What Responsive Website Means: Improve Engagement On Your Website With 4 Easy Steps!
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 services shouting, “Oh my gosh! That was so simple, I only wish I had more things to buy”? Or, are they typically overwhelmed by having too many options to choose from, and feel like you’ve left them hanging on account of not knowing where the starting line is to your services?
Chances are, you don’t even know because as hobbyists and freelancers, we tend to look at a possible client’s indecisiveness solely as “them not knowing what they want, except to waste our time.” That kind of one-dimensional perspective keeps you from thinking about your endeavor as a business and by extension seeing the possibilities to make it function like one.
Despite having a website when I started my business, I would encounter comments from people feeling like they weren’t sure what I did, and when I would finally get a client, they wouldn’t listen to my creative advice and amazing projects despite being approved and completed, would never see the light of day.
Having strong feelings towards the client didn’t help me either. If anything, it was actually threatening the genuine love I have for my work. It wasn’t too long after the right project entered my inbox after reading one of my articles, I set my mind to the task of mapping the path that created that encounter.
And here it is. I’m going to give you some visuals to hold mentally, while I guide you through the 4 steps you can take to instantly improve engagement on your website.
But first, a bit of context.
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 (meaning for your industry) digital book they’ll ever read. The way your onboarding and work process unfold intentionally tells a story about what the client values, and instantly communicates how much experience you have under your belt, doing what you do in the form it’s presented.
This is what separates the hobbyists and freelancers from business owners online: a system built into their design that produces conversion. It’s always advisable to get professional help when building an online presence that sells itself, but, if you have a bit of a design background, you can afford the aforementioned result if you build with these four things in mind.
1. Find Your Focus
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. Essentially this part helps them understand what it is you do.
Everything you do afterward only builds upon this foundation. So, don’t be lame and choose something #SlickRicky-ish or inauthentic. Turn over everything in your business and examine how the clients you have gotten responded to it. Why did they buy it? Then, decide if 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.
In other words, don’t lead with something your audience doesn’t want to speak about.
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. An example of this would be a client coming to me for a One-Page-Website but needing a brand logo and/or a business logo designed as well (this has happened a few times).
What are the needs of your ideal client? Using the power of 3, can you create specific offers that cater to those problems instead of a grocery list of services for them to choose from? The idea when creating your offers is to make it easy for them to upsell themselves instead of you pitching.
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 offers that I know my ideal clients need.
Do you know what your clients really need?
3. Sell A Bite-Sized Way For Them To Work With You
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 new prospect learns about it, the expression “OMG are kidding me!?”, is always right around the corner, and it’s super easy for them to upsell themselves to my other offers without coaxing on account of this experience.
What red beryl do you have in place for your ideal clients to experience before they possibly make a bigger investment in the service you provide?
4. Create Focused Content
When I first began writing, I felt confused about what I should write about because I didn’t know myself as a business yet. Sure, I needed clients in order to discover that, but, without a voice, it can make the process of doing the work to get them very frustrating.
You can avoid “post for the sake of posting” or “starting random conversations online or social media” or even “bothering yourself with what the so-called competition is talking about” if you just focus on why you do what you do the way you do it. The topics you’re best aligned with will be found there. Most founders skip the focusing part for visibility 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 before.
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 the first three steps are value-driven, it also goes without saying that your content should reverberate with the same energy.
Just think of reading about something that should make you happy but instead confuses you 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 unfold that story or hinders it; thus significantly depleting the level of engagement.
Focus your brand in one day with a , ONE-PAGE WEBSITE!
Not sure if this is right for you? Don’t speculate Join the facebook group and find out!
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.