• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Online Visibility Pros

Do More Business. Save More Time

  • About
  • Services
    • MAXX Email™
    • MAXX PPC™
    • MAXX SEO™
    • MAXX Blogger™
    • Maxx Reviews™
    • MAXX LeadGen™
  • Case Studies
  • Maxx’s Newsletter
  • Resources
    • FAQs
    • Ultimate Guide
  • Blog
  • CONTACT US
You are here: Home / Marketing For Service Business / 8 Direct Response Marketing Best Practices For Your Website
8 Direct Response Marketing Best Practices For Your Website

8 Direct Response Marketing Best Practices For Your Website

November 22, 2016 by Brian Horwitz Last updated Jun. 12, 2019

8 Direct Response Marketing Best Practices For Your Website

Trying to figure out how to make your website “work” can feel overwhelming and often times it can leave you frustrated with a lack of clarity about how to adjust so you can make a real impact.

For most service businesses, a website that is “working” means it’s getting a good flow of quality traffic and a certain percentage of that traffic either picks up the phone or fills out a web form to contact you.

If you find you’re unhappy with the performance of your website, consider implementing the following direct response marketing best practices checklist for your website if you’re serious about taking business lead generation to the next level.

Checklist for Direct Response Marketing Best Practices

  1. Have a Compelling Headline On Every Page of Your Website
    The headline is critical! You have to really work hard to catch the attention of the reader so they feel compelled to keep reading (or else they will bounce – literally and figuratively). Try getting creative with questions, alliteration, strong/bold statements, comparisons, be direct.
  2. Do Something to Invoke Immediate Response, Action, Click, Call, or Purchasing
    You’ll have to put yourself in the shoes of your target audience. What are they going through? Speak to their issue and support them so they feel comfortable calling. For example, “Have an emergency? Click here for fast 24-hour service!” or you could say, “Schedule your appointment today and get 10% Off Your First Purchase”. If you don’t give them a reason to take action… They won't take action.
  3. Have Easy Contact Information Front and Center
    Do you have your phone number in the header of your website? You should! In addition having an easy to find contact tab in your main navigation, and in other easy to find places like your right column footer, and within the text copy on your pages. Having clear calls to action throughout your website on every page is what you want. Don’t’ skimp on this and remember, repetition is good.
  4. Overcome Sales Objections and Questions
    Present the problem first so you can start building trust. By sharing some of the pains, fears or frustrations associated with your industry helps your audience know you understand them. This also gives you an opportunity to share why and how your company is different.
  5. Focus on Benefits, Not Features
    Benefits sell, features don’t. They are looking to buy to accomplish a certain task or achieve a certain result. When you connect with your target audience about real benefits they will get by calling you or using your service, you’ll be on your way to the sale.
  6. Promise Performance or Results
    Paint a picture in the mind of your prospect about how it’s going to feel when they achieve that result. Will they have peace of mind, freedom, a safe family, a lower electric bill? Whatever the result will be after using your service, share about that. You can also let your customers share the results they’ve had with you and the results they experienced. 3rd party testimonials and review work wonders!
  7. Back Up the Promise with Risk-Free Warranty
    Money-back and Satisfaction Guarantees are the most common. You can get creative with this too. When your prospect knows there is “insurance” there is a fear or worry immediately removed. It’s empowering for the prospect to know that they have a course of action if they are not happy.
  8. Share with Your Audience Why They Should Take Action
    You’re really trying to enter the conversation that is happening inside the mind of your prospect. Reminding them about the “issue” they are dealing with and how you’re going to be the “hero” and help them resolve their issue is a start. If you want to sweeten the pot, you can offer an incentive or try using an expiring deadline that is fast approaching… so they act fast!

Additional Considerations For Improved Website Performance

  • Acknowledge the person as being valuable
  • Writing style should be personalized – in that you write it to one person (your best target)
  • Provide important and relevant background and detail
  • Showcase your style or personality as a business to be more memorable

Making sure your website is set up to convert is one of the most important steps you can take in your marketing campaign. What’s great about marketing in today’s digital world is that everything can be tracked.

Some may see “tracking” as added responsibility – just one more thing you have to pay attention to. Well, it really is an awesome opportunity that anyone can take advantage of. An opportunity to outsmart your competition and create a more enjoyable experience for prospects and customers so you can get more people calling your business and filling out forms on your website asking for your help.

By taking the time to look at what’s really going on with your website is a great first step. Next, look to implement the direct response concepts into your website.

Brian Horwitz

Brian Horwitz is a co-founder of Online Visibility Pros, a certified digital marketing firm that specializes in online lead generation for home services businesses, trade contractors, construction companies and a handful of a few other select niche markets. OVP gives these businesses the power to leverage the Internet to generate a steady flow of targeted online leads. See my top resource recommendations here. Schedule a Strategy Call here.

Filed Under: Marketing For Service Business THIS POST MAY CONTAIN AFFILIATE LINKS. PLEASE READ OUR DISCLOSURE FOR MORE INFO.

Recent Related Posts

  • 6 Keys to Understanding the Importance of Social Media
  • How To Get More Google Reviews for HVAC & Plumbing Companies
  • 5 Great Social Media Solutions for Your Small Business
  • The Importance of Online Reviews For Your Home Service Business
  • How to Grow Your Business Using Online Reviews
  • 5 Secrets to Turn Your Website into a Lead Machine
  • 8 Blog Marketing Profit Tips For Service Businesses
  • 5 YouTube SEO Profit Tips For Service Businesses
How To Automate The Review Generation Process In Your Business

DONE-FOR-YOU SERVICES

  • Maxx PPC™
  • Maxx SEO™
  • Maxx Email™
  • Maxx Blogger™
  • Maxx Content™
  • Maxx Websites™
  • Maxx LeadGen™

Done-For-You Services

  • Maxx LeadGen™
  • Maxx PPC™
  • Maxx SEO™
  • Maxx Reviews™
  • Maxx Email™
  • Maxx Blogger™
  • Maxx Content™

Sign Up For The Maxx Newsletter

OVP MAXX Email Newsletter

 
 

Google Partner

OVP BBB Aplus

Lead Generation Case Studies

  • Landscape Design Contractor Generate Over 30 Exclusive Leads Per Month in 180 Days
  • HVAC Company Increased Phone Calls From Their Website By 430% In Only 5 Months
  • Audio Visual Company Generates 30+ Exclusive Leads Per Month From SEO
  • Custom Home Builder & Remodeler Increases Lead Generation by 63%
  • HVAC Company Generates Over 1,200 Exclusive Leads In First Year Working With OVP
  • Mold Inspection Company Increases Phone Leads By 122%
  • Small HVAC Company Competes With Big Boys with SEO, PPC, Video & Email
  • Well Pump Contractor Sets Up Unstoppable Lead Machine In Only 90 Days

About

Online Visibility Pros is the leading lead generation and digital marketing firm for a select group of contractors, homes service companies and a few other select niche business types who are looking to leverage the power of the Internet to generate a steady flow of business leads, appointments and sales. Learn more...

Online Visibility Pros 2303 N.44th Street Ste 14-1266 Phoenix, AZ 85008 (888) 593-0505
  • Terms of Service
  • Privacy Policy
  • Marketing Resources
  • Contact Us
 

©2020 Online Visibility Pros | Contractor Marketing Agency | All Rights Reserved