Marketing and Your Website – The 1 Tip For Business Success

Most business owners would agree that having a website is a vital part of marketing (and even additional sales in) their business. Whether their website is a destination to share their knowledge, build trust with potential clients, or even help with the sales process, it plays a major role in marketing your business.

Why Is Your Website So Important?

Your website is a tool in your marketing program; it is working for you 24/7, can bring you in front of those looking for your services, can help build trust with your potential lead, can turn them into a lead, and more!

If you’re wondering what a lead is, it is someone who you have the contact details of that has shown interest in your service, but has not purchased yet.

With the correct messaging, and with a thorough understanding of your ideal client, you can speak directly to their need and inspire them to take action with you. Whether this is through an offer, a free download, a free challenge, etc., you are giving them something of value to help them better understand their problem. Knowing your ideal clients is the most important step of your marketing, which is why I strongly suggest having your ideal client profiles and even a marketing matrix of their challenges that you solve, filled out thoroughly.

The Correct Messaging For Your Website

People buy because of the way they feel, not from features and benefits that you list, and definitely not from just products and services you offer. Sharing the story of your guidance and processes can help them feel relieved and relaxed to trust you, and also know that you can actually help them with their problems. The Storybrand style of messaging that leads your clients through a journey is just one example of how to do that.

Create a story in your marketing

When you know your client, and understand their challenges, you can empathize and even stand in their shoes. This empathy helps to better address their needs as well. (Not in a manipulative way, but in a way to serve; your intention plays a large role of how well your actions and marketing tactics work.)

25 Website Must Haves - Download Now

A Website in Progress

Have you ever gone to a website while looking for a solution, whether it was to address the ants crawling through your house, the emergency plumbing leak, researching which tint to put on your vehicle, etc.? How did you select the service provider that you eventually went with? Was it the one that understood your concerns/emergency and offered solutions that made sense? Or was it the one where the information wasn’t clear, their website was hard to navigate. The first one of course!

The 1 Thing

The key to a great website is to create an easy decision-making process for your client.

 

Help them find a solution and show them you are a trusted expert they can work with.

Looking for ways to improve your website? Schedule a complimentary consultation to review your website and explore ways to maximize your marketing efforts.

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

The Marketing Matrix, A Tool to Simplify Your Marketing Process

Have you ever sat down to work on your marketing and then realized you didn’t know what to say or how to reach your clients?

Marketing can sometimes feel like you are saying the same thing over and over again. This works if you are saying it effectively and drawing in your ideal clients, but if you are finding you aren’t gaining traction, then it might be time to revisit how you are sharing your message.

One of my favorite activities is to create a marketing matrix for myself and my clients. Well, let me rephrase it, it’s not my favorite activity but it is my favorite tool. The process of creating a marketing matrix can be slow and painful, as you try to find different ways to expand on your clients pain points. It takes focused concentration and visualization to understand your clientele. It’s often best to start on your own and then join up with a friend or fellow business owner who also understands marketing to help get you there.

What is a Marketing Matrix?

A marketing matrix is quite simple; it lays out your ideal clients’ pain points and your solutions in an easy to read manner.

  1. First you need to know your Ideal Client Persona – who they are, what their goals are, what their pain points are, demographics, etc.
  2. From there, you list the 3 main challenges or problems that they are trying to solve (related to your solution).
  3. You then break down those 3 main problems into 3 more sub items of problems.
  4. In total, you should have 9 pain points that your customers/clients are facing.
  5. For each pain point, you write a list of 3 unique solutions that your business can address for them.

Sounds simple right? It takes focused thought and time to create this as you want to REALLY understand your clients. From there, you know that you are magnetizing your potential with your messaging by specifically addressing their pain points.

Why Use A Marketing Matrix?

Viola! When it is complete, you have 27 talking points to inspire your marketing and advertising messaging.

This makes your life easier when you are trying to create content for blogs and social media, as well as becoming a resource. It can also be a helpful way to create the foundation and outline for free offers, speaking events and workshops.

Curious about how to get this started or how to create messaging that attracts your ideal clients? I offer a free initial strategy session to help explore the opportunities in your business. Request it today!

Client Persona - 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!