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 this four-part series, we’ll be outlining the four key pillars to website success so you can get your website live ASAP in 2019.
In this second episode, we’re talking about the structure for your website. This structure is based on the goals you have for your website, which we talked about in the previous episode.
We’re going to go into detail about how to structure your homepage to get people to the right pages on your website. We’ll also be looking at how to present your services. This is exactly the process we follow with our clients to ensure website success!
In this episode, we’ll cover…
- Structuring your web pages
- Prioritising your menu items
- Mapping out your homepage (click below to download our diagram)
- The first third of your homepage
- Things to consider on your homepage
Time Stamps: In a rush? Get to the section you need to below!
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 Lyndsay.
Welcome to Episode 23 of the Make Your Mark Online Podcast. This is actually Episode 2 of 4 of this little December mini-series.
As you know, 2018 is drawing to a close, and 2019 is right around the corner. Part of what we’re trying to do with this podcast, and 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 quite often you’re just not sure where to start, especially if you’re trying to redesign your website, and it feels like there’s a mountain to climb. And this is why, over the next few episodes, for the rest of this month, we’re helping you plan your new website.
We’re gonna be focusing on four key activities that will help you get your website live quicker, so you can get 2019 off to the best possible start. Because, seriously, I want you to make your mark online in 2019, and stop fuffing around and putting off the website stuff, because I know it will be holding you back. And I don’t want it to. 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 in makeyourmarkonline.net And you can actually join the wait list, and we’ll notify you as soon as we open the doors again in January.
So, let’s get into the show!
Now, the last episode was all about web cycles, and why it’s important to think about these before doing anything else. Now I highly recommend that you go back to that episode and listen to it, if you haven’t done already. There are worksheets with each of these four episodes. So make sure you check it out in the show notes as well.
Now, in this episode, we’re talking about structure, the structure of your website. What goes where, and how to do it effectively, so you know what you need to include. Now, why is this so important? Well, this is actually a really vital step that’s hardly ever done when people build their own website. Now, much like an architect creates a plan and a structure for a house, you also need to think about how to structure your website. You know, you need a plan. It’s gonna be a lot easier if you have a plan, and some blueprints to follow, so that you can build a website quicker, and make sure that things are going in the right place.
So this is kind of like a bird’s eye view of your website. And this is a really, really important aspect to it, so that you don’t focus on, you know, the minutiae, the focus on the little details. You actually focus on the big picture, and the broad strokes first, so that you can then focus on the finer details later on. And this will allow you to get off the starting block with your website a lot quicker.
Now there are two pieces to this puzzle. Okay. So when it comes to mapping out your website, you have to think about this on two levels. One level is mapping out all of the pages that you’re going to have, all of the core pages that are based on the goals that you have, and the goals that we went through in the previous episode.
You’re going to need normal pages. You know, you’re gonna need a home page, you’re going to need an about page, a contact page, maybe an FAQ. You know, the standard pages will probably need to be there. But we need to take what we discussed in the previous episodes about the services that you offer, about the goals for the website, and consider how they’re going to play a part in the blueprints for your new website.
So, if you have a number of services that you’d like to promote, ideally, we need a page for each one of these services. So again, at this stage, we’re not really thinking about anything technical, we’re not thinking about styles or colors, or content, necessarily. We’re thinking about where things are going to sit on your website.
Now, in the notes for this episode, we have actually included a quick diagram to allow you to kind of envisage how this might look, if you’re not sure where to start. So, it kind of … Imagine that we have a home page, you know, which is obviously a really key page on your website, and branching off from the home page, you’ll have all of the other core pages. So imagine what you might see on a website. You might see a main menu. You may see the about page, you may see a couple of service pages, you may see the contact page. These are kind of the secondary pages where at least, so the home page is kind of the first power page. And then branching off from the home page, you have all of these other core pages.
So you need to realistically know what you need to have on your website. And also, if you have a number of services as well, how might that work? You know, if you have one key service, and that’s all you do, then you may just have one menu item. But quite often what people do is they have a main topic, and then they have their sub-menu items underneath their main menu item.
So this is kind of the purpose of this first task, really, is to understand, based on the goals that we discussed in the previous episode, based on the most important. You know, we told you to put them into a priority list. What do you want to be doing more often? What do you make the most money from? What do you enjoy doing the most? You know, consider how those goals may be linked to services on the different pages.
So, using the diagram, think about … You don’t have to fill out all the boxes. This is just an example. But if you can think about the home page as the main page. You always need a home page. And we’re gonna be talking about that in a minute. But what does the big picture look like? If somebody was to look at a bird’s eye view of your sitemap, how would it look? You know, if you’re giving things kind of three different tiers, as in tier 1 being the home page, tier 2 being the other main menu items, and then the third tier being the sub-menu items.
So if you have services, you’ll notice on our website we have services, and then we have a website redesign, we have a personal brand website, we have started a new business website, we have maintenance packages, and we also have website critiques as well. So those are kind of our third tier of menu items.
So what we’re doing at this … We’re trying to put down on paper where these pages might sit, based on the priority of the goals. And like I say, you’re always gonna need an about page, you’re always gonna need a contact page. You might not always need to, but in general situations, you would have those pages. You might even have an FAQ page. Depending on your service-based business, and your industry, you might want to portfolio as well. That might not always be relevant, but consider what you might need on your website. You may have a case study section as well with individual case studies. This is your opportunity to plan out the structure of your website without thinking about the finer details.
Now this is the very first thing that you’ll need to do. And this is stage 1 of planning out your website, you know, the structure of it. So, yeah. You’ve got your goals from the last episode, and now we’re gonna actually put in some goals down on paper, and working out where they’re going to go. Is it tier 2? Is it tier 3? On some websites, they have more tiers, but again, this is just a general idea, really, to get you off the starting block. So that’s the first thing you need to do.
The next thing that we need to do when it comes to structure and planning, is to think about the home page. Now, quite often what will happen is lots of the other things that we’ve just been discussing, the services that you’ve got, you know, the contact us, and the about page … Quite often what happens on websites is they actually include sections on the home page that link out to these individual pages, these kind of tier 2 pages. And what we need to do, really, is to kind of use the document in the show notes, or just sketch out a kind of a design of a home page on a paper, so that you can actually plan out what’s going to go where. Because the home page actually acts like a little bit like a reception area. When someone lands on your home page, you want to imagine that people just wanna know where to go next. Quite often the mistake that people make is that they think that all of their information needs to be on their home page, whereas in reality, what matters most is you giving people the direction, pointing people in the journey in the path that they need to take to get to what they need to get to. So you don’t wanna overface people with too much content. You wanna give people an idea of what you offer, and where they need to go next to find out more.
So we’re gonna go through this in detail now. So, if you can imagine a home page from top to bottom, naturally, you’re gonna have a logo at the top, you’re gonna have a menu at the top. And the next section down, generally, is kind of the big impact area. This is what we like to call the hero section. Quite often, with personal brands, we’d have an image of you, you know, something that represents your business, so the people can connect with you better. This is your opportunity to include a nice image or something that people can relate to. You know, you want to stop people in their tracks, and you wanna stop people from clicking on the back button. So you need to consider what might go in this main section.
Now, if you’ve ever used heatmap tools, and heatmap software, there’s a few of them on the market, but you’ll have noticed that when you look at these tools, quite often, a majority of the people have stayed quite actively in that main top area. Not as many people as you think scrolled right down to the bottom of the page, which is why this area is so valuable. It’s so important. And if you don’t plan this well, you may waste that section, you may waste and squander your opportunity to get people to do what you want them to do, and to connect with them as well. So this is why this hero section is so important. And don’t treat the images as an afterthought.
The next thing in this section, you’ll also notice on most websites, they have this big, bold statement. They have a clear defining statement that clearly articulates what they do, and why you should care as a visitor. So you need to consider where that’s going to go. Generally, it’s the first thing people read on your website, and it needs to be quite big and bold, and we did actually cover this in a previous episode as well. All about how to create a big, bold statement, and we give you nine ways to do that as well. And we will link to that in the show notes.
Another really important aspect to this area is, potentially, a supporting statement. So sometimes, big, bold statements by themselves, can come across a little bit vague sometimes. So, quite often you’ll see like a line or two beneath the big, bold statement, below this key, clear, defining message, that actually explains, in a little bit more detail, a little bit more clarity, about what it is that you do. We use this on our website as well. So feel free to check that out.
Next, what you need is a button, a call to action. At least one button that will allow your visitor to be able to click on something when they get to your website before they scroll down, before they kind of lose interest, we need to give them a button to click. This will allow your visitor to start using your website, actually start going through some pages. And that’s why it’s really important that you think about what button that would be. Where are they gonna go? Is it schedule a free call? Is it download a free ebook? Or access some video content? Or maybe it’s just a contact page, or get in touch to find out more. Or maybe it’s a link to the service page. Whatever it is, it’s important that you have it. And it’s important that it’s as enticing as possible.
And again, it comes back down to the previous episode: Goals. What are your goals for the website, and can we find a way to include this within the main call to action?
As we scroll down the page, you may notice that, on some websites, they have media badges. They have, you know, signs of their previous publishing records. You know, where you’ve been published in the past. Is it BBC? Is it The Guardian? Maybe you’ve been … You’ve had a blog post published on a marketing, you know, if you’re in the marketing arena. You may be a popular podcast or something related to your industry that people will recognize. This is something else that you can do. It will allow you to build up a little bit more trust and credibility, so that you keep people around for longer. Especially if they don’t know who you are, and whether or not they can trust you.
So that might be something you wanna consider. Have a think about any places you have had things published, or you’ve appeared on things, and what could go there? Just write it down. Again, don’t worry too much about the details right now. We’re just trying to get an idea of where things are going to go.
And then, further down the page, we like to have something called a promotional area, or promo area, for short. And this should be a few boxes, potentially. Or a few things that people can see that clearly articulate how people can work with you. We try to do this on every single website that we build. We always tell people when we’re doing our free website critiques in our Facebook group, it’s really, really important that you use a section on your home page to tell people what you can do, and how they can benefit from working with you.
This is your website at the end of the day, and it is important that we focus your agenda as well, rather than just, you know, being completely free, and giving with all of our content and not have any structure to it. This is why this is … that is so important. We want to make sure that when we are creating content in the future, and we’re getting lots of visitors to our website, that people can actually see, “Okay, they do have services as well. Maybe I want to commit. Maybe I want to hire them. Maybe I want to work with them on an ongoing basis.” And that’s why this section is so important. And it’s not done enough, as far as I’m concerned.
Further down the page, you may want some home page content. You may want a little bit of text to go along with your home page. Just in case you need to reaffirm why people are still here. Maybe you’re just doing a little bit more of rapport building. Maybe you’ve got an image of yourself further down the page. Whatever it is, you may want some home page content. You generally find in most websites, especially for personal brands and small business owners, there’s a little bit of content there supporting, you know, reinforcing why people are on your website in the first place. You may also want to think about links to blog content that you might have, podcast episodes, any resources that you might have, like downloads and free give-aways, and videos, all that kind of stuff. You do want to entice people to stay on your website for longer. And quite often, content is the way to do that.
You may also want to think about video. You know, if you use a lot of video in your marketing, you might want to section out some space on that page for a video. You know, something that helps your business come across better. Video is phenomenal when it comes to marketing, because there’s so few people still doing it, compared to the number of websites on there. So if you look at your competitors, video often can be the one thing that people wait the longest to do, you know, because people are nervous about it, people are frightened. That’s why it’s so good when I come across websites that do use video on their website. It’s great for engagement. It keeps people on your website for longer, and it’s a lot easier to build about trust when they can see and hear you on camera. So you might want a section on your home page for a video to go there. Think about what that video might be, what it would be like, what would you be saying in that video? Just a general outline as to where it’s gonna go, so that you can start to think about, you know, the finer details later on.
Another thing you might want to be thinking about is building your email list. You know, are you hoping to gain more email subscribers? Maybe it’s something that you’ve not done up until now, and you know on the new website you absolutely want to make it a priority. So you’ve got entice people with a free give-away usually. You don’t just wanna say, “Please join our mailing list.” Or, “Subscribe for news and updates.” It’s not interesting enough. So consider where that would go on your website, and what you might consider as enticing enough for your visitors. That’s something that’s quite important, actually. If you are wanting to build your email list, don’t treat it as an afterthought. Think about it at this point, where it’s gonna go and, “What’s the best thing that I can give away in exchange for an email address?”
You may also be thinking about testimonials. Again, we want to build up more trust. Where are these gonna go? How many should you have? You know, these are questions that you should be asking yourself. Is two or three enough? Generally what you find is if you have too many, people get a little bit blind to them. So you wanna pick two or three, maybe four at the most, of your best. Make sure it doesn’t take up too much space on your website. You know, quite often you see these roller banners with testimonials go across. That will save you a little bit of space. But quite often, you know, a couple of testimonials is enough, as long as they are good enough, and as long as they’re not just kind of, you know, just saying how good you are, you know, actually getting to the content there, and say why people hired you. And actually we do have a testimonial, a podcast episode. I think it was around Episode 19? Episode 18, 19. But again, I’ll link to that in the show notes. But again, two or three is generally good enough for the home page.
And, other things as well. Things like if you’ve got a book. If you’ve got, you know, something that will build your trust and credibility. I know some people who are listening to the podcast have already got books out, or they’re planning or writing books as well. So, where would that go? If you’re selling a book, maybe you’re giving a free chapter away of a book in exchange for the email. You know, you can kind of use these in tangent with one another.
But that kind of structure is the kind of things that you want to think about when it comes to your home page. You notice there’s so much that you might stumble across on a home page, but these are the things that we think would generally go on a website that we would be happy to build. You know, we try to cut out any clutter. We don’t have things like social media feeds coming through. You know, I need my social media feeds. And if we have social media links, generally, they’re quite low down on the page. You know, people have to scroll to get to them. Partly because we don’t want anybody leaving your website at the end of the day. We want people on your website so that they can build up trust with you, they can join your email list, they can hire you for your services, they can pay you cash. You know, that’s what a website is at the end of the day. It’s a sales tool.
So, that’s kind of … covers it really. We’ve got the planning in the first section, which is mapping out all of the different pages on your website, how that might look in terms of a priority list. But we also have how the home page might look as well, and structuring that home page. And kind of sketching it out. Not spending too much time on the details, but actually considering where things are going to go, what order they’re going to go in. Use the downloads in the show notes for extra assistance as well. And, hopefully, you will now have more of a structure.
So, that’s pretty much it for this episode. I don’t wanna overface you with too much to do. We’re gonna be getting into, you know, the nitty-gritty in the next episode, and actually thinking about what we’re going to use to build the website, and how we’re gonna actually build it.
So, I hope you found this episode useful. This is such an important step, and that is often so overlooked, and it’s really important before we talk about tools and tech. So now, hopefully, you’ll spend less time, you know, fiddling around with the tools and the tech, and now you have a plan. You have a blueprint. You kind of have a bible to follow when it comes to your website. And again, this is related down to your products, your services. So we don’t have all the answers. This is just kind of a general, helpful episode about how to plan it. You’re the one who has to work out what your goals were, and what should go on this website. And, hopefully, this episode along with the last one, and the next two episodes, should help you create a website quicker.
Now, if you didn’t already know, we actually have a free Facebook group that we’d love you to join. If you head to jammydigital.com/facebook every week we try to do training, we try to do website critiques, and we’d love to help you get better results as well. So, feel free to join, and say hello.
So that’s it for today’s episode. We’ll see you next time on the Make Your Mark Online Podcast.
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.