The 4 motivating factors that turn your site visitors into customers

Does your website highlight these “motivating factors”?

As a small business owner, you know what makes your company great. You hear it from happy customers all the time:

  • “What keeps people coming back is the QUALITY of my work.
  • “My PRICES are very competitive and fair.”
  • “When someone needs me, I’m there — FAST.”
  • “I am a fantastic REPUTATION. Just ask around about my work.”

But do your website visitors instantly see what sets you apart from your competition? Most website visitors leave a site in 15 seconds or less. Can they figure out why you’re the best choice for them in those crucial few seconds  — especially on a phone or tablet?

[Related: Five Tips for Good Small Business Website Design]

Convert browsers into buyers with the 4 motivating factors

1) Speed – “How fast can you fix my problem?”

If your business deals in emergency work, speed is probably the most important thing you can highlight. Think about tangible ways that you can tell your customers how fast you are:

  • Phone calls returned within 30 minutes
  • The time it takes to deliver an estimate
  • How long it takes to secure a permit
  • Commitment to on-time project completion

2) Quality – “Do you stand by what you do? How do you back up your claims?”

If beauty is in the eye of the beholder, quality is right behind it. How can you prove that your work is exceptional?

  • Offer a satisfaction guarantee
  • Highlight how many years you’ve been in business
  • Show your work with before and after photos
  • Include testimonials from satisfied customers
  • Professional certifications or recognitions can help too – Angie’s List, BBB, HomeAdvisor, etc.

3) Offers – “How much will it cost to fix my problem?”

Keep in mind that “offers” don’t have to include discounts. Sometimes they do, but sometimes it’s about focusing on what makes your business different:

  • Free estimates (or better yet, free written estimates)
  • Financing options or flexible payment options
  • Military, senior or other specialty discounts

4) Reviews – “What are other people saying about you?”

While you absolutely should include customer reviews and testimonials on your site, the real value comes from making sure you have positive reviews everywhere online – and that they’re integrated into your website:

  • Reviews on search engines (especially Google My Business) and recommendations on social media (especially Facebook)
  • Reviews on Yelp
  • Ratings, rankings and reviews on recognized industry sites like Angie’s List and Better Business Bureau

No matter what line of work you’re in, you should be able to focus on at least one of the four motivating factors — whether that’s speed, quality, offers or reviews.

Better yet, highlight something from every category to make sure your website gives every visitor a reason to become a customer.

3 ways to use the 4 motivating factors:

1) Prominence

Are your motivating factors easy to see on each page of your website? How about on smartphones and tablets? The concept of “above the fold” may be a dated concept (especially on mobile), and you don’t need gimmicks like starbursts or animation to draw attention to a well-designed page, but make sure your factors are obvious and easy to find.

  • Include “24-hour service” or “1-hour response” near your phone number to let your visitors know that they can expect a quick turnaround time
  • Include any licenses, certifications, partnerships and other “trust icons” with your logo (in addition to your testimonial page that highlights reviews from your happy customers)

  • Make sure your accepted forms of payments and any specials are easy to spot at the top and bottom of your pages

[Related: Five Reasons You Need to Focus on Online Reviews Now]

2) Repetition

Not everyone will start on yoursite.com. In fact, if you’re doing online marketing the right way, every page of your site is the home page. If you have an business-wide offer or guarantee, don’t be afraid to include it on every page.

3) Relevance

Place your offers and information on pages that are relevant to that topic. For example, if you have a 10% discount for drain cleaning services… you might want to reconsider including it on a page about luxury bathroom remodeling.


Visit Hibu.com today to see what a professionally built, mobile-friendly site that focuses on these 4 factors can do for your local business.

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Ian Messinger

Ian Messinger

A longtime lover of a little alliteration, Ian is Hibu's Senior Copywriter for Marketing and Communications. Since joining in 2007, he's worked closely with the product development and creative services teams to get first-hand knowledge of how Hibu's marketing products help small business succeed online - knowledge he's happy to share with you here!

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