Aug 06

Biz Building Blocks: Part 4-website

website on computer screen3 Things you need Your Website to Do

Continuing with Brendon Burchard’s 10-step process for creating a successful business, we come to: 

Step 6: Put Up a Website

I don’t think I need to impress upon you the importance of having a website, but I would like to share some great tips about them from Brendon’s section on it.

1) Add Value
First and foremost, your website should add value.  It’s not just there to sell something, and it isn’t just a fancy brochure either.  It’s a golden opportunity to add value to those who visit it, not only to support them, but also to keep them coming back.

Brendon says, “What consumers expect from an expert and a website has changed considerably in the last five years.”  He goes on to list the things that consumers want to see on a website: blog posts, articles, and videos that add value to their life.  They want content on your topic and training on what to do with the information. And they want it all for free!

So you need to come up with content that is perceived as valuable to your potential clients so they will come back for more.  By providing free content on your website, you are starting to build rapport while providing value.

2) Capture Leads
The second thing your website must do is capture leads. This is a crucial function of the website because you don’t just want people to visit your website and leave, if they are people who truly need your service. Statistically show that only 3-10% of visitors are ready to buy when they visit your site. So you want to get them on your list so you can educate them further, give them more value, build more rapport, and eventually offer them your services.

This is how you build a group of fans who will appreciate what you are sharing with them. If your website is adding value to their lives, they will tell others and as the word spreads, you will get more traffic to your site.

It is a numbers game, as they say, but your intention should be to have a list based on quality not so much quantity. It’s not helpful to have a big list of non-buyers (or freebie-seekers). You want qualified leads who are genuinely interested in your work. You can build a successful business from a highly responsive but small list. So don’t worry if your list is small.

You may be thinking that this is a lot of content to come up with but you can repurpose a lot of it. Your website will have one layer of knowledge for them.  The content you share with them once they are on your list will be a second layer. Your complementary strategy session could be a third layer.  And then your program will be the fourth layer. The subject matter can be the same but each layer goes deeper. 

3) Make Money
The third thing your website must do, according to Brendon, is to make money. But for coaches, that depends largely on your ability to close the sale during your complimentary session. However, your website is the first impression and you have to pass that test first.  So it’s important to give a good impression and continue the good impression as you nurture them through your list.

Another way your website can make money is to offer small entry-level products such as a book, training webinar, video series, or ecourse. These small products give customers a taste of your work before they make a larger commitment. The smaller products can turn a no into a yes by offering one as an alternative to your coaching program, when you get a no.

So those are three ways to capitalize a website so it is a functional tool to bring you business.