“[P]re-suasion — the process of arranging for recipients to be receptive to a message before they encounter it” – p. 4, Pre-Suasion: A Revolutionary Way to Influence and Persuade, by: Robert Cialdini
Before reaching out to potential customers or new contacts, it’s important to have a basic website that communicates who you are, what you do, who you serve, testimonials from current customers, and your contact information. Over time, your website will reach more people than you ever could if you were to put “feet on the streets.”
However, most people who visit your website will likely never contact you. That’s why you must ensure your website is as strong, as pre-suasive, as it can be to ensure you have the greatest chance of capturing the attention of prospective customers. When you create your website, start with the six principles of pre-suasion detailed on Cialdini’s website: reciprocity, scarcity, authority, consistency, liking, and consensus.
Your website doesn’t have to be perfect but it does need to be functional, easy to navigate, and have a clear way to contact you. Doing that, along with well-written, grammatically correct copy, will give you an edge over your competition.