Engagement Report
For Online Business Owners
- The Goal: To help business owners implement this interactive marketing system that serves every visitor who comes to their website.
- The Approach: To share this report as a resource with a targeted list of businesses who could benefit from this strategy, with the aim of starting a conversation.
Beyond ‘Contact Us’: A Modern Strategy for Turning Website Visitors into Customers
The most successful businesses online understand a simple truth: the future belongs to those who engage.
It belongs to businesses that focus on starting conversations, not just pushing for conversions. It belongs to those who are obsessed with solving problems, not just pitching products.
Let me paint a picture for you…
Mark is a 42-year-old professional living in Denver. He’s doing well in his career, but he has a nagging feeling he isn’t saving enough for retirement. He goes to Google and searches for “financial advisors in Denver.” He clicks on the first three results.
On the first website, he’s met with a wall of text about “holistic wealth management.” He can’t find anything that speaks directly to his retirement concerns. He clicks the back button.
On the second website, he finds a “Retirement Services” page and a phone number. It’s better, but the information is generic. He isn’t sure if they understand the specific challenges of someone in their 40s. He hesitates, and decides to “think about it later.”
On the third website, something different happens. As he browses the homepage, a clean, simple question appears on the screen:
“What is your primary financial goal right now?”
● Planning for Retirement
● Growing My Investments
● Saving for a Major Purchase
Mark clicks “Planning for Retirement.”
A new question immediately appears:
“What is your biggest question about retirement?”
● Am I saving enough?
● How should I be investing?
● When can I afford to retire?
He clicks “Am I saving enough?”
Finally, he sees a message tailored specifically to him:
“We have hopeful news. Helping professionals in their 40s get clarity on their retirement savings is our specialty. Based on your goal, we’ve created a free guide that you might find valuable: ‘The 5 Retirement Blindspots for People Over 40.’”
You can download it below, or schedule a free, no-obligation discovery call to discuss your situation.”
Which business won?
The one that started a conversation. The one that diagnosed the problem before offering a prescription. The one that proved they understood the visitor’s specific needs with integrity.
This is the core of the most effective online strategy today. It comes down to three shifts in thinking:
- Engage Every Visitor: Don’t let visitors browse passively. Ask them a simple, relevant question to pull them down a path toward a solution.
- Follow Up Dynamically: Interact with new leads based on the specific problems they told you they have.
- Serve Every Visitor: Your goal isn’t to sell to everyone; it’s to solve the problem for everyone. Sometimes your service is the perfect fit. Other times, you might recommend a different resource, earning goodwill and authority in the process.
Imagine your authority in your market if your approach was:
“I may not be the perfect solution for you, but tell me about your problem, and I will give you the best recommendation I can–whether it’s me or someone else.”
You instantly differentiate yourself from competitors who are only trying to sell. This is what I call the “Good Samaritan Business”–an authority that serves every visitor with full integrity.
Ironically, by focusing on service over sales, you build more trust and generate far more high-quality business than you would by trying to sell your service to everyone.
So, how can you transform into a “Good Samaritan Business?”
In 5 straightforward steps:
First – Embody the mindset of the neutral authority, where you seek first to understand before you try and sell or serve.
Second – Install basic engagement elements onto your website to prompt people with simple questions.
Third – Create a dynamic follow-up campaign to ensure the customer’s problem gets solved.
Fourth – Make immediate dynamic recommendations based on how visitors answered the questions.
Fifth – Recommend your service or another for a profit (if they have affiliates).
