AIAP Newsletter 01/12/06

Converting Clicks to Cash

We all get excited when we view our website traffic logs.  But the real measure of how successful we are on the web is not visits, but assignments.  To that end, we've decided to take a hard look at how we might all do a better job of converting those clicks to cash.

Each day several thousand people visit the AIAP website and then peruse individual member listings.  Unfortunately we have no way of knowing how many of these visitors actually book assignments with AIAP members.  In the world of e-commerce, the "conversion rate" is the real measure of success.  Conversion is defined as a visitor who stays to make a transaction.  Often a corporate webmaster's livelihood depends entirely on the conversion rate he achieves with his company's website.  For most AIAP members however, we ourselves are the webmaster, and so the responsibility begins and ends with us.

Let's take a look at a simple checklist of website "must haves" that will help each of us achieve a higher conversion rate:

1.  Fish with the right hook.
One of the biggest mistakes we can make is trying to be all things to all people.  If you had the means to hire a top flight advertising agency to promote your business, the first thing they would do is try to find out what sets you apart from your competition.  In the advertising world this is known as your USP, or Unique Selling Proposition.  To understand and define your own USP, start by asking yourself what it is that makes you different your competition.  We've discussed this concept in previous newsletters as defining your own "brand".

Once you've identified your USP, you'll be able to create advertising messages that are driven by your USP strategy.  For example,  consider the difference in the strength of the two following advertising messages:  1.  "Architectural photography services, including commercial and residential exteriors and interiors."  2.  "The first choice of architectural professionals in the Tri-State area."  Tell me, who would you call first?  We see this strategy all the time with large corporate advertisers, however there's no reason you can't employ the same strategy.   If you're still unclear about what a USP really is, take a few minutes and thumb through a consumer magazine of any kind.  You'll quickly be able to identify the USP of the major advertisers.

After you're confident in the message you've developed from your USP--use it everywhere!  This will become your own unique brand.  Your USP message may also become a trademark slogan that you use on all of your web and printed material.  A slogan that's less than 10 words is always best.

A few words of caution:  Give this matter CAREFUL consideration.  Run your ideas past your friends and family.  Sleep on it.  There's nothing more confusing to consumers than a constantly changing advertising message. Also, don't make your years in business your message--nobody cares how long you've done this, just how well.

2.  Does your landing page deliver a clear message?
Webmasters call the first page that a visitor sees the "landing page".  There are expensive workshops held throughout the country on landing page strategy.  It really boils down to one simple question:  Do visitors know who you are and what to do when they hit your landing page?  If not, all the cool graphics in the world won't bring in business.

As an example of what I mean, take a look at the Apple website:  http://www.apple.com

Is there any question of their message and call to action?  You can achieve the same result in your website--at millions of dollars less than Apple spends.

3.  Use the "AIDA" Principle.
Once you've got the visitor to your website and have presented a clear USP message you then need to provide some compelling copy that presents the "benefits" of doing business with you.  In the advertising world this is known as the AIDA Principle; in other words "Attention, Interest, Desire, Action".

Let's first talk about "Attention".  When someone hits your landing page do you immediately have their attention, or do you make them wait--yes, I'm talking about Flash programming here.  MSNBC reported this week that half of all internet users in the U.S. still use a dial-up connection.  Aside from the wait, there's an even more compelling reason to think twice about flash content on a landing page:  search engines do not index flash content!   Needless to say, gaining a visitors attention requires much more than a fast loading page--you've got to have compelling images or copy, or both.

Once you've got them, hold onto them! That's the "Interest" part.  This is where you want to deliver that compelling copy or images that are supported by your USP.  Tell your visitors what makes you unique as an architectural photographer.  You may want to get the visitors "attention" with your landing page and then direct their "interest" to subsequent pages. 

You'll create "Desire" in your visitor as you present the "benefits" of doing business with you.  Every architectural photographer in the country shoots interiors and exteriors--tell your visitor about the benefits of having YOU shoot interiors and exteriors.  Any of us who have been in sales have heard the oft-repeated adage that people by "benefits" rather than "features".  Instead of bullet points that outline your services, use benefit driven copy.  Consider the difference:  "Great interior photography" or "Interiors that glow with the detail and subtle elegance of a master photographer's touch." Easy choice, right?

Now for the "Action".  Does your website guide the visitor to book an assignment with you?  If not, what's the point?  Some of the more simple elements to your "call to action" are having easy to find email links and telephone number.  We've all been to websites where we've had to hunt for contact information--how frustrating!   Do all you can in the design of your website to make it easy for people to spend money with you.

Another aspect of your call to action is simply asking people to contact you and then providing a link to do so.  You may want to consider an online form that allows the visitor to fill out a request for a quotation, or a highly visible email link.  You might even say "Click here for a quotation on your project", and then provide a link to a request form.

4.  Make it Simple!
Consider for a minute the last transaction you made online, or perhaps a website that you regularly do business with.  Odds are that one of the most important elements to your satisfaction was the simplicity of the transaction.  The website was likely very easy to navigate and fast loading.  Take a look at your own website and see if it offers visitors a similar experience.  If not, you're turning business away.

One very telling experiment is to direct a few of your non-photographic friends to your website and ask them to comment on their experience.  Their comments will be very insightful as to the effectiveness of your website.  Ask them what they "didn't like", and then fix it.

5.  Back up your claims with great photography and great service.
Few things are more important in this business than reputation.  News of great work and great service travels far and wide in the architectural community.  When your photography and service match your advertising message, the combination is a potent force.  Great photographers are eventually recognized even in the absence of advertising; however, a great photographer with a powerful advertising message quickly rises to the top of his or her profession.  A desire to consistently do good work will take you to the top and keep you there.


As we begin this new year, let's all take a hard look at how we can be more effective both as photographers and small business owners.  Here's wishing you all the best for a great new year!

Best regards,
Alan Blakely, Director
The Association of Independent Architectural Photographers
http://www.aiap.net