In the old days (like 7 years ago) you could get away with having a pretty boring website. In fact, there used to be a bit of pride in online marketing circles to have an “ugly little website” that converted sales really well.
Fast forward to now. The most popular sites on the Internet are highly visual social media sites like Facebook and Instagram, and the average Internet user has come to expect great imagery and visual storytelling.
Ugly little websites just don’t work as well on mobile devices and people click away.
But then there’s the flip side.
There are lots of very creative website designers who create gorgeous images, colour themes and websites that look really professionally branded.
But they simply will never convert to sales very well.
So what are the essential elements you need to have on a website to make it visually hypnotising for potential clients and also convert really well for sales?
That’s the topic of today’s podcast and my guest is the expert in website design that increases sales conversions.
Greg Merilees is the owner of Studio1 Design.
Here’s what you’ll discover today:
- The clever way Greg got the attention of influencers in the industry he was launching his new business and his advice on how to add unique value by focusing on your strengths.
- When a $50 site is best for you and at what stage you should really be investing more money in upgraded website design.
- The biggest mistake most businesses make on their websites and why website visitors really aren’t interested in what you do and how well you do it!
- Design that works differently for cold, warm and hot traffic.
- Why webinars don’t convert well for cold traffic and what to offer BEFORE you invite website visitors to join your webinar.
- When you should invest in high quality photos of you and your company.
- The SPIN formula for creating 3 minute videos that convert on your website.
- The importance of the Thank you Page in a list building funnel and how to make modify it to increase your sales conversions
- Simple but clever website design that increases your authority and trust.
- The fine line between great free value and moving out of the “friend zone” and closing the deal 🙂
- A list of website design “leakage points” you can fix so people don’t leave your website,
Plus Greg gives great advice on action you can take this week to get started improving your website design to convert for sales. You can grab his 50 step checklist over here.
You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.
Greg is the creator & director of Studio1Design.com, a web design agency based in Melbourne, Australia.
They specialise in high converting website design for online marketers. They have designed over 500 websites and are trusted by many amazing high level marketers and brands. From that we have a lot of knowledge on what’s working well in website design.
A Special Message From Janet
Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to and you chose to join me on Romance Your Tribe Radio.
I’m honoured and grateful for your support.
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Read The Transcript Here
Greg Merrilees: Yeah, thanks for having me on Janet. It’s great to be here. Yeah. Awesome.
Janet Beckers: Yeah. And you know, Greg and I have known each other for quite a few years and we just sort of move in similar circles and catch up every now and then. And I’ve got to see quite a lot of my colleagues use Greg all the time for creating really top quality websites, top quality sales letters, everything. And they just look fantastic. Like really, really pro. And yeah, and it’s, but the thing is, I also know, and this is what Greg is going to be covering today, that it’s not just about making something look pretty. No, it’s about making something convert really, really well. So that’s going to be our topic today. How do you make, how do you make your website, making sure you’re using the design, what is on there, how do you make it so it converts really, really well with a real focus here on the design of the website. Totally. Before we get started, Greg, just so people can get to know you and a little bit about like who do you serve and how do you do it and why?
Greg Merrilees: Well, sure, yeah, well most of our clients are businesses that sort of use online marketing to grow their business. They could be an offline business or an online business, but they’re using that online piece, you know, for the marketing side of things. So, you know, normally it could be a business that it could be from it, anything from a gym business, you know, using online marketing to attract leads and get more people into their gym to people that have online courses and SAS businesses and coaches and pretty much any industry at all. But we do use a common set of principles to help those people, which we can talk about later. Yeah, so it really, this is for the listener or viewer, this training is really for you if you’re using online marketing, right? So, but the thing is you are going to need an offer that you know, that people want to pay you for essentially.
Cause if you sell a piece of crap, it won’t matter. You know, how good our website design is, it’s never going to work. So yeah, the way I got into this, I mean, I’ve had my design business, you know, as soon as the year, 2000 so forever. Right. But back then we primarily design tee shirts and yeah, exactly. And we designed tee shirts for local wholesale. Is it sold to the retailers? Right. And so then are around probably seven years ago, the retailers went vertical and cut out the whole, so all of our clients were dropping like flies, right? Yeah. Yeah. So it was really, really difficult. So I kind of had to reinvent myself, which was like you know, a big struggle at the time. You know, I had a young family and you know, we had a mortgage and all that sort of stuff and my wife was also in the, you know, the rag tried to close an industry and she lost her job as well.
So yeah, it was just, we had to pivot big time, you know. So I looked online and I found podcasts and things like that. And you know, James Schramko obviously Ezra Firestone, they had a podcast think I get and they mentioned on the podcast that their logo sucks. So I thought, Oh wow, I love their podcasts. I’m going to send them a new logo design just to say thanks. Right. and yeah. Anyway, they ended up loving the design and then I’d just built the relationship with them and, and built that trust and then ended up hiring James Franco as my coach. And you know, then, you know, he said, well, if that works so well for us, why not do it to other podcasters? So we sent them out to people at John Lee Dumas and Pat Flynn and Perry Marshall and whole bunch of, you know, probably about 20 podcasts as an influences. Yeah. And did the same thing and build trust with them. And that’s kind of how we spread into this online community. And yeah, it just evolved into marketing graphics and website design. And now that’s how am I in thing?
Janet Beckers: You know what I love about your story there and these are, these are real lessons for people who are listening. Like number one is you had a business that was working really well, but something changed in the market and the whole thing disappeared. That is that scary stuff. But it’s also something that everybody needs to be aware of. Like, have you got the facility within what you do to pivot like you, I mean that’s, that’s a huge one. And the other one is how Aussie are you. Like I love this technique. Like I get, I get emails every single week, numerous ones every week saying on shit hot at what I do. You know, trust me on this and can we have a meeting where I can basically tell you how great I am and then you can employ me and I’m thinking, no, no, no. Whereas what you did is you went there with proof that you are really good at what you did because you gave them a gift, you actually put it in, which for somebody like me who would use Canva and stuff’s around, you know, that’s a lot of work for somebody like you that this is your specialty, that’s actually probably for you in terms of the amount of time that it will take you.
Janet Beckers: That is a pretty good return on the investment of your time.
Greg Merrilees: It was indeed. Yeah. And I was really another lesson I guess for the viewer is you know, like play to your strengths. Like we didn’t have many strengths at that time, but we could design really, really good looking tee shirts that sold, right. You know, tee shirts for Disney and Warner and all that sort of stuff. So we have two guys for a lot of approval and it had to sell, right. Install. So we had a real commercial kind of eye. And so what we did with these podcasters, we didn’t just slap their logo on a shirt. We, we went into the website, we read their testimonials, we, you know, we looked at their slogans and things like that, their taglines. And so then we thought, well, we want to put that stuff on a tee shirt and just have a little logo on there. Like for instance, for lead pages we saw in their testimonials, somebody said, you know, that’s the secret weapon, right? So we did this big secret weapon in a really cool font and this little lead pages logo in the corner. And clay Collins absolutely loved it. You know, and he doesn’t mean wearing the tee shirt. And yeah. So the point is that was our strength that we had something unique and that’s all we had. But that’s, that’s what we used to, you know, as a lead magnet to, you know, find out our new client.
Janet Beckers: That is brilliant. I just love that. And I know that there are a lot of people when you suggest to them, Hey, go and like, you know, do something that actually proves that you know what you’re doing. A lot of people will go, well no, people should pay me to do all this stuff. Like you’ve been very clever in recognizing, you know, this is, you know, the cost of a lead and this is a really unique way to do it. So yeah. Big challenge out there to everybody that is listening. Yeah. Is there something that you can be doing in your business that’s going to be out of the ordinary that really makes you stand out from every other person that would be trying to get those, get those clients and try and target influences if that’s, you know, your target market. Yeah.
Greg Merrilees: Yeah. But that just give them a free, a book that anyone can download. It needs to be unique to them. Add value to their life, you know?
Janet Beckers: Yeah. Love it. That is really, really good. Okay. Now I understand why somebody who wanted me to be a joint venture partner sent me champagne glasses. To me. That’s awesome. Yeah. Okay. Thank you so much. That’s why I love always just asking like why you do what you do and why that’s, you know, that’s a great story. So yeah, so everybody, you know, you’ve already got really good value today. Like you can take just one of those points and go and do it now. So now we’re gonna move over on to website design because that’s one of the big things that I always find when people come to me. And they will say, look, Janet, I’ve got to get a website. I can hear you can get one flat that 500 bucks. I actually had this conversation two days ago with my sister and it was sorta like slap, slap, slap, slap, slap.
Because you know, it was like, I can hear, I can get it for a few hundred bucks. I just got to get one up and going. It’s going to be our main sales vehicle for this huge, seeing that you know, her, her, the business that he works with is going to be doing. Right. You know, but you know, I, I hear I can get it cheap. I don’t want to pay more than I need to. So a lot of people, that’s their big thing. They’re either thinking, how do I get it cheap or how do I do it myself and you know, or they go the other extreme, they go, I’ve got a quote for $50,000 to get my thing. Is that a good, good number? So let’s have a look what you’re finding. You know, the kind of people that need a website. So they’ll have a look at what’s, what’s sort of websites that people, you know, what do they need and also like the big mistakes that people make.
Greg Merrilees: Yeah, sure. So we’ll first start like with websites in general, yes, there’s a huge range in price. So you can get a website for $50 and then you can use services like lead pages and click funnels and Tenex pro and do all this stuff yourself, which is totally great, right? Or you can buy a website theme on theme forest and all that sort of stuff. Now, if you are starting out and you don’t have an offer that’s been tested and people want to pay you for, then I, you know, I recommend that’s where you should start on one of those platforms, right? But then when you asked that into make money, then I think you should be invested in your brand because if you just think about authorities in any niche, right? I all invest in the website design because imagine from their point of view, if they weren’t seen as a leader, you know, if they had a template or something, people aren’t going to see them as a leader.
So therefore, as you grow your authority, start in, re-invest in some of those profits back into your online image and you’ll just keep slowly amping it up to the next level. Right? So, but when you’re starting out, yeah, that’s the best place to start. Just test your offer with a really cheap, you know, I would say probably click funnels or Tenex pro or something where you’re going to get it up easily and quickly and then send paid traffic to it. Do content marketing and do whatever’s required to get people to that website and just test your offer and then it’s probably going to change over time. That’s another reason you don’t want to invest in a website straight away because you got to figure out where you fit in the marketplace. So once you’ve sorted that out and you started to make money, yeah. Then you’d be ready for a website
Janet Beckers: That is really, really good vice. And I love that somebody who specializes in [inaudible] good websites is saying to you, no, no, no, no, no, no. Don’t, don’t come to me yet.
Greg Merrilees: We want to, you know, attract the right clients as well. And for us, the right client is somebody that is already an established business that wants to amp it up, you know?
Janet Beckers: Yeah. And you know, that is excellent and it’s perfect advice and it seems, and it’s the thing that, Mmm [inaudible] I mean, I get that sort of, you know, those questions all the time as well. All right, I’m ready to start a business. I need a website. Well, hang on. Let’s just see if there’s a market due to overlay because you will, exactly. You will have to go and recreate it again. So, yeah, and I really liked doing something like you were talking about click funnels. I use 10 X pro that I like about those is you can taste it on that particular platform and then it can grow with you. So Lord as if you have to go and you know, do everything from scratch again. So that’s where it can be really good. Absolutely. Yeah, that’s great advice. So for people who are thinking, if you don’t actually have something that you know that it’s going to sell and I’ve proven that it sells, don’t even bother.
So really, really good advice. And we’ll put some links in the show notes. We’ll put some links to all these different software platforms that we’ve talked about as well as cause I’ve agreed. So so now let’s look at the design. Now you’ve talked about the design is one thing about like really looking the professional that you are. And you know, that was one thing I found when I decided to go from wonderful web women to romance your tribe. I thought, you know what? I really want to step up my game. Like I really want everything that I’m doing to be totally professional. And so that required, we reworked all of the graphics. Every single thing that I did was with that idea of being able to, can I be running this as a big company? And it’s still congruent. So it was really essential to a part of our rebranding. Now when it comes to people looking at the, we’ve got that, but we’re also got know conversions. We want to make sure that if we’re going to invest this money into looking good, it’s not just like, Hey look, I’ve got a fancy car. It’s how does this make me money? So this is your specialty, so let’s have a look at this. So what we look at, maybe what people do wrong or what people do right. I’ll just go on over to you now.
Greg Merrilees: Yeah, sure, sure. Yeah. Excuse me. Yeah. Well, look, we do like to think of a website. When we’re designing a website for a client, we have to think of it in the eyes of their prospects, their visitors. Right now, we don’t, when we, when I say that we, we also want to appeal to our client, but it’s more important to appeal to our client’s clients. So when that person is on our client’s website, they only care about what’s in it for them, right? So therefore, you know, we need to please them. So we like to say, you know, a five second clarity test, right? When somebody is on your side, they want to quickly work out, you know, what it is that you offer, why you’re unique and different to your competitors. How will your visitors benefit from your offer? And then do you have a clear pathway to try and help me with my problems?
You know, do you, can you solve my problems? So, yeah, just in that alone, that approach is a lot different to, you know, some of the stakes that I see people do where they just make the website, copywriting all about themselves. Like, you know, we do this way, do that well, people don’t give a shit. I just want to know her. How do you help them? Do you have a problem, you know, solution to my problem. And then it’s really, it comes down to the, the visual hierarchy, right? So for instance, you know, you want to attract people with the copyright in images, need to give the copyrighting wings, essentially enhance that message. The color Pella needs to appeal to the target market. Same with the images. And then you need to, you know, show those benefits and then give them a clear call to action for them to type that next step, right?
But also what you need to do on that when somebody lands on the page, because they don’t know you at all at this point, potentially, right? You may have done some offline marketing beforehand. You might have a podcast, you might have, you know, video, whatever the case is. You might have run an event. But the point is, when people come to your website, usually you have to tie it to cold, warm and hot visitors, right? And most people are cold. So therefore you want to lead with values. So have that, you know, lead magnet, something like a PDF download or a free this or free that free trial. It depends on your business model in return for an email address, right? And anyone has something for warm visitors and that might be where they know a little bit about you. They’re ready to invest a bit more time.
So it might be a free webinar or something like that. So he gives the opportunity to build even more trust. Right? Then for hot visitors, you don’t want to take people all the way through that funnel if the hot to trot. Right? And so you want to give them an opportunity to do business with you instantly. And if you’re an eCommerce, you know, you obviously have, you know, products for them to buy. If you’re a service business and might be a free consultation or something like that might be a link to your course. You know, it just depends what your business model is. But yeah, we like to approach it with that way where it’s called woman hot or we like to segment the list into different offers that you have that suit that different demographic like you do on your site, you know?
Janet Beckers: Yeah, yeah, we’re mind gets divided. Okay. Which of these five are you, this is what I recommend for you. You know what, I love what you’ve said there about that cold, warm and hot. And interestingly, this just happened yesterday. I had an invitation from somebody who wanted to do a joint venture with me and you know, they’ve got a a big project happening and I would be one of the people who are involved in that. And so, you know, I never, I normally only take joint ventures when I’ve been introduced to people. And so, you know, if I’m doing one that’s out of the blue, like I really, really, really research that person, it’s going to affect my brand. So I went onto her website and I was having a look and I thought, you know, I can say she knows her stuff. Like she’s, she’s the real deal.
But it was really interesting when you were talking about the cold war more hot. So I was cold to start with. I could find something that it get for free but warm. I couldn’t really find anything else to get to know more the hot. I could not on earth work out what she was selling. And there was no way for me to see pricing. There was some overall things, but they were just brief directions and just went and I just thought, wow. And so for me, I thought maybe she’s not the real deal. And so it’s really made me second guess about this opportunity. Was it going to work because seam and it was because there was nothing there for the hot God. Really good point. So it wasn’t even just as a customer, it was as somebody else’s got who can be potentially helping them to grow their business.
Greg Merrilees: Totally. Yeah. And just on that, you touched on price point. Like a lot of people hide. I don’t put their prices on their website at all. Right. And I say do it because that’s what people want to know. Right? So on each of our sales pages for our brand in a landing page, a website in the FAQ is we have a price points, you know, like but we’re also providing a lot of information in those sales pages as well so that they can see the value of why it is that certain price, you know, so, but yeah, it’s important because people want to know those things. So if you, if you hide behind it, boom, they’re gone and they go to your competitors.
Janet Beckers: It is, that is a really good one because that’s, there’s often a debate in our industry isn’t it? Especially for high price programs or Lord, you let people know the price. And I’ve seen both work but I just figure mine’s going to go there and it means what I do get people onto a call, it’s really fast. It’s just a matter of working out. Do you want the payment plan or the full payment because they know everything beforehand. There’s a lot of people that won’t get on the call, but you know, they may
Greg Merrilees: Wasting time. Yeah. Cause what we do, if somebody wants a quote from us, great, we ask them a few basic questions, then we send him a ballpark quote and then if I accept that, then we send them the next steps and we jump on a colon or not. But you don’t want to jump on an L and co is somebody that’s, you know, not a good fit from the side from the start just because you forgot to or you know, didn’t want to disclose your price and then they find out later it’s too light. You just waste them now, you know?
Janet Beckers: Yeah. So there’s a few things that you’ve said that I really want to reinforce for people listening. Number one is that really short, just few seconds test. Can people who go on that website find out, you know what you can help them to do, how you help them do it and what makes you different. Like, do they know that this is the right place for them? Of that you said about having something for cold, warm and hot and I love that you put signing up for a webinar is a warm one rather than a cold. Yeah. That’s a really good insight for people to know. You’re not finding that you’re not getting the registrations and people turning up. It’s, you may be going to cold. That’s a really good
Greg Merrilees: Exactly cause you’ll find as well if you did have a webinar funnel, you usually get a better result if you send traffic to a lead magnet page to opt in for a quick download and then on the thank you page offer the webinar and that converts better than just sending people direct to webinar because they don’t have, they don’t trust you enough to to invest that time.
Janet Beckers: Yeah, that is really, that’s brilliant advice. Now one thing that I do want to pick up on that you said before, Greg, when you were talking about the things that were important, you talked about the graphics actually reinforcing the copy. Yeah, totally. The graphics actually working with the copy and the graphics help to increase that conversion or the impact. Could you just go into a tiny bit more detail? See what, imagine what that looks like?
Greg Merrilees: Absolutely. Well, first thought, not many graphic designers side that copy is more important than design, but it is right? You can have a beautiful website design and I say this all the time, but the copy is terrible and I don’t convert. On the other hand, if you had really, really good copy in a sales page and a terrible design, it can still convert really well. If you take that really high converting sales copy and you give it design that you know, enhances that copy from the point of view of let’s say a color palette, right? Your target market might be women, you know, 40 to 60 or something like that. So you don’t want it to be looking too junior to male. It needs to appeal to that target market. And that comes down to the colors, the images, the fonts you know, the visual hierarchy and all that sort of stuff needs to appeal to that target market. So yeah, if you get that wrong, you know, people land on the page, no matter how good the copy is, they’ll go, Oh, there’s a mismatch. It doesn’t, is this really for me? You know what I mean? So yeah, it’s pretty important that they marry in together and then that’s how you get the best results.
Janet Beckers: That’s fantastic. I love how you’ve talked about the colors working there as well. Cause when you were talking about it I was thinking, Oh, maybe there’s like little quote images that I’ve got the copy or maybe it’s you know, to doing, you know, cause I’ll quite often get a copywriter that will say, I’ll find an image that relates to this and then they’ll send me through an example and I’ll go, I’m not using that stock. Yeah. Cause it’s this document, generic tasks. I think that’s actually going to ruin the beautiful copy that you’ve written. So yeah, that, that’s good points that the color,
Greg Merrilees: Yeah. And let’s talk about stock images. It’s like there is a place for [inaudible], excuse me, for stock images. Right. And we do use documents as well, but what we do is document is we will customize them and make them unique to the brand that we’re working with. Yeah. So we don’t just, and we definitely don’t use cheesy stock images. Like, you know, people in suits, shaking hands, you know, people gone yay, thumbs up and all that sort of stuff. So yeah, we, we choose documented as wisely and we might, sure. And other tests you can do as well, you know, to listen to or via if you want to use a stock image go to Google images and grab that image and slot it into the question like, you know, the search box, right. And you’ll say every other website that uses that same image and if it’s your competitors, don’t use that, that image. Right.
Janet Beckers: Right. Good tip.
Greg Merrilees: Yeah. Yeah. But yeah, you do want to make sure if you do use document is that it is at least re colored or you know there’s something about it that is tying into your brand so it doesn’t look like everything else out there.
Janet Beckers: That is, that is a really good tip even for people who are just starting out that you know, you can be using something like Canva or something, you know, for when you’re really starting out and then just put those images but putting some of your own overlays. I’ve got, you know, sometimes I’ll see those ones that look great with them, look like they’ve got a splash of paint or you know, like a paper on the cross and I think it looks just classy. Like it’s makes a huge difference. That is a really, really good tip.
Greg Merrilees: Yeah. And just on images as well, like invest in professional photography once you’ve got the budget for it. Right. Because that is going to have increase your perceived value. Right. As opposed to just using a crappy little, you know, picture on your phone or yeah, really invest in quality photo and then people come to your site again. Oh wow. She looks professional, he looks professional, you know, and depending on your business as well, like don’t be afraid to put yourself out there on video and you know, things like that. I mean some businesses, you know, you don’t wanna look like a one man band type of thing, but in most instances it pays to put yourself on video. If you’re like a big SAS business or things like that, you’d probably use animation. You wouldn’t use the, the CEO. But yeah, put yourself out there because people can see your personality, you know, your body language and all that sort of stuff. Don’t hide behind the website. Like put yourself out there and you tell your story as well and you get a better result.
Janet Beckers: I just love that you, you know, that you obviously have such a focus on high conversion. That’s very unusual to get somebody who is a who approaches websites from the design perspective to talk about using video and using because it’s not something that you have control over. It’s not CS. So that is brilliant. Thank you. I’m really, I’m always trying to encourage everybody to just get on video yet because you know, it’s, it just says, you know, so many things through body language, people know if they can trust you or not.
Greg Merrilees: It does. Yeah. But be really succinct and have a plan and, and you know like for instance, for video, what we recommend is the spin selling formula. You know, it’s like, it’s a book by Neil Rackham called spin selling, but it’s really an acronym, which is S is the situation. So you talk about the situation of your prospects, excuse me, pay is the problem. So you really dive into the problem, like the cause of the problem that your prospects have. I is the implication. So tell them what their life would look like if they don’t address the cause of the problem. And thenN is the need or the payoff, which is really your solution, right? So you know, and you don’t want to just ask for a sale. What you want to do is lead with value and you might ask them to download the ebook or schedule a call with me or something like that, right? Something for free, but give them a call to action at the end. But you put that spin solid framework into a two to three minute video. It’s even more powerful, powerful if you can put in some testimonials or tell your story, your why, why you started the business, especially when you get to the need section. And that’s a really powerful framework for a video
Janet Beckers: That is, there you go. I wasn’t expecting to be able to get a really good video script on when we’re talking about website design. That’s a really good value add. And, and, and focusing on design with know are there any tips that you’ve got that’s going to make it that when you are on video that you’re going to be having that same professional
Greg Merrilees: Congruent like you know with, with your brand. So if you’ve got some blue Inyo in your overall brand, have a little bit of a blue, you know, I don’t know what it’s called, the bottom third, but you might have your name in there, a little bit of animation, make it look professional. Have an intro video, intro logo or an outro, logo, animation, things like that. Yeah, it just needs to, you know, portray professionalism basically.
Janet Beckers: Excellent. And those things are actually quite simple to do now. There’s well, and we’ll put some links to, there’s a couple of websites that you can be using to be able to just take your ordinary videos that you’ve got and get them all professionally done. Like Splasheo from a totally another mutual friend, Gideon, Gideon Christ service. Yeah, it’s good. We’ve, we’ve tested the whole thing throughout our system as well. So, you know, a lot of our videos have been done with him. We’ll put a link down to there as well so that you can go and check that one out as well. Anything else that you really want to make sure that we get across Sprague?
Greg Merrilees: Totally. Yeah. So when it comes to the website, yes, it’s about copy, good copywriting, good design, but it’s also about the strategy, right? So we touched on before that you want to lead with value, but then, yeah, one thing that you want to do is think about like what’s going to happen when somebody does download that ebook or whatever. Do you just want to send them a little message, a little bit of tech, same height, thanks for down in the ebook, check your inbox, whatever. Know what you want to do instead is because I’ve just given you a yes. Right? So on the thank you page, what we like to do is have a video face to camera video thanking them for downloading. We’ll do one doing whatever they’ve done right. And then, you know, educate them a little bit on your services or your products or whatever the case is and then invite them to the next step in your funnel. And it might be to watch that webinar or whatever, you know, or to join our Facebook group or you know, schedule a call, whatever the case is. Yeah. It just depends on your business model. But that thank you page is super important to invite them into the next step of your funnel.
Janet Beckers: I love it. I love how you said, they’ve just said yes. So give them the opportunity to say yes again. Yeah, that’s exactly good. So that’s the strategy people can be doing today. Like you can just make association if you don’t do anything from today except one thing that might be it going to make your thank you page so that it’s really going to give them an opportunity to say yes again.
Greg Merrilees: Absolutely. Yeah, that’s, that’s a great tip. And then I guess another thing you want to do with your website is use like psychological drivers in baked into the design and the copy, right? So you know, it’s little things like authority for instance. So, you know, like we said before, invest in good photography, that sort of thing. But if you’re a trades person or or something else it might be you and your unit, like your trade, you with a fleet of vehicles. Just, you know, if your doctor and your doctor’s uniform and he says it’s going to show your authority, right? So that’s just one thing you can do there. But then there’s other things you can do with authority as well. If you’re, if you’re a speaker, you might be you know, showing yourself on stage. Things like that, that yeah, even just having a professional design can lift your perceived authority.
So yeah, investing in raising your authority is important. And then social proof, you can’t have enough social proof. We’re talking testimonials, you know, whether they’re written or video case studies, a huge, you know for instance, let’s say you’ve, you’ve and some businesses, you can’t have testimonials like, you know, doctors and dentists, things like that. But you can still use case studies. And a case study is really just showing people what your prospect’s situation was like before they came to you. And then show them the pathway that you gave them on how you help them and then show the result. And that even if you are a dentist, for instance, you can use you know, you don’t have to use a person, you can just use a person’s suburb or whatever and say this is how we help that particular person. But also you might have before and after pictures really works well in the health industry.
We did assign when out website showing the before and after I had this little animated slot of thing that you can move, you know, to see the before and after. But yes, social proof is just, you can’t put enough on your website in my opinion. And there’s reviews, plugins like Yelp PO for, you know, for eCommerce sites. There’s other ones as well, but that’s probably the best. There’s little little plugin called proof where it’s a little pop up at the bottom of your site that shows who’s recently purchased and things like that. Yeah. So all these little psychological drivers, social proof can really enhance, you know, your results. And then there’s like consistencies. So obviously we talking about can grow and see everything they used to look and feel the same, but consistent voice. If your you know, like if you’re doing a blog post, it might be on a topic that’s current at the moment. Just give your opinion on that topic and then, you know, people will resonate with your opinion. It’ll also repel some people as well. But that’s a, it’s a good thing if they’re not a good fit. Right?
Janet Beckers: Yeah. Yeah. That’s why I always, I always refer to that as, you know, you’ve got to get the splinters out of your butt so you sit on the fence, you’re going to get splinters in your butts. So you’ve got to decide like we Friday jumping off on yeah. And make sure you stay there.
Greg Merrilees: I love that. Yeah. Cool. And then, you know, like reciprocity is that whole leading with value, but he also, you know, put content on your site that’s helpful for your prospect. It’ll also do really well with SEO if it gets shared and commented on and all that stuff. I notice you transcribe your podcast, which is also really good for SEO, you know, and that takes effort and it’s an investment, but that’s you leading with value and it works. You know, because it’s that reciprocity thing where the more value you put out there for free, it just entices people to want to give back. It’s just a natural human psychological driver. Right? Yeah. And then finally, scarcity and urgency. Depending on your offer, you don’t use fake scarcity, but if you can put a little bit of scarcity or urgency into your offer, it will boost your results.
Janet Beckers: Yeah. And you know what, that’s, that’s, it’s a really interesting one. The scarcity and the urgency, you know, because you see a lot of people who fake it and it just damages all that hard work that they’ve just done. But at the same time, you know, to be able to come up with those ones and you know that the nice thing that you’ve got there, cause a lot of the ones that you were talking about, there were those things about, you know, the authority, the giving, you know, giving, giving, giving. But I heard one of my colleagues put it beautifully the other day is a lot of times people will spend a lot of time on that and they constantly in the friend zone bloggers have that problem. Yeah. A friend signs like you’ve got to close the deal at some stage. So I love how you finish there at the end saying, look, you know, come on, you know, let’s move it over. And you know, let’s get beyond the friend zone. Let’s make this a hot date, let’s get the sale. And so your design needs to make that class closley
Greg Merrilees: Totally. Yeah. Absolutely. Yeah. and then yeah, I mean that’s kind of, yeah, how we approach a website design, but then there’s a few mistakes as well that people make that yeah. Might be helpful for the listener
Janet Beckers: By generous with your, your advice today. It’s just been, I hope everybody’s scribbling down really quickly.
Greg Merrilees: No problem at all. Yeah. So what I would suggest is we call these things leakage points. Right now, most people don’t really know what a leakage point is. But so what it is, it’s when somebody is on your website and you give them an opportunity to leak off your site to some, some other site. For instance, what people I say do, often in the top of their website, they’ll have their Facebook, their Instagram, all those icons that when people click on, they go on, they go on that platform. So why, why do that? The purpose of social media is to bring people back to your website, not the other way around. So what we’d like to do is have no links to social media or external websites. And if we do, it might be because we want to give some love to that site. Might be in a blog post or whatever. But we’ll make sure it opens in a new tab for one. Right. Some people have it open in the same time, which is just
Janet Beckers: Getting the door behind you.
Greg Merrilees: Yeah. And then if you think about the videos on the site, people in bed YouTube videos that they’ve, you know, host on YouTube, right. And unfortunately though, people can on their website, they can click on the YouTube logo and once again they’d gone right or it gets to the end of the video and they’ve got all of these other websites from, or sorry, videos from around the web, people click on them and they’d gone. So if you have a paid YouTube account, for instance, you can turn all those features off, you know, so there’s no leakage points. Yeah. And then another thing on site landing pages, opt in pages, that sort of thing. You the sending paid traffic to those pages, right? So we want to prevent all leakage points, but we also need to give people enough information so that, you know, they’ve got, they can make a decision.
But for instance, what you don’t want to do is have, let’s say you’ve got a logo at the top corner and make sure it’s not clickable. So in other words what the mistake is, people click on the logo, they’d send paid traffic to their site, but their logo is clickable. And then they go to the homepage and they just lost the traffic from that offer. Or in the, yeah, totally. Well they keep a top navigation there from their main site. Don’t do that because they’re going to go off to these other things. It’s not the reason why you’ve sent them there. You want, you send them to a page because you want them to do that one thing. So yeah. And then in the footer people have privacy terms, et cetera, and they click them and they go off to those other pages instead when they clicked pop up the privacy on that page.
You know what I mean? Like in a popup. I have it all written there, so mine doesn’t do that. I’m going to, yeah, that’s one that’s going over tomorrow. Yeah, that’s a good tip actually. It is. Yeah. Cause all these little things add up. You know, like we do the landing page for somebody that sells a Tony Robbins training and yeah, we had all these leakage points before. You know, before we redesigned it. Now, like I said, high volume traffic towards, so they only had like a 10 15% boost after we fixed all the design and leakage points. But that’s a significant amount. Yeah. So that’s a, that’s a really good one. Especially now that, you know, we have the you know, the European sort of compliance for Optimizely, you have to have your terms and conditions and your privacy.
Yes. And that has to be late. They have to be able to go to it. So that is a really good advice just to make that a pop up. Exactly. Exactly. Yeah. And then like if you are sending paid traffic to an offer, we can sometimes create what’s called a mini site. So we might have a privacy page separate. We might have a terms page, a contact page, and about page, and it might be top now to get to those things, for instance. But what we’re doing on those pages is we don’t allow people to link off to the main site. We just have, let’s say they’re on the main landing page to have a, an offer. Right on all those other pages. We put the same offer at the top of each of those other pages and at the bottom. So they’ve still got only one thing to do. Right. That’s very clever. Very clever. And that’s especially, so if you’ve been paying for traffic to get them there, if you’ve had to run ads working when you Google ads and you don’t want to, you know, you don’t want that investment to be able to unite to get watered down. That is, yeah. Good tips. Very good tips. Cool.
Janet Beckers: I love it. Awesome. I hope that’s helpful. Yeah, it’s been brilliant. Now I know you’ve got like a 50 step checklist or something for people to do on their website.
Greg Merrilees: Yeah, we do. Yeah. So basically, yeah, if you’ve got a studio on design.com/checklist and download this checklist, 50 things that you can turn from a no to, to a yes on, you know, like all these questions and if it’s a no, then [inaudible] that thing on your site and turn it into a yes. And then if you get all 50 right, you’re going to just boost the hell out of your conversion.
Janet Beckers: Yeah. That’s brilliant. I love that. I do. So, and studio one, is that the number one or one studio and the number one correct. Studio one, designs.com. Forward slash checklist. We’ll put the link to that there on the podcast notes as well. Yeah. And I will also put together a some, you know, a worksheet that’s come from some of the things that Greg has been talking about as well. Help you to make some decisions and then you can go over and get that checklist so that you can make sure that you do that. So if you come over to the podcast page, you’ll also see that I’ve got that downloadable for you as well. So fantastic. Yes. So there’s so many things that you’ve talked about that I just want to scribble down that everybody just needs to know. So for people who are listening, I love people to be able to take action this week. So if people are, you know, it’s like, is there any type one action that they can be doing this week that’s going to get them started apart from, of course, go and get your checklist course. That’s awesome. What would, what book do you recommend that people do first?
Greg Merrilees: Well, it really depends on where they are in their business, you know? But yeah, just look at your website and there are in the eyes of your visitors if you can, which is hard to do when you’re a business owner because you’re usually so close to it. But yeah, it’s really, that’s probably step one. And then I would say, you know, I put like have look at your Google analytics but put another tool on your site called Hotjar. There’s a free version, there’s like a $30 version or something. But what Hotjar does, it has heat maps that show people how they behave on your website. It also has video recordings of everybody that comes to your website, right? And so you can learn a lot from that. You can learn how people behave and you mix marry that up with like your Google analytics and you can, you know, you can get some really good insights. And like I have Hotjar and Google analytics on my site. It goes and once wake, I just spend half an hour watching videos, looking at heat maps and guarantee I always change one thing as a result of watching that.
Janet Beckers: Yeah. And that is I really, really good point. Really good point. And a website’s never finished. Yeah. And that’s the other thing is always be tweaking it. You know, being really careful that you’re not kind of what do they call it? Master branding. Like you just sort of wasted your time on the things that don’t matter where you’ve you know, you’re all talking about the things that convert and having something like Hotjar does do that. Cause I know that we made some big changes that were just really, really simple. It was affecting an opting and it was because the popup kept on coming up saying, hi, we’re here if you need some help. Well they were, we saw the hot jar. Everybody was going down there to clip, turn that off. It should only happen I on an exit, in my opinion or after an amount of time on a side, but only once per visitor per day. Some people will have it pop up every time you’re on that page. Yeah,
That is brilliant. That is, thank you so much for your time today, Greg. You’ve just been readily, incredibly generous with yours. Yeah, I got some value out of it, but thank you. Well and that’s, that’s one of the big things for everybody that’s listening. You know, one of the best things that you can do is cause Greg and I, you know, we do this cause we love it is it’s so rewarding to know if you’ve actually taken actions. So the best way you can do that when you go over and get Greg’s opt in is his checklist broke on it, dropping the note through email or stalk him on Facebook and telling what, can you talk come and tell me, you can leave a comment on the on the show notes. You can go, if you’re on iTunes, I would absolutely love it if you would leave a, a review and talk about this episode specifically, what did you get from what Greg shared today? That is one of the greatest ways that you can you know, give thanks to Greg for the amazing you know, the knowledge he’s giving you today. Cause honestly, this is the kind of advice that people will be paying for. So thanks so much and thank you everybody. Go out there and take some action and make it happen, baby. I love it. Thank you. Bye!