Creating a website can be a lot of work.
Especially for entrepreneurs – people whose work transforms lives and the world – getting the language just right so it expresses the essence of the work can feel like a monumental task.
Too often, businesses have language that doesn’t attract clients, it confuses them. Worse yet, they use language that is actually uninteresting, and so lose business and the opportunity to help someone.
It doesn’t have to be that way. Follow the checklist, and you’ll have a website that is clear, attractive to your ideal clients, and gets them to take action towards working with you.
That was it. So here are the 5 mistakes that companies are making, and why they are not attracting ideal clients.
1. No clear call-out to a target market.
Have you ever been on a page and nott sure who the SME helps. Maybe , it says conscious business, but that could be anything from the life coach next door to Tom’s shoes… If you’re one of those people that can ‘help everyone’ you, and your website, will benefit from narrowing down. These days Niche is everything !
For example, call out
Conscious business owners
Socially conscious entrepreneurs
Any of these at the top of the page would help ideal clients feel ‘at home’.
2. No list of the pain points, or challenges they struggle with.
May sites I have seen have told people what they could do – the marketing activities they could help people with. But don’t tell them why any of those would be helpful. This is fine if you’re working with an audience who knows exactly what they need, but if they don’t… it’s kind of like a doctor putting on her website ‘we do a chem7 panel!’ So what? what’s that good for? (Honestly, I don’t know – it’s something I heard on TV, but I think it’s a real test.)
As an example, you could say:
“Do you struggle with:
Attracting your ideal clients?
Getting people to say ‘yes’ to you?
Making the money you want and deserve?
Figuring out how to attract people online?”
3. No benefits, or results that come from what you do.
A list of marketing activities isn’t the same as the benefits. One way to turn activities or processes into benefits is to use the phrase ‘so that’. For example:
‘You’ll learn a consistent sales process, so that more ideal clients say ‘yes’ to you!’
Another way to do this is to reverse the statement. For example:
‘Have more ideal clients say ‘yes’ to you with a proven, consistent sales process.’
One great way to do this is to use the phrase ‘imagine if you could…’ Here’s an example:
Imagine if you could:
- Have a steady stream of ideal clients that you love.
- Tell people what you do, and have them eagerly say ‘yes’!
- Double or triple your income each month.
- Create online courses that people rave about.
4. Nothing that describes what’s unique about you.
Anyone who has chatted with you knows (obviously) that you are way cool, savvy, experienced, and smart. But if you don’t have anything on your website that let me know that you are missing a trick . You can do this in two different ways:
A. You can build credibility with a story. For example, I share on the site that I went from $375/month to a 7-figure business in less than 3 years or health coaches healed themselves from chronic disease, and they share that.
B. If you don’t feel that you have a story like this, you can establish your uniqueness through style. This could be a visual style, or a certain use of language. One clients has a sort of New Age ’rainbows and crystals’ look to her website. This doesn’t appeal to everyone, but her ideal clients L-O-V-E her because it speaks to them (and she’s getting LOTS of great attention with it!)
5. No clear ‘Call to Action’.
When someone visits your website, what action do you want them to take? Should they email you for a consultation, or download a free ebook of yours? Giving your information without telling people HOW to take the next step with you not only doesn’t help you get clients, it actually doesn’t serve the people who may be looking for you.
These are simple things to consider but so many sites fall short.
If you would like a review of what you have in place why not contact me.