Why do visitors who start on a services page convert into leads? Because they have a commercial motive. All her SEO learned this on his first day of keyword research class. But let’s ask a less common question in SEO school…
Why aren’t my visitors converting into leads when they start on my services page? This is usually because the page doesn’t answer the question (lack of clarity). Or they couldn’t handle the opposition (lack of confidence). Or they were unable to support their claims with evidence (lack of trust). In other words, there is a gap.
Now, let’s fire up our gap-finding AI and ask it to tell us what we’re missing. However, the AI doesn’t know the visitor yet, so you’ll need to use a multi-prompt process. Our gaps are specific to our target audience, so we need to start with personas.
If you have a well-tested ideal customer profile, simply upload it to AI. If not, you can create one using AI. Use this handy persona prompt.
Build your persona [job title] and [roles/skills/responsibility] in [industry/company size/geography].this person needs help [challenge/problem/task] and is under consideration List your hopes/dreams, fears/concerns, emotional triggers, and decision-making criteria for hiring/contacting talent. [industry/category/service/product]. |
If you use ChatGPT, your persona will probably be named Alex. I don’t know why. And, of course, there are accuracy issues. Therefore, please take your time and read it carefully. What am I doing wrong? What am I missing? Please fix that first. Otherwise, subsequent AI responses will be poor.
Fill in these gaps yourself by telling the AI to make changes. Here are the persona remediation prompts:
Add the following to the persona decision criteria: [insert additional buyer concerns] |
It’s not perfect, and it doesn’t need to be. However, it must be of sufficient quality to be used for evaluating service pages. The higher the accuracy, the better the response.
Next, specify the pages you want to optimize. In the same chat with the persona, copy and paste the copy from the main service page (or a screenshot of the entire page) into the AI with the following prompt:
You’re a conversion optimization expert skilled at evaluating both the information and persuasiveness of your pages. The most persuasive and highest converting web pages have common characteristics. Below are some best practices for B2B service pages. 1. Headers clearly indicate the topic of the page and immediately let visitors know they are in the right place. Create a list of how the following web pages do or do not meet your persona’s information needs. [paste in the page, or attach a full page screenshot] |
Does it seem like a long prompt? In my experience, it’s not. Some of the best prompts provide the AI with a small list of best practices so it knows what successful deliverables are. This prompt is like a mini-blog post about best practices. Leverage best practices and what you know to work well, based on your experience, analysis, and perspective.
This is a screenshot of the ChatGPT response. This begins with a list of how you met the persona’s information needs and ends with a list of the persona’s information needs that were not met.