I have to admit I didn’t think of websites as productivity partners for a long time. When clients asked for website makeovers, we talked about style, message, and brand.
Then one day a client said, “Since we revised my website, I’m not on the phone as much. My clients sign up without asking for get-acquainted calls.”
Aha! She gained more time to use with current clients and even some fun activities to enrich her life.
What made this happen? She clarified her benefits and her process. And she added stories that communicated exactly who she was and why she’d be a joy to work with.
Here are just a few ways your website can be your biggest productivity partner.
(1) Screen potential clients so you attract those you want to work with (and let the rest disappear).
You send signals on several pages of your website. Your “Work With Me” or “Services” page sets up programs that show exactly what you do. Your prices signal a level of service (and an absence of prices might send signals too).
When you establish your story archetype, you also communicate about the way you work and the kinds of promises you make.
When your website tells your story and gives a glimpse into your personality, your clients feel they know you. They feel they know you. So you skip a lot of get-acquainted meetings that might be fun but go nowhere.
(2) Prepare for speaking engagements.
Your speaking page can include your bio and speaking topics, as well as testimonials related to your speaking skills. Most meeting planners will visit your website before inviting you to speak and they’ll look for evidence that you can hold your own with a microphone.
You can also add a one-sheet and a series of questions to prepare your interviewer. It’s all done by the time you show up to be the guest.
(3) Establish your credibility.
Let’s face it: you get hired because you can do something that people can’t do for themselves. Otherwise, why bother?
Your website communicates your expertise, so clients feel comfortable working with you. You can do this by sharing your credentials and experience, but you’ll be even more convincing when you tell a good story.
(4) Build empathy with prospective clients.
Additionally, your prospects might be a little nervous about hiring you.
“Will he be judgmental?” “Will she be easy to work with?”
The key to answering questions like these (which people might even be afraid to ask out loud) is to share relatable stories. Your tone can show that you genuinely care, even when you can’t send the message, “I’ve walked in your shoes.”
(5) Builds your brand.
Your website communicates your brand whether you set out to do it deliberately, or whether you share a story that turns into your brand. Prospects have a set of expectations about who you are and what you deliver. They’ll have a sense of what you promise, whether you make the statement explicitly or indirectly.
These days many business owners use a story as a brand. They’re remembered as “the money coach who helped those people buy a home after years of waiting to save for a down payment.” Or, “the lawyer who flew to another state to get his client out of a mess.”
If you’ve got a website that’s well on its way to success, ask me about a website video review. Discover how just a few tweaks might attract more clients and generate more revenue. Click here to learn more and sign up.
When you review brand stories of successful businesses, you’ll likely find that almost all fit one of the 5 brand story archetypes. Most importantly, the stories you tell will reveal a great deal about who you are and how you work. Click here for a free download: “5 Stories That Bring Clarity To Your Brand And Attract Your Ideal Clients. “
Originally published at https://cathygoodwin.com on June 23, 2020.