7 Ways to Create Websites That Convert
Every business owner or entrepreneur needs a web presence. Today, that means a lot more than a simple website. There are so many ways that you can promote your business online, and “working the levers” requires knowledge beyond WordPress or even basic SEO. When done right, a good digital strategy will put your business in front of the right people who are looking for what you offer.
As a marketer over the last 20 years, I’ve watched the landscape for connecting with prospects and generating leads for business completely transform. In the early days of connecting online, there was a lot of DIY (do-it-yourself) around creating a website for your business. Websites were a novelty back then … today, having a great web presence is crucial for not only creating legitimacy for your business (we always want to check out someone’s website before we buy, right?), but also for anchoring your social strategy, driving leads, and creating partnership opportunities for many business owners.
There are three key outcomes of an effective online strategy:
1. Grow Your Tribe
2. Generate Leads
3. Sell More Stuff
It seems that we all know we need a website, but if you’re building the website as a one-dimensional business card for your brand, you’re missing out on everything that a great digital strategy could do for your business.
Before you build that new website, it’s important that you are clear on the outcomes you’re committed to creating in your business. Your outcomes offer an important lens for determining how your web strategy is developed and executed.
Recently, we did a rebrand on my friend and fellow marketect, Corina Frankie’s business, Brand Besties . She has an experiential staffing agency here in Austin that staffs live event experiences for brands like Dell, Lamborghini, and Microsoft. You’ll see her team of brand ambassadors representing clients at events in Austin, LA and New York City, promoting new products, signing people up for grassroots movements, manning VIP tents and more.
Corina was looking for a rebrand for her business that would tell her story more effectively and drive key goals in her business. Her business name had been Competitive Creations, a name she came up with when she started her business that didn’t really mean anything, and her existing site didn’t tell the brand story or connect with the key pain points of her customer.
Corina started her rebrand with a Jumpstart Masterplan. With the Jumpstart, we are committed to determining a few key things about everyone’s business:
What do you have to sell, and how are you driving your sales funnels?
Who are you targeting, what are they like, and what matters to them?
Who are YOU? What is your story, and why does what you offer matter?
Which digital marketing channels are right for your sales strategy, and how can you best leverage them?
And, we supported Corina by helping her come up with a new name for her business, which is now Brand Besties. It’s a fun play on this idea that Corina’s company is the brand’s best friend, having their back on the front lines. And her team of brand ambassadors are besties for the prospects and customers that they’ll come into contact with at the event. The brand ambassadors will take care of these special guests by providing a fun or memorable experience that creates goodwill and nurtures a strong connection between the consumer and the brand.
Brand Besties’ new website has 2 main goals:
Support client acquisition: The website needed to speak to clients so they can clearly understand who the brand is, how it helps them, and why that matters for their business.
Recruit brand ambassadors: The company is always seeking top talent to join their team. They needed a way for those interested to get in touch.
In order to accomplish this, we mobilized a rebrand and new website design that upgraded their communication.
1. Clearly communicate the brand and how it serves the marketplace.
Corina’s old site didn’t communicate well how the business served their customers. The new business name and aesthetic shows what Corina and her teams do with a lively color scheme and copy that brings her business to life.
2. Tell the story with great images.
We selected photos to tell the story so clients can see what it would be like for them to have brand ambassadors repping their businesses on the front lines. We knew we needed to confront the stereotype of simply sending out “pretty models.” Corina’s brand ambassadors are intelligent, articulate and well-trained. We played on the messaging that they are not just a pretty face. Brand Besties ambassadors are smart, know how to create experiences to drive a client’s key goals, and they pride themselves on giving clients and visitors a great experience.
3. Highlight Corina’s credibility and the brands she has successfully promoted.
Corina has worked with some really visible brands, so we placed their logos front-and-center as social proof of her work’s excellence. Testimonials were also added to the website so that people would see these testimonials as they’re scrolling through key content on the site.
4. Make your site human by showing the real faces “behind the brand.”
People want to work with other people who are “like me.” Telling your story in a meaningful way so that people get to know you and feel a genuine connection with you is important for building rapport and compelling people to reach out. We shared Corina’s story and presented her personality to give people an opportunity to feel a connection with her.
5. Set your menu so it supports your customer’s buying process.
People come to your website with a specific set of questions, and they’re navigating to solve their problems. Set your menu up so that your content is organized along their thought process and helps them easily move through your site. And don’t put too many items in your menu. I like 4-5, 6 tops.
I typically recommend my clients have the following in their main menu navigation:
Services / Store / Whatever-you-offer
Questions to consider:
What information does your customer need to pre-sell to them on the idea of doing business with you?
What problems and frustrations are they facing? How do you help?
6. Write copy that’s keyword rich and works well for both people and search engines.
Before we built out the site’s content, we did keyword research to make sure content we created would also be friendly to search traffic. People are searching for solutions online, and we want them to find us!
7. Create landing pages for your ad campaigns.
Depending on your goals, it can be more effective to create landing pages for your adwords and social-ads traffic (vs. sending that traffic to your website’s home page) because a single landing page with a single offer is much easier to optimize for conversions than a website with many entry and exit points.
Are you ready to develop your new website or ramp your digital marketing strategy? Schedule a complimentary 30-minute Marketect Mastermind session and let’s brainstorm about your business!