And no one thing stands out in particular. Maybe the headline. But it’s tucked away under a number of other things to click, and bold, eye- catching text. Conundrum.
I want to look at all the things, and I don’t know where to start! But, there’s a lot to look at on this page. And no one thing stands out in particular. Maybe the headline…? But it’s tucked away under a number of other things to click, and bold, eye-catching text. Conundrum.
up to the top of the page. (In this case, above Gayle’s picture, too.) When a potential client comes to your page, his eyes are looking for something interesting to land on. Give him that something, in the form of a headline, front & center. It kind of makes me feel like this guy… because I want to look at all the things, and I don’t know where to start!
painstakingly clear, 2 buttons is one too many. Look, high-contrast colors to call my attention, plus: actionable button copy! Yes! But, which do I click first?
painstakingly clear, 2 buttons is one too many. Look, high-contrast colors to call my attention, plus: actionable button copy! Yes! Also, I just found 2 more options to choose from. That’s 4, total. Yikes! But, which do I click first?
Overwhelm = Bad News Bears Full Disclosure: When the difference between 2 buttons is not painstakingly clear, 2 buttons is one too many. Also, I just found 2 more options to choose from. That’s 4, total. Yikes!
take action. How? Guide them towards doing ONE MAIN THING, like booking a consultation with you or subscribing to your newsletter. Let them do that one thing first, before asking them do anything else. TRUTH: Too many options for where to click = Cognitive Overwhelm = Bad News Bears Full Disclosure: When the difference between 2 buttons is not painstakingly clear, 2 buttons is one too many. Also, I just found 2 more options to choose from. That’s 4, total. Yikes!
Being explicit eliminates the risk of clicking. It lets people know exactly what they’re going to get on the other side of your button, so clicking feels safe. Alright. Let’s click on the first button, “Contact Me”.
super important on an action- oriented page. The last thing you want to do is distract folks away from taking an action they’ve shown interest in taking (by clicking over to the page). So, keep a singular (or dominant) focus for the page, to capitalize on interest.
make sure to give them full confidence that you’ll be on the other side of the step they’re about to take. What I really mean is: Bring up logistics later. Of course you’ll have to check your schedule and find a time that works, etc. That’s a given. But bringing it up now creates unnecessary friction and doubt in the mind of an interested, potential client. I THOUGHT YOU WANTED ME Um, can we talk about this line? You’ll “try your best to accommodate my request”? But, but…
is ready to book with you, make sure to give them full confidence that you’ll be on the other side of the step they’re about to take. What I really mean is: Bring up logistics later. Of course you’ll have to check your schedule and find a time that works, etc. That’s a given. But bringing it up now creates unnecessary friction and doubt in the mind of an interested, potential client.
on holiday. Or, whatever. But those are semantics. And they’re not important—yet. What’s important is that he wants you to call. And he doesn’t want you to think twice about doing it, should you feel so inclined. When a potential client is ready to book with you, make sure to give them full confidence that you’ll be on the other side of the step they’re about to take. I know you’ll have to figure out your schedule, and find a date that works, but now’s not the time to bring up logistics. It creates unnecessary friction (and doubt) right when they’re ready to trust you. Take a look at this guy…
soon is As Soon As Possible? Can you get back to them in 24 hours? What can they expect from you? It’s always nice to know when you’ll hear back from someone, rather than being left to wait, indefinitely. Especially for something like psychotherapy, where reaching out is a big first step. Support (in the form of managed expectations) does wonders to make that first step feel extra welcome, and safe.
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