Can a Web Audit be a Lead Generator?
One of the goals of Can We Talk is to provide you with the ideas of agency owners at the top of their areas. When we find someone who really knows their stuff, we can’t pass up a chat! Today’s guest-expert was Cliff Almeida, one of the true web audit masters. Cliff and I met at the 2019 Recurring Revenue Retreat, and I never cease to be impressed by his skills!
In addition to his many other accomplishments, Cliff is the creator of My Web Audits. My Web Audits is a program that gets straight to the point, generating leads—and closing them—by creating comprehensive reports for your potential clients.
Cliff is an optimal example of a positive force in our community. He loves to help freelancers and larger agencies alike succeed by constructing web audits for future clients.
But what, exactly, is a web audit?
To start, it’s different from a tech audit, which we discussed in Episode 25 (Go back and check it out!) A web audit focuses on the functionality of site content and how it’s being used (or not) for your clients to generate more leads. The term “web audit” is really widely-encompassing and can range from page speed to SEO and visibility.
It would be doing you a disservice if I tried to explain web audits ahead of Cliff, so watch today’s Can We Talk to reap the rewards of Cliff’s knowledge. Here are my major impressions based on what he had to say.
- Get into the mind of your target clients and market to their objectives.
When diving into the world of web audits, you’ve got to pursue your target client base with the same passion that you would if you were niching. You need to focus on, not what your target clients need, but what they want to achieve from it.
If you have any experience with copywriting, you might have heard of “the pain point” concept. It’s true—your clients might be persuaded by knowing what they’re missing out on. But as Cliff so accurately pointed out, you’ve also got to come in with a “vision of a brighter tomorrow” to sell yourself to your leads.
- Work on your communication at the client-comprehension level.
One of the reasons we love Cliff so much is that we’re on the same page! We talk your ear off about the importance of accessible client communication when pursuing leads, but in terms of the web audit, Cliff’s taken it to a whole new level.
It’s safer to always assume that your client knows absolutely nothing about site-related terms, though in accessible (NOT paternalistic) conversation, you should be able to get a better understanding of what they do and don’t already grasp.
Instead, focus on speaking in terms of needs, desires, and objectives—without the “computer talk”.
- Be ready to educate—but watch your tone.
You’re pursuing leads in a time-tested way that’s helped business owners and vendors since the beginning of time, but that does not guarantee that your leads are on the same page with your practices. You’ve got to find a balance between educating without being rude and convincing them that you know what you’re doing.
(After all, it’s the only way that they’re going to pay you to work with their sites!)
When approaching from a web audit angle, make sure you take a friendly but concerned approach that doesn’t convey superiority. This might take some practice, but we promise that it will be worth it.
- Cash in on added services by staying vigilant and up-to-date.
We both know that sites and requirements are constantly changing, and that the term “best practices” can come down to the flavor of the week. That’s why it’s your time to shine.
If you’re the one that’s staying updated on the latest trends and advantages for your leads’ sites, you’re going to be the one that ends up with the contract in the overwhelming majority of cases. This is also an opportunity for you to add services to your recurrent client contracts. Where there’s a need, you’ll be there!
I promise I’m not biased when it comes to Cliff’s program—you’ll really be missing out if you sleep on My Web Audits! When it comes to creating a profile of value-added services, web audits are an excellent place to start. I hope you’ll take what we’ve learned today in Can We Talk and put it to good use in your agency!
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