4. Prove your proof is real.
You have the logos of big name clients on your homepage. This is great! But it’s also a practice that everyone seems to be doing these days and there are a lot of fibbers about. So make those logo’s clickable and link to the specific testimonials on your testimonial page. (Right now, there’s a broken link which sends me to an error page). Remember that your customer is skeptical and cynical. They are lied to hundreds of times a day. So give them the proof they need to feel great about you. You already have the proof, just connect the dots.
Action: Always back up any claims you make. Whether they are previous clients, testimonials, or press mentions. People are skeptical and rightly so.
5. Everything is selling, all the time, on every page, especially when you want them to act.
I’d add a couple of things to your booking page, because people hate “contact me” forms. They are so impersonal.
First of all, instead of hinting at what information they should include, I’d make each critical piece of information a specific form field. The more you hold people’s hands and make them feel guided, the better. It’s good that you included an “undecided” option on the services button. They should feel guided but not tested.
Right next to the form I’d also add a headshot or even better, a short video instruction of how to contact you. Something that is inviting and welcoming and friendly. The current picture is you with your back turned, walking away from the viewer. Think about that. This is a page where you are asking strangers to make contact with you. You want to draw people in, show that you’re approachable. Not show them your backside as you’re walking in the opposite direction 🙂
Add one or two testimonials right next to the form, just to remind people that they are making the right decision WHEN they are about to make it.
Also, make it clear on the form what will happen next. We hate the unknown, sending things off into the void. We want to know we’re going to get something, hear something, get a call back, something’s definitely going to happen within some specified timescale. (And if you can make something happen instantly, all the better).
Action: All the things we do to build trust elsewhere on the site, must be replicated at the points where we want people to actually take some action. Contact us, hand over cash etc. Testimonials, proof, approachability, charm, the human touch, these aren’t things to be isolated on separate pages. They are threads to be woven through the entire experience. Remember, make each communication complete.
6. Show and Tell. You’re here to sell!
So, there’s a ton of room to go deeper on your Services page. You describe them yourself as “a brief description of his services”. Why would a customer be satisfied with a brief description? I’m sure you don’t do this for pocket change.
First of all, drop the 3rd party voice. You can’t try to connect directly with people via a blog and twitter, then be all “He doesn’t speak directly to the plebs” in your sales copy. People see right through it in these democratic times. So lose every instance of “his” and “he’ll” from all your pages when it’s actually you speaking. People buy from people. Make yourself more approachable, more visible, more likeable, not less. You create the necessary authority with the price you charge.
As a customer I want you to give me a sample of the value you’re going to deliver on your services page. A taster. A nibble. A small piece of the pie. And under “what to expect” I want you to also acknowledge the professional aspects of your value, not just the entertainment aspects. “You’re reliable, you always turn up, you’re on time, you’re not a drunk like the last guy who set fire to the rabbit etc.” This is what people worry about. Learn what keeps them awake at night, learn what makes their job hard work, and quell those fears.
When you ask for testimonials in the future, design a form that asks specific questions, that will result in specific answers you can use to reinforce your professionalism. For example, if you ask a former client “What did you think of Matthew’s performance?” – you will get one answer. If you ask them “What did you think of Matthews professionalism? Please give examples.” – you will get very different answers. Of course the goal is to ask a number of questions that result in a wide range of useful testimonials.
Back to your Services page… You need to go deep into the different types of events you perform. I’d love to see way more images. Those smiles on people’s faces are money in the bank. That’s what your customer is buying – happy campers. I’d love to see you SELL me the types of “tricks” you perform. If this was a restaurant, all you’re currently telling me is “I can serve breakfast, lunch or dinner”. You’re not getting me excited about the delicious dishes you are actually going to cook up.
Ideally, this “menu” of delights will each be backed up by some live video. If you only had a 3 minute video representing each of the 3 services you offer, that’s 9 minutes in total of seeing you in action. A moving, talking, laughing version of the one image I can see. You have to be able to do a deal with some photographer or video guy to document you amazing and delighting some real people. I want to see that pure entertainment on THEIR faces in the context that I recognise. This is your version of a case study. Allowing your customers to see the exact result that they are looking for. It’s your “free sample” that completes the picture of proof.
If you can’t get this proof from existing or past events, put together that previously mentioned event for a bunch of event organisers and film that. Don’t be afraid to invest time and money in these marketing efforts. Every business has to invest a portion of each sale into some form of marketing. Often, the person who wins the lion’s share of business, is the one willing to spend the most to get new customers.
Action: Don’t forget your competition isn’t far behind. Some kid who pumps out a killer YouTube video every couple of weeks, something people can SEE and know exactly what they are getting. Those kids jump straight from YouTube to getting their own TV show. So, team up with someone who wants to make their name with a video camera, and rise up the ranks together. As an entertainer, regularly creating and publishing video that proves and samples your value is a must.
Summary
Lots of great stuff here. A solid foundation to build upon. Just think about identifying your customers and their needs as if this is a performance to be studied and practiced and understood and mastered. Don’t be pretending you’re above selling yourself. If you are valuable and you understand your clients needs, selling is simply communicating how you are valuable to them. Make each communication a complete pitch, even if it’s concentrated. And flesh out your services by showing us a sample of each performance. Use the menu metaphor to excite people in advance. And get serious about video in general – you’ve got the performance skills, use them or lose out to the competition. Stay the course, see it through and the card you chose was the Ace of Spades!