If you don’t have a website for your driving school you really should get that sorted! Long gone are the days when pupils thumbed through the Yellow Pages.
Let’s assume that you do have a website. What is it doing for you? Why did you get one? The simple answer is, or it least should be, that it is your shop window. Why should a pupil purchase from your shop rather than one of your competitors?
When a pupil is browsing your website they are doing so to find information that will help them come to a buying decision. So, apart from stating the obvious such as price, you can provide automatic lessons, you do Pass Plus, the areas you cover (believe it or not I have seen many driving schools websites that don’t give the areas covered!) etc., you also need to persuade them to contact you.
One of the biggest factors in the buying decision process is trust (in this scenario the buying is to get them to contact you). If you could talk to them on the phone I would bet that they would start to instil trust in you. It’s a natural thing to do.
How can you do this with your website? The easiest and most powerful way to do this is to have YOU talking to them as soon as they land on your website. You won’t have to hope that they read all the vital information; you give it to them by word of mouth to ensure nothing is missed. The potential pupil will also feel and see that you are real person and cannot help than to start the process of trust, albeit subconsciously.
This technique is used very widely in the internet marketing sphere and with great success. I don’t think I have yet to come across one driving school website that does this.
If you want to get ahead of the game, gain competitive edge and have your website conversion rates increase you will want to explore personalising your website with your own spoken words.
Here is the solution I used on the Driving Schools Directory.
