Some entrepreneurs tend to change their websites as often as they change their underwear. With websites being so easy to build, you can just head over to your home page and start revising copy, images, and even the whole theme.
I’ve gotten better over the years but I’ve had many websites that could charitably be described as “in transition.”
The truth is, your website marketing may be fine just the way you have it now.
Every so often I get invited to critique a solopreneur’s website… and I end up saying, “Hey, this website is terrific! Why on earth do you want a makeover?”
Here are 3 of the most common reasons you may think you need a makeover, when you really need a new story.
(1) You’re offered a free website evaluation and…surprise! You need a new website (which of course your free evaluator will do for a fee).
At the risk of stepping on a mountain of toes, I’ll say, “You get what you pay for.” Busy writers, designers, and coaches rarely have time to offer in-depth consultations without charging.
You may pick up a few tips, such as “Don’t use italics in the body copy.” You may get chosen for a makeover that will be used as a demo to promote the resource.
(2) You hire a business coach, copywriter, or marketing coach who says, “Everything begins with website marketing. Let’s start with a website makeover.”
The truth is … your website marketing alone doesn’t tell the story. You have to look outside your website to decide if you need one.
[Insert red flag and warning buzzer here.]
Before recommending a website makeover, your consultant needs to review your strategy and your current programs. I’m a great believer in fixing things only when they’re broken. I believe in building new things only when you have (a) a realistic objective and (b) a reason to believe the new site will move you towards your objective.
You’re getting *good* clients and you enjoy working with them. But every so often someone says, “You know, your website is awful. You really should fix it.”
When I work with clients as a consultant, we don’t discuss websites right away, especially if my client is starting a new business or pivoting in a new business direction. It’s easy to start with the website but painful to make changes as the business plan and strategy evolve.
3 GOOD Reasons To Get a Website Makeover
The printable part of my response is, “Take a hike.” Some of the ugliest websites are the most successful.
A website makeover is not a magic wand. Without a strong underlying purpose and strategy, the makeover won’t do anything for your business. But sometimes, you will notice a difference in your revenue almost immediately, so here are …
- You’ve outgrown your website: your current clients and business are not reflected in your current content. You’re telling someone else’s story … or no story at all.
- You constantly get asked, “I didn’t know you offered this service…” and it’s your signature program.
- You attract interest and queries from prospects who are the wrong clients for your business, so you end up wasting time.
I’m Cathy Goodwin, a marketing educator, and consultant, specializing in service-based small businesses. My goal is to give your business the Marketing Advantage by introducing stories strategically to support your goals.
Download my free Website Planning Guide: 7 Essential Steps For Your Painless, Profitale Website Makeover. Click here for immediate access.
Originally published at https://cathygoodwin.com on September 5, 2020.