Because so many resume writers get clients from their website, building traffic to your website — and being able to keep visitors on the site (and have them come back often) — can be vital to the success of your resume business.
What's clear is this: The longer someone spends on your website, the higher your chance of converting them from a visitor to a client.
Here are five easy ways to make your website more "sticky" — remember, sticky sites are client-attracting sites!
1. Stand Out
As a resume writer, sometimes it's hard to stand out from the crowd — but with hundreds of resume business websites to choose from, you have to be different. Nobody will visit a boring "me too" site — it's that simple.
To stand out, you need to know your unique selling proposition (USP). What sets you apart from all the other websites talking about resumes and the job search?
You also need to have interesting content that gets your visitors talking. Give them a reason to talk about your site. Offer them ways to interact with you. (Include articles, videos, and podcasts on your site. Offer an invitation to a monthly webinar.) The more interested they are, the more likely they will become a client.
2. Emphasize the Benefits
It's important to focus on what you can do for your visitors. People don't buy resumes — they buy a tool that will help them get an interview. They are buying your expertise.
Before you can emphasize the benefits, you first need to know who your ideal customer is. Who needs your information, product or service? What is their age, gender, average income, interests, location, etc.? Knowing this will help you write specifically to them and will help you know which benefits to emphasize on your resume website.
The quickest way to lose visitor interest is to confuse and overwhelm them.
Your website should have a clear focus and stay centered on that focus. In addition, if you want visitors to do something, tell them what to do! Giving them too many options and no direct instruction can quickly cause confusion. You need a call to action (CTA) on every page — that can be your phone number, an email address (or email form), or a signup form to receive a gift (like a free resume analysis, or special report on a job search-related topic).
4. Work Your Email List
If you don't have an email list, start one! With all of the low-cost options available these days, there is no reason you should be without a way to contact those who are interested in what you have to offer. (The idea of the signup form to receive a resume critique or special report or ebook is the best way to build your list.)
Studies show that it takes contacting the average customer five to seven times before they will buy from you. This time is spent getting to know you and building their trust in what you offer.
If you don't have them on a mailing list and they forget to return to your website, you lose out on a huge amount of business. They'll just pick another resume writer!
5. Update Regularly
Part of what keeps visitors coming back is updating your site regularly. This is especially important if you have a blog. A stagnant site will cause visitors to quickly lose interest and never return. In addition, search engines love fresh content. Making the search engines happy means more traffic for you.
Making your site sticky can boost sales exponentially and it isn't hard to do. With a little thought and time, you will have your visitors begging for more... and you'll land more resume clients as a result too!