These days there are endless options when it comes to designing your own website – Squarespace, WordPress, Wix… And a million more when it comes to hosting. Then let’s talk about widgets and all the fun (yet cluttered) things you can add to your sidebar, your top bar, your footer, pop up boxes…
It can get crazy overwhelming!
But what happens when people, your prospective customers – land on a website for the first time and all they see is clutter?
They run screaming for the hills!
there’s a good chance you don’t need (or want) all that extra stuff cluttering up your website. However, there are a few key things you need to make sure you are getting the most out of your website.
Tell people who you are!
It seems obvious, but you’d be surprised how many websites forget to tell people who they are and what they do.
Your domain name is not enough information.
Did I mention that new website visitors only stay on a site for an average of 30 seconds? (Yikes!) How is anyone supposed to figure out how awesome you are in 30 seconds? They can’t. That’s why you must incorporate the most engaging and descriptive things on the first page so your prospective customers see them immediately.
Your prospects need to know they are in the right place. When I land on a website and I cannot immediately tell what a company does, I leave.
Step one is to make it glaringly obvious through images and copy what you do and who you serve.
If you are a turtle farmer from Florida who specializes in making custom shell necklaces, then say that. (Yup, it’s that easy.)
What is your USP?
Now that you’ve told people who you are and what you do, you need to guarantee that the right people are paying attention.
Your unique selling position (USP) is your “hook.” Your prospects want to know why you’re the best for the job, why you can bring them results that no one else can… Figure that out and put it front and center.
For example, 4 Rivers Smokehouse https://4rsmokehouse.com/ does a great job of immediately appealing to your senses. They make brisket. Ten years to master. Yours to savor. The message is clear – we’ve been doing this brisket thing for a long freakin’ time and we’re good at it. Come check us out.
What is your angle? What makes your yoga studio more special than the one three blocks over? How do you stand out in your industry?
Features vs. Benefits
Now let’s move away from your homepage and chat a bit about the bigger picture. The copy you use on your site speaks volumes about you, your business, and how you want people to perceive you.
This ties in with what I mentioned earlier about your USP. Only this time, it’s not about you, it’s about what product or service you’re selling.
It’s not a secret that every purchase we make is a largely an emotional, not rational, decision. So when you are pitching your products, you need to tell people what they’ll get out of it. What is the end, emotional result?
Features are the facts. This vitamin is small and purple.
Benefits are the less tangible (and less measurable) These vitamins will give you more energy so you can spend more time with your family.
See the difference?
Call to Action
Now that people are on your site, they know who you are, what you do, and why you’re the best, you have to tell them what you want them to do, this is your call to action.
Do you want them to buy something? Perhaps you want them to come to your studio? Is there a free report you’d like them to download?
How will they know what you want if you don’t tell them?
Every page on your website should be part of a larger journey. After people land on your homepage, where do you want them to go next? Do you have a portfolio page? Or maybe you want them to sign up for a class or consulting session.
Sometimes this is done with a button – “Click here to learn more about me!” or “Download my free report on…” or, “Sign up for a class today – new members get 50% off their first class.”
You’ll be amazed at how often people do exactly what you ask them to do.
It’s time to take action (like this little guy below.) If you haven’t already, go back through your website and make note of where things could be improved.
A few small changes really do have the potential to make a big difference in the quality of customers you attract.
Looking for a longer checklist to improve your website? I created one that you can download here.
One extra tip, pay attention to mobile. So much of the world is browsing the internet on their phones now that your website gosh darn better be responsive (that means, it’s tiny when it needs to be tiny and big when it needs to be big.)
This blog was the base for the April discussions in our closed Facebook group, The Wellness Warriors.
Want a more in-depth look at marketing in the wellness industry?