Building a website has never been easier. There are so many platforms and templates available that anyone can slap together a website on their own. And while I generally love the figure-it-out-yourself approach, I find that when folks build their own websites, they miss a few key pieces. Simply thinking about your website in a new way can make a big difference in improving your site.  

Imagine going back in time for a minute to the pre-internet days. Back then if you were interested in the services or products a business offered, you had to either call or walk in their office. That initial interaction had the power to form a big impression about the overall state of the business...and the likelihood of you returning. 

Everything from the sign on the front of the store to the way you're greeted on the phone to the way your questions were answered all factor into whether or not you a) thoroughly understand their services, b) trust them with your business, c) help you make the decision to purchase now. 

That's why a top-notch receptionist or store manager was so crucial in every business for so long. They greeted you with a smile, answered your questions quickly and clearly, maybe offered you a cup of coffee, and helped you book an appointment or purchase a product.

They could give you insights on what to expect from a service or how to care for a new item. They could walk you through various packages and pricing options to ensure you could make the right choice for your needs, budget, and desires. If that helpful person wasn't there, you'd likely walk out of the shop just as quickly as you walked in. 

Now that everyone is glued to their computers and phones all the time, you need to think about how your website can do some of that heavy lifting. How can you make your website your best employee? 

1. Clean it up.

If you walked into an office and immediately saw papers all over the place, a flashing neon sign, shelves filled to the max, and chipped paint on the walls, you'd certainly question whether this business was worth of your time and money. 

Similarly, some websites are filled with so much "stuff" that it overwhelms and distracts you from finding the information you need. Walls of text to comb through, complicated script fonts that are difficult to read, and sidebars that are packed with links to click are part of the problem. 

To make your website work for you:

• Clean up your home page by removing unnecessary text or distracting content. 
• Incorporate a little "breathing room" with white space on the page.
• Get rid of busy background patterns or images.

2. Be Clear...and assume impatience and stupidity. 

I know, that sounds harsh. But in order to have a great home page, you need to spell. it. out. for your potential customers. Assume that they're impatient and ready to click away unless they can understand your site immediately. Write like they're stupid or slow to figure things out so you can't be clever with your language. You need to say in plain english what it is you do or sell. Appropriate imagery helps tremendously here. 

Again, imagine the secretary who starts speaking a million miles an hour, using all sorts of jargon, and rambles on for a minute or two when you've just asked the simple question of "what do you do here?" 

Would you feel overwhelmed? Confused? Annoyed? Probably. 

On your home page, you want to answer a few questions up front in plain language before you dive into the details. 

To make your website work for you: 

• Be sure you answer the question "what do you do" clearly and succinctly on the home page.
• Stay away from complicated language or jargon in your copy. For example, don't say "empowering transformational health through mindful nutrition" when you could say "helping people make better food choices so they can improve their health." Go for clear over clever.
• Break up walls of text by first editing and then using bullet points and imagery for visual separation. 
• Use easy-to-read fonts.

3. Make it about them.

Put yourself in your customer's shoes. Which statement is more compelling?

"We are industry leaders, making the best widgets around in our cutting-edge facility to provide superior products to our customers."

or

"We provide great widgets that help you save time and energy so that you can stop working so hard and live a better life."

Of course, this is overly simplified, but you get the gist. One is talking about how awesome YOU are, and the other puts the focus on what results your product/service provides for THEM. It's addressing the customer and focuses on what they hope to get by hiring/buying from you. 

To make your website work for you: 

• Write more about what results your product or service will provide, and less about how you'll do it.
• Take out all of the overused words that fall flat because we've heard them way too often. More on that here. 
• Focus on how you make their lives better, not just how great your products/service are. It doesn't matter if it's a the joy that comes from drinking coffee from a beautiful mug or the confidence that comes from losing 20 pounds--make it about how they'll feel. 

4. Hold their hand.

Your best employee guides a customer through the whole process--first figuring out what they want, explaining their options and the results they can expect, and then helping them take the next steps towards purchase. They help the customer take action: 

• For some that may be simply getting more information to see if the service is right for them. 
• Perhaps they need to fill out a questionnaire to give you more information about their needs, budget, etc.
• For others, they might need to schedule a consultation. 
• Or maybe they're ready to make a purchase right now. 

Whatever they are in the process of buying from you, your website needs to guide them to the next step. Don't leave them hanging, thinking "now what?" Your website needs to provide the equivalent of an employee saying "if you're ready to make a purchase, here's how! If not, what do you need to help you get clear on this decision?"

To make your website work for you: 

• Think about what you want them to do next. Should they call you? Fill out a form? Attend an event in person? Give them the information or next step they need to do it. 
• Make it easy for both of you. For example, if you offer a free consultation, add a scheduling link to your website so they can book it right away.
• Anticipate and address their questions. You know the questions customers are most likely to ask. Address those questions on your website on an FAQ page. It saves you both time in the long run. 

Take some time to revisit your website and make any changes that will help your website work for you. Make it the best dang secretary/salesperson around!

Questions? I'm all ears. 

Want my two cents? I'll give your website a quick review and send you a video with my recommendations! Fill out the form below and I'll get back to you within a few days: 

"Katie ! Thank you so much for your thorough and very helpful insight to my website, it's exactly what I was needing and looking for! I really appreciate you taking the time. I hope to implement those changes this week. Thank you!" -Jessica