5 steps to acquiring a client online

For our e-business masterclasses we often focus on the stages of acquiring clients online as a means of tapping into the full potential of online business. Loosely based on the AIDA selling system we identify five stages that must be successful to create business on the web:

1. Being found
2. Promoting a 'click through'
3. Developing an active interest
4. Promoting a defined action
5. Closing the sale

Being found

All but the most dimly aware know that being found on the web is a key battle. Whether by organic search results or pay per click advertising, more than 80% of web visits start on search engines - and in Ireland that usually means Google. Use our Web Knowledge area to find out the basics for DIY:

• Search engine optimisation
• Diagnosing reasons for poor search engine ranking
• When to pay per click

Or call us for free diagnosis and advice.

Promoting a 'click through'

No point in being found if what appears is not sufficiently well crafted as a call to action that promotes a click on the search result or adword. Few businesses realise that they can influence what appears in Google organic search results:

• The heading of the ranked entry is the html page title, and the visitor also sees this in the browser bar at the top when the page is live and in the status bar at the bottom. So don't just optimise it - make sure it contains a concise benefit laden call to action
• The body text of the result is usually derived from page text and/or meta content description, craft it carefully
• The link at the bottom of the result is the actual url of the page - it should be keyword rich and free of meaningless symbols and jargon

Developing an active interest

The page that the searcher lands on has precisely 7 seconds to engage their interest:

• Keep pages free of unnecessary graphics and make sure those you do need are well compressed
• Make sure all important text and other content appears on the first screen - many people do not bother to scroll down - some actually cannot!
• Provide a benefit or introductory free taster that encourages the visitor to explore the site further (well, you are reading this artcle are you not?)
• Keep text completely free of superlatives and technical or industry jargon
• Promote interactivity
• Use testimonials and case histories
• Lead with benefits not features
• Keep calls to action clear and unambiguous

Promoting a defined action

This one is easy. Tell them what you want them to do, tell them how and where to go to do it! Reward them when they do.

Closing the sale

Plan how you will close the sale and make sure you promote the action that enables people to do so easily. You may need e-commerce but if you will close the sale offline - plan the process and make sure all the pages of your site support this. Promote trust by:

• Including statutory company details on the foot of each page
• Having phone fax and email details as well as your geographic location on all pages
• Have a visible privacy policy
• Include securty information to support site processes