Editor’s Note — The easiest way to think of a business website is to think of it as a virtual salesperson. And to be considered successful, it has to convert traffic into paying customers. This article will tell you how to increase your conversion rates.

One of the biggest myths online is that it’s acceptable to have a conversion rate of 1% or 2%. Although this is the average, it IS possible to far exceed this. So if you’re sitting comfortably thinking you’re doing as well as you can. Think again!

Many sites have double-digit conversion rates. Although it takes work to initially get to that point, you’ll reap the rewards for a long time to come.

These great tips will help you get started:

- Use audio on your website to sell. If your site’s purpose is to sell a product or service, EVERYTHING on your site should be used for selling – including audio. Instead of an audio introduction from you like many sites have added recently, create a powerful 30 second commercial that tells people what you offer, the major benefits of purchasing from you and/or why you’re better than your competitors. You don’t have to use a hard sell approach. Keep it conversational and show your enthusiasm – but make sure they’re given information that takes them one step closer to buying!

- Make it a goal to create a “sales system” that works. Your ultimate goal should be to create a system that you know (with complete certainty) will make a sale to a certain percentage of people you put into it. This system should be mapped out from start to finish – that is, from the time a prospect first arrives at your site until they are a lifelong customer. Get started creating your system by planning out the steps you’d like customers take (or if you already have customers ask them what steps they took). Once your website, marketing materials and advertising plan are set up to work with your system, track every step and make improvements as necessary to make it as efficient and profitable as possible.

- Make your site navigation simple and straightforward. Studies show that when a customer cannot find what they’re looking for in less than 2 minutes, they leave and usually never come back. Make sure you don’t lose their attention by providing a consistent navigation system on every page. Also, remember that a link to your home page from every other page on the site is essential. That way, if the search engines bring a potential customer to a page other than your home page, they’ll be able to easily find their way around.

- Make it a habit to ask customers how they found your site. Although you should be tracking all of your site traffic it’s also a good idea to add a field to your order form asking people how they found your site. You may be surprised by the answers! This is another way to get a detailed picture of the best places to get targeted traffic from.

- Get their contact information so you can follow up with them again. A potential customer has to hear your message an average of 9 times before they purchase something. If you consider that only 1 in 3 messages actually gets read, you have to contact people an average of 27 times before they’ll be ready to buy! Therefore having a strong follow up system in place is key. If possible automate this with an autoresponder series using a service such as AWeber. This will allow you to set the messages and forget them!

- Make testimonials and endorsements credible. The best way to do this is to include lots of information on the person who submitted it. Some information to consider using is their full name, city and state, URL, photo, signature or an audio testimonial/endorsement. If the person is willing to take phone calls from potential customers then also include their phone number.

Website conversion rates of 1% may work for other site owners; however when you want to maximize your returns, 1% is just not enough. You must increase your conversion rate to increase earnings, and using the tips above is the perfect place to start.

Ben Euporian of Omsho.com makes it easy to learn from Website Sales Conversion Experts. For details, visit this site now: Increase Website Conversion

There are times when the word “freelancer” can kill your sales pitch. Just like location, location, location in real estate is everything — in the uncertain world of freelancing, perception, perception, perception is the golden rule.

So, following are three instances when you should refer to yourself as something other than a freelancer.

1. Networking Functions. I’ll use a personal example here. I attend many networking functions in pursuit of business. When I do my elevator speech*, I usually refer to myself as a freelance business writer.

However, when I do my follow-up, I use the phrase “business copywriter” or “copywriter.” Why? Simple. In a group, many ears are listening and freelance conveys an overall idea of what I’m all about. The broad groups gets the broad message. BUT, when I follow up, I use the more specific term, ie, business copywriter.

Usually I will forward/will have forwarded samples of my work to prospects so that when I contact them, they have some reference point from which to judge. This is why it is important to target a niche and market to that niche, ie, I’m a real estate writer, a technology writer, a finance writer, etc.

While you can ostensibly write for many different markets, it is much easier to become successful as a freelance writer if you target a niche and market the hell out of it! (See the article, How to Develop a Niche with NO Experience & Make it Profitable for Years to Come, on InkwellEditorial.com for more on this).

*Elevator Speech: A 10-second commercial you can repeat in your sleep potential prospects. Every professional – and too many writers don’t treat their livelihood as a profession – should have one of these.

Mine is, “I’m a business writer with particular focus on marketing and real estate issues. I produce copy for everything from brochures to websites to direct mail pieces.”

2. Direct Mail/Sales Materials - Why wouldn’t you want the word “freelancer” on these?

In my experience (and we’re talking 19+ years in the editorial industry), using the word freelancer conveys the message – cheap/will work for free/will work for food/can write about anything and will do so for chump change.

Sorry, but this is just my feeling – and my experience.

When you define what you do in specific terms, ie, legal writer, direct mail copywriter, it immediately adds more prestige to your image. It conveys a message of “I have some experience here that is worth paying for.” Not, I’m a starving hired hand.

When you put your image out there – particularly if you are paying for items to promote your business – ie, brochures, postcards, etc. – you want prospects to immediately connect with what you do.

Nike Your Way to Success!

A good example, Nike. While there are tons of sneakers – Nike separated itself by being the shoe of ATHLETES. It’s not the first shoe you think of when you think of style, but if you think of running, golf (thanks to Tiger), basketball (thanks to MJ), I’ll be Nike is in the top three.

And, that’s all you can hope for.

“Freelance Writer” doesn’t convey any specialty – there’s nothing to make the skill stick to.

I understand why many freelancers do this – they’re trying to attract as many clients as possible. But again, lest I sound like a broken record, take the time to define and go after a niche and hang your hat on that. You’ll be much more successful much quicker than trying to target everyone with your services.

3. Seminars/Presentations If you are lucky enough to speak to a group of people, remove the word freelancer from your presentation (almost).

When I speak, I always address the issue of freelancing” I usually say something along the lines of:

“Yes, I’m what most consider a freelance writer. But, what I’m going to talk to you about today is my real job, how I became a self-sustaining, work-from-home, business writer.”

Usually, I get a few confused looks. And I go on to explain that:

“There is a difference. The difference being that freelancing is usually not thought of as a business.”

I further explain that I think of, and conduct my writing career as, a small business — a small business that provides business writing services to a myriad of clients. I clarify for them that I believe that my success can be attributed to this fact.

That’s when I usually grab their attention.

Then, I go on to say that they may refer to me as a freelance writer, but I refer to myself as a business writer/small business writer/business copywriter. This gives them something else to add to “freelance;” it gives the word freelance something to stick to.

Why would you want to give the word freelance something to stick to?

The Power of Qualified Referrals: When prospects think of you, or think of recommending you, you want them to refer people who can actually use your skill set – and to whom you will have to do little actual selling.

If you tell someone that you’re a freelance writer, but don’t tell them what you specialize in, they may refer you – but it will be someone you can’t work with. This damages you in two ways:

a) First, it may make people hesitate to refer you again because they don’t have a clear picture of what you do. When people are unsure, they don’t act. So, make sure what you do is crystal clear so that when people refer you, they can also rave about you!

b) Makes you look incompetent: As a writer, your job is to get a message across. If you can’t even get your own marketing message across, how can you possibly convince a client that you can make their message crystal clear?

Conversely, if your message is seamless, you can use your own site/brochure/newsletter as an example: ie, remember when you went to my website? Could you tell immediately what my message is? Well, I can make sure that your message comes across just as clear.

Boom – contract signed!

In conclusion, it has been my experience that people listen peripherally, UNTIL you hit on something that appeals to them. So, while using the term “freelance” can garner you some initial interest from prospects, being specific is what will bring in the money.

Getting from one level to the next in your career can be a tough climb. In all my years as a recruiter, I found that the number one reason professionals fail to advance is that they don’t realize their worth — or how to capitalize on it.

Most professionals undersell, understate and/or outright don’t take stock of their skills and accomplishments. So, how do you brand yourself for career advancement? Following the steps below will put you well on your way.

1. Assess Your Skills & Abilities. I mean, really take stock. Don’t look at your existing resume. Start with your current position and list every project you’ve worked on, every dollar you saved, every new skill you mastered, every client who’s bottom line you increased.

Just make a list - no matter how minute the project, dollar amount or skill. Dollars to doughnuts, you have quite an impressive list in front of you. Many professionals don’t ever take the time to do this type of in-depth skill analysis.

Okay, you have your list. Now what?

2. Organize Your List How? I’d separate them into categories. Depending on your profession, they may look something like:

Sales Increased: List all cases where sales increased because of your input (eg, project you headed, direct mail campaign you wrote copy for, reorganization you structured, etc.

Dollars Saved: Similar to the above, list all instances where you saved a client/company money either directly or indirectly.

Skills Mastered: Did you take an HTML class? Did you go on a leadership retreat to master new management policies? Again, whatever skill it is you’ve mastered - whether it be a hard skill like coding, or a soft skill like employee management - put it in this category.

Projects Headed: If you spearheaded a project, list it. Eg, did you convert client files from QuickBooks to Peachtree, a new software you learned? Did you create a filing system to track client images? Did you create a new layout and design for a client brochure?

3. Create a Professional Profile If you’re a freelancer, I advise that you submit professional profiles to potential clients, not a resume (this subliminally says I’m an employee/I want a job).

A professional profile says that you’re an independent consultant who can help a potential client increase their (insert client objective). Eg, sales, customer subscriber list, client retention rate, etc.

If you’re a full-time employee, I would create this category on my resume. You can name it any number of ways, eg, Professional Profile, Professional Summary, Career Highlights, etc. It’s up to you. The point is to create a place where, at a glance, potential employers can grasp what you can offer.

4. Market Yourself This is where many professionals - freelancers and full-time job seekers alike - fall down. YOU are the product. Market yourself.

Create a professional website and/or create a blog. When you apply for positions/gigs, direct potential clients/employers to this.

Even if you are currently employed, it can be helpful to create some type of online professional preference, if only to keep track of your accomplishments as they happen. Then, when you are ready to move on and/or branch out on your own, all you have to do is make it “Live.”

In today’s ever-competitive professional environment, it’s those who are able to effectively sell themselves who get the plum jobs/assignments. Don’t be left behind.

Brand the thing you know the best - you!

Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. Don’t want to ever worry about “career advancement” again? Start a freelance writing career! It’s fast, simple and easy. Learn how at InkwellEditorial.com

Okay so you have designed sites for the grandma next door trying to sell her recipes online, Joe’s band trying to connect with people who saw them performing at Billy’s Bar and James’ Cycle Repair telling why they are the best cycle stand in the town!

Now you want bigger clients. Clients which can help you buy your first car from the profits.

When we are talking about big guys here, we are talking of established businesses. Sure there are other categories of big-boys too, but for the sake of simplicity (and time constraints) I am going to talk about corporations and mid-sized companies.

Unlike small businesses and individuals, here you will be dealing with professional managers rather than owners. And, if you don’t already know, it really helps knowing how to play golf.

Let’s get one thing very clear from the starting. The people you will be dealing in these companies have put in lot of effort and taken risks to achieve what they have achieved. To make sure that they don’t screw up things, they become extremely risk averse and tend to avoid it wherever they can.

Boy! That was already ’nuff to make my head hurt. Let’s get down to business.

Tip #1 - Sneak Into Old Boys Network. Like I said, people in these positions try to be risk averse so that they don’t screw up their own career prospects and their company’s performance. But risk is something which is invariable if they are doing something new and, probably, hiring someone to work on their website is one of them.

So what do they do? If they can’t totally remove the risk, they try to minimize it. And the best way to do it is to take recommendations from their insider network — people they trust to give them the best advice and recommendation from their experience.

If you want to be the one being recommended, you better be known to and trusted by this insider group. And here’s a fact for you — people who are already successful and powerful are surely part of one insider groups or more for different people. After all, this world is made up of people and trust.

So your job now is to build contact with people which will get you referrals.

How to do it? Should you attend those networking events which keep taking place? Erm. Not really. People who attend these networking events are usually just jobless blokes rather than hot shots. The best places to meet the power-group are Golf Courses, High Class Parties, Important Trade Shows etc. How exactly you sneak into these places is essentially your headache — I just had to tell where to find them.

Tip #2 - Act Like the Big Boys. People will trust you with their success if you already are successful. They would want you to have enough infrastructure and experience to handle a project as large as theirs. They would essentially want you to be a big guy yourself.

So what do you do? Fake it till you make it. But be sure that you actually can pull off that project and fake it just enough to give them an impression that yes you will be able to handle their project easily without a hitch.

Tip #3 - Bribe Them. No Seriously. There is a principle of psychology that if you do someone a favor or give them something, they will try to return it to you in way or another. So, why not gift them something?

The Bribe we are talking here can be anything from a lavish lunch or dinner or a bottle of wine or anything good. Now — make sure that it doesn’t blatantly look like bribe. Try to give it under some other pretext.

Tip #4 - Fuck the Funny Money. Yeah, absolutely no Google AdSense or “Hit the Monkey and Win a Million Bucks” advertisements on your website. Make your website professional. If you have absolutely no idea what I am taking about, go take a look at the sites of the big agencies and you will get an idea.

Tip #5 - Consulting is the Word. These companies are not really looking for services but rather solutions. So your job here is to provide complete solutions to solve a particular problem. Rather than being a service provider, be a consultant!

Now stop reading this blog and start going out and making contacts which will help you get big clients.

Got comments on this article? Post em below!

Don’t you just hate it when you are driving somewhere or engrossed in some work and all of sudden your phone rings and a voice on the other end starts reading a script to sell you on new home loan deals? Yeah, Cold Calling Sucks! Sometimes I just feel like banging my phone on the head of the person calling me.

But guess what? We do cold calling at our company. Yes, we do it a LOT. But we do it with a twist.

In this post I am going to tell you the secret we use to make a killing by approaching strangers to sell our services and products. I am also going to tell you how you can customize it for selling web design services and replicate our success.

According to Wikipedia, cold calling is the process of approaching prospective clients, typically via telephone, who have not agreed to such an interaction. The word “cold” is used because the person receiving the call is not expecting the call or has not specifically asked to be contacted by the sales person.

It isn’t like that people hate getting commercial calls, it’s just that they hate getting it when they get it without asking for it. When you fix the second part, you have a killer marketing method at your hand — which, many prefer to call “Warm Calling”.

In more practical sense, Warm Calling is when you first throw a bait at your customers to have them ask you to call them.

You could send them a letter / email letting them know that you have just started your web-design business or started offering a new service. Another idea is to send them a letter informing them that their competitors rank higher than them for a certain keyword in search engines and you would love to discuss what they can do to improve their rankings.

It is essential that your first message does not contain sales pitch. Your subsequent meeting can (and should) have sales pitches. But not this first one.

So you get the point? The first contact is not about selling something to them but rather an innocent offer of genuine help or information.

This way, when you call up, you will not be unexpected and they will be a lot more receptive to your message.

To make this method work, all you need to do is to get creative with finding ways to make the initial contact. This method produces amazing results for us and there is no reason it should not work for you. =)