Is your website just an online brochure? Then it’s time to kick it up a notch!
Many solo entrepreneurs have websites that are online brochures. They create websites that give out lots of information about the company and what they offer, but they miss a critical step.
Most people that find your website may be interested in what you have to offer, but unless you have a strategy to capture their attention, and permission to follow up with them later, they’ll likely never go back to your site. This isn’t because they’re not interested in what you have to offer, but often people forget to check back or can’t remember how they got there.
So, for each page of your website, you should ask yourself the following 3 questions.
1) Who is coming?
2) What do I want them to do?
3) How will I get them to do it?
We want to first think about who is coming to each page of our website. You may have pages on your site that are for different audiences. For instance, a business coach may have a services page for entrepreneurs that are interested in their services, but she might also have a speaking page for organizations to find out more about hiring her to speak. That’s two different audiences with different objectives.
So, once we determine who is coming to each page of our website, the next thing we want to decide is what you want them to do. This could be to give you a call or send you an email, but if it’s a first time visitor to your site, they might not be ready for that step. This is why you should have an opt-in form on each page of your site that offers valuable, irresistible information in exchange for their email address. You should have a form on each page of your site. Many entrepreneurs will have a form on their home page, but not the other pages of their site. Visitors won’t always go to the home page of your site, so you have to capture their attention where they are. If you have different audiences for different pages of your site, consider having different opt in forms with different offers. Once you have their email address you can follow up with them over time.
Finally, you really need to think through how you will get the visitors to you site to take that step to call you, email you, or leave their email address. You have to give a really strong, compelling reason for them to do so. Test your offers until you find one that’s really compelling and drives your visitors to want to keep in touch with you. This is key. Please don’t think that’s it’s enough to have a free offer on your website that you haven’t tested. You could be losing a lot of subscribers without even knowing it.