A beginner's exercise
It sounds like common sense. And yet, in practice, when the time comes to design your business website, many entrepreneurs and business owners are more concerned with the branding and look and feel of their website than spending precious minutes planning out their strategy.
Coming up with your business and website strategy is complicated. It resembles a 3D grid where you map out your moves. It can quickly become overwhelming and it’s easier to retreat to a more comfortable and easier position, concentrating on the basics.
Here’s 3 quick questions designed to get you into a strategic frame of mind with your website:
- What is the MAIN PURPOSE of your website?
- If your website visitors could only do one thing, what would you want that ONE THING to be?
- How will you ATTRACT CUSTOMERS? Your perfect customers.
Example #1: Establish Yourself As An Expert
The main purpose of your website is to build your credibility and develop trust between you and your target market. You will accomplish this by publishing weekly blog articles. You will drive traffic to your blog through your social media networking, posting links to your blog articles that include snippets and teasers. Once you have consistently done this for 6 months, you will analyze the results and move to phase 2 of your plan.
Example #2: Build Your True Fan Base
The main purpose of your website is to collect email addresses of true fan subscribers. You spend a great deal of time developing the perfect bait (“lead magnet”) for your audience. Something that holds a lot of value for them. You know this, because you ask for their help to develop it, conduct surveys and get feedback on the final product. You drive your target market to your email signup form on your website. You follow through by writing consistent email marketing campaigns.
Example #3: Selling Your Course
The main purpose of your website is to get new students into your course or program. The one thing you want potential customers to do on your website is attend a free webinar in advance of registering. Your free webinar offers value to your audience and lets them get to know you and sample your style of instruction. Your webinar helps potential students decide if your course is a good fit for them. It’s a great way to start the conversation, make connections and build energy around your signature offering. You start your pre-launch campaign advertising your free webinar 60-90 days in advance of opening the doors to your course.
Example #4: Offer Free Discovery Calls
The main purpose of your website is to encourage people to call you for a free 20-minute discovery call. You invest in a robust appointment-booking system that hooks right into your website and connects with your calendar. All of your marketing efforts are focussed on getting those appointments. All of your website’s pages complement and reinforce your single objective.
The importance of establishing a main purpose statement.
This step keeps you grounded and focused. Whenever you stray off course or get distracted, review your main purpose statement. If your main purpose no longer fits, update it. Hone it as you grow and learn. It’s a living document. As your main purpose (in business and in life) is usually “revealed” along your path, you can only write down what feels right in the moment and work with that in the now.
The logic behind the ONE THING.
By designing your website plan in stages, with measurements in place, you can proceed with your website strategy one step at a time. You also increase the likelihood that your ideal potential clients will complete your Call To Action – they will know what to do and what will happen next.
Contrarily, when you diversify, you decrease the impact of your message. Your website won’t flow as well and you may lose the seize-the-day force of conversions.
Think about sales.
It’s easy to jump into a project head first without considering how you will get customers. In fact, for lots of people – myself included, “sales” is a dirty word. It’s uncomfortable and can be awkward. Shine a light on sales from the beginning and make peace with your resistance.
Selling becomes a beautiful connection when your target audience truly benefits from what you are offering. Stop making “assumptions” about how you will be received. Reach out and listen to your target audience. Let people in to get to know you and your business. Share what you offer and make it easy for people to find you and buy from you.
Small business is the future!
A little planning goes a long way
Planning out your website strategy can be painful if you try to do it yourself. Why not get some help! Contact me if you’d like to schedule a free 30-minute discovery call to talk about your website.