Question

Topic: Website Critique

Improving "request A Quote" Page

Posted by cathy on 4/3/2013 at 10:37 AM ET 500 Points
Hello MarketingProfs community!

I'm Cathy Beck with Grey Sky Films. We recently launched our redesigned website and have added a "request for quote" page. While it's helped us in terms of bringing in more inquiries, using the word "quote" has had an impact on our sales process.

While everyone is entitled to "shop around," we're finding the conversations that are being had are going directly to price. In our world, we put a good deal of emphasis on bonding with our prospects at a face-to-face meeting, gaining their confidence and trust - because after all, people will buy from people they like (regardless of the product). This is creating an obstacle in our sales process and we want to address it promptly.

We're looking for a way to keep the page, but soften the "Request a Quote" page title and page content to encourage a conversation/first time meeting.

The page is: https://www.greyskyfilms.com/RequestaQuote.htm

I look forward to your help with his and invite your comments/advice/critique.

Best,
Cathy






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RESPONSES

  • Posted by Moriarty on 4/3/2013 at 11:13 AM Accepted
    My first question is how are you obtaining your leads? If they are only interested in price, I would suggest that they are very low quality leads.

    The second thing I would mention is that you don't have much in the way of copy on your pages. You aren't setting yourself up as anything special. You've done some special things - only you haven't really told anybody about them or how you did them.

    The request a quote page is very stark, and puts the customer in charge because they get the quote and then decide. Really it needs to be the other way around - they ask you to do something for them and you then chat to them. For this the best method is to use an email autoresponder.

    The other advantage to finding out who your best clients are is that you can tailor everything to them - and your PPC and advertising budgets can be directed this way too.

    Are you getting referrals from satisfied clients? Are they as demanding about price? If not, why not.
  • Posted by Jay Hamilton-Roth on 4/3/2013 at 2:55 PM Accepted
    Instead of "request a quote" how about "schedule a free consultation"? Ultimately, you need to better understand what your prospect's needs are before you can give them a solid number.
  • Posted by SteveByrneMarketing on 4/3/2013 at 3:41 PM Accepted
    I agree with Jay, offer a "free consultation", not just a quote right off the bat. A free consultation, a more stepped process, to eventually provide a professional proposal will add credibility and some meaningful "scope of project" details.

    Also consider relaxing your "required fields" demands. All you really need is the prospect's name and email address to begin the process. Sure, you would like all the information, but what if the potential client thinks differently. Why stop them from raising their hands? You would pay good money to get the name and email address of somebody interested in your services.
  • Posted on 4/3/2013 at 6:23 PM Accepted
    I agree with Jay too. Even if you get fewer requests for quotes, they will be higher quality and more likely to convert. The current approach really does focus people on price (only) and will undermine your sales process.
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