The 80/20 Rule: Attract Prospects Using What They Think They Need

Convert Them by Educating Them on What They Actually Need

Each person searching for your services online has a specific need. They turn to Google or Bing and type in something like:

• “Air Conditioning Replacement” when their AC has broken down again.
• “Outlet Installation” when they need an extra outlet in their home.
• “Emergency water heater repair” when they’re dealing with a leaking water heater.

While you may offer these services, you want to build your business around the things that make you different—what sets you apart from the competition and provides more value to your clients than they realize.

Attract With What They Think They Need

Most of the time, prospects search based on what they think they need, not on what makes your service unique. For example:

• They search for “Air Conditioning Replacement” rather than “Energy-Efficient HVAC Systems”—even if your products save more money in the long run.
• They look for “Outlet Installation” instead of “Upfront Pricing Electricians”—even if you’re the only electrician who charges flat-rate fees.
• They type “Emergency Water Heater Repair” instead of “Top-Rated Customer Service Plumbers”—even though you offer excellent service and leave no mess behind.

This is why 80% of your website content needs to address the services they are actively looking for. Once they land on your site, you can use the other 20% to educate them on what makes you different.

This is the classic 80/20 rule in marketing.

The 80/20 Rule In Action

When your website clearly shows that you provide the services they’re searching for, prospects are more likely to reach out to you. That’s your opportunity to convert them into clients by educating them about your differentiators—the things that make your services stand out from the competition.

For example:

• They search for “Air Conditioning Replacement,” but you educate them about how your energy-efficient systems save more money over time.
• They contact you for “Outlet Installation,” and you explain that your flat-rate pricing eliminates surprise charges.
• They want “Emergency Water Heater Repair,” and you impress them with your customer service, like putting on shoe covers before entering their home.

Converting Prospects Into Clients With The 80/20 Rule

Prospects rarely find you because of what makes you unique. But they will find you because of what makes you the same as everyone else. Once they’ve reached out, it’s up to you and your team to highlight your differentiators. This allows you to use those features to grow your business.

The bottom line: 80% of your site’s content should address the problem the customer believes they have. That gives you the chance to educate them on the 20% that makes you stand out.

You can’t get someone to choose your unique services until you first show them you provide what they’re looking for.

Ready to boost your online presence and drive revenue growth?  Contact LeadsNearby for a free consultation.

Desperation Vs. Brand Building » « Google’s New Guidelines Focus on Mobile, Local And “Needs Met” (Updated)