A website can be built in stages. The most important thing is to start; even a simple site will begin to build a web presence for you. Your website will help establish your credibility as a professional. It also allows you to expand your reach beyond your local community. It is good to start by understanding some marketing basics as this will guide your content development and help with decisions about the look and feel of your site.
Know the “who”
Before you begin to design or write the content for your site it is essential to know whom you are creating it for. If you haven't identified your ideal client yet, do that now. Paint as clear a picture for yourself as possible. Who are they? What gets them out of bed in the morning? What must they accomplish in their lives to feel fulfilled? What are the qualities you admire most about this type of person? What do they like? What do they do for fun? What are they passionate about? What do you want them to expect from you?
Know the challenge or problem your ideal client wants solved
Once you have defined/described your ideal client, you want to discover what it is they want—the challenge or problem they have that you can be the perfect solution for. Ideally this is a problem or challenge that they have already decided is worth spending money on to solve. If you know people that fit the “who”—talk to them, find out the challenges they face and what it is they yearn for. Since we often attract clients much like ourselves—ask yourself these same questions—what would get your attention? What would speak to what you want to create or who you want to be in the world?
The number one problem service professionals make in
marketing is that they focus on what they DO rather than on
the client and what the client needs or wants.
Define the solution and how your services will help them
Once you have identified the problem or challenge, speak to how you will help them solve it. In traditional marketing language this is where you list the benefits. Formatting benefits as bullet points has been recommended by many Internet marketers. Language is also very important here. I recommend avoiding statements like “I provide” or “I offer,” use instead statements like “You will receive,” “You will experience” or “You will walk away with….”
Speak to the potential client about them rather than about yourself. You will have a chance to talk about yourself on the About You page. Success stories of clients you have served fuels interest as do testimonials. People like to buy services that others have also purchased or that have a proven track record.
Call to Action
This is a VERY important piece: you need to tell your prospective customer what to do next. You have them at your site, they are getting excited about the possibilities—you don't want them leave without taking some action and that is exactly what will happen if it's not clear to them what action is requested. At the minimum, it’s a good idea to find some way to capture their email address and get permission to contact them again so you can begin to build a relationship. It is much easier to sell to people you have developed a relationship with.
Some “Call to Action” possibilities:
• Ask them to call you or email you for a complimentary consultation or session
• Ask them to sign up for a free newsletter or to be notified of special events
• Ask them to register for a free or fee-based class or workshop
• Ask them to sign up for a free tip sheet or article or online assessment
• Ask them to buy a product
• Ask them to give you information – via a survey or questionnaire
• Ask them to participate in a contest
Deciding on the general look and feel
A little research is in order. First visit some non-competitive sites that target your ideal client. Look for consistencies in look and feel. You can always benefit from what bigger companies have learned, as they most likely will have researched the preferences of their market. Second step is to find 3-4 sites you like that offer services similar to yours. For example, if you are a coach, find 3-4 coaching websites that you really like. Use these as a model for your site.
• What are the elements that attract you?
• Break it down – what are the visual components – do they use graphics? Photography?
• Where do they place them? What typeface is used?
• What are the page titles?
• What kinds of content do they have?
• What is their call to action? How does it work?
You can't copy another's site but you can pattern yours after ones that are successful. Tony Robbins says: “success leaves clues.” You want to be doing what the successful sites are doing.
Once you decide what you want your site to look like and who your customer is—the “how to's” can always be handled.
Getting Started: the basics
In the beginning it is okay to focus on the basics; Home page, a description of services page, About You page, and a contact page. You can add more pages in stages down the road. The first step is to get something up and functioning for you.
Home page
This is what the potential client sees first so it's important to capture their attention right away. Your home page needs to speak directly to your ideal client, their unique challenge and how you are the solution. You will also tell them what action to take. If you have done your homework this will be an easy step.
As you write this page it helps to imagine a specific person that fits the ideal client profile and write to them. Be casual, friendly and authentic in your writing style. You want them to recognize themselves and think—hey she's talking about me, that's exactly what my challenge is and it sure would be great to have help with it. Tell them how you can help and how their lives or work or health or relationships will be better. Describe the benefits of having this problem solved.
Once your customer gets excited about the possibilities of getting their problem solved, they will want to know more about you and your services. That's when they will check out other pages on your site.
Description of your services
Here is where you describe your services—one-to-one support, groups, workshops, classes, etc. You can keep it simple or elaborate. Possible topics to add include success stories, your philosophy—how you work, ethics, industry standards, etc.
About You Page
The About You page is where they can read all about you and view your credentials. There are different ways to approach this—take a look at other sites—see what you respond to and use that as a model; a friendly casual style can be very effective. Again, as you write, imagine a specific ‘ideal ' person as your reader.
Summary Outline of website prep work
• Groundwork
• Identify your ideal client
• Identify their #1 pressing challenge or problem (defined by them)
• Identify the solution
• List the benefits of coaching with you
• Decide what action you want them to take
Research for general look and feel
• Research sites catering to your ideal client that do not compete with your type of service
• Go find 3-4 sites you like by professionals in your field. Use these as a model for your site.
• What are the elements that attract you?
• Break it down. What are the visual components? Do they use graphics? Photography?
• Where do they place them? What typeface is used?
• What are the page titles?
• What kinds of content do they have?
• Can you tell who their market is?
• What is their call to action? How does it work?
Congratulations! You are now ready to write and build your first website.
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