Do your customers know how to do business with you?

Do your customers know how to do business with you?

Online Business Marketing Tips from

How to do business with you

Do your customers know how to do business with you?

Sometimes they need a little reminder!

The best way to get more sales through your website is to take a minute and teach your customers how to do business with you. It’s clear to you where to order and how to register for your programs, but that’s because YOU set it up, right? If you’re confident a lot of people are seeing your offers and know you exist, but you’re not seeing a lot of sales, try teaching your customers clearly how to do business with you.

As Brene says, “Clear is Kind”

Brene Brown, one of my favorite motivational speakers and author of self-help books for female business owners like the fabulous Dare to Lead, has a quote that says it all: “Clear is kind.” In other words, our audience appreciates when we make it easy for them to take the next step.

I received the email above today from my local ice cream shop, Milk Sugar Love, and I had to share it with you all as an example of exactly what Brene is talking about, and what I’m urging you to do with your online sales and sign up forms. Be crystal-clear and lead your horse directly to the water.

Teach your audience how to do business with you

If you read the text of the ice cream cake email in the screenshot above, you will not have any uncertainty about how to order such deliciousness. You will be crystal-clear on how to get that cake in front of you at your next Zoom cocktail hour, making all your friends swoon. This is what I want you to do when you communicate the next step for your own audience.

Hot online business marketing tips!

In all your sales copy, and on your landing pages and offer pages, make sure you include step-by-step instructions on how to sign up for your program or purchase your service help. Try adding a separate “How to Order” page to your site and lay it out as clearly as you can. Explainer videos like this one help but aren’t necessary – a simple text list that is easy to read and understand helps too. Bonus points for screenshots of the process!

Once you have the process hammered out on your site, send it out to your current clients and prospects, like Milk Sugar Love did, above. Give them a gentle nudge (and maybe a coupon) and make sure they know exactly how to take you up on whatever you are offering at this time.

Trust me, they’ll thank you for it.


How to Communicate Changed Services

How to Communicate Changed Services

Is your business closed and on quarantine due to COVID-19? As small business owners, we’ve all had to make rapid changes to how we serve our clients and customers. Many of us are taking it online, offering virtual services, to keep our tribes engaged, active, and supported in this uncertain time. But for that to work, we need to communicate the changes with our clients as clearly as possible.

People are getting info from every direction and they don’t know where to turn.

  1. Keep it simple – state how your services have changed and how they can still benefit from your business.
  2. Invite them to get started right away with clear buttons and a simple, short sign-up form.
  3. Soothe your audience’s fears, let them know that you’re okay and that they will be, too.

This isn’t about fear-mongering or taking advantage of a crisis. This is about coming together and helping each other find a path out of our current global crisis.

Here’s what effective communication of changed services in a time of crisis looks like:
how to communicate changed services


Have questions? Need help? Contact us today:

All about Lead Funnels

All about Lead Funnels

lead funnelsLead funnels are not funnel cakes, unfortunately, but they’re just as sweet. You’ve probably heard the term, lead funnel, but what does it mean, and what does an effective lead funnel look like? 

First things first, lead funnels are not like funnel cakes. I’m sorry for the tease, but don’t they look delicious?

Now, back to being serious: A lead funnel is a tool we use in web marketing to usher our ideal customers from the point at which they find out we exist to the much-anticipated point at which they actually become our customers. It’s called a funnel because it narrows as it goes, to nearly a point, where we get the chance to put our “ask” in front of a now-educated and informed prospect who’s well-positioned to sign up and get started with whatever service, product or program we’re selling.

A prospect who has gone through your lead funnel comes to the purchase page primed, as a result of our well-crafted lead funnel, to take the next step in working with you or engaging with your business.

Funnel your Leads to Prospects

Let’s start by identifying what a lead is: A lead is a person who has some interest in what you have to offer. Maybe they’ve visited your website, or stopped by your table at a marketing event. Perhaps they follow you on Facebook, Pinterest or Instagram. These people are all leads. Something about what you offer piques their interest.

A well-built lead funnel aims to take your leads, gather contact info, and then present them with information that helps move them from someone who’s interested in your offers to a real, live, paying customer. 

Help your prospects prospect!

Once a lead opts in to your list and shares their contact info with you, they become a prospect. Prospects are people who have essentially said to us, “Market to me. Sell me your services. I’m ready to hear more.”

When used as a verb, to prospect means:

1. to search or explore (a region), as for gold.

2. to work (a mine or claim) experimentally in order to test its value.


What that means: Our prospects, or list members, are on our list to test our value and find gold in our services or offers. 

And guess what? The lead funnel is how we show them!

Much of what plays out in our lead funnels happens with the prospects – offering them information, education, and opportunities to take that next step and become a client rather than just a prospect.

Start with asking questions

The first step in the lead funnel magic is finding out why each signup came to your site and what they’re looking for. We do this by asking questions from the very beginning. Check out my entry step in the example below:

Components of a Good Lead Funnel

Once your leads have shared their contact info by “opting in” or signing up for your mailing list, they become prospects. A prospect is simply a lead who has reached out to say, “I might be a customer of yours someday”. Your prospects want to get to know you better, and likewise, you want to get to know them better, so you can effectively offer exactly what they want.

As leads progress through your funnel, your outreach methods will get more and more personalized to exactly what your prospects are looking for. If you refer again to my general lead interest form, I ask for my leads to tell me why they came to my site, which of my offers is most attractive to them. This lets me send follow up emails that speak specifically to those wants and needs, increasing my chances of converting them to clients or customers. 

The 4 stages of an effective lead funnel:


The attention stage is the first stage. At this stage, the customers are experiencing pain points, but they haven’t quite recognized the problem yet. Your job is to create content to draw their attention to this problem and make them feel like it’s something that can be fixed.


During the Interest stage, customers are actively seeking or interested in information that will help them solve their problem (the problem you made them aware of in the attention stage). This is your opportunity to hold their attention and stoke their interest with your solution – the offer that you have that will help them solve their problem.


In the desire stage, customers have moved on from exploring whether or not they have a problem. They know they have a problem now, and they desire a solution that will make it go away. As marketers, we can hook into that desire, hear it, and respond to it, chiefly with our offers. 


The last and final stage of the lead funnel is called the Action stage. In this stage, the prospect is ready to take action and make the purchase decision that will solve their problem. Your job is to make it easy for them to say “yes”. It’s important that the final message in your lead funnel has a strong call to action and makes it easy for the prospect to take that next step and actually work with you. The easier you make it, the more sales you’ll get from your lead funnel!

Need help with your lead funnel development

Kate M. Gilbert, experienced web developer and WordPress expert, is available for hands-on, live web support via Zoom Office Hours.

During these 1-on-1 sessions, you get the undivided attention of a tech expert who’s been there, has worked with your software, and is passionate about helping you figure it out, too, so that you can rock your web marketing.

Landing Page Love: 10 tips for the best landing page

Landing Page Love: 10 tips for the best landing page

Landing Page Love: 10 tips for the best landing page

A landing page can be the cornerstone of your marketing plan – if it’s set up correctly. The best landing page layouts follow a simple formula that’s easy to emulate. In this blog post, I’m going to show you, step-by-step, how to lay out the best landing page template for your product, service or free resource so that you can use that landing page to capture leads that convert to real sales.

Landing page layout rules, from the top down:

1. Landing pages and homepages are not the same thing.

Your website only gets one homepage, but you can set up as many landing pages as you want! A different landing page can be used for every product, service, event, webinar, free giveaway or resource that you want your followers to know about. A landing page is specifically set up to focus on selling that one thing, whereas your homepage is the central repository for all things you or your brand.

2. Start by declaring who the product, service or resource is for.

At the very top of your landing page, verify that the site visitor is in the right place by straight out saying it: “This shop is for dog owners who like to dress their pups in princess dresses. Here you can buy puppy princess dresses for all your dog dress-up needs.” Before I even start scrolling, I know what store I’m in and whether or not they have what I’m looking for.

3. Next, acknowledge your visitor’s key struggle. Hear it and see it.

Once you’ve declared who the landing page is meant for, recognize the key struggle your product or service will solve: “Do you have a tough time finding princess dresses for your favorite pup?” Dig into their pain a bit, show that you understand their frustration. If the visitor is in the right place, they’ll feel understood and be more likely to keep scrolling to find out about your solution.

4. Then, show your solution to their struggles.

Here’s the point in your landing page where you introduce your solution and why it’s the solution for anyone who’s experience the key struggle you’ve pointed out. You want your customer to say, “show me the dog dresses! This is exactly what I’ve been searching for!” Show how your solution will make their problems go away and improve their situation.

5. Now, describe yourself and how you came to this solution.

This section, just below the fold, is where you introduce YOU. Include a picture if you’re a service provider, or real product images if you’re selling a product, and get real about why people should trust you. Sharing a bit of your story and getting vulnerable about why you’re passionate about this solution keeps the reader scrolling. Remember that your visitor needs to know, like and trust you before making a purchase, and sharing pieces of your story helps in that regard.

6. Address your visitor’s objections, answer every “but what about…?” question you can imagine.

Here’s the point in your landing page where you introduce your solution and why it’s the solution for anyone who’s experience the key struggle you’ve pointed out. You want your customer to say, “show me the dog dresses! This is exactly what I’ve been searching for!” Show how your solution will make their problems go away and improve their situation.

7. Share real life testimonials, results, or success stories.

Tell the visitor a brief story about how your product or service solved someone else’s problem. Got a gallery of customer-submitted reviews complete with dogs in princess dresses? That’s landing page gold – real people using the product to make their own problems go away.

8. The best landing pages show the solution.

Don’t just use words to describe what you’re offering – show the visitor with images, videos, graphics and illustrations that help them understand how it works. The more deeply they “get it” the more likely they are to buy in and take that next step with you.

9. Include social proof to back up your claims.

Here’s where you get to brag about all the accolades your product or service has already won. If you’re a member of the Better Business Bureau or some other certifying organization, include their logos and links, like my client Golden Group Roofing does on their roofing services landing page. Don’t go crazy – too many logos is too much – but show the ones your visitors might recognize and be impressed by to prove your social cred.

10. Lastly, use your landing page to get engagement.

In between each and every one of the recommendations I make here you should have a button, link, form or sale item that directly invites the user to take the next step in your purchase process. Whether that’s to join your email list to download a freebie, or to buy a product or service, don’t leave the visitors looking for what’s next. Be clear and let them take that next step in real time. That’s when they’ll know they’ve truly landed on the solution that’s right for them!

Liked these landing page layout tips?

If so, please share them with your friends and networks! I produce content like this because I believe we can all have websites that shine. It just takes a little know-how, and I’m here to show you the way. Follow me on Instagram and Facebook and join my FREE Facebook group for real-time support for your web marketing efforts.

Stuck and need some help? has a Facebook group! Kate and other web marketing experts are on-hand via Facebook, ready to answer questions and provide help to implement the ideas shared here. Trying our technique and not succeeding? Share your story in the group to get help. We also welcome brag posts when our tips have worked and you want to share your new tool! Join the Facebook Group today >

The Know, Like and Trust Factor

The Know, Like and Trust Factor

The Know, Like, Trust Factor

Understand the progression your customers need to take from knowing you exist to buying from you or your business.

What’s the Know, Like and Trust Factor?

It’s the pathway we all take when we buy a product or choose to participate in a program, class or workshop. And it’s critical to keep in mind when you’re planning a website or online marketing campaign. Because the Know, Like and Trust Factor is the progression your customers will take from discovering you to engaging with you.

Let’s break it down:

What is the Know, Like and Trust Factor?

Basically it represents the journey that a person takes when getting to know your brand. They first have to KNOW you. Once they know you, they start to LIKE you and your brand. Once they know and like you, TRUST begins to develop.

#1 Your target customers have to know you exist, that your product or offering is out there, ready to help solve their problems.

If they don’t know about you, you’re nobody. The first thing you want to focus on is getting your brand in front of your target audience so that they can know who you are how you can help them. Knowing is the beginning.

#2 Then, you need to get them to like you.

Once you’ve got the attention of your target market, you want to focus on getting them to like you. Your product or service could be everything on their list, but if they don’t get a good feeling when they interact with you or your brand, they’re not going to buy. Endear yourself to those who will make the purchase decision, they have got to like you first.

#3 Lastly, your customer needs to trust you.

The last and final part of this formula is the hardest – for the sale to happen or the offer to be accepted, your customer needs to trust you. It might take them a while to get here, and that’s okay. You might spend a lot of time on this step, and rightly so, as it’s the most important. When we trust, we invest – our time, our resources, and our money. Without trust, there’s no exchange. Build trust and you’ll build a business relationship that could blossom into so much for both you and your customer.

For more about the Know, Like and Trust factor and why it’s crucial to your site’s success, check out this article.

Other Resources on our Blog

Create sites that hear the visitor

Create sites that hear the visitor

A client emailed me recently with a link to a site that she really admired. It wasn’t the content, images, or even layout she liked – the business was in a totally different industry – but the tone. “It’s very approachable,” she told me. “How can we build something that feels so… inviting?”

What made that site so approachable was it’s direct attention to the needs and wants of the site visitor. As soon as I clicked through to check it out, I felt listened to, and heard. Rather than talk about how they’ve served others in the past, this site talked about how it could serve me, today. I felt like this business really understood my problems and was ready with a solution.

This is key capturing leads – visitors don’t want to browse through your top hits and see how others have benefited, they want to know how you’re relevant to them and how you’re going to solve their problems.

A good web site anticipates the problems visitors bring to the site, validates that “pain”, and readily offers actionable solutions. Whether you’re selling items, outlining services, or serving up content, be sure your copy and content always puts the visitor first. Do your research, understand why and how people will come to your site, and turn that experience into a satisfying solution that will bring them back again and again.

Action Plan:

Develop “personas”, or profiles of a variety of potential visitors who will come to your site. Who are they, where do they live, what do they do with their time? Then consider why they’re looking at your site, what problem(s) they’re trying to solve, and what action steps they’re ready to take today. And, most importantly, make it easy to take those steps through intuitive navigation and clear calls-to-action through the site. Understanding why they’re browsing helps us to give them the buttons and tools that make taking that next step easy.