How to Make Your Website Work for You

As a business owner, you know that having a website is vital to your business. But why? What does it do?

The Website Challenge

Of course, you know that it is the equivalent of hanging your sign on your storefront, but in the digital world. The challenge is, rather than competing with 20 other businesses on your street, you are competing for consumers attention against hundreds of thousands of other businesses…around the world! (Of course, this all depends on your industry and target market as to who you are really competing with).

your website connects you to the world - maximize it

Website Optimization (to Be Found on Search Engines)

Essentially, just because you build a website doesn’t mean people will find you. When building your website, you should optimize it to be found on search engines (so that the search engines can then share your site with people who are looking for your products/services). This is standard for a website development project, but make sure it is covered if you go for a budget option.

Optimizing your website includes:

  • – Planning the content that is on your website (that it matches what your ideal customers are searching for)
  • – Matching that content to title and page descriptions
  • – Having a mobile version of your website
  • – Purchasing an SSL certificate to have a secure https:// URL
  • – Optimizing the layout with schema to appear on Google search results
  • – Creating a website sitemap
  • – Submitting your website to search engines
  • – Connecting it to Google Analytics (more for tracking than optimization, but a best practice)

Ok whew! So, you’ve done all that, now what?

Well let’s backtrack a little. Those are the technical details that your web developer should be handling for you, but what about the front end of the website – your user experience? What does your website do for your customers? How does it lead your potential clients through your services to help them make a decision (yay or nay) for your services?

Planning Your Website (Purpose & Customer Experience)

The most important thing you can do for your website is plan out the user experience; how visitors will explore your website.

To do this, you need to understand your target market: what pains/challenges do they have, what are they looking for, why are they on your site, how can you help them?

You want to understand these so that you can address them as quickly as possible on your site. It is important to have a visually appealing website, but it’s even more important to have an effective website!

I talk about target markets and client personas a lot because they are so integral in creating an effective marketing message and strategy.

When you know your target market, you can use the language that speaks directly to them to address their needs. You are magnetically attracting them as they know you are the perfect solution to help them – this message is shared on your website as well.

When I first start discussing websites with my clients, the first thing I ask is, “what do you want your website to do?” “Are there any features you specifically want to see or to have it offer?” and more. I also help with this brainstorming process as this is my area of expertise and I can help direct clients to solutions that they didn’t know were available. From there, the design process includes these elements so that the website is built with a purpose behind it.

Making Your Website Work for You

The purpose of a website is that it attracts clients, educates them, and preps them to work with you before you even talk to them. That way you aren’t talking to a cold lead! You are talking to a potential customer who is excited and eager to work with you so that you don’t even have to sell them on your services/products.

This can include:

  • – Having a free guide/offer to help educate them on their challenge/problem
  • – Adding them to a drip campaign educating them on you and your business, including them on your monthly newsletter (which is entertaining, adds value or offers insight and updates), etc.
  • – Automating your scheduling process/lead sales process
  • – And more!

The possibilities are endless and are only limited by your needs and imagination. I had fun the other month developing a quiz to help a client screen out her ideal clients. I was strategizing the automation process for another client’s new website for setting up a hiring and client application process to increase closing rates / decrease no-show appointments.

If you’re wondering how your website could be doing more for you – let’s chat! Also, this guide on website must-haves is perfect for you to review!

25 Website Must-Haves - Free Download

Website Automation – Creating a Successful Client Acquisition Process with Less Work

Have you considered your sales process from the customer angle?

I’m sure you have, but have you really thought through the emotions they are going through as they search for your product/service? What about how they feel when they actually make the purchase? The trepidation (or hope) as they first discover you, the excitement as they learn more about how you can help them, the confidence as they purchase…and then possibly some doubt if they made a larger purchase, or even better, anticipation as they get to start!

People buy because of emotion, and how you make them feel, but those emotions are found throughout the research & purchase process, as well as the post-sale process. How do you welcome your customers?

It’s funny. As I was writing this article, I checked my personal email and found this email in response to a purchase I made yesterday:

Customer Engagement Email 1Customer Purchase Follow-Up Email 2

As a consumer, now that I’ve spent the money, I’m excited to get my products as soon as possible and take a step towards even better health. This is just a fun little touch point to let me know they are working on my order, but also have a greater community and sense of purpose in their company.

Many companies send an updated email with delivery details, but it’s so impersonal. A message like this excites me that my order will be arriving soon.

Pre-Customer Engagement

Your website is one of the most common ways that customers find you…whether it’s because your marketing is focused on being found in search results, you get referrals who visit your website, or you receive links from other sites that people may be visiting…they are all visiting your website to learn more about you and whether your product is right for their needs.

Here’s what a sample customer engagement process might look like:

  • They visit your site and find a free guide that answers their questions
  • You email their guide to them
  • You follow up with an email 1 day later, asking about the guide
  • You send another email 2-3 day afterwards with more information related to their problem
  • You offer them an opportunity to take the next step in learning more/solving their problem

Post-Sale Engagement

After you’ve made the sale, it’s now your turn to deliver. But how can you also continue to build that customer relationship that has already been started. Based on how you serve your clients, there will be different messages that you can approach them with.

A product sale follow-up will be thanking them for their order, giving them an update of shipping, and then following up with tips to get them using the product correctly, or creating the habits to bring it into their daily life.

A service sale follow-up will welcome them and explain next steps, so that they feel comfortable moving forward and knowing what to expect. You may then follow up with what you need from them to get to the next stage, and a meeting to start their services.

There is no one right way to do this, but it is important to show your personality and company philosophy within these messages. Create rapport and a relationship with your customers so that you can get to know them better and serve them at a greater level.

Not sure what this looks like for your business? I love exploring new strategy and brainstorming with new clients. Book your marketing consultation session to explore your challenges and how we can overcome them with tweaks in your marketing.

25 Website Must Haves - Download Now

3 Steps To Better Website Marketing

There are two ways to improve your marketing on your website and both are extremely important for growing your business through increased clients and sales.

1) Review how you use your website to attract clients (to get leads)
2) Review how you actually market your website (to get traffic)

You may be wondering why I focus on the website itself first when it is further down the marketing funnel than marketing your website (it is about creating leads from the traffic you already have). However, you cannot get quality traffic to your website without first having the right content on your website.

Website Marketing - Attract Your Ideal Client

1. Set a Goal For Your Website

Websites can have many different purposes, they can be purely informational, they can be a lead gathering source, they can position you as an expert in your field, they can be educational, they can build trust, they can sell your products and services, and many more opportunities!

The first thing you must do is know why you are creating a website. What is the goal for your website?

If it is purely informational, then all you need is to ensure you have the right content to share what your sales team or customers need to know.

If it is a lead generating source, you need to have the right content on there to magnetically attract clients. You also need to have a marketing system in place on how you will attract clients to your website (Search Engine Optimization).

If you are selling on your website, you must ensure that you have a smooth, user-friendly buying process. Is it easy for customers to find what they want? Is the payment process simple, secure and trustworthy to your customers?

Once you know your website goal, you can then build a plan to create that.

2. Create Content That Appeals to Your Ideal Client

Success! You have potential clients coming to your website (strangers, networking contacts & referrals, etc.). Now you must check that your message speaks to them. If you have content on your website that is unclear either in what you do, or what action your visitor should take, you will lose business opportunities.

The reason I consider you website content marketing more important is that you must have a website that serves it’s purposes and converts the traffic you are receiving. If you focus on marketing your website to get more traffic and then can’t convert them, it was all a waste of effort and money.

You convert traffic on your website by understanding your ideal client persona to create messaging that addresses their paint points and offers a solution that compels them to sign up with you. (No you aren’t brainwashing them, you are just letting them know that you understand them and CAN help them.) Understanding and creating magnetic content for your ideal client leads to a more qualified lead and a higher closing rate in sales.

3. Market Your Website on the Internet

The next step to improving your website marketing is to get it to show higher on the correct search terms for your business. The art to this is understanding the phrases that your ideal clients are using, and optimizing their use throughout your website in order to be found for those search terms.

These terms are called long-tail keywords and a recommended for several reasons. The first is that there is so much content on the internet that you need to find a way to stand out. You have a higher chance of being found for “real estate attorney in Eugene” than you do for “real estate attorney” because it is more specific and localized. Another example is “smooth Italian olive oil” rather than just “olive oil”.

You want to be specific so that you are found by your ideal client, rather than everyone (everyone is less likely to close than your ideal client). You also have less competition the more specific your keywords are, and therefore are more likely to be found in the top results.

The most important thing to remember with SEO is that search engines want to show the right content that their customers are looking for. You improve search rankings by producing the results (information, products, etc.) that you promise so that your visitors stay on your website.

Related Articles:

https://designflairstudio.com/blog/seo-keywords-influence-web-traffic/

https://designflairstudio.com/blog/seo-v-s-inbound-marketing/

Have questions? Schedule your Get Acquainted session by contacting me. Can’t wait to hear more about your situation and see if I can help!

 

Don’t Waste Your Money On Marketing – Create Magnetic Marketing

As a savvy and successful business owner, you know that marketing is essential to growing your business. In fact, it is the single most important thing you can do. Understanding who your ideal client is and how you help them is vital so that you can ensure you meet the needs of your current customers too!

The purpose of marketing is to understand your clients so that you can authentically add value and solve their problems.

3 Most Common Mistakes in Marketing

These are the three most common areas that you can go wrong in marketing are your message, medium or market. This is because they are the three areas of marketing.

Media, Market, Message Venn Diagram

Message – When you don’t know specifically how you help them, you can’t speak clearly to those you can best help. Your marketing Message should be magnetic, attracting your ideal clients because you understand and can speak exactly to their needs.

Medium – If you have the most compelling Message, yet put it where your ideal clients are not, how will you attract them? The Medium is where you place your marketing message; it affects who sees your Message.

Market – If you don’t know who you actually best serve, you are missing your Market. Your Market is your ideal client, the person whom you are talking to. By understanding who it is you best serve, you can write a message that is targeted to attract them and put it in a place (medium) where they will see it.

Knowing your market helps you better ask for referrals in networking: “I help anyone who is looking to buy a house” vs “My ideal client is a recent widow who is overwhelmed by her loss, is in a house that is too big for her and wants to downsize.”

In this scenario, ‘anyone’ probably does not make you think of a qualified referral, whereas the second one will help you visualize a referral immediately if you know someone in that situation. The goal is not to serve everyone, that means more work because you are funneling a larger selection of less qualified leads for a lower closing rate. Instead, the ideal goal is to have a smaller pool of highly qualified leads for a higher closing rate – all for less work!

How To Find the Right Message, Medium & Market

Your Ideal Client Persona, or Avatar, is the single most important foundation you can create for your marketing. Why is that? Because when you understand who your ideal client is, and how you serve them, you can create the messaging to appeal to them and use it in the right place.

When you address your client’s pain points and offer a solution to them, in the form of a story (because stories are memorable and people make decisions on emotion), then you will work with those that you can best help. The purpose of marketing is not to manipulate people, but instead to understand them so that you can authentically add value and solve their problems.

Client Persona - Download Now

What Makes an Effective Call to Action: Converting Viewers Into Customers

A Call to Action (CTA) is an image, text, or button that you position throughout your blog, newsletter, or other piece of content on your website. Their goal is to attract clicks by showing your viewers an irresistible offer or idea. The best Calls to Action are short and sweet, like a tagline, but they also ask your viewer to take a specific action right then. 

Read more

Overcoming Content Overload and Blogging To Get the Right Leads


As we’ve explained previously, blogging is an important element to both search engine optimization and Inbound Marketing. However, most businesses now understand the value of creating content and we are reaching a point of content overload. If EVERYONE is writing blogs, what do you need to do to stand out from the competition?

Read more