Are you ready for a website revamp? Or worried it will take up too much of your time? I’m going to be covering everything you need to know about websites in this week’s new podcast episode.
Listen using the player above or read the blog below.
Now, I’m not a website specialist but I am a messaging and copy-positioning specialist. And this is how I’d advise my clients on revamping their websites, depending on what type of business they are. The same advice isn’t necessary for all businesses but I’ll be sharing some examples of different advice I’d give.
How important is a website to your business?
Again, it depends on your business and how you market yourself. If you’re a coach or expert that isn’t necessarily searched for and is more of a disruptor using lead magnets to hook people in then a website might not be as important. Yes, you can add lead magnets to a website but what you need to consider is if you’re pulling people in through search or if you’re going out looking for them. This makes a difference in how important a website is.
Having a website is good for every business to have. It adds to your credibility and people can get a flavour of what you’re about. But it’s not essential if you’re doing outreach or getting clients from groups. It’s not necessarily an immediate necessity. You can absolutely get clients and make money without a website.
If you’re a business that gets clients from people searching for you, then it’s a non-negotiable. For example, parent coaches would be searched for on the internet. Their ideal audience will be looking for support online to help them parent their children.
Perhaps you work locally with people face-to-face then you’ll need a website and make sure it’s optimised for local SEO. Those are the times when you definitely need a website.
How to create a website time-effectively
A website can seem daunting with all the pages you need. You want one quickly but don’t have the time and would rather be chasing leads One of the best ways to quickly create a website is to have a one-page website. Don’t worry about the convoluted ways of creating a website. Instead, simply have one page that states what you do.
Say you have a corporate arm, then have a two or three-page website or multiple one-page sites.
Your one page website needs:
- Who you are
- What you do
- Who you work with
- The transformation for your client
- Your lead magnet
- How to contact you
- And how to buy your product.
What you don’t want is lots of copy. It needs to be easy-breezy and quickly let them know how you can help. You can then build out the rest of the website in the background.
Once your website is live, you can start adding the extra pages. Even if you’re creating a larger website, you don’t want tons of information on one page. When creating your one-pager, think about how you can make this effective without being confusing.
For a bigger website, you can spread the information out more. You can have a knowledge centre on your website for all of your blogs and information. You can organise your content with the navigation bar as well.
Consider how you present the information
You can use blogs and an FAQ section. If your FAQ section feels a bit light, then you can add an enquiry box to gather some market research and understand what people want to know.
On your home page, you need one big positioning statement that explains what you do and how you help people. You want to avoid ambiguity. Keep clear and smack them in the face with it.
Make sure all of your links and buttons work. While you may not make sales from your website, if your buttons and links aren’t working it prevents people from buying from you.
Make the journey easy
Remember, you may not need lots of fancy tech to make your website work. But if you’ve got a low-end product, then people might want to go on and buy it straight away. For our travel business, people want to book online. They want ease to pick a date and then go. If we didn’t have a working website with the tech, then we wouldn’t be able to function as a business.
Unless it’s essential that someone needs to speak with you, such as a vetting process, then you can look at making it easy for people to buy. Even if you do have a vetting process, you need to look at if you’re making it more difficult than it needs to be. Could they book a deposit to secure their place and then you vet them? Look at the customer journey on your website, are you making it as easy as possible?
For our travel company, we have a tech company to look at the website as we can’t manage this in-house. You may want to outsource your website if you’re operating in this way. It is worth looking at the tech so you understand some of it. If you think you can design a website yourself and you enjoy it, then go for it.
However, if you’re having to learn web design skills and it is taking up too much of your time, then you need to think about outsourcing it. Otherwise, you’ll spend too much time on something that will take someone else much less time.
It might be worth making sales and ploughing that investment back into your business to build a website.
Understanding what you need for your business versus what you want will help you assess the investment of time, effort and money to get that up and running.
One of the biggest mistakes I see on a website is making it all about them. While people want to potentially see who they want to work with, but really they want to know how you can help them. Start with your ideal client in mind. Describe how you help that person and the transformation you create.
What does that before and after picture look like? And what is the journey for your clients? This needs to be the most prominent thing on your website because this is what you’re selling. You are selling a transformation. Yes, you want to build credibility and positioning but this comes secondary to the transformation. Make it less about you and more about the person you are selling to.
You need to be able to show them the mirror of what they are going through – their hell – while also showing them what heaven will look like. Obviously, selling to corporates will be different in approach. Instead, you’ll want to look at the organisational goals and what they want to achieve. It’s about how and why they want to support the individuals. You are coming to it from a slightly different angle.
You want to talk about the right things depending on whether you are talking to a business or a person. Even if you’re talking to an individual in a business, your decision maker is usually a business owner or department head. So you need to speak to their needs, wants or desires.
They need to feel that you understand their situation from your website. And amongst this, you need to be positioning yourself as the go-to for this problem. Plus, you need to be talking about your USP throughout your website. Your USP will be the thing they can’t get from anywhere else.
If you’re mainly a personal brand, I recommend there is a balance between a business brand and a personal brand. If you’re selling yourself from your perspective, you will stunt your scalability if it’s just from you. If you want scalability, remaining as just one person can stunt your growth. But it all depends on how far you want to scale.
Want to get your website sorted?
If this episode has highlighted that you need to revamp your website or you need to build one in the first instance, then you can book a Clarity Call with me.
Book a Call with Jen – bit.ly/claritycallpodcast
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