A decade ago, a bright-eyed entrepreneur felt confident that if he or she built a website, an equally eager customer base wasn’t far behind. It’s the whole Field of Dreams philosophy. Build it and they will come! While websites remain a crucial part of branding, today they’re not the be all end all that they once were. Instead, your business’s site should be seen as a tool to move you forward, used in conjunction with social media, advertising, a solid customer funnel and good ole fashioned networking in order to develop a well-known brand.
Here are some tips to help your site cut through the clutter in order to continue to boost your business:
- Keep it clear and easy to follow: Visitors should know exactly what you’re about and how to find the information they need when they arrive. Your content should be intuitive to follow and well-organized.
- Keep it updated: As a business owner, it can feel like you’re getting pulled in a million directions. However, adding fresh content to your site regularly is essential, both for search engine purposes and for potential clients.
- Develop a cohesive message: Be straightforward with your audience. Don’t offer a weak message and make them guess about what it is that you do.
- Collect visitors’ information so you can easily stay in touch: You want to be able to continue to inspire your audience, and a regularly emailed newsletter or blog is the perfect way to do this.
- Use your website as an educational tool: Sure, you want to illustrate the benefits of your brand, but your site should also offer some educational value. Consider adding freebies like e-books, courses, downloads or other information that visitors might enjoy. They’ll value the material, while you forge a deeper connection with them.
- Continue to push users back to your site: Every time you talk to customers, you should remind them about your site. Whether it’s in person, on social media, or at the bottom of your business cards, encourage them to check you out online.
- Be specific with the keywords you incorporate into your content: By now, most business owners (hopefully!) are familiar with the value of SEO. However, search engines aren’t a magic bullet that will instantly build you a devoted client base. Think carefully about the phrases your customers might use when searching, and make sure you’re incorporating these exact phrases into your content.
- Get to the point! Your customers are pressed for time. Serve them the Cliffnotes version of your content, rather than long, wordy paragraphs about who you are and what you do. They’ll hire you for more detailed support.
- Put yourself in your client’s shoes: You might think a certain product or service is revolutionary, but if your clients have no need for it then your business will suffer. Instead, think about your customer base. What are they searching for? What problem can you solve for them?
- If you’re a multi-passionate entrepreneur, don’t be afraid to get targeted: You want to make it easy for new visitors to understand exactly who you are. If you’re a coach, this might mean that you need one website for your life coaching business and a separate site for your career coaching. Or, you might consider having one main site, with different sections within that break down the specific types of coaching you offer.
- Don’t try to be everything to everyone: If you rattle off a laundry list of services you can offer, a potential client may feel overwhelmed and hire your competition who is more targeted and clear.
- Think about how you would use your website: If you’re not sure if your site is built effectively, think about how you would see it as a new visitor. Apply our checklist to supercharge your brand and make sure you are connecting with your clients!
- Have some personality: People want to work with those who seem approachable. Don’t be afraid to show some personality on your website. You can be fun and upbeat while still maintaining your professionalism!