StartupNation

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• One Quick Website Fix to Gain More Leads
• Holiday Travel Plans: Who Is Doing What?
• Barbara Weltman on Small Business Economic Indicators
• WJR Business Beat: Black Women Fall Behind in Employment Compensation (Episode 434)
• The Challenges of Rural Entrepreneurship and Some Solutions

One Quick Website Fix to Gain More Leads Posted: 29 Jun 2022 09:00 PM PDT To gain more leads, you'll need your website visitors to take a specific action. The problem is that many of them don't want to sign up, fill in your contact form or pay now. This lack of action can lower your conversion rates and cause much frustration for your team. So how can you convince more prospects to convert? And where on your website should you be convincing them? The answer is: at your website's closing section, which is known as the close. Your website's close is the last section of every web page. Think of it like as the grand finale. The clincher for your sales deal. You've heard the iconic phrase "always be closing." And like a good sales conversation, your website also requires a powerful closing technique. But many startups overlook their website's close. It's often considered to be unimportant. This is a mistake. Remember that exiting from a website is incredibly easy to do. Your web visitors could scroll to the bottom of your web page – and then leave.   Ignoring Website Accessibility: Could It be Killing Your Conversions? People are fidgety and our attention spans can be chaotic. So control your prospect's focus. Use your website's close to capture their attention and convince them to sign up.  The question then remains: How should you write the closing sections on your web pages so that they're optimized for conversions? The conversion rate optimization (CRO) expert Joanna Wiebe recommends a variety of powerful closes you can use. Let's look at each in detail: Use a value megalist close How to use this close: Summarize your features’ value to prospects. What do they get when they say yes to you? Compare the following megalist closes from Airtable and Follow Up Boss. Source Source A lot of information is given, right? The aim is to remind you of the high amount of value you'll receive. This can make you feel confident about clicking the call to action (CTA) buttons – you might feel that you're getting real value for your investment. And notice how Follow Up Boss's close unpacks the value of every feature. For example, the following description looks pretty straightforward: “App for Android and iOS (because agents live on the road).” But there's a subtle persuasion game being played. A prospect could feel apathetic toward this app feature: “Who cares if a platform I've never used is available as an app?” But the copy points out that estate agents need an app for an on-the-go lifestyle. It's a necessity. A problem solver. Similarly, Follow Up Boss' description of a “dedicated onboarding team” isn't just a throwaway feature – it's described as helping “make getting started easy.” In comparison, Airtable's megalist looks more objective and less persuasive. They chose a CTA with the messaging “Contact Sales.” But how many business employees enjoy speaking to salespeople? Instead, Airtable could optimize this CTA by replacing it with “Talk to expert.”  Yes, that actually works – when Greenhouse Software tested the CTA “Request a demo” against “Talk to an expert,” they saw a 240% increase in clicks. Use an anti-procrastinator close Many web visitors will feel in two minds about your solution. They're slightly curious about you. But they're not fully convinced that they should take action.  It's the job of your website's messaging to help them feel more motivated to sign up for you. How to use this close: Focus your prospects on their biggest motivations. Notice how Airtable's close puts their prospect in the starring role: Source Many brands (understandably) believe that their website messaging should just be about them – the brand. But a prospect cares less about a brand and more about what they can do using that solution. For this Airtable marketing prospect, their use case involves managing all content projects in one app. So match the conversation happening in your prospects' heads. Keep your messaging relevant to what they care most about most. The HEY platform is an email disruptor, requiring the prospect to learn a new workflow. This can create anxiety – “will it be worth all the effort?” So HEY needs longer messaging to help educate the prospect on why their SaaS is worth trying.  Source The copy gives a great summary of how HEY can benefit them. Notice how they also give two CTA options for their web visitors. If prospects aren't yet ready for the free trial, they can instead choose the product tour. That way, HEY can convert even the most hesitant prospects with a low-commitment offer. Now take a look at Saleshandy's close. They make a very strong promise designed to catch your attention: Source This copy is an instant confidence boost. It addresses the pain points their prospect feels deeply: the struggle to convert people with outbound emails.  Again, Saleshandy make it about the prospect, as opposed to saying “we're #1 in our category.” The ideal state that their prospects desire – more successful cold outreach – is brought to their attention, just as they're being asked to make a decision. This is a very strategic move that can help increase conversions. So which powerful outcomes do your prospects desire? Consider using these outcomes within the headline or copy for your close. Prevent prospects from procrastinating and convince them to convert. Use a trustworthy social proof close How to use this close: Remind prospects of why they should trust you, i.e. because you've helped other clients achieve success. The most powerful emotion you can instill in your prospect is trust. Aim to show your credibility and achievements as a business to gain your prospect's trust by reminding them of your happy customer base, like so: Source When prospects see that you're a tried-and-tested solution trusted by other clients, this might help motivate them to sign up, too.   Source Mixmax could optimize the close (above) by replacing the word “thousands” with a specific numeral. Why should they do that?  Because as humans, we usually associate numbers with facts. So among all those words, a numeral can stand out and attract a potential clients. By being specific, you can gain more attention and trust. Even if you don't have a large user base, you can still leverage social proof. You could show your expertise, your positive customer reviews or any third-party certifications. Use this social proof to convince prospects that they can trust your business so you can convert them into leads. 6 Essential Web Design Elements to Boost Your Website's Conversions Make your close short but impactful How to use this: Emphasize your offer, pop a CTA in there … and call it a day. Sometimes simple is best. This shorter close is great at reminding the reader of what the next best step is. But it's not always the most persuasive.  Source To increase conversions – while still having a short close – give your prospects an exciting reason to sign up (or get in contact). Don't just demand they do it. Instead, remind them of the goals they want to achieve. That way, even hesitant prospects will be more likely to convert to your solution. Notice how the following closes are short, but you're still given valid reasons to click the CTA. Source Source Source Source Power-related words can be effective at motivating your prospect. And Klaviyo's close (above) puts the reader in control. This reminds prospects of why they should invest their time in a demo or a trial – i.e. because they're determined to achieve business growth. It's a valid reason to sign up. If you help your prospects feel optimistic about you, you could increase your brand's likability. Note that optimism is one of the   four most powerful emotions that can help increase conversions. Yes, even in B2B. So consider how you can persuade potential clients and customers that they should invest their time to fill in your contact form or sign-up. Help empower them into feeling less intimidated about making a change so you can turn that fear into confidence. Give prospects your risk-free offer  How to use this: Acknowledge the main objections your prospects might have. Reduce their doubts within your web page's close. Many of your prospects will have hesitations about your solution. These hesitations will roam around in their minds as they research your website – distracting them from signing up.  For AWeber, the main anxieties their (small business) prospects tend to have are payment related. So what does Aweber talk about in their close? They point out that no, you don't need to give them your credit card details. In fact, with their free plan – you don't need to pay at all.  Source Meanwhile handles objections from prospects like “I don't know if your solution will be worth the investment.” They remind prospects that if they use Crazy Egg's tool, they'll have the potential to achieve revenue uplifts. Source Notice how Crazy Egg has optimized their CTA message. The “Build My Custom Plan” button (above) links to a demo sign-up page. Would you expect a demo page from clicking that button? Possibly not.  The reason they talk about building a plan is because their prospects have likely researched other SaaS websites. As a result, these prospects will repeatedly see common CTA messages like “Request a Demo” and “Speak to Sales.” These buttons can become generic and therefore don't grab the prospect's attention. So instead, Crazy Egg uses a call-to-value to make the action sound useful and worthy of exploring. When creating a call-to-value, aim to complete the phrase “I want to….” For Crazy Egg, their prospects will want to increase website sales. Another call-to-value for them could be [I want to] “Convert more web visitors.” Meanwhile, ConvertKit takes a unique approach. They show empathy for the prospect as they acknowledge how hard it is to pick an email provider: it's “a big deal.”  Source Given how oversaturated the email software market is, this messaging may resonate with your potential customer. They may feel the anxiety of not knowing which software to choose: "Am I making the right decision if I choose ConvertKit? Will I regret this later?" So ConvertKit plays it smart. They don't frame their demo offer as a pushy sales tactic. Instead, they position their demo as a solution to all these overwhelming options.  According to this close, customers won't be speaking to a mere salesperson. They'll speak to an expert who can answer questions and help them make the right decision.  When you adjust your website messaging to be less focused on merely describing your solution and instead focusing on persuading your prospect, you'll treat messaging like a sales conversation.  Remember: Sales conversations that achieve success tend not to rely on basic tactics – instead, they use persuasive principles.  Many of your prospects will be doubtful and won't want to take action. So your messaging should increase their motivation. Use relevant copy that talks about the client and how you can help transform their lives. That way, they're more likely to pay attention to your brand and convert. StartupNation exclusive discounts and savings on Dell products and accessories: Learn more here The post One Quick Website Fix to Gain More Leads appeared first on StartupNation.

Holiday Travel Plans: Who Is Doing What? Posted: 29 Jun 2022 02:12 PM PDT On this segment of “The Pre W. Smith Show,” Jeff Sloan talks July 4th holiday plans. Who’s doing what? In Michigan, it means driving Up North. Listen to the conversation on the Great Voice.  The post Holiday Travel Plans: Who Is Doing What? appeared first on StartupNation.

Barbara Weltman on Small Business Economic Indicators Posted: 29 Jun 2022 02:11 PM PDT On this segment of “The Pre W. Smith Show,” Barbara Weltman, president of Big Ideas for Small Business, talks with Jeff about the five most impactful economic indicators. Listen to the conversation on the Great Voice.  The post Barbara Weltman on Small Business Economic Indicators appeared first on StartupNation.

WJR Business Beat: Black Women Fall Behind in Employment Compensation (Episode 434) Posted: 29 Jun 2022 01:27 PM PDT On this episode of the WJR Business Beat, Jeff Sloan reveals a surprising reason black women may be making less than white men, according to a Hired.com survey. Tune in below to learn more about this compensation decline:   Tune in to News/Talk 760 AM WJR weekday mornings at 7:11 a.m. for the WJR Business Beat. Listeners outside of the Detroit area can listen live HERE. Are you an entrepreneur with a great story to share? If so, contact us at editor@startupnation.com and we'll feature you on an upcoming segment of the WJR Business Beat!  WJR Business Beat Transcript Good morning, Paul! Hired.com tracks hiring and employment trends and they’ve just released a report that shows that black women, in particular, are not faring as well in the job market as their counterparts. The report finds that black women were offered lower salaries in 2021 versus what they were offered in 2020 and that their white female counterparts were offered more for the same or a similar position on average. For every $1 of base salary companies offered white male candidates in 2021, they offered 92 cents to black female candidates, and while still less, white female job seekers were offered 95 cents. Josh Brenner, Hired.com CEO, told the Sacramento Business Journal that the state of black candidates in general, but specifically that for black women, in their 2021 data actually showed a decline in progress and he went on to say that there’s a definite need for improvement. Now a deeper look, Paul, into hired.com’s report reveals some enlightening information that could be important as a root cause in understanding how to address and fix this problem and that is that there tends to be lower pay expectations by black women when applying for a job versus that of white men, for example, when they seek employment for the same or similar position, for every dollar white male job seekers listed as their preferred salary, black women listed 91 cents per dollar requested by their counterparts, according to hired.com’s report. Lower salary expectations and demands are correlated with lower pay offers, Brenner said. Let’s hope that the playing field starts to turn the other way, Paul, and things even out for all seeking positions in employment today. I’m Jeff Sloan, founder and CEO of startupnation.com, and that’s today’s Business Beat on the Great Voice of the Great Lakes, WJR. StartupNation exclusive discounts and savings on Dell products and accessories: Learn more here The post WJR Business Beat: Black Women Fall Behind in Employment Compensation (Episode 434) appeared first on StartupNation.

The Challenges of Rural Entrepreneurship and Some Solutions Posted: 28 Jun 2022 09:00 PM PDT Rural area constitutes 97 percent of America’s land mass, but the 46 million U.S. residents living in rural areas in 2020 make up only about 20 percent of the American population. With so much of the nation considered rural, the concentration of people who might pursue entrepreneurship in a rural area is small. But, that doesn’t mean that rural entrepreneurship doesn’t exist. Quite the opposite! Rural communities have a higher percentage of self-employed individuals relative to urban areas. We see this on the ground in Marquette, Michigan. An entrepreneur at heart, I’m currently CEO of Innovate Marquette SmartZone and executive director of Invent@NMU in Michigan’s Upper Peninsula. Our work is to continuously push for more attainable entrepreneurial resources for small business owners, entrepreneurs and innovators. We’re a part of the Center on Rural Innovation (CORI) where we foster solutions through cross-country collaboration with other rural communities. In Marquette, we partner with other economic development organizations to offer a robust entrepreneurial ecosystem, and we have visibility into the many problems, and solutions, rural entrepreneurs face. Marquette, Michigan. Shutterstock What is rural entrepreneurship and what economic role does it play? Rural entrepreneurship is defined by both entrepreneurship that is launched in rural areas or that is brought to a rural area for incubation and acceleration. With many talented visionaries, recent significant investment toward broadband access, online learning opportunities, and space, the equation for rural entrepreneurship is well stocked. Rural entrepreneurship plays a major role in economic growth. In previous years, a large employer contributing to economic development in a rural town has been seen as a boon; these days that sort of recruitment is less desirable. Meaningful growth driven by rural entrepreneurship and innovation has become the focus for many communities across the U.S. New rural small businesses contribute disproportionately to job and productivity growth in many rural communities, providing numerous benefits. Opportunities & benefits of rural entrepreneurship Why choose rural entrepreneurship to start your business? Perhaps you’re one of the 46 million U.S. residents already located in a rural area. Perhaps you’re looking for lower startup costs, access to talent or expertise in a specific area (rural industries such as agriculture or outdoor recreation). Entrepreneurs can succeed anywhere — it’s a part of the tenacity that’s needed, among other things, to make it. Rural entrepreneurship has its own set of benefits. Eighty percent of rural small business owners believe the quality of life and cost of living are much better in rural areas. Rural businesses tend to operate at a higher profitability margin than businesses in an urban area (56 percent to 53 percent on average), and they are typically comparable in revenue to urban companies. This means rural entrepreneurs keep more of their business revenue and are subsequently able to provide a higher quality of life for themselves and their families, all while enriching rural communities. Verizon Small Business Digital Ready: A free resource for grants, basic business skills, the latest digital technology and more. The challenges faced by rural entrepreneurs Unfortunately, many well-documented challenges to rural entrepreneurship exist. Capital, talent and connectivity can all be hard to come by. Dedicated economic development groups are chipping away at these challenges, but by all measures there is a long road ahead. Access to funding A well-documented challenge for rural entrepreneurs is access to funding. Forty percent of rural small business owners have trouble accessing capital so most use personal savings. Resources do exist, but can be tricky to navigate. Local banking establishments may issue loans, the U.S. and state governments have grants available, and a growing number of funds specific to rural innovation like this one from CORI are now available to spur rural development. Access to talent Who are the people who make the move from urban or suburban to rural? One collection of stories is found in Make It Marquette’s People of Marquette series. From IT executives to international architects to folks homegrown in Michigan’s Upper Peninsula, talent does flow in. Unfortunately, all over rural areas nationwide, it does also flow out. Rural communities across the nation have campaigns to attract talent for relocation to their corner of the U.S. It’s a solid solution, but let us not forget that the development of innovative communities can happen with all sorts of people. We know that common characteristics of innovative communities — those prone to entrepreneurship, vibrancy and growth – can be cultivated and even used to attract the sort of people needed to work on an entrepreneurial idea. Access to workforce is another challenge in some rural communities. Even if there are people looking for work, finding specialized workers with the right educational background is challenging with fewer people living in the area. Access to connectivity Connectivity can relate to digital connectivity, like broadband, or physical connectivity, like how easy (or hard) it is to get a flight to your rural area. Luckily, resources exist to help rural small businesses optimize connectivity that exists, and advocate to fill the gap of what’s missing. One such resource to explore is your local SmartZone. A SmartZone pinpoints a distinct geographical location where tech-based companies, entrepreneurs, and other small businesses are located in close proximity to the community assets they need to help maintain and grow their businesses. In conclusion While challenges exist for rural entrepreneurs, many solutions to counteract them do, too. Resources are growing all the time, and with dedication and ingenuity rural small businesses can grow right alongside.  StartupNation exclusive discounts and savings on Dell products and accessories: Learn more here     The post The Challenges of Rural Entrepreneurship and Some Solutions appeared first on StartupNation.

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