3 Overlooked Places To Start Persuading On Your Website

Kevin Arrow

You've got the books, you've worn the t-shirt, and now you're ready to weave persuasion into your marketing—but you're anxious about getting it right. We've all encountered websites that lay on persuasion a bit too thickly, leaving us with a less-than-pleasant feeling. This post will guide you through three key areas to effectively use persuasion on your website without turning off your readers.

A Quick Refresher on the Elements of Persuasion

Robert Cialdini's seminal work in the 1980s identified six core principles of persuasion based on various psychological studies. These elements are:

  • Reciprocity
  • Likability
  • Scarcity
  • Authority
  • Consistency
  • Consensus

His later book, Pre-suasion, adds context by focusing on the moments that lead up to an act of persuasion.

Effective Places to Apply Persuasion on Your Website

1. About Page

The ‘About' page is often one of the most visited sections of a website. It's crucial to clearly label this page as “About”. Use this space to share your journey and qualifications in a relatable story format. For instance, a business coach might share the challenges faced when starting out, underscoring the personal growth and success that followed. Employ elements like:

  • Reciprocity: Offer something valuable in return for the reader's email address.
  • Social proof: Display testimonials and positive feedback to build trust.

2. Services Page

Your ‘Services' page should clearly differentiate you from competitors without overwhelming visitors. Instead of listing all your services on one page, create separate pages for each service. This not only enhances user experience but also improves your marketing efforts by allowing more targeted follow-ups. Here, you can demonstrate:

  • Consistency: Highlight your track record of delivering exceptional results.
  • Authority: Establish why you are the expert clients should choose.

3. Home Page

You have less than seven seconds to make a strong first impression on your Home page. It should immediately communicate who your target audience is and articulate your unique qualifications succinctly. Avoid repeating content from your ‘About' page; instead, aim for concise, impactful statements. Also, include:

  • Social proof: Showcase logos from guest posts, testimonials from notable clients, and any media appearances.

These persuasive elements not only enhance the appeal of your website but also foster quicker rapport with potential clients. They do much of the marketing legwork, but it's crucial that your services and overall branding deliver on the promises made in your copy.

Have you implemented these elements of persuasion on your website? How have they impacted your interactions and success?

Here's to your success,

Kevin

By strategically placing these persuasive elements on your website, you can enhance both engagement and conversion, paving the way for a more successful business outreach.

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Written by Kevin Arrow

Kevin Arrow is the CEO of the Online Visibility Academy where ethical entrepreneurs can train in digital marketing skills


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  • Kevin this is great! I have lots of these elements and I’ve been “planning” to spruce up my website. These tips came at the perfect time! I’ll use them to easily make adjustments that will really improve connection with my audience!

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