It’s easier for people to say no than to say yes to whatever you’re asking them to do on your website. Because “no” keeps them where they are with what they know (easy). Yes means having to engage with someone they don’t know (hard).

Take you and me, right now, for example. You’re reading this because you have an issue with growing your business that you feel/hope a marketing consultant can fix. And even though you’re investing time and energy to find that person and you want to find that person, it’s more comfortable for you to say no to me and continue looking. Because your current situation — your issue — is more familiar and more comfortable than sending me an email and having to engage with a stranger and wallow around in your problem with me. Or worse, call me.

I know, this sounds crazy, but it also rings true, doesn’t it? And by the way, the people on your website right now feel the same way.

The challenge, then:

To make saying yes easy enough they choose it.

And while I can’t answer this specifically for you, there are some underlying ‘physics’ to how you do that-

Let people know you understand their problem. This is where you start. State the problem that brings most people to your site. Don’t just present what you do and the benefits of selecting you. Describe how working with you solves their problem. Relate it to THEM.

Give people evidence for how working with you solves their problem. Describe the how, not just the benefits.

Make it as painless as possible to reach out to you. Email, phone, form, download, webinar, etc.

Remember, people want to say no. Help them say yes.