To land more clients, you need to understand the consumer mind to really know how to package your services. In your web design business, you’re trying to sell high-priced packages all while booking more clients. In this blog post, I explain how your current service offerings are holding you back from growing your business and landing clients with ease.
Updated: October 7, 2020
The Paradox of Choice
Last week I wrote a blog post about the Paradox of Choice and how having too many links in your navigation is hurting you. To refresh your memory, the Paradox of Choice is a phenomenon where consumers experience anxiety when they’re presented with a lot of options to choose from. The anxiety leads consumers to make no purchase whatsoever because they’re too overwhelmed.
In last week’s blog post I applied this phenomenon to your website navigation. The more links in your main navigation, the more overwhelmed your website visitors become. And the more overwhelmed your website visitors become, the less likely they are to click one of the links in your navigation. You could unknowingly be turning away potential leads because your website visitors are too overwhelmed by choices when they land on your website.
your service offerings
In this post, I’m going to apply the Paradox of Choice to your service offerings. As an entrepreneur we have a ton of ideas floating around in our heads. New ways to help our current clients, ways to create passive income, and ways to expand our reach to a new set of clients.
But with all of these ideas floating around, sometimes we forget to stop and think about how this looks to an outsider. How does adding a ton of services to our website affect our leads? Does it really open us up to new clients? Does it really make us more money?
Or… does it keep us from easily being able to land clients? Keep us from making more money?
applying the paradox of choice to your service offerings
The Paradox of Choice would say that offering too many different services overwhelms our website visitors and leads which keeps them from making a purchase or signing on as a client.
I’ve actually seen this in action with my own business. When I first launched my business, I marketed myself as a VA because I thought it would make it easier to land clients. More services = more interested people = more potential clients. Seemed logical to me. With these types of service offerings in place I was able to have consistent $5K months. That was awesome! But at the same time, I wanted more.
It wasn’t until I niched down to just web design that I was able to hit my first $10K month. That was $10K of just web design projects. So tossing everything else to the side – email marketing, blog management, course maintenance, etc. – actually allowed me to make more money off a single service. The Paradox of Choice was solidified as a real thing to me when I hit my first $10K month.
This makes sense if you break it down.
Virtual assistant service offerings:
- General VA Services
- Social Media Management
- Email Marketing
- Web Design
- Graphic Design
- Blog Management
By offering a bunch of different services you would think you would appeal to a bunch of different business owners. But in reality, when you offer all of these services, three things are happening.
One: Leads are unsure what to hire you for because there are too many options. Do they hire you just for web design? Or do they kill two birds with one stone (vulgar, I know) and hire you for both web design, email marketing, and social media? Would you be the best person to hire for those things or should they hire specialists in each area?
Two: That last question you just read… that’s a biggie. You don’t look like an expert in anything when you offer everything under the sun. Instead, you look like a Jane-of-all-trades who is so-so good at a bunch of little things.
Three: When you look so-so good at a bunch of things rather than an expert in one single thing, you can’t charge as much.
The moment you shed all the services that don’t really interest you, you look more like an expert to the outside world. Experts get hired. Experts get paid. And expert is what you want to be.
MORE PSYCHOLOGY LESSONS FOR HAVING A HIGH-CONVERTING WEBSITE
The Paradox of Choice can be applied in more ways than just this. In Web Design Business Bootcamp I teach you multiple ways to use multiple psychological principles not only in your business but also on the websites you design. Click here to learn more about Web Design Business Bootcamp and how you can launch a high-converting web design business and design high-converting websites that allow you to get paid more.
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