psychology edition: how to message your services to increase website sales
There’s a really big, common mistake I see a lot of people make with their websites and it’s keeping them from reaching their business goals.
Whether those goals be income goals ($10K a month?!) or email list growth (1,000 new subscribers a month?!), you’re most likely unknowingly keeping yourself from reaching those goals because of how you’re sharing information on your website (or how you’re NOT sharing information!).
Let’s take a look at your website, okay? Do you have it up? Good.
What’s your main offer? (That one thing you’re trying to sell more than anything else.) Now that you have that top of mind, look for it on your website. Count how many times you’ve messaged that offer on your site. I’m going to guess it’s at least twice – once on your homepage and once on the sales page for that offer. Did you message it anywhere else?
If you’ve answered no – you’re keeping yourself from reaching your goals.
If you’ve answered yes – count again. Have you messaged it 7 times?
The rule of seven
Why seven, you ask? There’s a famous psychological principle and marketing concept known as the Rule of Seven.
Basically the Rule of Seven says that a person has to come across an offer at least 7 times before they decide to make a purchase. See an offer any less than seven times and studies show people are less likely to make a purchase.
Seven isn’t the maximum number of times someone can see an offer though. Seven is the minimum! So the more you present an offer a person, the more likely they are to purchase whatever it is you’re offering.
using the rule of seven to message your services and increase website sales
There are a bunch of ways you can use the Rule of Seven on your website but I’m going to touch on just a couple. These two adjustments to your website and how you message your services will help you increase the sales you make from your website.
messaging your primary offer using the rule of seven
You have this package you’ve worked SO hard on. Hours have gone into perfecting the service; adding more value to really change the lives of your clients.
When you’ve put the final touches on the package you’re so excited because you just know it’s going to sell like hotcakes! Why wouldn’t it? It’s so valuable, people would be crazy not to purchase it.
But after a couple of months of having the offer up on your website, you’ve barely had any interest…
So let me ask, have you used the Rule of Seven?
Any offer that is important – money generating, valuable, life-changing – it has to be messaged AT LEAST seven times on your website to generate interest and get clients willing to pay for it.
Here are a handful of places you can message your primary offer to make people more familiar with your service and influence them to purchase:
Primary Banner on the Homepage
I’ve said it before and I’ll keep saying it – when someone lands on your website what are they guaranteed to see? Your navigation and that first section directly below it (AKA the primary banner).
There is no guarantee anyone will scroll down your page, click on a navigation link, or go to that obscure page you’ve kind of hidden but are positive people will be able to find. This is why the primary banner is the perfect place for you to message your primary offer. It’s guaranteed to get eyes on it.
Further Down the Homepage
Just because it isn’t guaranteed doesn’t mean people won’t ever scroll down your homepage. If the content in your primary banner is really good, people will be engaged and more likely to scroll down the page to see what else you have to offer.
This is why a couple sections down your homepage is the perfect place for you to message your primary offer for a second time. Just in case they weren’t ready to click through the offer when they first landed on your website, they’ll still have the opportunity to as they scroll down the homepage. If they’re scrolling then they’re interested so use this to your advantage and get the message in front of their eyes a second time.
Announcement Bar at the Top (or Bottom) of Every Page
Do you have an announcement bar? It’s that thin little bar that typically appears at the top of every page (but could be at the bottom) saying something like “Now booking for April!” or “Get your FREE guide to increasing website sales!”
Just like the primary banner, the announcement bar is guaranteed to be seen by everyone who goes to your website. This is why you should message your primary offer there as well. When someone lands on your homepage they would already see the offer twice – once in the primary banner and once in the announcement bar!
Sales Page for the Offer
This is a given – if you have a product or service you’re trying to sell, you NEED a sales page!
On the sales page you can really connect with your ideal client by talking about their current struggles, their goals, and then introducing your service that can help eliminate those struggles and reach those goals.
It’s an entire page dedicated to that service and provides so much information that after reading it, someone should have become extremely familiar with what you’re offering.
And remember Rule of Seven = Increasing Familiarity = More Sales!
On the Contact Page
The contact page is something I see people misusing a lot.
We think of it as a place where people will send us random messages. If someone is interested in our services then they’ll use the other link we provided somewhere else on our website to book that call or purchase, right?
I’ve had people fill out the contact form asking to schedule a call with me. In my mind I’m thinking “hellooooo use the link I provided on my sales page!”
But to them, they’re thinking “I remember seeing a link to schedule a call somewhere on this website but I can’t remember where. So I’ll just go to the contact page and fill out the form.”
Well that’s easy to fix! On your contact page, have a line of text that says something like “Ready to book a call for XYZ?” and then below it have a big button that links to your scheduler. AFTER, and only after, have the contact form. If you have the contact form first and the button to schedule a call second, people will do whatever is easiest (and first).
At the Bottom of Every Other Service Page
In some way all of your services should be related. Take my services for example, I offer web design services and an online course for web designers. While different, both of these are related to web design.
What if someone lands on one of your service pages and realizes it’s not the right service for them. Maybe you have another service, similar but different, that would be perfect for them. Well, they might not see that service. They may think you don’t have anything for them because that one service they looked at wasn’t right.
Message another service at the bottom of a sales page.
For example, at the bottom of my web design sales page I message “Are you a web designer?” and then link to my course. If someone is a web designer then they most likely don’t want me to design a website for them. But my course could be perfect for them!
On Your About Page
Your about page is about you! That includes the services you offer. If you have a signature service, that primary offer, mention it and link to it!
Another great way to use the Rule of Seven is to increase the number of subscribers you have to your email list. The more opportunities someone has to opt in, the more likely they will.
Here are some places you could add your opt in form!
- Primary banner (if growing your email list is more important than your primary offer)
- Popup form
- Below the primary banner (if you have a primary offer that is more important)
- On each blog post
- Announcement bar
MORE PSYCHOLOGY LESSONS FOR HAVING A HIGH-CONVERTING WEBSITE
The Rule of Seven isn’t the only way you can increase sales using psychology on your website. In my FREE guide, I share two other consumer psychology studies and teach you simple ways to apply them to your website.
Download the FREE guide here and start generating more money from your website!
If you can’t get enough of the subtle changes you can make to your website, sign up for my online course Web Design Classifieds – a course for web designers who want to build high-end websites and charge more for their services. We dive into the psychology behind color, copy, and design so that every website you design is a high-converting website!
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