January 08, 2020

Imagine what business would be like if you didn’t have to pitch and sell, or seek out and convince new clients to hire you. Imagine how different your business would be if your pipeline was consistently full and potential clients said “yes” with excitement after only a conversation or two.

It’s possible. Providing clients with the information they need to know quickly and effectively will turn your agency into one that persuades them to work with you almost instantly. By identifying clear data points for conversion, you’re able to build a client acquisition strategy that resonates and converts. 

Key to this is understanding what your leads and prospective clients need to feel, know, and learn to make a confident buying decision. While every client may present a unique situation, budget, timeline, and set of project requirements, the way they decide whether or not to hire you is ultimately the same.

How Buying Decisions Are Made

Buying decisions are made with the heart and justified with the head.

How many times have you purchased something you wanted even though it wasn’t in the budget? Each time you’ve done so, it was probably because that thing triggered emotions so strong that you threw logic out the window and made the purchase. You saw it and felt happy, excited, relieved, or even nostalgic.

Like you, your potential clients make buying decisions based on feelings and emotions. They want to do business with other people — people who they know, like, and trust. Ultimately, they make decisions about who they hire based on how they feel and how strong their connection with the service provider is.

Once a lead feels in their heart that hiring you would be a good decision, it’s up to you to make sure the head or brain is satisfied with the fine details and logic — their brain is looking to justify the emotional buying decision. Whether they realize it or not, there is a mental checklist of information they need to get so they can feel good about taking action. This is where you must follow up on promises of solutions and results with facts, figures, data, and social proof.

A lead who is on the fence about hiring you is one who is dealing with a battle of heart (emotion) and head (logic).

  • SITUATION 1: Their heart is saying yes while their head is saying no. This happens when it feels right, they like you, and they want to say yes, but there are logical details that are missing or have not yet been addressed and the lead needs clarification and reassurance.
  • SITUATION 2: Their head is saying yes, but their heart is saying no. This happens when the contract, the fee, and everything you discussed is right, but for one reason or another, emotionally they’re just not feeling the partnership.

Your job as a business owner and service provider, is to help your audience connect with you and your brand emotionally. To do this, you need to build a relationship with your leads and provide prospective clients with the critical information they need to sign a contract. Some of this will be done in conversation and on sales calls, but most can be done on your website with the right approach.

Once you’ve built up a sales pipeline, it’s vital you keep your agency sustainable.

A Foundation For Lead Generation

To stay in business and grow your business, you need to generate a consistent pipeline of new leads, which means you’re expending time, effort, energy, and resources on brand awareness tactics, marketing campaigns, and lead generation strategies. With so much effort dedicated to developing leads, the worst thing that could happen is that a prospective client reaches your website, fails to make an emotional connection, and leaves without taking action.

To avoid this, it is imperative that when a new visitor reaches your website, they can quickly discover what it is about, confirm they’re in the right place, and find more valuable information.

When potential leads find your website:

  1. You want them to feel like it’s their lucky day because they found exactly what they needed
  2. You want them to feel like you “get them” and that your services were designed just for them.
  3. You need the right information to help them self-identify as a perfect fit or near perfect fit for your services and/or packages

But how do you get a visitor to self-identify as a prospective client and become a hot lead? And, how do you turn your website into your best salesperson that generates leads for you around the clock?

Your website can become a solid foundation for lead generation that works when you’re not working by implementing the four-step Know, Like, Trust, Convert approach.


  • Help people learn more about you and your background, what you do and how you do it, who you serve and why, and what results you get. 
  • The basic web pages that typically help leads get to know you are the Home page, About page, Services page, Contact page, Thank You page.


  • Help people get to know your personality, form a connection with you, and decide if they like you, like your perspective, and like your approach. 
  • This content offers glimpses into your personal life, showcases your personality, and shares your opinions and is typically found on the About page, Media page, and Portfolio page, as well as in case studies and blog posts.


  • Establish credibility, reliability, and trust by positioning yourself as an expert, providing value and quality content, and showing a history of proven results. 
  • This content typically includes the About page, Testimonials page, Portfolio page, Media Page, and Privacy Policy and Disclaimer pages, as well as blog posts, case studies, as seen on logos, and links to interviews and features.


  • Help people take action—contact, click, register, enroll, sign up, buy, subscribe, download, opt-in, call, email, join, or purchase. 
  • This content includes the Get Started page, Contact page, Sales pages, and Landing pages, as well as opt-in offers, pop-ups, and registration pages.

By applying the Know, Like, Trust, Convert approach to your website, visitors who are a great fit for your services will naturally self-identify as an ideal client and receive the exact information they need to move forward in the buying process. As a result, the quality of inbound leads your WordPress agency receives will improve and more leads with convert to paying clients.

Managed WordPress Hosting Is Better For Clients

When beginning a new website project, the last thing a client wants to do is figure out what website hosting company they should choose. Make it easy for your clients by recommending Nexcess Managed WordPress Hosting. Managed WordPress Hosting takes care of image compression, automatic updates for plugins and the platform, automatic daily backups, automatic SSL, and staging environments, as well as access to developer tools and no pageview/traffic limits.


Nexcess, the premium hosting provider for WordPress, WooCommerce, and Magento, is optimized for your hosting needs. Nexcess provides a managed hosting infrastructure, curated tools, and a team of experts that make it easy to build, manage, and grow your business online. Serving SMBs and the designers, developers, and agencies who create for them, Nexcess has provided fully managed, high-performance cloud solutions for more than 22 years.

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