There are loads of blog posts and information about websites and website design widely available on the internet.
These web design blog posts teach you all about the types of pages you need, the kinds of website building platforms and WordPress plugins available.
In this blog post, we’re going to bypass website basics and focus on exactly what your website needs to add long-term value to your business.
Don’t forget: when you start a website, it’s not yet a trusted site. So you have to bring people from a trusted site to your site to build up the trust in your site.
– James Altucher
In this blog post we will cover the following points:
- How bad web design and cheap web design services cost you a lot of money
- You’re focusing on the wrong area
- Helping customers to the next step in their buyer’s journey
Cheap Web Design Will Cost You Money
There’s a very unfortunate point of view that websites should cost around $500 or no more than $1000. Justification for this price point can be something like, “My nephew designs websites and he said he’d do it for free”.
Well, it is entirely possible that your your nephew designs beautiful websites, but if the websites he builds are more than aesthetically pleasing and provide a consistent ROI, then please tell your Nephew that he should seriously consider charging a decent amount for them.
Have you ever heard of a great lawyer or accountant providing their services for free – all the time (I do believe that there is time and place for Pro-Bono work?
Law and Accounting are skills that anyone can learn, but, essentially, you get what you pay for. You don’t expect a $250 per hour lawyer to provide the same level of service as a $25 per hour lawyer.
Your Website Should Help Your Business Grow
Websites are no longer simply “a small corner of the internet to call your very own”. I mean if it is a non commercial, personal website then that is different but if your website is supposed to help your grow your business. Then it must have a consistent and measurable impact on your business…more leads, more sales and better customer relationships.
Just having a website isn’t enough for your business. You need to produce relevant and up to date content for your customers. Really, that’s all your should be focusing on. Helping your customers and being useful and valuable to them.
If your existing customers find the content on your website useful then your potential customers will too.
Plus, the amount of marketing and sales message flow through the internet is insane. Your competition no longer consists of other product and service providers in your industry. Your competition has become all other entities vying for your potential clients attention.
What well always help separate you from the noise and over other distractions like social networks is providing valuable and useful content that people want to read.
It’s as simple as that.
Your website should be your 24/7 marketing and sales ambassador providing you with a steady stream of qualified prospective customers who are eager to work with you.
To become successful online, you only need to remember the following : Good Heart + Passion + Web Design + SEO + Digital Marketing + Dedication + Positiveness + Patience = Success
― Dr. Christopher Dayagdag
The 3 Main Business Website Mistakes
Mistake #1: A Lack of Website Maintenance
One of the most common website problems (and something that everyone will experience at some point) is a website that just isn’t working correctly.
It might load slowly because due to the server it is hosted on or the images used on the website aren’t optimised, resulting in big files. The bigger the file the longer it takes to be displauyed.
If you’re on cheap, shared hosting, your website can take a few seconds (too long) to load.
Remember, when it comes to today’s technology…waiting for a web page to load is like waiting hours for a bus.
Another problem that affects websites is ‘broken code’. Typically, website updates, core code updates and platform changes can break a site and most frustratingly, even if everything was working before the website update.
Your Website Is An Investment
If you don’t invest in a well maintained and updated website, your website WILL eventually break. It is really a matter of when it will happen not if it will happen.
Finally, the most common reason sites are slow or break is because they’re unsecure. Website owners (yes, I mean people just like you and me) fail to change their passwords or because they don’t invest in quality website hosting (and/or keep their website software updated), malicious people and code attack, access and ruin your website.
This is happening every single day and it is something that is preventable, or at the very least easy to minimise.
One thing is sure, it is a lot harder to fix. Prevention is really better than cure.
It’s your choice.
Websites promote you 24/7: No employee will do that
― Paul Cookson
Mistake #2: Useless Website Content
You cannot imagine the number of business-to-business (B2B) websites designed to sell a service to other businesses, that spend valuable time explaining about their owner’s love of skiing and Pineau.
There are too many business websites that contain content that is focused on their existing and potential customer. If you’re business is an Accounting Firm, then you should talk about things that help your (existing and potential customer) customers.
For example, talk about saving money, or how to find reliable suppliers…or how to cut their tax bill in half. You can even discuss what they dream about doing with their Tax rebate.
There’s a huge misconception that if you should only ever talk about that your industry, services and products.
In truth, you should be talking about your customers and helping them with these two things:
- getting rid of the problems they have that they do not want
- acquiring the things they want but do not have
Don’t fall into the trap of talking about things that would appeal to other people in your industry. If you do this, you are basically talking to yourself.
We see so many businesses produce streams of content that is really destined to be read by their industry competitors.
Avoid this mistake…write for your existing and potential customers.
Mistake #3: Not Enough Valuable Website Content
Finally, and this is the most common mistake business owners make, you need to create valuable content for your customers on a consistent and regular basis.
Many business owners run out of steam after their website launch and only a few months later their blog has been neglected and forgotten.
We know it can seem really freeking hard to create great content on a weekly basis.
But honestly, it actually isn’t that difficult.
If you’re struggling to think of things to say or talk about, we can help you. If you genuinely don’t think you have anything to say, then you might have to reconsider what you are actually selling?
Talk about what your customers want (and need) to hear. I promise that you’ve got more content ideas about your business and products than you realise.
Let us help you find those ideas, publish great content and get your website working harder for your business, generating new leads and customers – like clockwork, every single month.
Building an Effective Website That Helps You Make Money
Regularly Update Your Website With Content
First, commit to producing one new piece of content every week. It’s as simple as that. If you have a content creation plan, it’s really not as difficult as you think.
The best way to get started is to brainstorm 5 broad topics that your customers want (and/or need) to learn about.
If you’re a wellness coach, what are 5 common subjects that come up between you and your existing clients.
For example, Sleep, Regular physical activity, Eating habits, Managing and reducing stress, and Work-life balance.
Think about the most common questions that you get about those topics? What do your clients misunderstand about this topics? What are the main things you discuss when you first start working with a new client?
You could use your answer to each question as a blog post or better yet – a mini video training.
Think about topics that your clients SHOULD know or the things that they will discover as they continue to use your services and products. Talk about the results that they will experience or success stories you’ve had with your clients.
Make sure you’re talking about YOUR business and how it makes a difference in the lives of the people you serve. What about staff members or collaborators…what are their opinions on these subjects?
Do the maths, if you select and answer just 3 questions for each broad topic, that equals 15 pieces of content!
Help Your Website Visitors Along The Buyer’s Journey
Once a potential client has read your post, we want them to give you permission to continue educating them about solving their needs and desires.
Remember, we all have:
- getting rid of the problems they have that they do not want (needs)
- acquiring the things they want but do not have (desires)
We want them to give you their email address and contact info so you can market to them (educate them). That’s why you must offer a related useful, highly valuable piece of content in exchange for their email address
Append your blog post with a sentence like:
“if you liked this piece about [topic], then you’ll love our guide to [topic]”.
Focus on providing something that is valuable and irresistible in exchange for their email address.
Think about what the next logical step would be for someone reading that blog post.
For example if I’m reading a post about great website design, the next logical step could be a guide on great website design examples.
Keep your next step related to the original content. Make it a next step or an added bonus. What would someone TRULY want to see next if they were reading your content?
How to Create Great Website Content…K.I.S.S. (Keep It Super Simple)
- White space is good. Don’t over complicate your website design. Make it easy for people to use and read content by keeping white space and making it uncluttered.
- Keep it to a few colours per page. Common misconception is that good design is a lot of good colour. It isn’t, it’s few colours used well. Don’t go nuts, less is more.
- Nice images are nice. Take 15 minutes to find high quality stock images (they can even be free) [free stock image resource link like Unsplash] and help people visualise the story you’re telling.
- Break the text up. Separate out points and keep it minimal. Prioritise what points you want to get access.
- Focus on one CTA per page/post. On that note, keep the action that you want someone to take easy and singular. Just sign up or just call. Don’t over complicate it.
We love the idea of asking “if you liked that, you’ll love this” for next steps. We use it on sign up forms and landing pages all the time.
A lot of potential clients ask us “well why should I pay so much for my website if so-and-so down the road can do it for $500?”
We understand what you’re saying but what our customers have found is that they don’t have to pay for expensive fixes to their site if they invest properly.
You get what you pay for. Plus, if your website is built correctly and is fit-for-purpose then your website will make your business money.
Therefore, the money paid for an effective website for your business is an investment and not a cost.
- Don’t pay for cheap websites because you’ll keep paying for them and they will not provide you with a ROI.
- Good design that gives a return isn’t complicated.
- You need to create regular content that your customers want to read.
If you liked our blog post on websites (see what we did just there?) then you’ll LOVE our ebook about how we use digital marketing to transform your website into an marketing machine that consistently attracts your ideal clients.