Why don’t website visitors convert into paying customers?

Modern customers expect to make appointments with you any time of day, from wherever they are. No longer do they want to wait for your regular opening hours to call up and book an appointment. In fact, one recent piece of research found that more than 90% of people would like the option of booking appointments over the internet, and 71% of millennials prefer booking online to any other approach.

If you’ve added an appointment booking widget to your website, that’s a good start. However, simply making this a possibility won’t necessarily translate to a busy calendar full of bookings. Very often, these tools are confusing and hard to use. When they force your potential customers to hand over information or involve too many steps, it’s likely people will simply leave the page.

This isn’t totally unusual – one study of online shopping habits found that up to 40% of customers leave eCommerce websites the moment they are asked to hand over any personal information. Nevertheless, by changing a few things about the layout, design and information included on your scheduling page, you can see an uptick in the number of appointments people make with you.

5 reasons people drop off from booking your service online

There are many reasons a potential client might reach your online booking page then decide to go no further. Sometimes they were simply shopping around with no intention of booking your time at all. That said, resolving the following five issues can make a huge difference in the number of online bookings you receive.

1. Making them start an account up front
This is totally unnecessary. If a customer came into a physical store, they wouldn’t expect to hand over their email address and phone number just to buy a single item. The same goes for online booking. While a return customer will see the value in starting an account with you, this should not be obligatory. Allow new customers to create a ‘guest’ account, or even book without sharing any details at all.

2. Confusing or unfamiliar payment options
If you’re taking payments online, make it as easy as possible for new customers to part with their money while making them feel secure. We’ve all heard about online scams, so you want to make sue your customers feel totally at ease. Provide them with the common options for online payment – including PayPal and all major credit cards. Also, make sure your payment acceptance method is secure and trusted, including standard internet security certificates.

3. Ineffective copy on your page
You don’t need to be the world’s greatest writer to create effective copy that makes people want to book appointments with you. Write a short paragraph ‘about you’ and your service, explaining to your target customers how you can help them and why you’re special. It’s also important to clearly list all your offerings up front, with a brief description of what each service or product entails.

Also, utilize multiple ‘calls to action’ (CTAs). CTAs are usually buttons on a web page which ask the reader to do something – ‘order now’; ‘go to check out’, ‘book today for better rates’. So many businesses forget that the whole point in their website is to get visitors to do something – such as booking your time. Make it very clear for people to understand how to book your time and where they have to click in order to do so (see this article for more tips).

4. Not building trust
Building trust is so important when asking customers to make an appointment with you – especially if they have never worked with you before. There are several important ways you can do this, including:

  • Customer testimonials. People are way more likely to believe what your customers say about you, than what you say about you. Ask a happy customer (or two!) to provide a quote for your appointment booking page. Reading other people’s praise will may well push someone to make their appointment.
  • A smart, professional photo. Who would you rather buy from? A smart, smiling person, or a bland logo? If it’s right for your business, make sure you include a picture of yourself or one of your front-of-house staff. People trust people more than logos.
  • Provide an FAQ section. Answer common questions before people book with you, and they’ll immediately trust you more.

5. Make it easy to contact you
Although online booking lets people make reservations even when your business is closed, you should still make it as easy as possible for them to contact you via other mediums! Start by adding links to all your social media profiles (and your website, if you have one) to your bookings page. And of course, include your phone number, email contact and physical address somewhere prominent on the page.

Booking your services needs to be super easy

Succeeding with online booking is about making at as simple as possible for customers to book with you. Do everything you can to facilitate bookings, build trust, make people feel sure their data is safe and allow them to find out everything they need before getting in touch.

Want to make it even easier for your customers to make appointments? Check out Book Like a Boss today. Used by thousands of businesses like yours worldwide, Book Like A Boss makes the process of booking appointments over the internet as easy and intuitive as possible.

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Len is a tech and business writer who covers small business and startup advice and has appeared in many print and digital publications. He lives in London, UK, where he's also a sub editor on a national newspaper. He loves to travel and has lived in France, Spain, Senegal and Rwanda.

5 Powerful Lead Generation Tactics

Struggling to generate more leads for your solopreneur business? You’re not alone. One recent survey of home-based entrepreneurs found that attracting new customers was the second biggest challenge they had to deal with (after managing their time). Generating new leads is, of course, essential for making your business grow. So, how can you get more leads?

Five Steps That Can Dramatically Boost Leads

The power to generate more leads is in your hands. Some of the tactics involve actively going out there and engaging with the world, others are more passive. If you’re shy, it can be tempting to avoid activities like networking and instead stick to sending emails. That can work, but to really get a consistent stream of leads coming in, you need to diversify.

The power of social media: Social media is an essential tool for work-from-home business owners. This survey from sales and marketing experts HubSpot found that social media is the most successful marketing tool when it came to lead generation for all kinds of businesses. What’s more, it was especially good at generating leads for small companies.

Your business needs a strong presence on social media, especially Twitter, Facebook and (if you’re a B2B business) LinkedIn. Come up with a unique tone of voice, interesting campaigns and engage with potential customers.

Also, use social media to link to new content on your website, promos or special deals.

Email marketing is the cornerstone: If your work-from-home business isn’t using email marketing, it should be.
Emails are easy to produce and get your brand in your customer’s email inbox. Add anyone who signs up to your services to your email list (remember to ask their permission though). We’d recommend producing a monthly newsletter, with the occasional campaign for specific promotions.

There’s a whole art to writing emails that make readers turn into customers. But, if there’s one thing your email must do, it’s include a call-to-action! This is normally a button in the email asking the recipient to do something once they’ve read your message (e.g. ‘book a session with me today’).

Get out there and network: Whether hate the idea of small talk or are a social butterfly, business networking is an essential way of creating leads. Start by reading this great B2B networking guide. However, don’t just think of networking in terms of business events—it can also include tapping into your own personal network.

Networking includes being active on forums related to your area of expertise. Join LinkedIn groups for professionals in your sector or city and start contributing. Once people know about you, they’re much more likely to get in touch or recommend you to someone else.

Use a CRM to store leads: A customer relationship manager (CRM), is a tool which stores all your contacts with existing and prospective clients. Once you start picking up more business, trying to manage all those contacts and their details in your email inbox is inefficient and likely to result in you missing important details.

Your CRM can be as simple as a spreadsheet where you store all customer details, and write any comments on your relationship with them and the work they’ve commissioned. But, most businesses today opt for a more sophisticated web-based tool (many are free), which integrates with your website, email service and other tools to store all that information more consistently.
The CRM won’t generate leads on its own, but it will make sure you don’t lose info on existing leads – and it also makes you a lot more organized.

Website basics: Your website does not need to be a work of art to bring in new business. That might help if you’re selling yourself as a web-designer, but for most companies, you just need the essentials in place. Your website should:

  • Be mobile friendly
  • Include photos and attractive imagery
  • Have connections with all your social media accounts
  • Offer easy payment options
  • Display all your contact details
  • Provide forms where people can contact you and book your services
  • Use text which answers all your customers’ questions
  • Have calls-to-action

Generate Leads Like A Boss!
Once you’ve optimized your lead generation process, you’ll see a real boost in the amount of business coming in. Now all you have to do is work out how to fit all that work in!

How To Create Your First Cold Traffic AD Campaign

We all want to be scooping up as many customers and leads as we can, right?

Of course…

In fact, a lot of people I know get “Lead Gen” stress…

What’s that?

It’s where they see all the Gurus and agencies telling them in their feed they need to do “X”, no wait, “Y”; but that’s of course after you’ve integrated with “A, B and C”…

They tell me they feel burned out before they start because it seems like…

  • A) They’re missing the boat big time on lead generation (probably true)
  • B) There’s no way they could know what they need to know to get it done and…
  • C) Scarcity mindsight. If all you see is ads and articles about people “killing it” you might be wondering…”How could I even compete anyway?” Worry not, you can with this simple guide to get you started.

*You’ve probably seen something similar to this post, but I am going to give you that last 10% you need to actually do it yourself. (NOTE: Everyone thinks Facebook Business Manager is Confusing! You’re Not Alone! Just hang in there 🙂

“How Do I Know What I Have To Share Works?”

Easy answer, I do it everyday.

Longer answer: Currently we’re averaging conversions for $1.75 or less, have over an 11% optin rate (on a form where we’re asking for First, Last, Email and Phone Number!) and a cost per pixel of less than $0.10? How are we achieving these great results? Keep reading to learn how…Armed with this information, you can start putting together a WINNING cold traffic strategy! Check it out!

Landing Page Conversions:

Creating Your Cold Traffic Campaign:

What is a cold traffic campaign?

Here’s my definition: “they don’t know you and haven’t heard of you or your product before”

Simple enough, right?

That’s probably a lot of people! I know you’re super awesome, but still, more people don’t know you, than know you; which is quite alright and leads us to our next point…

Where to start?

Right here, duh!

Here’s a quick tip to better target the right prospects for your campaign (and it actually works!)

What is the one thing your hardcore audience knows about your topic or niche that the casual audience wouldn’t?

Some examples (below)

Topic: Investing

  • Casual Audience: Knows “Warren Buffett”
  • More Serious Audience: Knows “Ray Dalio”
  • Hardcore Audience: Knows “Benjamin Graham” or “Philip A. Fisher” (never heard of them unless you’re into investing, right?)

Topic: Dog Shows

  • Casual Audience: Knows “Dog Olympics”
  • More Serious Audience: AKC/Eukanuba National Championship
  • Hardcore Audience: Crufts (Never heard of it, had to google it, but it is the world’s largest dog show!)

So think about who you’ll want to be targeting. Hardcore is always better than casual. Even your Grandma knows who Tiger Woods’ is, so if you were selling something Golf related that would be WAAAY to broad. Niche, Niche, Niche!

Facebook Ads by the Numbers

*I’m assuming you’re using Facebook Ads but this strategy will work with other platforms like Google AdWords, Pinterest, BingAds etc.

  • Targeting: Interest categories with target size of 500K – 1MM
  • Content/Offer: Cold traffic to High Value Content or Lead Magnet
  • Budget: $5 per day (as an example)
  • Success Metric: CPP (cost per tracking pixel)
  • AD Objective: Clicks to website
  • Bidding: Manual bidding by clicks (slightly higher than suggested bid)

To Break it Down For Ya…

Targeting: Use the interest targeting in Facebook to find your target audience, using the tips above, to create an audience site in the sweet spot of 500K – 1MM potential prospects.

Content Offer: Send them to highly relevant content that provides a ton of value! If you’re sending them to a lead magnet (i.e. they’re going to give you some information, maybe their name and email, and you’re going to send them some information, like a checklist or eBook, make sure it is a low friction offer with a lot of upside for them!)

NOTE: Please, do not send cold traffic to an order form or high dollar offer. It won’t convert. I’ve wasted plenty of money doing it in the past, so take my word for it. That’s like asking for a prenup on the first date! (and ends about as well as you’d expect) Remember this is cold traffic. You’re acquainting them, positively, with your brand for the first time – put your best foot forward here.

Budget: $5 per day (as an example) but start small to begin with so that you can see how things are going. Facebook Ads can run away on you if you’re not vigilant.

Success Metric: Cost Per Pixel (so, what’s the cost to pixel your traffic)

AD Objective: Clicks to website (more clicks the better obviously, remember we’ll be converting these people to warm traffic hopefully soon. Also this pixelled traffic will be used to create lookalike audiences for your future cold traffic campaigns)

BONUS: Make sure you have a johnson box, optin box within the content or an exit intent popup with a lead magnet (have something to offer). Just because you’re doing a cold traffic campaign doesn’t mean you don’t give them the option to sign up for something valuable. If you’re sending them to a lead magnet. MAKE SURE you landing page resembles your Ad both in look and content.


Why is this important? Ohhh lawdy… let me count the ways…

  1. You get new traffic to your site (win)
  2. You can measure how well your site converts that traffic
  3. You can optimize your ad copy and start learning today
  4. THIS IS HUGE: Make lookalike audiences of the people that click
  5. Gauge how prospects view the perceived value of your content
  6. Get new customers and Warm Leads
  7. You need more?

Follow these steps to get new blood into your business and learn what really works using small daily budgets. Run multiple offers and content pieces until you’ve got your own personal formula down for generating cold traffic leads. It really is that easy (and inexpensive). Stop thinking. Start creating.

Still feeling lost? Book a free 15 minute consultation to clear things up here.

Talk soon!