How to Get MORE Consistent Clients with LESS Hustle
Getting consistent client inquiries on autopilot (with zero hustle) starts with a well-crafted website. So, today I'm going over your essential "Web Prep Checklist" so that you understand all the parts that go into creating a stellar site.
- I’m going to start by busting a very common myth (that “you don’t need a website”).
- I’ll make an important distinction between websites for product-based businesses and service-based ones.
- Then, I have a totally legit graph for you that showcases the inverse relationship between website quality and hustle quantity.
- Finally, I’ll walk you quickly through my Web Prep Checklist for the 7 parts that you should walk through BEFORE you design your website.
Getting booked out with clients:
- I first launched my website around February of 2016. Within 6 months I had 1 client.
- Then I did a “rebrand”. I was strictly focused on the layout and visuals and implementing some of the “tactics” that everyone was teaching. And this led to 2 clients within the following 6 months. Yay! I doubled my number of clients by doing a rebrand!
- By February of 2017, I realized that I had to do something different. And that’s when I decided to take the process I was using with my clients and turn it on my own website, instead of treating it like an afterthought.
- I rewrote, redesigned, and relaunched my website in March 2017. And in the 6 months since, I’ve signed 11 clients (2 of them were for coaching, not design, but they still count).
I went from 1-2 clients in a six-month period to 11! And it wasn’t because I was hustling, or posting every day on Instagram, or networking my ass off. It was because of my website.
Mythbuster: You NEED a website
Now, before we dive into checklist, I want to start out by emphatically saying that you DO NEED A WEBSITE.
I know we’ve all heard influencers saying, “You don’t need a website to make this work. You can do this program without a website.” But, FIRST, let’s stop and think about why they’re saying this…
Could it be, perhaps that they want us to buy the course that they’re marketing to us?? YES! This is called an objection-buster, and it’s a marketing tactic.
So, you DO need a website. But it doesn’t need to be anything great, right? I mean you remember how Amy Porterfield’s site was for ages and she’s killing it!
Yes, she is killing it (and was even with her horribly outdated and difficult-to-navigate website). BUT, and this is where I’m going to make an important distinction, her business is based on selling digital products.
She has a finely-tuned marketing funnel to go from Facebook ads + podcasts to automated email sequences to webinars to course sales.
Product-based business websites VS service-based ones:
And really, when you’re a product-based business, it’s the marketing funnel that is the most important. That’s why you see people doing really well with less-than-stellar websites.
Because they’re selling a PRODUCT. And you’re selling YOURSELF–your expertise, your ability to deliver a result to your client.
That’s why it is ESSENTIAL for you to have a well-crafted website that showcases your badass-ery and makes you look legit as a business owner.
Think about it, when you go to buy something on Amazon, do you even read the product description or do you (like me) go straight for those reviews? How many stars did it get? Oh why did some people give it 1-star? Right?
It’s all about the reviews AND about how much we get for how much we’re paying.
BUT, for us service-based businesses it’s different.
Think about when you’re in a new town and scoping out potential hair salon. You may be interested in the Yelp reviews (or testimonials) but you really want to see their website. You want to make sure that it looks professional, that the photos of the space and of her haircuts align with your desired experience.
And, bonus points if you can book your appointment online because fuck having to call to schedule an appointment.
The "Hustle Quotient"
Now, to illustrate my point, I made a little graph that shows the inverse Website-to-Hustle relationship. This is not scientific in any way but, from my experience as a service provider, it’s absolutely true. The better my website, the less I had to hustle for clients.
I’m at the point now where I haven’t posted on Instagram in weeks, I have my Facebook and Twitter on autopilot, and I haven’t been blogging or attending events, or anything. And yet this month I’ve had more client inquiries than ever.
The 7-point Web Prep Checklist:
- It starts with YOU. You’re crafting a personal brand and that means getting clear on your reasons for starting the business. What do you want out of this? What are your goals?
- Next, you’ve got to learn about your ideal client. What is frustrating her? What’s been on her to-do list for ages? What does she wish would happen?
- Get clear on your competitive edge. How are you different from other brands in this market? What’s your unique selling proposition (USP)?
- Your personal brand. What 3-5 words or values best describe your brand? What kind of tone do you want to set?
- Then it’s time to write your copy. Now that you know the tone of voice for your brand and you’ve researched your dream clients, you can use copy templates to plug-and-play exact phrases from your research into your web pages.
- In one of Tara Gentile’s Creative Live classes, she said something like, “Great marketers start with a foundation and a template for execution.” But what she mean was, there’s no need to start with a blank page. Use a formula that works for your copy.
- Now it’s time for the visuals. Design your logo (a simple type-based one is great), choose your color palette (3-5 colors), pick 1-2 fonts, and find or create icons that you’d like to use.
- Lastly, a great website has professional photos. Now, I did mine without hiring a photographer and I teach you how to do your own selfie photo shoot in this post. But you DO need quality photos on your site.
You may be thinking, “But aren’t the logos and colors and fonts part of the web design package?” Nope. Those things are best done by a graphic designer, which is a totally different skill set. And, since you’re already an established business that’s just looking for a website refresh, you probably already have those visual brand elements in place.
So, to recap:
In today’s lesson we learned about what goes into creating a well-crafted website that gets you noticed and gets clients lining up to work with you. Because hustle is a great way to grow your business but you shouldn’t have to hustle for clients as long as your website’s set up effectively.