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How To Convert More Visitors Into Customers

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photo credit: [cipher]

There’s no bigger quality in a business person than telling the truth, all the time.

Customers who feel that their vendor is honourable and true to their word will listen when new products are reviewed, be easily persuaded to make sales based on the word of their trusted vendor, and be much more likely to refer other people to them.

Most of us speak only the truth every day, especially in our business.

However, it’s a sad fact of our cynical world that even when we tell the truth online, most of our readers will approach what we say with a huge dose of scepticism.

It’s a natural reaction to being constantly sold to, exaggerated at and persuaded, that makes our customers inherently doubtful about what we have to say, even when our intentions are pure and we’re trying our best to give honest information.

These days, even when we tell the truth, we need to use a handful of techniques to make sure that people believe what we say, and trust that we are communicating useful, honest advice and information.

Here’s how to sound like you are telling the truth all the time, when you have something valuable to say online…

Don’t Oversell

There’s a great line in the poem ‘Desiderata’, that says ‘Speak your truth, quietly and clearly’.

This is great advice for business bloggers looking to gain the respect and trust of their customers online.

People who make amazing claims with lots of exclamation marks, superlatives and over-the-top language rarely inspire the kind of trust that we need to make sales.

If something is marketed to sound too good to be true, our natural instinct is to turn our back on it and go elsewhere to find what we are looking for.

Businesses that say they have “the most fantastic product ever to be launched” will get sales but when the product turns out not to be…refunds will come pouring in.

Businesses that speak clearly and confidently about proven benefits, will.


Use Personal Testimonial

Nothing persuades people to buy more readily these days than testimonials.

In an age where you can download hundreds of customer reviews for even the simplest of products, it makes sense to add your voice (and those of your friends, family and business colleagues) to your product to explain just how and why it really works.

When you launch a new service, support your assertion that it is a great prospect by getting your social network and online links to post up truthful, honest reviews.

Never be tempted to make up reviews, though – these always come across as false, and you’ll never get the pitch, tone and honesty that real testimonials can offer. Plus with the FTC rules now in place, you’ll be breaking the law.

During an initial chat with a recent prospective client, he stated he had completed a lot of on-line research to find a web designer.

He chose to make contact with me.

I asked him why.

My testimonials page persuaded him to get in touch.

Check out my testimonials page here: We Build Your Blog Testimonials

Be Specific

When you want to get people to believe what you are saying, you need to eradicate all of the ‘fluff’ and sales speak, and instead use simple language which tells them exactly what you want to say, without  complicating the principles behind complex language.

Saying a statement such as ‘This shampoo will make your hair feel softer and look more shiny’ is much more effective than ‘Our shampoo features pro-beta-retinin-pandemicy technologies to optimise visual impact and maximise the H2O-retention capabilities of your hair’.

You may think that customers will be wowed by technical language, but in truth it just makes people pause and wonder what you are trying to conceal from them.

Back Up Your Assertions

If you truly have a great product or service, it’s not enough these days just to tell people how great you think it is.

You need to back up your opinion with cold, hard facts.

Marketing has been using this technique for years – we all know that eight out of ten cats prefer Whiskas cat food.

By giving statistics, evidence or information to support your claims, you’ll pull ahead of most people marketing online by giving your customers real proof to back up what you are telling them.

If you have a product that works, take some time to measure how it works, and offer your customers the metrics, instead of relying on your own enthusiasm to persuade people to buy.

It may seem a little sad that people these days are so cynical that they can’t appreciate the truth without being given a helping hand, but – trust me! – our online businesses need as much help as they can get to demonstrate that we are honest, hard-working entrepreneurs with our client’s best interests at heart, rather than rampaging charlatans waiting to pounce on unsuspecting victims and rob them blind.

“In a time of universal deceit – telling the truth is a revolutionary act.”

George Orwell

How do you persuade your visitors to become customers?

Please share your views in the comments below.

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22 Responses to How To Convert More Visitors Into Customers

  1. Andrea T.H.W. April 30, 2013 at 9:58 am #

    Great ideas Andrew. I’m always amazed about how many internet matketers still use those infinite pages full of claims and ironclad guarantees before arriving at the end and saying the price of their wonderful products. I always ask myself if this thing still works and if not why they go on using it.

    Usually I get bored at half page so I seldomly buy something. 🙂

    • Andrew May 1, 2013 at 4:12 am #


      I do still think they work as they prey on newbies.


  2. Corinne Edwards April 30, 2013 at 9:59 am #

    Dear Andrew –

    Truthiness is a given.

    My impression of you is that you always deliver ore than you promise.

    And you don’t have to be asked to so things like upgrades, checking links to make sure they are not broken.

    Of course that is a big plus for people who are non techs like me.

    We have no idea what to ask you to do.

    Very helpful that you do it all and let us know later!

    • Andrew May 1, 2013 at 4:13 am #


      Customer service is paramount to me. It’s waht gets me more clients!


  3. Jason Wright May 1, 2013 at 1:54 am #

    Testimonials are often an important aspect in sounding confidence in your potential customers. Instead of just using random names using established persons with a reputed social network profile can really create confidence into the minds of your readers.

    • Andrew May 1, 2013 at 4:15 am #

      True, Jason. It’s just getting a reputed social network profile to give you a testimonial!


  4. Wade Balsdon May 1, 2013 at 3:02 am #

    Great post Andrew. Honesty is the only way to build a long term sustainable business.

    • Andrew May 1, 2013 at 4:16 am #

      Totally agree, Wade.

      Honest and hard working people will succeed in the end.


  5. Darek Kargul May 1, 2013 at 4:43 am #

    “There’s no bigger quality in a business person than telling the truth, all the time.” Speaking the truth is the best way to keep good realationship with your visitors and people in your niche. Every lie will come out sooner or later and then BANG you failed your business.

    Great post Adrew!

    • Andrew May 2, 2013 at 12:41 am #


      Yes, agree! Shame so many Internet Marketers don’t follow your advice!


  6. Sam May 2, 2013 at 10:22 am #

    Good article Andrew. I think you are right about personal testimonials. They can provide a lot of credibility and truthfulness to your product or message. I also think that backing up your assertions is hugely important. After all, that is one of the most important techniques in selling anything 🙂

    Sam Martinez

    • Andrew May 8, 2013 at 4:10 am #


      And the more testimonials the better! Right?


  7. jun May 3, 2013 at 4:46 am #

    making and turning visitors to customers is hard but with a little bit of effort and experties…i think it is possible….thanks for sharing….nice post

  8. Mark May 4, 2013 at 5:12 am #

    Hi Andrew

    I completely agree with the point about testimonials.

    I’ve spent a lot of time over the past couple of weeks getting my clients to add reviews onto an independent site and I’ve already had a few clients contacting me mentioning they’ve read them.

    • Andrew May 8, 2013 at 4:11 am #


      What independent site are they adding their reviews to?

      Are you also adding them to your own site?


      • Mark May 8, 2013 at 4:29 am #

        Hi Andrew

        I use the Which Web Design Company website – http://www.whichwebdesigncompany.com

        I haven’t been adding them to my own site but that is on my list of things to do.

        • Andrew May 8, 2013 at 9:15 am #


          Thanks for sharing that link – might add my own!


  9. Sudipto May 7, 2013 at 3:39 am #

    Hey Andrew,
    Nice post and Thanks for sharing this important post with us. I really like the idea of using personal testimonial and I think for converting visitors to customers we have to first build trust with our readers and for this we have to reply all our readers and also have to make good connections with them.

    • Andrew May 8, 2013 at 4:13 am #


      I agree trust is very important. That grows over a period of time and depends upon how you relate to your existing customers.

      If yo do it well…referrals start to come in.


  10. Mahendra May 11, 2013 at 12:59 am #

    Hello Andrew
    Being specific and telling readers you r personal experiences is the best way to win trust of readers as you said in the post. This is totally true. Specialty attracts readers towards you.Thanks for this nice sharing with us.

  11. Steve May 13, 2013 at 3:43 am #


    Using personal feedback and promoting them on my site makes a big difference to my conversions. It tends to build trust, as long as you have quite a few.


    • Andrew May 15, 2013 at 3:34 am #


      True – you do need quite a few to build trust. A single one or 2 doesn’t do that. But then it takes time to get the feedback.


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