The idea of ‘build it and they will come’ makes for a cool movie, but doesn’t apply on the world wide web. If you want people to click on your website and buy you’ve got to take a smarter approach.
In this episode of the Online Business Clinic, we’ll be taking a deep dive to uncover six smart steps to create a website that converts.
WARNING! Do not tune into this episode unless you want to create a high converting website that will help you get a steady stream of new clients consistently.
Ready to dive in?
Great, let’s talk about how we can make your website a client generating machine!
Step #1 Lay A Solid Foundation
Every business needs a website, especially virtual business owners. Yeah, social media is cool. And yes, it can help you reach millions of people across the globe, seemingly free. But don’t be fooled, there is a cost to doing business on someone else’s platform.
If you want to be taken seriously as a business owner you must build on your ‘ground’. Aka your website.
Just like when you’re constructing a building, you must first lay a rock-solid foundation, and establish the framework BEFORE you paint the walls or fuss with the interior design.
Now I don’t personally know much about pouring concrete, nor do I know much about building a solid website foundation from scratch, but what I do know is that there are plenty of incredible ‘plug-and-play’ DIY platforms you can get started with.
A few include…
And my current favorite WIX.
One thing all of these platforms have in common is that they have a team of digital genius working behind the scenes tweaking and optimizing the user experience for both you, the web builder, and your prospective clients.
Solid foundation - check!
Step #2 Use Eye-Catching Imagery
You can choose to be an amateur or to go pro. Both take work, but each attracts a different type of clientele.
If you want to be taken seriously, and increase your profit potential you need to present yourself as a professional. This means using carefully curated professional photos that align with your brand image and story.
Let’s say you own a brick and mortar business. You wouldn’t let a novice painter choose any old discounted paint and do a sloppy job on your storefront would you?
Well, not unless you want to attract sloppy customers who don’t truly value you or your business.
Repeat after me: “DIY work, attracts DIY customers.”
Meaning that if you’re the type of person who says, “I’ll learn how to do it and do it myself”, then you’ll attract a bunch of looky-loos with a similar mentality, who never buy. They just show up to consume your free content and then go off and do it themselves.
Having a professional personal image on your ‘about’ page is important too —you want to make sure it’s done right. I highly recommend investing in a professional who can help.
Step #3 Secure & Maintain Your Site
Don’t just set it and forget it. Like your car, your website needs regular maintenance to ensure that it’s running optimally.
Adding site security to keep your website protected and running smoothly at all times
Ensuring your software is up to date (if you’re using Wordpress, this means regular updates and installs)
Scheduling regular ‘check-ups’ to make sure there are no broken links, that your copy is on point, and that your offers are up-to-date
Step #4 - Add “Ikea Arrows”
Remember the last time you stepped foot in Ikea? What’s one thing that majorly stood out to you? And no, I’m not talking about the meatballs.
As big of a store as it is, it’s nearly impossible to get lost. Why?
Because they’ve installed large white arrows that tell you which way to turn next.
Your website needs to offer a similar customer experience, smartly guiding those new eyeballs from your landing page to your checkout page. And no, I’m not saying to post a giant neon sign saying “buy my stuff.”
There is a delicate art to this, one that we master inside of the Online Business Clinic membership. But to give you an example…
Your main header menu and footer needs to include your:
work with me (products/service) page
core content page (ie. blog, tv show, video vault, podcast, etc.)
contact me page for easy navigation for your website visitors
Be sure to put all of the important content up-front.
Don’t assume someone will go digging around for it. Cleanly and clearly outline the solution your business offers so that a prospect client can quickly self-identify whether they’re a good fit for your products and/or services or not.
You only have a few seconds to grab a prospective client's attention.
If your website doesn’t look great or doesn't load quickly, you’re going to lose potential clients before they even have a chance to get to know you.
Tell them up-front who you are and what you do.
As you can see, each important page—from MollyAnnLuna.com is easy to find.
Keep in mind that your website is an extension of your business. And your business is helping people solve a problem.
Determine what your primary business goals are and what action steps (aka micro conversions) you want your website visitors to take.
Then design your website accordingly by leveraging pop-ups, side-bars, and banners, aka conversion-focused design.
You don’t just want your prospective clients to know you exist, you want them to lean in closer, get to know you, trust you, and ultimately buy from you.
Focus on acquiring micro conversions. This will set your website up for conversion success.
Some examples include asking visitors to :
join your email list with the help of a high-quality lead magnet
fill out a contact form to set up a discovery call
subscribe to your podcast
join your online community
leave a comment
share a post
download an e-file (pdf, audio file, etc.)
The easiest way to do this is with a strong call to action (CTA).
Use an attention getting headline and support text then leads your website visitors towards your business goal (buying from you) by taking an action step (ie. clicking on a page, submitting a form, etc).
Strategically place your CTAs throughout your website as well as place them in easy to find areas such as the:
top of each page
in a popup
Step #5 Optimize Your Search Ability
Right now your ideal customer is out there somewhere in the world typing a question into the Google search bar that YOU know the answer to. And believe it or not, they want YOUR answer, with your unique point of view.
There are a lot of factors that come into play on a website to help your content and website rank towards the top of search pages like Google. One of which includes maximizing your on-page SEO, search engine optimization.
Now before you get brain twisted, know that if you’ve done your due diligence in step #1 maximizing your on-page SEO should be a breeze, especially if you’re using Wix, like me. *side note: visit MollyAnnLuna.com/smarttools to set up your free Wix account today.
The truth is, that there’s no need to become a SEO expert, but it is worth spending an hour or so learning how to make simple tweaks to the copy on your website pages so that you can increase your chances of getting maximum organic exposure on major search engines like google. *this is something we cover more in-depth inside of the Online Business Clinic membership
Pro-Tip: Go Mobile - don’t just build a website that’s beautiful from a desktop, but also ensure that it’s mobile friendly.
These days more and more people are buying directly from their phones. Having a mobile optimized website will not only increase your search ability, but also greatly improve the user experience.
Step #6 Build Your KLT
People buy from those they know, like and trust. Don’t just build your website, and trust that it’ll do it’s thing. You need to continue to build upon it each week by creating and publishing original content.
In a recent website optimization study results showed that the average buyer will read up to 105 pages of your website BEFORE they pull out their debit card to do business with you.
Consider offering a weekly newsletter. Sharing the latest trends in your industry, writing blog posts, publishing a podcast or video series with helpful tips and case studies, all focused on helping to build your businesses credibility while simultaneously educating and empowering your prospective clients to be able to make an informed purchasing decision.
Buyers want to feel in control and the more info you can provide about what solution your business offers and how you deliver it, the better.
Ok, now it’s time to optimize your site for maximum website conversions.
Yes, you have some great insights as to how to create your website that converts into you getting more clients - FAST!
But remember...“DIY work, attracts DIY customers.
Oh and be sure to join us next week for episode #32 How To Write An Action Enticing About Page: 8 essential elements
Ready to go pro?
Reach out to Molly Ann directly to book your business success coaching call and discuss how we can work together to build you a client generation machine.
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