Do you want to increase the number of potential clients who fill out your website form or give you a call? Learn the four psychological barriers keeping them from contacting you in this article.
You’ve built a website.
You’re getting traffic to your site through SEO, PPC, and Social.
And you’re getting a handful of form submissions every month.
Your business is growing online…slowly.
Does this sound familiar?
You want to increase traffic to your site so that you can get more leads.
But you’re stuck getting less than a dozen leads a month, half of which are tire kickers who want to jockey you on price until you work for free. And the other half say they’re interested, but they won’t call you back.
So, what keeps potential customers from submitting a contact form through your website or calling you directly?
These four psychological barriers:
- Cynicism — Do I need this service?
- Skepticism — Does this service actually work?
- Procrastination — There’s no rush. I can buy it later.
- Price — It costs too much or I don’t know the price.
How to Address the 4 Psychological Barriers with Your Website
If you want to ease potential customers into submitting forms on your site, you must address these four psychological barriers immediately.
Some resources say users decide if your website is what they’re looking for in 3 seconds or less.
If the user stays, they take another 15 seconds or so to determine if you actually offer the solution they need for their problem.
And then it takes another 30 seconds for a potential customer to be persuaded to submit a form or call the number listed on your site.
Whether it’s 3 seconds or 30 seconds, you have a short amount of time to convince potential customers that your services are what they need.
So, let’s go through how to address each psychological barrier with your website so that you not only get more submission forms, but you also get more qualified leads.
Cynicism — “Do I Need This Service?”
Distrust is the root of cynicism. When potential customers land on your site, they don’t trust you…yet. So, how do you address the distrust or doubt they feel as they view your site?
#1. Speak to your ideal customer’s pain points.
If you can show them that you understand why they are looking for your service, they will be more likely to lean in and give you a chance.
Here’s an example of great use of copy to address the distrust often encountered in the construction industry:
#2. Establish yourself as an authority in your industry.
This can be done in a variety of ways. However, if you can show your customers proof with recognizable badges, certifications, authentications, etc., then you will help build their trust in you.
Here’s an example of what we, at Madwire, like to call “Trust Badges”:
#3. Share what other customers say about you.
You work hard to get your current customers to leave reviews for you online, but what are you doing with them? It’s been shown through various studies that:
- 72% of customers need to see reviews before they take action.
- 91% of millenials trust online reviews as much as their closest friends or family members.
- A single business review has been shown to increase lead conversion by an average of 10%.
Use the reviews of your current customers to get more future customers. It only makes sense to point your current customers who are shouting your praises in the right direction.
Skepticism — “Does this service actually work?”
Objections drive skepticism. The reasons why your customers won’t submit a form, go through your sales process, and become a loyal customer starts with their objections — or why they don’t feel you’re the best fit for them.
If you’ve done your job to address cynicism, then you have proven that you are competent at your craft or trade. However, you must also address your customer’s objections. And you can do it through framing.
#1. Feeling-Driven Objections
You may have heard feeling-driven objections from customers on the phone or in your store:
- “It doesn’t feel right.”
- “I don’t like how it feels.”
- “I feel like I should wait.”
These objections are rooted in emotions, whether they can or cannot explain why they feel that way. You want to address their objection, reframe it as an opportunity, and then present them with the potential solution.
#2. Thought-Driven Objections
You may have heard these types of phrases from thought-driven objections before:
- “We simply don’t have the resources to move forward.”
- “Our finances are tight and we can’t commit to that timeline.”
- “Your solution seems risky.”
An effective way to address thought-driven objections is through analogy. Tell stories. Share memories. Use humor. The goal here is to reframe how the potential customer is thinking about the opportunity in front of them. Again, validate their point of view and then remind them about how your service can address their problems.
Here’s an example of a website addressing objections up front:
Procrastination — “There’s no rush. I can buy it later.”
Do you ever wait to take the trash out until tomorrow? It’s a long walk to the trash can, right?
Tomorrow comes, and the trash remains in your home.
A week goes by, and your trash starts to smell.
A month later, you finally make the time to take the trash out because it smells rotten.
What persuaded you to finally take the trash out? Was it the obligation as a homeowner to keep your home clean, or was it the stench that drove you to remove it right now?
Urgency is your friend when it comes to busting through procrastination. When customers wait to buy something, they are less likely to follow through on their purchase with you. How do you create urgency with your website? Here are a few ideas:
- Create exclusivity through a club or membership for those you allow to buy from you.
- Sell a limited number of a given items or spots.
- Offer your service or item at a reduced price for a limited timeframe.
- Reward buyers with a “loyalty” badge they show their friends, family, and community.
Ultimately, you want to determine what keeps your customer from buying right now and address them with ways to persuade them to take action.
Here’s an example of a website addressing procrastination:
Price — “It costs too much” OR “I don’t know the price.”
You may encounter price objections from your customers. It’s common for customers to object to price by default. They are looking for reasons not to buy, so you need to work and give them reasons to buy. Here are some ideas:
- Outline your service and its value.
- Do the math on how much your service actually costs.
- Share the potential ROI of purchasing your service.
- Focus on the benefits and outcomes that your service delivers.
If you outline your value, do the math on what it actually costs, and share potential ROI, you’ll find that most customers drop the price objection — unless there is a deeper-seated objection found somewhere in the other three psychological barriers.
Here’s an example of addressing price objections up front:
As a business owner, your website is a representation of the solutions you offer when you can’t be there to address them yourself. If you want to get more form submissions so that you can grow your business and impact the community, it’s time you address the major psychological barriers between your customer and your solution directly on your website.
Create content with persuasive intent. Shift people’s thinking to overcome these barriers. It’s is the difference between a website that converts leads instead of losing them.
Learn more about our content marketing strategies and how Marketing 360® can help you grow your business.