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A question comes in:

A pitch question – I’ve been doing SEO and digital marketing for a local heating and air conditioning business. A couple weeks in, things seem to be going well; however, their website is really holding them back.

How would you go about pitching a new website to someone that doesn’t see that a bad website = fewer conversions? The last person kind of burned them with a “you need a new website because you do” attitude, and totally made a mess of things.

The first step is reaching an agreement with the client on what they see as the objective for their website.

Is it

  • Promotion?
  • Awareness?
  • Lead generation?
  • Something else?

You’re looking for an answer that aligns with the money: leads, conversions, phone calls, etc.

If your client doesn’t view their website as a business investment that exists to help them make money, then you’re going to have a hard time convincing them of the value in a new website.

Let’s assume that your client has The Number One Business Desire of any service business:

They want more leads.

How do you help your client move in that direction? Especially when the client is resistant to the idea of a new website?

Explain to your client that their website is a salesperson. Like any salesperson, it is important to review performance regularly and see if there is room for improvement. (https://kaidavis.com/work-with-me/website-review/)

Track down answers to these questions (or ask your client):

Over the last 60 days:

  • How much traffic did their website receive?
  • How many conversions did their website generate? (leads)
  • How many clients did their website generate? (leads who paid)
  • What is the value of a client for their business?

Then, analyze their information.

How do their metrics compare to industry best practices? Is their website underperforming in any areas? (low conversion rate, low traffic)? What stands out to you?

If nothing stands out — reasonable traffic, conversion rates, and value — then they might not need a new website.

If something stands out, then you want to build a case for why a new website is a valuable investment for them.

Let’s say that…

  • Their website’s conversion rate is 1% (1 out of 100 visitors become a lead)
  • Their website gets 1,000 visitors/month (10 leads/month)
  • 50% of leads turn into paying clients (5 clients/month)
  • A client is worth $1,000 ($5,000 in revenue/month)

Industry best practices show that a visitor-to-lead conversion rate of 3% is reasonable and achievable.

What would be the potential upside for the client if they invest in a new website?

  • Their website converts at 3% (3 out of 100 visitors become a lead)
  • Their website gets 1,000 visitors/month (30 leads/month)
  • 50% of leads turn into paying clients (15 clients/month)
  • A client is worth $1,000 ($15,000 in revenue/month)

In this scenario, we can see that investing in a new website can make sense for the business.

If their conversion rate increases, their number of leads and paying clients will increase. They will make more money.

For your client, you want to follow a similar process to build your case:

  • Reach agreement on the objective for the website
  • Collect facts about how the site has been performing
  • Review the facts and see if there are opportunities for improvement
  • Build a case for why this would be a valuable investment

Outline the potential upside for your client. Then, have a conversation with them.

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