Shaping your client experience journey (continued)
This post is part of the client experience series, shaping your client experience journey.
Read about the Power of Exceptional Client Experience if you’re wondering… how can I create an exceptional client experience for my service-based business? It covers why it is important to shape an exceptional client experience and how to approach this task in order to seamlessly guide your audience from not knowing who you are to confirming a booking.
Understanding your client experience journey. In order to shape an exceptional client experience, you first need to have a CRYSTAL clear understanding of the whole journey that your (potential) clients go through and identify every single touch point from the moment they first learn about you to the moment that they book you and beyond. Discover the 7-step blueprint for understanding a client experience journey that you can use as your guide to map out your own client journey and work on improving all its touch points.
Before you can even begin thinking about your client journey and experience, you need to create the foundation for shaping an exceptional client experience. For that, you first need to do the legwork and create a clear strategy for your business that guides all your efforts. If you haven’t read this part yet then READ IT HERE! Afterwards, it’s important to create a professional visual identity, and a strategically created website that houses most of your client journey touchpoints. On top of that, you need to streamline your communication channels. Let’s go through these elements that serve as foundations for shaping an exceptional client experience as a whole.
Website
Your website is often the first point of contact for potential clients so it plays a major role in shaping their experience and influencing their decision to inquire about your services. Here are SOME elements to consider.
Seamless journey through your website. Once visitors land on your website, it is super important to seamlessly guide them through an experience and a journey that is designed to provide them all the information that they need in order to appeal to them, build trust with them and convince them that you are the right person that can help them. You might have various target audiences and various offerings but you need to strategically craft your website journey in a way that makes it seamless for EACH prospect that lands on your site. The end goal for each visitor is to seamlessly guide them towards taking the desired action, such as booking a call with you or making a booking or whatever other goal your website has.
User experience. From a more visual and technical point of view. Shaping an excellent user experience (UX) is at the heart of strategic website design as great user experience has the power to boost virtually all elements of your website. When done right, a professionally designed website makes a lasting and positive impression while showcasing your credibility, trustworthiness and reliability, as well as increasing the overall perception of your brand. All of these elements form an important part of shaping an exceptional client experience journey. You might be interested to learn about the typical website user experience mistakes to avoid.
Content - Content plays an important role in your prospective client’s journey. If your website is cluttered with too much or with confusing content it can be distracting and overwhelming. Less really is more here. Focus on creating great content and copy and be selective with what information you place on your website in terms of quantity and quality. Use compelling copy and visuals to captivate your visitors attention and provide them all the necessary information. Incorporate intentional and deliberate trust building into your website as that can make the difference between visitors leaving your site and booking your services.
All in all, your website should cater to EVERY type of target audience and guide them through a seamless journey towards taking the desired action.
I’m Agnes, your strategic partner and I specialize in helping business owners confidently and successfully book their DREAM high-value clients.
For 5+ years I’ve worked in professional consulting services, crafting and executing custom-made solutions for clients, problem-solving on the daily and managing projects worth millions. I’ve spent years mastering the method that large companies use to charge premium prices that clients are happy to pay. And now I can help you do the same as a small business owner.
With my expert guidance, I’ll help you strengthen and position your business the right way in order to attract and book high-value clients who happily pay premium pricing. I provide guidance and 1:1 support with strategy creation for building your strong foundation and clear and targeted messaging and hands-on support with bringing it all to life.
If you don’t want to miss out on high-paying clients and leave money on the table your first step is easy - book a free 1:1 session with me here - let’s chat!
Communication Channels
At the heart of exceptional client experience is effective communication so your job is to ensure that all your communication channels are working seamlessly, are easy-to-use and provide a sense of responsiveness.
Make it easy and seamless to inquire about your services. At the point of inquiry, your prospects want to take the first step and inquire about your services. You should always aim to minimize the amount of effort or friction needed for this important step. On your website you need to create optimized contact forms, automated call bookings and otherwise a seamless inquiry process because well-designed and easy-to-use communication and inquiry routes will encourage your potential clients to take that step. Off your website (i.e. offline touchpoints or other online touchpoints like social media etc.) you need to make sure that you seamlessly guide them towards inquiry, whether that means directing them to your website or adding more inquiry channels.
Be responsive and easily reachable. After the prospective clients have crossed the first hurdle and made an inquiry, you need to seamlessly continue their journey with you even though the journey is now on a different platform, likely on email. So make that you make them feel supported, confirm their inquiry, and provide info on what they can expect next and within what timelines. Here are some tips to consider:
Automated responses to inquiries will give a sense of responsiveness with immediate inquiry confirmations, automated sequences with all the necessary information they need and further nurture emails.
Respond to emails or text messages (or any other forms of communication) promptly and professionally.
Ensure consistency and professionalism in all your communications that’s aligned with your brand strategy and visual identity.
Be professional, prompt and responsive at all times.
Focus on fostering effective communication. In case of any factors influencing your responsiveness, make sure you set a clear expectation from the beginning. Are you only responding to emails within 48 hours? Are you off on Wednesdays and Fridays? Are you in a different timezone than your clients? Make sure you communicate that upfront and set a clear expectation for them.
Remember, there’s no right or wrong here, there’s only the risk of unclear and ineffective communication that will make your clients turn the other way.
I know that it can be very daunting and difficult to get the clarity and structure that you need in order to shape an exceptional client experience, but you don't have to do it alone. If you feel like you're not in control and you don't know how to gain that clarity and structure to shape an exceptional client experience, reach out to me, let's chat!
You might be interested in
Understanding your client experience journey. In order to shape an exceptional client experience, you first need to have a CRYSTAL clear understanding of the whole journey that your (potential) clients go through and identify every single touch point from the moment they first learn about you to the moment that they book you and beyond. Discover the 7-step blueprint for understanding a client experience journey that you can use as your guide to map out your own client journey and work on improving all its touch points.
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