You know having a great website is crucial to growing your business. But, I know that you're struggling to make it really work for you. You try to design it as best you can, but you know your DIY skills are lacking. What's worse? You're not getting the clients you desperately need!
You've tried to choose the right template, used the best images from Unsplash, and you've asked for website critiques in Facebook groups. You're blogging, you're consistently showing up on your favorite social media platforms -- but you're not seeing any ROI.
Why is this not working?!
You're not a web designer, so you're not sure if what you have is actually working. I've optimized my website and social media to work harder for me -- which results in a growing social media following, email subscribers, and being booked out for four months. If you're spending the money and time to create a website for your business, you really want to see an ROI, am I right?!
Every decision you make on your website needs to be strategic.
Your website should be your hardest working employee.
Every color, font, image and button should be placed intentionally. Share buttons don't need to appear on every page (likely, only posts). Displaying 20 of your most recent or popular posts might be a little over the top. Three pop-ups is definitely too much.
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Unfortunately, I know not everyone is making intentional decisions when designing their website. Here are three reasons your website isn't working for you:
YOUR ABOUT PAGE
I see posts all the time in Facebook groups asking, "I don't know what to put on my About page!" or "I hate writing about myself, who wants to write my About page?!" But that's half of the problem -- because your About page isn't all about YOU.
Your about page should tell tell the reader what you do, why you do it, and why they should care. There's a fine line between too personal and not personal enough. You don't want your About page to just be another sales page on your website.
Think of your About page like an extended elevator speech.
- Have a great photo of yourself. You wouldn't want to show up to an event in gym clothes, right? You want to look nice, but also be comfortable (and you're probably wearing your favorite shirt, right?).
- When people ask what you do, what's your usual response? Take your elevator speech and expand it to a few paragraphs. Share the why behind what you do.
- Sometimes at networking events, the conversation goes from all "business" talk to more "real" talk -- favorite restaurants, hobbies, etc. But, you're likely not sharing your entire life story, because it's not the right time. The same can be said for sharing this amount of detail on your About page.
YOUR SERVICES PAGE
Whether you call it your Services page, your Hire Me page or something else -- you need to make your services available and obvious on your website. It's not a great idea to just have a portfolio and a blog, and depend on people to fill out your contact form asking if they can hire you.
There's more to your Services page than just listing prices and packages. You need to tell the reader the value and benefits of working with you. Just like your About page, you have to find the balance -- between connecting, and selling.
Think of your Services page like a simpler version of Amazon.
- Simple is the keyword in the sentence above, because you don't want to overwhelm the reader. There are millions of options on Amazon (which... is fun), but that won't work for you. Limit it to 3-4 service package options.
- What's one of the first things you look at on any particular Amazon product? The reviews! Even if you don't go to the user review section, you do look at the star ratings -- no one wants to buy a two-star reviewed product. Have client testimonials sprinkled in on your services page.
- Include your prices, or at least a "starting at" price point. If you don't have prices listed, people will think they can't even afford you. You'll also save yourself time! If your packages start at $2k, and people with $500 budgets keep contacting you -- you're wasting everyone's time.
YOUR LACK OF CALL-TO-ACTIONS
If you’re putting all this work into your blog posts, why not make them go further, faster? We’d all love a higher ROI on our blog posts. Just adding in or tweaking a few things in your post can help you do just that! The best thing? Give the reader an action step or an easy takeaway in your blog posts.
This doesn’t mean every post has to be a tutorial or how-to guide. Inspire them to take action -- even if it's just signing up for your email list. When I see a certain post that is getting more traffic, I make a point to go re-read the post. Is there something I can add or take away from the post to make it better?
Think of CTAs as a little extra nudge, not an intrusive sale.
- Your lead magnet can be any format: checklists, ebooks, guides, access to a Facebook group, a video series, a list of your favorite tools, insider secrets, etc. Just as long as it’s valuable, and it’s something that your audience needs!
- You don't have to use sales-y words. There are other ways to connect with your reader. Use words that feel authentic to you, and connect well with your brand.
Yes, a great looking website is important -- we all know that! But, it doesn't stop there. You need to have a strategy behind the content that is on your website, to attract more of your dream clients. Always, always, always keep your audience in mind.
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