How to Turn Uneducated Prospects into Educated Customers

Do you firmly believe that your tree service site is done well enough to get you business?
If you are like many other business owners, I am here to say that you have lost your mind and definitely do not know what you are missing out on by not having your site actually make you some money. Let me give an example….


Here is a company that I am work with: www.TomahawkTreeServices.com
If you look at their site, you notice that the site has mentions of many big words that consumers really do not know or understand. For example, they say, we will help with

• Tree Preservation
  
• Tree Removal
  
• Emergency Tree Removal
  
• Storm Damage
  
• Land Clearing
  
• Stump Grinding
  
• Structural Pruning
  
• Interior Pruning
  
• Canopy Lifting
  
• Tree Shaping
  
• Tree Pruning for Fruit Trees
  

As an average consumer, do you believe that you will know what “Structural Pruning” or “Canopy Lifting” or the difference between “Tree Removal” and “Emergency Tree Removal” is?
The thing is, unless I know what each of those terms means and know how to apply them, why would I ever call this company? Sure, they may buy just from seeing I am a tree service company and just call the number. However, what about the percentage of people who actually do read what you have to say? Do you wish to ignore them?
Brand loyalty is created by tree service providers who deliver value to their customers, empowering them to make a wise decision. When you feed your uneducated prospects with more information, they feel as though they received  a gift from you. They received something of benefit from you, and through the law of reciprocation, when they need to have any of those services, guess who they will call?
You.
Imagine that you are attempting to get a client’s business in (something that you are unaware of) – how to do a cricothyrotomy?
Do you know how to do a cricothyrotomy? It is a surgical procedure that physicians do in order to secure an airway in a patient that is choking to death? Now, would you want someone to perform that to you without explaining what it was?
Would you want a physician prescribing you pills if they did not explain to you what the pills would even do?
Of course not. However, you let your customers attempt to figure it out all by themselves.
If you want to be seen as the expert in your customer’s eyes and win over confidence that you truly are the best in your industry, then you truly must be the best in your industry. Offer items that will increase the status of your company, such as:

• Free videos
  
• PDF Downloads
  
• Q&A sections
  

Remember, your site is only useful if the prospect knows that they need you.