The document outlines strategies for increasing web sales in professional services, focusing on lead generation, site visibility, and conversion. Key steps include defining sales goals, optimizing for mobile accessibility, simplifying the buying process, and employing DIY tips to enhance marketing efforts. It emphasizes the importance of emotional connection and trust in attracting and retaining clients, ultimately linking these strategies to financial outcomes.

1. Increasing enquiries and sales from the
web
Stuart Pringle
0117 915 0420
sales@practiceweb.co.uk
September 2017
Webinar

2. Introductions
Stuart Pringle
Head of Sales, PracticeWEB
Gemma Comley
Senior Marketing Executive, PracticeWEB

3. How to interact
@Practice_WEB
#PWlive
@StuartPringle

4. Today’s objectives
★ Define your web sales goals
★ Am I any good? Benchmarking performance
★ Step 1: be found
★ Step 2: make it easy to buy
★ Step 3: focus on conversion
★ The supporting acts: DIY tips
★ Why bother with all of this?
★ What next?

5. Define your web sales goals
What does success look like?

6. Define your web sales goals
We’re not talking about buying a new pair of shoes…
… in professional services what we are talking about is lead generation.

7. Am I any good?
Benchmark your performance

8. Good looks like this
On average, professional service firms...
★ Turn 1-2% of web visitors into leads
★ Convert 40% of leads into proposals
★ Win 30% of those proposals
For 1 new client, this firm would need need .approx 425 unique visitors.
Visits ≠ Visitors. Visitors rarely convert on their first visit.
Your website doesn’t exist in a vacuum.

9. Step 1: be found

10. Be found
Without visitors, no route to success. We can
(and do!) run whole webinars on this topic.
Infographic shows the anatomy of a search
result on google. 3 areas to concentrate on.
Will share in an email after this session recent
best practice from PWEB on getting found on
the web.

11. Step 2: make it easy to buy

12. See, think, do
Rather think about your content as there to fill a page, give it a task to do.
★ What do you want people to see
★ What do you want people to think
★ What do you want people to do
Keep it simple.

16. Get it right on mobile
At a recent visit to Google UK, we were told:
★ 2016, more than 50% of B2B searches took
place on mobiles and tablets
★ Nearly half of users will leave a mobile page if
takes longer than 3 seconds to load
★ 90% of users manage their finances across
more than 1 screen
Make it easy for your prospects to buy on mobile.

17. Step 3: focus on conversion

18. Sign up or see ya!
Logical conclusion of see, think, do.
Our goal is for people to decide to hand over their contact details.
Keep it simple, prominent and easy to use form.
Keep it simple, build landing pages with few options - sign up or see ya.

26. The call to action (CTA)
Talk to the human.
Be nice to your prospect.
Play around with wording. Test.
NOBODY ever wants to choose to submit.

27. DIY tips: supporting acts
‘Easy things everyone can do to get more prospects and
clients from their websites straight away, on their own,
without paying for an expensive consultant’

28. DIY tip: Nail your ‘about us’ page
An ever-present challenge in sector is differentiation. Why choose you?
Our analytics show across our 500+ accountant web clients the about us page is
commonly the second most viewed page after the home page.
This is a golden opportunity to sell yourselves, your people, your skills, your
culture.
2016 CEB & Google survey of 3000 UK B2B buyers:
● 79% more likely to consider a brand with high level of emotional connection
● 60% more likely to pay a premium

29. http://www.boothainsworth.co.uk/about-us/our-strengths

30. DIY tip: Offer a value exchange
Give a little bit of your expertise for free.
Useful for the early part of the buyer journey. A prospect may be researching a
topic, they are looking to see who can offer advice and tips. They don’t yet
care about your brand.
Can come in many forms included blog posts or even downloadable PDF -
latter tactic is more successful in B2B.

32. DIY tip: Build trust
This is a big decision for your clients.
They are putting their livelihoods in the hands of a capable adviser.
Emotional
Build it visually
Build it through content
Logical
Accreditations
Membership
Regulation

34. DIY tip: Social proof
If I say we’re the best
agency offering marketing
services specialising in
accountants …. If your best
friend says it.

35. Why bother with all this?
Done right, this will make you money.

36. Why bother?
Consider Lifetime value (LTV) of a client. Average spend x average years.
Say... £1,500 per year, 10 years. LTV = £15,000
What would you then consider acceptable cost of acquisition to win that client?
That’s just one single client win.
Now scale it.

37. What to do next

38. Action stations!
★ Clearly define what a lead is for your business
★ Benchmarking. Use Google Analytics to see how you are performing
★ Compare your current layout vs see, think, do principle
★ Get the basics right on mobile. Fast loading, slick user friendly experience
★ Add some sign up, or see ya landing pages
★ Test your pages, CTAs, copy, your language. Fail fast and evolve
★ Have a go at the DIY tips, quick fixes that can make a difference
★ Calculate your LTV. Compare it to decide if marketing spend is worthwhile