Every year we hear the same thing from business owners and personal brands:
‘This year, I’m going to sort my website.’
But then clients and customers come first and the sliver of time you do have to work on your website is taken up by procrastination.
What’s my colour scheme?
What should I write on my homepage?
How do I do this bloody techie thing!
If this sounds like you, you are not alone! We see business owners vow each year to sort their websites only to go into the next year with the exact same one.
You know your website is important. You know that you can’t continue with the website you’ve got and that #WebsiteShame is holding your business back.
So 2019 is the time to get it sorted!
In the next four episodes of our podcast, we’ll be outlining the four key pillars to website success so you can get your website live ASAP in 2019.
In this first episode, we’re talking GOALS for your website. Yep, before you jump right in with your theme or page builder or start choosing a new colour scheme, you need to understand your website goals first.
This is a process we do with all our clients, and it’s worth the time you put in. Not only will it make things super clear for you from the get-go, but it also builds you the best foundation for your website.
In this episode, we’ll cover…
- Understanding your website goals
- Why understanding your website goals is important
- What can distract you from your website goals
- The questions you need to ask yourself for website success
- Reverse engineering your customers’ web journey
- Honing in on your services
Time Stamps: In a rush? Get to the section you need to below!
Useful Resources and Links
What To Do Next
Thanks for listening to our episode. If you found this episode useful, please feel free to share it via social media using the links above.
If you want to know about search engine optimisation (SEO), website conversions, content marketing and website copy, then join our FREE Facebook Group.
We would love it if you subscribed to our podcast and left us an honest review. This helps us reach more people and produce more podcast episodes.
If you have any questions about this episode or you want us to cover something new, then contact us on firstname.lastname@example.org or leave a comment at the bottom of the page!
Welcome to the Make Your Mark Online podcast where we help personal brands build and grow a successful business website. Please welcome your hosts, husband and wife team, Martin and Lindsey.
Welcome to episode 22 of the Make Your Mark Online podcast. This episode is actually going to be a bit different from the usual episodes. As you know, 2018 is now drawing to a close and 2019 is right around the corner. And part of what we’re trying to do with this podcast and with the Facebook group and also the membership as well is to help as many people as possible create a highly successful website. The problem is is that quite often, you’re just not sure where to start, especially if you’re trying to redesign your website from scratch, and it feels like a big mountain to climb. And this is why over the next four episodes for the rest of this month, we’re helping you plan your website.
So we’re going to be focusing on four key activities that will help get your website live quicker so that you can get 2019 off to the best possible start. Because seriously, we want you to make your mark in 2019 and stop faffing around and putting off your website stuff which I know from feedback that I’ve got and is happening right now, they just keep putting it off and putting it off, and that’s kind of the reason that we wanted to do this kind of four-part series because we want to make sure that you make your mark online and I know it’s been holding you back. So let’s do this together.
Now, before we get into the show, this podcast is sponsored by the Make Your Mark Online membership. This is our signature membership community where we help personal brands build and grow a successful business website. Now, the doors for the membership are currently closed but you can check out the details on makeyourmarkonline.net and you can join the wait-list and we’ll notify you as soon as the doors open again in January. So let’s get into the show.
Now, in the first of these four episodes, we’re going to be talking about a very, very important aspect to the entire web design process. Now, if you don’t do this, it can have a dramatic impact on how successful your website is and it can feel like you’re just missing a piece of the puzzle and you’re not really sure why your website’s not working and its goals. It’s understanding what your business goals are and how you can use your website to move you towards those goals so that you can make money and achieve everything that you want to do, your website needs to have a goal.
So what’s your goal for the website? Maybe you might have a few goals. For a lot of us small business owners and personal brands, it would be to get customers and to make money. And it’s okay to talk about that. We’re all friends. It’s about making money. That’s why we’ve all got business websites, that’s why we all pay for hosting, we pay for expensive plugins, we pay for really nice themes. It’s because somewhere down the line, we want to make money from it.
Now, that’s not always going to be the goal. You might win a charity and that might be to generate donations or whatever. It might just be to help people. You need to understand your goals, it doesn’t matter what it is. But for most of us, it’s about taking on clients, getting customers, taking on new members and getting booked for speaking, and workshops, all those kind of things. And you need to understand these goals before you can build a successful website.
So when you start to build your website or even if you’re paying for a web designer, you want to think about the techy stuff or you might start thinking about the style, or the colors, or the fonts, or the images, or adding social media feeds, or fancy features. And before you know it, you forgot why you needed a website in the first place. And this is so common. We like to focus on the small details partially because we don’t have a strategy. We focus on the smaller details and we end up procrastinating because we don’t really know what we’re doing, especially when we’re building websites ourselves. We have the best intentions in the world, we want it to look great, but quite often we forget about getting customers, we forget about making money, we forget about the ultimate goal and this is what tends to stop us in our tracks. We focus on the cause, the styles, and all the fancy features and we forget about why we even have a website in the first place. And like I said, this is very, very common.
Now, what really matters with your website is that we need to make sure we get our visitors to do what we want them to. You see, people visit your website for many reasons. It could just be to check on your prices, it could be to read an article, watch a video. It might just be that someone is checking out the competition and you are that competition. So you’re going to get lots of people to your website for many different reasons.
So everybody’s agenda, when they visit your website, is completely different but your agenda is exactly the same. Your website is a tool for you to make money and get customers. So that’s why it’s important to understand the goals so it’s as important to identify the most important goals and how we can take these visitors that may or may not be the right customers and make sure that we are funneling them through and making sure that they are in a position to know what services we offer, how we can actually make money from these people, and it’s your job to understand those goals first so that we can actually reverse engineer the website. And this is by far one of the biggest reasons that websites fail, it’s because they’ve completely missed out the understanding your goals segment. This is so important and that’s what we’re going to get into now.
Now, I’m going to give you a few questions that you can ask yourself and you can actually access a workbook with these questions on. As part of the next four episodes, we’re going to give you a workbook so that you can actually download it, print it off, and actually answer these questions that will help you come up with the plan so that you can launch your website in 2019. So for the worksheet on goals, go to jammydigital.com/22 and you’ll be able to download the PDF file there. And like I said, print it out, fill it out, and yeah, let us know what you come up with for your goals.
So the first thing I want to ask you is what do you have to sell. So what is going to actually make you money? What products and services are you able to provide to allow you to achieve your goals if making money is your number one goal? So what services do you have? Do you offer coaching? Do you offer workshops? Are you a paid speaker? Are you selling books? Are you selling physical items? Whatever it is, I want you to write down all of the services that you offer that make you money.
And this is one of the most important elements for you to do at this stage because it will help you focus your mind when you’re thinking about your website rather than getting the little images to line up and your social media links in there and making sure that you’ve got all of the stuff that you like to procrastinate about and actually focus on the things that are going to make you money. It’s a nice kind of triggering your mine, it’s kind of switching your mindset to think about the money in your bank and your website being a tool rather than getting distracted with the finer details. So that’s the first thing you want to do, write down what services you offer and what things you have to sell.
The next question is what do I need to have on my website to sell these services. So what we’ve really down when we’ve thought about the services and people giving you money at the end of it, we’ve kind of got the end goal there. And what we need to do now is to reverse engineer it. So what you’re going to have to have on your website to allow your visitor to buy from you and to hire you for this particular services.
So a nice little tip is if you up until now, if you’ve been thinking about you and you’ve been thinking about your website, imagine that you are the customer, imagine that you are the one looking to hire a speaker, you’re the one looking to attend a workshop or hire a coach. You’re the one who wants to buy a book. And you’re on this website, what are you going to need to see and to access before you’re in a position to buy.
So this is good because you’ve thought about it from your point of view and how you’re going to make money but you’ve also thought about it from a customers point of view and their goals are completely different from your goals. But if we’re going to convince them to buy from us, then what you’re going to need to have on your website. This is things like a specific page for each of these services.
Now, that sounds really obvious but I can’t tell you how many websites don’t do this. We were reviewing a website recently in our free Facebook group and that’s jammydigital.com/facebook, if you do want a free website critique, feel free. But we were reviewing a website recently that didn’t do this. They had one page for all of their services and they kind of used the services as bullet points. So there’s a couple of reasons that that might happen. They’ve not identified that their visitor might actually want a little bit more information about these services.
You know, if someone’s handing over their hard-earned cash, chances are they’re going to want a service page for each of your services. If I want to hire you as a speaker at my event, changes are I’m going to want to actually ask you some questions, I’m going to want to find out about your feels, and find out about what topics you talk about. And one page to cover all these services is never going to work and that’s why it’s important that you might want to think about having a page for each service so that you can answer those questions.
You know, this is where it gets interesting because you might have completely different audiences as well. So somebody who wants to hire you as a one-to-one coach is completely different from somebody that wants to attend one of your workshops. And that’s why you need an individual page for each individual service and that’s why it’s important to think about your goals first so that when it comes to structuring your website, you start to think about services for each individual product and service that you offer.
The next thing you might want to think about is, well, if somebody’s going to buy from me, the chances are we’re going to have to build up a bit of trust with them. We’re going to have to have maybe a portfolio, maybe some testimonials from people who’ve been in similar situations so that we can actually allow them to imagine what it would be like to work with those. And you’re only going to get to that point when you are thinking about the end goals first and then reverse engineering them. This is why you see so many testimonials that are a little bit vague. “We really enjoyed working with this person, highly recommend. Would use again.” These are the kind of vague testimonials that are not good for anybody. I can’t imagine what it’s going to be like working with you from listening to a testimonial or reading a testimonial that you’re really gray. What I want to know is what kind of situation was that person in to hire you and what kind of situation are they in now once they’re hired you.
A couple of episodes ago we did an episode on testimonials and how to get good testimonials for your website so you might want to check that out and we’ll leave a link to that in the show notes. So another question to ask is what order of importance do you have for the services that you offer? Maybe you prefer to do coaching than you do workshops or visa verse. Maybe you prefer to sell loads of books rather than actually sell an online course. Whatever it is that you offer, you have to put it in some kind of order. This is really important because when it comes to prioritizing your menu items and your sub-menu items and where you place things on certain pages, this is going to be important. So think about the end goal first, think about what you want to make money from, what’s the most financially beneficial product that you want to sell. And then maybe that’s the one that gets the most, the highest in the hierarchy of services that you offer.
Do you offer too many services? Maybe you need to slim them down a little bit so that you can actually put more emphasis on a few key services. Maybe you need to scrap a few of them. We’ve actually got to a position with some of our clients in the past where they’re like, “Well, these are the services that we offer.” And if we hadn’t questioned it would have just built a new website with all of those services.
But we always have a discussion with our one-to-one clients where we actually say, “Well, are all these services still relevant?” Yes, it would be easy for us to just transfer over these five services so that you can sell them all, but do you actually enjoy doing them? Do they make money? Financially, is it worth it? And we’ve to positions before where we’ve had people kind of rethink what services they offer and scrap them all entirely.
So it is an interesting topic but you only get there from thinking about the end goal first which is what’s going to make me money and what am I going to have to do to allow people to give me more of that money or attract the right clients. Because sometimes, working with lots of people just for the sake of money is not the end goal. It’s definitely not for us. We want to work with the people who we really want to help and we don’t want to work with … For example, we don’t want to attract super big companies and corporations where we’re only dealing with a few people from a marketing department, with a company over 100,000 strong. We want to help small business owners and that’s what we really love to do. So that’s why it’s important that we articulate that on our website. So that’s an example of what I’m talking about with audiences.
So how many services do you offer? If you can’t get rid of any, then you have to understand that your website may feel a little bit … you’re going to have to dilute some of the key services. So if you have eight key services and you don’t want to get rid of any of them, then you have to accept that everybody’s going to be able to click on as many pages as you want them to. Whereas if you have two or three services, naturally, they’re going to get more eyeballs. That’s just how it works. So you may have to think about grouping some of these together.
We reviewed a website recently that had kind of eight key services, as an example. And after we reviewed it, we recommended that they kind of group a few of them together. Think about your individual services, could you group some of these together as coaching, could you group some of these together as done for you. Instead of if you’re a writer and you’ve got editing and proofreading and content creation, could you potentially just group them all together as done for you if you have too many services. So that’s something to think about as well. You don’t want to overwhelm your visitor.
Another thing to think about is what are your goals for the future? What is it that you might want to introduce next year, in 2019 that isn’t currently on your website. And it’s important to do this because say, for instance, you’re launching a new online course, let’s just say you’re launching a new services, maybe you want to do some public speaking or you’ve just finished your book and you want to sell a book on your website, you’ve got to write this down as well because you have to imagine what your website might look like with that product or service added. It’s okay cutting down your products and services but just in the back of your minds, you want to know how a future services might impact your website. So again, write any future goals down on here. We’re not talking five years down the line. Your website’s never going to stop changing but it’s a nice idea to write down any future goals you might have, maybe even three to six months or 12 months into the future so that you can start to imagine where that would slot in as and when you’re ready to sell.
So that’s it for the first episode. It’s all about you taking some time out to plan what goals and objectives you have for your new website. And this is just a really important topic. And I think, hopefully, you’ll all find it useful. And like I say, print out the questions as well in the worksheet jammydigital.com/22 and let me know what you’ve come up with. What are your key goals?
In the next few episodes, we’re going to be breaking down the next steps in the process so that you can have a highly successful website. And yeah, I hope you found this useful. Now, if you didn’t already know, we have a free Facebook group and we’d love you to join. If you got to jammydigital.com/facebook, we do weekly training, we do website critiques, and we’d love to help you get better results with your website too. So that’s it for today’s episode. We’ll see you next time on the Make Your Mark Online podcast.
Web designer & marketer for small businesses. Martin is an experienced search engine and web design specialist, with over a decade of experience working with large corporations to small businesses.