Your website is part of your sales process and should convert your visitors into customers. That may happen straight away if you have an online shop. If you are a service based business, your website may serve as the start of their journey that influences their decision in taking the next step. Either way, if you want your website to be a well-oiled sales machine, it needs to do a good job of handling any objections for potential customers.
An effective way to head off objections in the absence of a human is through social proof. Social proof reassures your visitors that you are great to do business with and your product or service delivers what you are promising.
Have a think about…what are the main sales objections that you come across in your business? Once you are clear on those, you can overcome them in your website with the help of social proof. For example, if the price is a common sales objection, include case studies which demonstrate the return on investment various clients have received after using your service. If you are selling a product that is made overseas, include testimonials from customers that rave about the quality; this will omit any potential buyer uncertainty.
Here are 3 ways to handle objections using social proof:
- Testimonials. Knowing that happy clients have willingly shared their positive experience will install confidence in your visitors. Testimonials which include specific results or gains from their interaction with your business are particularly effective.
- Case Studies. Show off your successful work with case studies. Present the case studies by describing the problem that your client had, the solution you provided, followed by the outcome. Include measurable results and statistics that speak for themselves.
- Endorsements. Do you know someone who has authority in your industry that is willing to vouch for your business? Get in touch with them, provide them with a free sample or show them your unique process. Ask them for feedback and whether they are happy for you use it on your website.
Just like in any sales conversation, your website needs to be armed with handling objections. If you cover all bases, your visitor will be closer to submitting an enquiry form or adding your product to their cart. Give your prospects every reason to stay on your website and engage with your business.