Focus on what the buyer GETS, not what they have to DO

By November 15, 2015Tuesday teardown

In summary

  • In this Tuesday teardown, we’re looking at Dixon Advisory.
  • Takeaway 1: If you’re selling the expertise of people in your business (consultancy, advisory etc.) then put real images of your people front and centre on your website
  • Takeaway 2: Calls to action should almost always be focused on what an interested buyer/prospect is going to GET, not what they have to DO.

Websites referenced in this teardown

Transcript of the teardown

Hi, I’m Steve Pell. I’m here to do one of our marketing tear downs, where we find some quick wins that you can apply to your website to improve your return on digital marketing.

Today I’m looking at Dixon Advisory. If you’ve flown recently in Australia, you won’t have been able to miss these guys. They’re advertising like crazy at the moment. They’re financial advisors so if you’re in financial advice, consulting or funds, it’s going to be an interesting example for you to work through with lots of little practical takeaways.

I have two things to talk about here. One thing that I think they’re doing really well and one area I think there’s quite a bit of room for improvement.

The first thing that Dixon are doing really well is images. You’ll know if you’ve watched in many of these blogs before that stock images just do not work well on any website. If you use stock images, you’re wasting valuable screen real estate.

These guys don’t make that mistake. They’re using images of their people. If you look up here you can see these images cycling across. It’s all of the executives in the firm. They’re credibility boosting images that help to build trust and start to engage you.

You can see how the eye lines work well here, they pull you down to these calls of action again, really quite well done in terms of not using stock images, using images that show off the people that you’re potentially going to be working with as a client.

The second thing I want to talk about is an area where there’s potentially some room for improvement. This is about calls to action.

You can see on the home page there are three clear calls to action. These three buttons are probably the three pages where people end up next after they’ve hit the homepage. The first one is about setting up an SMSF. The second one is about managing an SMSF.  The third one is about registering for a seminar.

The issue I have here is that if you read the calls to action on these buttons – it’s “learn more”, “learn more”, “book now”. Now, the best practise for driving action is instead of talking about what people need to do, you talk about what people get. If you look at these CTAs: learn, learn, book, it’s all about what people need to do, not what they get.

If you get deeper into the website, I’ll just pick out one more page to have a look at (News). This is the way that they would stay in touch with you, by subscribing to Dixon News. And here again, you see the CTA is a do; not a get.  

If you look at the way that all the marketing is done, it’s a really appealing prospect to get more information from Darrell Dixon and his weekly updates about best practice thinking for SMSFs. There are good ways to talk about this that make it really appealing rather than just “subscribe by RSS and email”.

So there is a big opportunity to improve returns when you switch the language around from what people need to DO to what they GET once they take the action. When you do this you will start to see substantial and significant increases in the number of people who will follow that traffic flow.

So in conclusion,  two big things to take away from Dixon.

The first one is if you’re selling time or advice, then use photos of the people that your customers will be dealing with. It adds to your credibility straight off the bat and it doesn’t waste any valuable screen space.

The second take away is to move your calls to action away from what people need to DO, to what they will GET, and you’ll almost always see a dramatic improvement in the number of people taking action.

Just a quick reminder to wrap up here, if this has been valuable to you and you’d like to run a similar process on your website, we run a process called the Content Audit. It’ll give you a 90-page detailed report with heaps of ways that you can get more out of your digital marketing and business blogging.

You can find out more by clicking below.


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