What if I told you that your website could be your hardest working employee and start gaining customers for you? For those of us in a one-person band, this can mean everything.
I remember when I first started building websites for people. I thought I created the best looking designs out there. They followed the latest design trends, looked fantastic, but looking back at it, I really did my client’s a disservice. Don’t worry, I’ve helped out those clients since!
There are 3 fundamental things every nice website needs in order to be great.
- A Call-To-Action
- A Lead Generator
- A Blog
These may sound fundamental but a majority of websites are missing at least one if not all.
I can’t tell you how many websites I visit that do not have a call-to-action. A call-to-action or CTA is intended to induce a visitor to partake in a particular action.
Basically, it tells a visitor what to do once they get to your website.
The first step to having a great website is to have a clear CTA. When someone visits your website, what do you want them to do when they get there? What are they supposed to accomplish?
Is it to fill out your contact form, read a blog post, watch a video, buy your product, or maybe sign up for your course?
Whatever your reason is, you must tell your visitors exactly what to do when they visit your website. Do not let them guess or fumble around once they get there. As Donald Miller of Story Brand says, “If you confuse, you’ll lose.”
Now where do you put it?
Your CTA should be in a few different places on your website. The most important being “Above The Fold” or the first area that is shown when your site loads.
The screenshot of my website above is an example of what above the fold is. Here, I put my most critical call-to-action. I let visitors know what I do, how I help, and a button to start a consultation with me which leads them down to this area on my website.
I am a strong believer in having multiple call-to-actions on your website. Every area of your website shouldn’t be a call to action but you should have at least one call to action on every page.
2. Lead Generator
Want to know what leads are? Leads are potential customers. If your site does not generate leads then it’s likely not generating any customers.
A lead generator does just that…generate leads. Easy enough right?
Honestly, It is actually easier than most people think to create your own lead generator. At its essence, a lead generator is a piece of content you give away for free. Well, almost for free. You sell that piece of content not for anything monetary but for information such as an email address, phone number, name, etc.
- Re-purposed blog post I’ve turned into a PDF eBook.
- Created an eBook from scratch using Canva or Google Docs.
- Video Series
- Locked Blog Post
- Website Audit
- Website Template Pack
These are just a few examples but the more value put into your lead generator, the more inclined your visitors are to give you their information.
Want to check out my lead generator? Click here!
I told you above that getting a lead generates a customer but that isn’t the whole truth. There is some work that has to be put in to cultivate the relationship between you and your newfound lead.
The purpose of getting their email address is to put them into your email marketing campaigns. In your campaign, your goal is to keep adding value by giving them relevant tips, stories, and experiences that help them in their situation but also showcases you as an expert in your field.
If you don’t have an email marketing campaign, it may be a good idea to start. Another pro tip, you don’t need to have a giant list to start. This is supposed to grow as you grow.
3. An (Active) Blog
Don’t get me wrong. Blogging takes a ton of work and time but I promise you it’s worth it. The truth is, you don’t have to be an excellent writer either but I will get to that in a minute.
The reason why a blog is so crucial to getting customer’s on your website is because it shows that you are an expert in your field and an authority that visitors can trust. We buy from people we trust and feel good about. It’s a simple fact.
If everything on your website shouts, “buy this buy this buy this” then your visitors will go, “leave this leave this leave this.”
But if it shouts hey check out this awesome information that will really help you out, you may get a loyal fan. Then that fan goes and tells their friends about what they learned, and so on and so on.
Another thing blogging does is boost your search engine rankings.
Just like nobody likes stale bread, Google doesn’t like a stale website. What better way to show Google that your site is hot and ready then by continuing to add new pages to it in the form of blog posts!
Think of all those new keywords and phrases it can pick up on your website!
In hopes of really selling you on starting a blog, I’ll tell you a quick story. I had a website that was more of a hobby called PlansYet where I showed people in Arizona what events were happening and what things they could do.
It was a lot of maintenance so I stopped most of it but I still have the site up. One of the smart things I did but didn’t realize it at the time was create a few blog posts on the website.
About a year ago I went on to Google Webmaster Tools and on a whim checked on the site. I couldn’t believe the search engine clicks I was getting on a dumb post I made about a game called Drunk Jenga of all things.
Here are the last 28 days alone of search engine stats as of me writing this blog post. I haven’t touched the site except for normal WordPress updates in over a year but just from one blog post alone, I received over 3,000 clicks.
What if you don’t know what to write about?
This is easy! Start with creating blog posts around questions your client’s typically ask you. It’s a win win.
You save countless hours responding to emails where the same question is asked over and over again plus you get content on your website.
After you have every question answered in your blog, move on to this incredibly unpopular opinion.
Blog about how to do the service you charge your clients for.
I know you think I’m nuts but hear me out.
Why do personal trainers exist? There is a ridiculous amount of information online about how to workout, what diets to take, how to lose fat, and so much more around the fitness industry yet personal trainers are in high demand, especially at this time of year.
The reason why they exist is due to the fact that people like having a personalized approach that fits them. Sure they can find all the same info out there but it’s more convenient having someone creating a plan that fits them, plus, there is no work
Also, if you think about it, you may not want to work with everyone that comes to your website. You probably want the cream of the crop.
Blogging and showing people how to get results themselves can weed out those that weren’t going to hire you in the first place. Those people may tell their friends and family about what they’ve learned and it could land you a referral for those that need that extra attention.
On the flip side, those needing validation that you know your stuff can find out how awesome you are through your blog posts.
What if you stink at writing?
There is hope for you yet, I promise. I am not the best writer in the world, in fact, I hated writing in school. I loathed it, despised it, I would do anything to avoid it mainly because I wasn’t good at it but I do have a couple of workarounds for you.
Grammarly is a freemium tool that helps correct a lot of my writing mistakes on any website I go to which has been super helpful at work, in my personal brand, and even talking with friends on social media.
The free account corrects critical grammar and spelling mistakes for you while the paid option does that and the following:
- Advanced checks for punctuation, grammar, context, and sentence structure
- Vocabulary enhancement suggestions
- Genre-specific writing style checks
- Plagiarism detector that checks more than 16 billion web pages
I’ve used both the free and paid version of Grammarly. I started with the paid version to help me get better with my writing. Over time, I found that I needed it less and less to correct my mistakes although the free version adds a ton of value to your writing, too.
Video With Transcriptions
If writing just isn’t your thing, that’s completely fine. I have seen others create videos instead of writing out blog posts and then use video transcription services to write out the content on the page so their SEO is still boosted. Temi.com is my
Your website can become your best employee if you give it the tools needed to do it’s job well. Having a Call-To-Action, a lead generator, and an active blog are powerful tools that will help you start gaining more customers from your web traffic.
Yes it’s work but the long term effects it will have will be worth it. Are you ready to get started?