3 things your website absolutely MUST have to build a business
The most important thing to build your business (pro-actively) is having a list of leads, people who are interested in working with you.
If your website isn’t providing you a list of all the people interested in working with you, then it’s simply a brochure and its impact is more or less a mystery.
But on the other hand…
If your website is helping to create a list of people who are genuinely interested in working with you (even if it’s just a couple of people each month) then it’s crystal clear – your website is doing exactly what it’s supposed to be doing.
Here are the 3 things you need for your website to do this effectively, and not only build that list, but attract the best people to that list.
So here they are… the 3 things your website must have to be generating leads for your products/services.
Your website needs to be personal.
Far too many people write their website in the third person, or they have “we” statements everywhere. For your website to be personal it simply has to be you.
Your voice, your picture at the top of the page, and if that sounds scary I want to push (I mean support) you to step outside your comfort zone to make this happen.
Seriously. Because the person reading your website is a person too, and if you’re going to meet them someday you might as well introduce yourself authentically right away.
The other part of connection is writing for them!
There are only a few places that require you to write “we” or “I” statements on your website.
Notice how I’m writing this blog post. It’s as if we’re having a conversation. Lots of line breaks, lots of writing directly to YOU, dearest reader (okay you can leave that out, but I think you get the point).
One of the main things I do when I’m hired to audit website content is re-write “we statements”.
“We give our full attention to our clients” transformed to “You can expect our full attention working on your project”.
Your website needs to teach something – and it can be as simple as answering the questions already in the reader’s mind.
If you know your audience (another juicy topic), and you have thought through the barriers they have or questions they need answered BEFORE they purchase your product/service, then you have plenty of inspiration.
Here’s the magic prompt you can use to teach.
What does your reader need to know in order to understand the significance and value of your product/services?
The trick to writing your website content is to list the questions people have, and then answer them. Your answers become the sections of your website pages, simple as that.
Here are the most important things you need to teach on your website.
- What is the real problem your reader is looking to solve?
- What barriers are in the way of them achieving their problem?
- What are the options for them and why?
- Why is your option unique and who is it for?
- What is the best process for solving the problem?
- What are some examples of people like them solving the problem, and what are the results?
And any other questions you know people have before they buy from you.
Your website needs to have an offer, or a “call to action” in order for you to generate that list of leads, aka, possible customers, aka, people interested in hearing from you again.
That offer can be as simple as “contact me”, but it’s much more effective if you can give a reason for signing up.
I’m sure you see this all the time – freebies in exchange for email address.
Sometimes they are annoying and out of place. So the question is, how do you know what offer to create?
The answer is this.
Create an offer that solves an immediate problem for your reader. If you can give them an “aha” moment, then you will build trust with them and they will be more interested to hear from you again, plain and simple.
The easiest thing for consultants and specialists to offer (folks like me) is a free 15-minute consultation. You can use a free Calendly account to create a booking form and then easily add the form to your website.
Here’s how I do it. https://buildwithmaple.com/booking
You can also use tools like ConvertKit to build your list, and use their landing page templates to start creating offers before you even have a website!
With ConvertKit you can even upload a PDF (let’s say you’re giving out a free guide or checklist) to your signup form so when someone joins your email list they can unlock the freebie and receive a welcome message from you via email.
With these three things, connect, teach, and offer your website can be effective, even if it’s just a one page website!
You don’t need your website to be big, fancy, and well designed for it to achieve these 3 things!
Remember, version 1 before version 2.
- So how will you connect with the reader? How will they know you “Get them”?
- What can you teach on your website that will improve their lives, build trust, answer their questions?
- And what can you offer as the next step for someone who wants to connect with you and learn more?
IF you’re excited to dig into those questions, have a website that works for you, and helps you become more independent in your work, then…
Wait for it…
My favorite thing about being a designer is talking to people like you who are taking action to bring their ambitious idea into reality.