You are out there promoting your business and all that you can do to help the people you serve. Your passion for what you do is evident to all that hear you. Those that need the help you provide hear you talking about how you provide that help and what you bring to your service to make a difference. Your passion helps them realize that you are the person to help them. They are nodding and saying “yes that’s what I need”.
Your website should be an extension of you. The you that is out there inspiring people with the hope that their problem could be history‚ that they could have a more fulfilled life‚ better business‚ be happier. That’s the you that your website should be sharing with all those people you will never meet in person.
The problem with most websites is that the person who shows up there is the “phone it in” person‚ not the person who is passionate about helping their clients. They don’t know what to put on their website so they just put up some basic information. What they do‚ the services they offer‚ a little about who they are‚ what they have studied to be able to offer these services and how to reach them. If you looked right now you’ll see lots of websites that do this. These sites can serve as a backup providing more information after you have given your passionate sale pitch and help you close a sale with that person. But what about the person searching the internet for what you offer? Will a “phone it in” type of website with just the basic information be enough to close a sale?
Most businesses these days realize that they must have a website. They know you must have an online presence to build credibility and provide your contact information. In other words‚ it’s like having a listing in the Yellow Pages. For a long time‚ the Yellow Pages were where most people went to find a business to help them. The bigger the ad in the Yellow Pages the more credibility the business had. A lot of websites online now are like an expanded Yellow Pages ad‚ they give more information than just an ad but it is not enough. For years the Yellow Pages ruled‚ everyone went there but not anymore. Do you want a website that is basically a Yellow Pages ad?
Your website needs to make a connection‚ the person looking for help has to feel that the person and business offering the help is someone they can relate to and work with. In many websites‚ they try to make this connection by adding a headshot or a nice friendly picture of the service provider in the header. These images do help make a connection but are you really going to trust someone because of how they look and shell out significant money?
What makes the whole website process more difficult is there are so many options out there. For those just starting their business‚ they hear all the hype on building your own website‚ how easy it is just follow these simple steps. Of course‚ you can build your own‚ you are an intelligent person‚ you know how to follow directions. What usually happens is you get so caught up in how to build the site you don’t pay enough attention to what your website must say about you and your business. In the end‚ you have a site that you are not thrilled with‚ the look and functionality aren’t exactly what you were hoping for and the site doesn’t contain the information that actually sells your business.
Another option is to hire a professional web designer or developer. Many of these professionals have a set formula for creating a website‚ you give them your information and they put it into the standard website format. This goes on the home page‚ that goes on the service page‚ etc. If you know what you need to say on your site you have a good chance of ending up with a site that does work for your business. If you don’t you end up with a site just like millions of others selling your business based on what you do‚ the services you offer and the price you charge. Your site May look great and have a lot of extra features and bells & whistles that you were sold as a way to for the developer to get the job. But without the content‚ or building a connection and a sense of trust your site isn’t going to do the job no matter how bright and shiny it looks.
Whatever way you choose to build a website the content is the most important factor. Content that gets the visitor excited that they May have found the help they need to solve their problem. Content that shares who you are and why it is so important to you to do this work to help them. Content that goes beyond I have this certification‚ I went to that school. Share your story‚ your journey to where you are today and how that journey has made you the best at what you do. Once you’ve built this connect and trust don’t waste it by just listing your service. Be sure to talk about how you perform the service and what it can do to help solve the problem.
It’s the content that helps you close the sale with that person who heard you speak so passionately about your business. It’s the content that reinforces what you said with more information on why they need to choose you. It’s the content that gets you found in a search engine‚ no matter how good your site looks and how many fancy options it has if your site is not talking about what the person is searching for your site will not show up. If your site doesn’t show up that person who has never heard of you May never hear of you. You could be the absolutely right person to help them conquer their problem but it’s not going to happen.
Don’t waste your website and the and the opportunity to tell everyone who needs what you have to offer.
Want to get your content right but don’t know where to start? We can help‚ at Capture Your Essence Online we never follow a standard format‚ we know that each person and their business is unique. We work one to one to help you uncover and define the content that gets you found in a search. We work to identify who your ideal client is and what they need from you. Then we put it all together on a website that has your passion in a compelling message to grabs attention. Followed by the information they need to make a decision and the calls to action to help them take action. Not your standard website!
Great timing it’s all on SALE now. We want you to have the best year ever and look good doing it! Take a look at what you get.