Improve Engagement On Your Website With 4 Easy Steps!
Updated: Jul 28
If your ideal client visits your website right now, would they be welcomed by a process for them to follow that feels like you’re holding their hand as they learn how to work with you? Can you safely testify that they leave your service shouting, “Oh my gosh! That was so simple. I only wish I had more things to buy” Or, do they generally feel like you’ve left them hanging from not knowing where the starting line is and/or feeling overwhelmed by having too many options to choose from?
Chances are, you don’t even know, and if you do, you’ll probably never say out of pride. Relax, chill! This is a safe space, so I’m going to give you some visuals to hold mentally, while I guide you through why the former result is what every small service business online should strive for, and the 4 steps you can take to instantly achieve it.
Think Of The Best Book You’ve Ever Read
You probably didn’t need to go very far in your memory to recall the moment you experienced that. From the cover to the smallest detail I’m sure it’s all there. Well, when you place your business online, essentially, you’re setting the opportunity for your ideal customer to encounter the best digital book they’ll ever read. And the way your work process unfolds, intentionally tells a story about who you are, what you care about, and how much experience you have under your belt, doing what you do in the form it’s presented.
This is what separates the sheep from the goats and why it’s sometimes advisable to get the right professional help when building an online presence that sells itself. But, if you still insist on winging it, you can have better success if you build with these four things in mind.
1. Find Your Focus
I know you saw this coming, but without it, you’re basically building in the dark. The focus of the brand is like the title of your online book. It’s there to get the right “readers” interested and ready to learn more by preparing them for what’s on the inside of your website.
Everything you do afterward only builds upon this foundation. So, don’t be lame and choose something #SlickRicky-ish. Turn over everything in your business and examine how the clients you have gotten responded to it. Then, decide which one it’s worth being on the cover of your book. If you’re too close to the project, ask someone you would consider an ideal client, what their reaction might be to whatever the main attraction is. If you’re getting crickets or even a hint of boredom mixed with a lost stare, you should probably go back to the drawing board.
2. Productize Your Offers
Sometimes, a client can very specifically want something until they are in the actual process of a project where the real needs come up. What are the needs of your ideal client? Using the power of 3, can you create specific premium offers that cater to those instead of a grocery list of solutions for them to choose from?
Like most, in the beginning, even under instructions, I broke this rule. But that happens when you’re green to how the online world works and also have no clients! As I got clients, and also sharpened my listening skills, I was better equipped to create seemingly unconventional productized offers that I know my ideal clients need.
Do you know what your clients really need?
3. Sell Something Easy To Buy
The experience you’re going for here is for a prospect to feel like ‘OMG! This is a sweet offer!’ and magically converts into a client.
This is an ice breaker, the idea isn’t to just sell something but to sell something obviously connected to your brand that also solves a problem and an immediate requirement of the client. It’s without a doubt the best red beryl I found in my possession. Each time a prospect learns about it, the expression is always the same and it's super easy for them to upsell themselves to my other offers without coaxing on account of their previous experience.
What red beryl do you have in place for your ideal client to experience before they possibly make a bigger investment in the service you provide?
4. Don’t Just Create Content, Create Focused Content
I feel like it should be obvious at this point that the content you create be connected to your brand, but I sometimes see the opposite of that.
The objective isn’t to just “post for the sake of posting” or to “start random conversations online or social media” or even “bother yourself with what the so-called competition is talking about” since branding a service means you're solving a problem no one else in your industry is solving essentially leaving you without competitors!
Branding is a unique approach to achieving a specific goal. The focus of that brand determines the topics you're a part of: your voice. Therefore, if the voice is how you communicate, wouldn’t it make sense for your conversations to be rooted in the focus of your brand? This is how you create intentional content around the specific singular problem you solve that’s ‘bait worthy’, for your ideal client to pick up the trail and hunt you out. By understanding where your content is derived. But, you can’t accomplish this if your content is all over the place at least not with clients who are willing to pay for real value. Most people do this, they skip the focusing part for visibility and just start creating content only to eventually feel like a deer in the headlights about what to talk about next because they don't have a voice, or, they'll end up successfully creating content for a targeted group of people but without an understanding of what their voice is and this lack of clarity deceives them into believing that they "don't have an ideal client" when it might not be true if they've exchanged their time for money a few time since starting their business. When I first began writing, despite my 14 years of experience designing professionally, I felt confused about what to write about because I had the typical approach of people with a hobby: you do a bunch of different things. There was nothing memorable or specific about what I did. Sure, I needed clients in order to discover that, and I needed to create content in order to get clients, but, without a voice, it made the process of writing very frustrating.
So, if you want to play the game of digital businesses, and you understand that some creative prowess is necessary in the content you create, my advice is to get specific about topics that surround the focus of your brand.
These things are foundational for a small service business online. The way it’s experienced by the client can make or break the level of engagement on your website. And since each of these steps previously mentioned are benefit driven, it also goes without saying that your written content should reverberate with the same energy. Just think of reading about something that should make you happy but the word choice essentially makes you sad, thereby confusing you and ruining the entire experience of the story.
Remember, the design strategy of your website should be based on a goal, a story you’re trying to tell and the steps you’ve laid out for a potential client online either successfully unfolds that story or hinders it; thus significantly depleting the level of engagement.
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I am the Founder and Visual Brand Strategist at The BrandTUB Branding For Small Service Businesses. Sign up to receive these weekly articles in your inbox if you’re not quite ready to work with me yet. And please share my article if you liked it.