Turns out, we’ve all been writing to our websites, instead of the people that actually bring in revenue.
A few months ago my assistant Shane and I took a little time out of our week to DM prospects on LinkedIn whose websites we loved
And wished we had
Like, serious, super dorky, website envy
To see if the owners of what we deemed to be legit, well-written, well-designed websites were doing something we could learn from.
The script was always the same:
“Love your website. Are you booking a lot of appointments from it?”
Looking back, in pure hindsight, knowing what we know now
It feels a little snarky
And maybe even a little cruel
But at the time, it came from a place of genuine curiosity:
Were these business owners doing something we weren’t that they’d be willing to share?
The first surprise
Was that the campaign got a 70% response rate
The highest response we’d ever seen
And probably ever will
The second surprise
Which you probably saw coming
Was the responses themselves:
Kevin & Shane: Love your website. Are you booking a lot of appointments from it?
Every Business Owner We Contacted:
“Nope, not hardly.”
“Maybe a couple — in the last year“
“Nope, and the few we get are unimpressive. As in, an underwhelming response and underwhelming appointments.”
And on and on and on
Which led to a gradual shift in our focus from
Helping people rewrite their website
To
Not even kidding
Helping people actively stop working on their website so they can start booking higher-level prospects
And then came the third surprise:
When people came on a sales call and I led with:
Just so you know, we’re not going to work on your website – even if you beg
More than a few exhaled
Including one who put her head down on her hands
So that all we could hear was:
ohdeargodthankyou
I’m here,
Kevin