Updated: Dec 21, 2020
There's this rumor going around in the entrepreneurial space that websites are optional these days. Most of our ideal clients are on social media, so why bother taking the time to build a website, right?
Websites may take you a little time, but they serve a few important purposes.
First, when you create a website, you're creating a great "home" for your business. I like to use this analogy:
Social media is an incredible tool, but it's more like going to the bar — it's noisy, crowded, and there's constant motion. On social media, you're always updating your feed, posting new content, talking to new people, launching new products, getting followed and unfollowed — there's a lot of commotion, which can make it difficult to navigate without the proper strategies in place.
A website is more like your home. It's quiet, slower-paced, and you've got everything you need in one place. You may update it here and there, but it's mostly unchanging. On your website, you only need to focus on the key elements: who you are, what you do, and what result you can offer people. It's cuts out the clutter and noise of social media, and provides simple, direct information to people who just want the essentials.
It also gives you a place to store everything — sticking with this analogy, you wouldn't take every single outfit you own to the bar on one night, that would be crazy! But you probably do keep every single outfit you own in a designated space in your home.
It's the same online — you can't keep 100% of your programs and offers on the front page of your social media 100% of the time, but you can house them all on one "programs" page on your website. And you can always send clients there, giving them the opportunity to buy any passive products or opt into freebies, even if you aren't currently promoting them.
Second, a website can give you that feeling of being a "real business owner." We all know that business is a mindset game. If you've been feeling some serious imposter syndrome and worried that you aren't "qualified" or "professional" enough for people to work with you, create a website.
You'll be amazed at what a simple website can do for your confidence in yourself and your business.
Here are the only three things you need::
A HOME PAGE
Duh. Your home page is the first thing anyone who visits your website will see, so you want to make it count. Your home page should include:
A snippet of what you do and the transformation you provide people
A photo of you and mini-bio
What to do next
There's no need to make it complicated. As long as your home page makes it obvious how you can help people solve their problems, gives a little preview about what you do and who you are, and tells the customer what to do next, you're on the right track.
Letting your customer where they need to go next is a key part of the journey on your website. Chances are, you've got a handful of pages you can send people to. The problem is, humans tend to avoid making decisions — how many times have you stumped yourself trying to figure out what to cook for dinner?
The simpler you can make it for your website viewers to navigate your site, the better. If you really want them to book a free call, put that "book a call" button right on the home page. Want them to download your freebie? Tell them where and how to do that.
By giving your website viewer an action, you're keeping them engaged, taking them on a journey, and warming them up to your business. The longer they stay on your site, the more likely they'll feel inclined to work with you (if it's a great site, that is!).
AN ABOUT PAGE
People like to buy from people. What better way to introduce yourself than an about page? Like your social media bio, the first sentence or two should give a clear, direct idea of who you are, what you do, and how you can solve your ideal client's problem.
The rest of the page is a great place to show off, share your personality (and your face), and give people a peak into what makes YOU the person they should book with.
You can talk about your background, signature framework, why you do what you do, what your favorite books are, where else they can find out on social media, any degrees, honors, or awards you want to show off...you get the idea!
You want your about page to WOW your ideal client, without feeling too corporate or too fluffy.
It's important to include a photo of yourself, so people know who they're talking to! Would you book a call with someone from their website if you had no idea what they looked like? Answer honestly.
If you can't see someone's face and make some sort of personal connection, your willingness to give that person your zoom link or phone number will probably plummet.
A WORK WITH ME PAGE
You need to tell people how to work with you.
If you want to make money in your business, you need to make it clear to people what services you offer, what transformation your services provide, and how someone can sign up or apply for that offer.
Otherwise, even if they really want to work with you, they won't know how!
It's important that on your "work with me" or "services" page, you include:
Clear descriptions of your services AND the transformation they provide. You want to sell the RESULT!
Prices. This will help you pre-qualify clients and save yourself from hopping on a dozen calls with people who have sticker shock and price objections! Keeping your prices transparent protects you from price shoppers and people who aren't ready to invest. It's a major timesaver.
A contact option. It could be a form or an email, but make sure that it's on the page so that anyone with questions or who wants to know more knows where they can get that information.
Testimonials! People are more likely to book when they see other people have gotten results from working with you.
Of course, there are other pages you can include, like a "testimonials page," a blog, free opt-in and landing pages, a portfolio if you're a designer or photographer, and so on.
The beauty is, none of these pages need to be complicated. In fact, the less complicated they are, the better. If you're word-vomiting a ton of information, overwhelming potential clients with a ton of information, and making people jump through hoops to get the information they need, your website isn't going to be the most effective client converter.
If you want to learn more about how to brand your website, I've got a brand new (and more affordable) way of working with me coming later this month that's for you.
In the meantime, have you downloaded your free branding guide yet? If you’re a coach or service provider who is feeling overwhelmed, stressed, and straight-up confused around branding, click here to download the free 7 page workbook to map out your magnetic brand, get major clarity on exactly what you need, and kiss the branding stress goodbye.