The Surprisingly Selfless Technique for Attracting Clients
By now you've learned how to set up your website to function as a client attraction engine. Cupid has his bow drawn, ready to shoot a big juicy love heart at the next potential client who wanders through your digital lands. And you've got a classy pick-up line that will delight your potential client into sharing their email address with you so you can stay in touch and work on building a long-term relationship together.
But still... crickets.
What's the use of all this fandangalry if no one's visiting your website?
Let's face it, you have no hope of snagging the perfect client if no one's visiting your website in the first place.
That's why today we're discussing my favourite technique for attracting clients to your website. It's a technique I use myself and probably the reason you stumbled across this little old article in the first place (unless my Mum paid you, and that's a whooooole other story. Cut it out, Wendy!) It's a little process I like to call the Sharing is Caring is Charming Technique.
Now, in order to attract a potential client, lost in the wilds of the internet and looking for love, we need to understand why people spend time on the internet in the first place. Luckily, we don't have to poll the masses, because the hard work has already been done for us by marketing company, Oath. Through their research, they've identified eight emotional needs people are fulfilling when browsing the internet.
In order of popularity:
1. Inspire - Look for fresh ideas or trying something new
2. Be in the Know - Stay updated or find relevant ideas
3. Find - Seek answers or advice
4. Comfort - Seek support or insight
5. Connect - Learn something new or be part of a community
6. Feel Good - Improve mood or feel relaxed
7. Entertain - Look for an escape or a mental break
8. Update Socially - Stay updated or take a mental break
It's remarkable 'cat videos' didn't make the list...
The best way to attract people to your website is to fulfil one (or more) of these emotional needs. Numbers 1, 2, 3 and, to a lesser extent, 4, 5 and 7 are particularly relevant to architects. You can inspire, help your clients be in the know and offer answers and advice. And the best part is, you can do all this by sharing what you already know. By sharing your expertise and advice freely and generously, you give potential clients what they're looking for. And it makes you seem more intelligent, approachable and attractive to boot!
People need a reason to visit your website. And I’m going to give you the secret.
You might be thinking, 'there's no way someone is going to hire me after a random Google search leads them to my website, no matter how inspiring I am!' And you're absolutely right. But there's a second fact you need to understand about your potential clients: although they might be interested in an architect, it doesn't mean they're ready to engage one, just yet.
In fact, only around 3% of people of the market are ready to make a decision right now. So instead of focussing on that 3% like every other sucker does, you’re going to appeal to the 97% of people who are thinking, researching and getting their ducks in a row.