know that you need to work many hours, you may be willing to charge a lower price to attract more clients, especially if you are just beginning. On the other hand, you may think that by charging higher prices, you’ll have fewer but better clients. So, where do you stand? And where should you be standing?
You want to make sure that you charge enough to cover your work and to be recognized by the amazing service that you provide, but you also want to make sure that you don’t scare people off with your high prices.
I recently worked with a client who’s pricing model was low, and she was only attracting people who wanted her service for free. After a bit of encouragement, she decided to increase and she’s completely booked out.
She said to me, “I am so excited! My client has the new pricing and wants the full consultation with add-ons. Thank you for being a big boost and getting my confidence up to attract clients like these. Things are truly turning around and it’s all because of your help.”
And if you need to go to an extreme, it is better to have higher prices than lower prices. Let’s say that you need some work done and that you need to hire someone to do it. In your subconscious, you know that you will be better served if you pay more than if you pay less. So, you may even decide to wait for a couple of months to gather all the money you need to spend on the more expensive service instead of opting for the more affordable solution. And your clients (or potential clients) think the same way.
While deciding on the best pricing for your service depends on the service itself, the industry, your competitors, among others, higher prices are will always be better than lower prices. Sell the value you offer!
Besides the overall design of your website, the wording, and the prices that you have, there is one detail that you just can’t overlook – your contact email address.
The truth is that if you’re like me, you love Gmail. It’s simple, fast, and effective. However, using a @gmail.com may not be the best way to show your potential customers that they are dealing with a professional. In fact, this only detail can actually turn them off.
In case you don’t know, there is a simple way to continue to use Gmail. Just get G Suite. G Suite is an affordable Google service that allows you to have your own email address with your domain name.
Up until now, you already know about 4 of the most important factors to consider to evaluate why you’re not attracting the clients you want. However, and especially if you’re just starting now, you may not know or see other things that may be stopping you from growing bigger and faster.
Get a 15-minute free website consultation. In just 15 minutes, I will audit your website and you’ll get my recommendations. All you need to do is to schedule your free consultation!
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Ashley Gadd is an award-winning business brand strategist, website designer, and educator who helps clients turn their ideas into captivating and strategic brands that convert. Blending her background in nonprofit marketing with her education in design, Ashley offers customer-centric brand experiences that connect the visual and strategic dots providing her clients the tools to build a sustainable and profitable business they’re proud of.
Brand Strategist - Website Designer - Educator
Use this worksheet to bring more clarity to your business! Let this be your first step before you tackle your ideal customer profile and buyer persona.
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