The #1 Thing You Need To Make Your Website Stand Out
Learn what really makes for a standout brand AND how to define your website goals the right way (hint: SMART isn’t smart enough). Because what gets measured, gets improved. #GoalGetter
Here's what we're covering today:
- The crucial mindset difference between crafting a standout brand and crave-worthy content.
- Your personal brand blend (no Vitamix required) and what that looks like on your website.
- Defining your business goals for your website (because “what gets measured gets improved”).
- Why you DO need to optimize your site for business objectives (even if you get referral clients).
And, in case you were wondering if there’s a download to go along with the lesson, yes there is! Grab the goal clarity worksheet (part of the Web Foundations Workbook) at craftingcreative.com/goals.
And, if you’d like the big picture checklist then download the Web Prep Checklist at craftingcreative.com/checklist (today’s lesson is step 1 on the checklist).
In case you missed the first part of the series:
In this Web Prep Checklist series, I’m teaching you the EXACT steps I took to go from struggling to get 1-2 clients in a six-month period to booked out with 11 clients in the same time frame. CATCH UP ON PART 1 HERE!
1. Branding VS Marketing
First, let me get clear on the crucial mindset difference between crafting a standout brand and crafting crave-worthy content:
- YOU make your website (and brand) stand out but focusing on YOUR DREAM CLIENT makes your content crave-worthy. That’s why helping her solve her problems and get closer to her goals should be the focus of everything you write or create.
2. Personal Brand Blend
Your personal brand is a blend of these two sources: YOU and YOUR DREAM CLIENT. So it’s absolutely imperative that you inject plenty of your personality into all aspects of your online presence.
Two of the BEST ways to inject your personality into your website are through your WORDS and your VISUALS.
Here’s an example of using copy and an incredible PORTRAIT to instantly infuse a page with personality from Angie S, a former client.
And this example from another past client, Dawn, makes use of COLOR and copy to completely captivate and express her unique way with words.
And in this final example, from my former client Kathleen, we’re using a STOCK PHOTO in combination with her copy to effectively give a sense of what it’s like to work with her.
And, when it comes to measuring the success of your website in attracting, engaging, and converting more of your dream clients, you’ve got to blend YOU and YOUR DREAM CLIENT again. But this time we’re talking specifically about your goals (for your business) and your dream client’s goals or desires.
3. Goals That Get Results
By establishing your business goals for your website BEFORE you start designing it, you’ll be able to tell if your website is moving your business forward (and what you can do if it isn’t).
Getting clear on your business goals will ALSO help you with your website layout because you’ll know what to prioritize and how you want your visitors to flow through your site.
And, if you’re familiar with goal setting in the 90-day or 12-week methods, then you know the benefit of having specific goals and may have used the SMART framework (specific, measurable, achievable, relevant, and time-bound).
So let’s take a look at how to turn a vague website objective into a SMART one:
Vague: “I want to get more website traffic”
SMART: “I want to have a 200% increase in returning visitor traffic within 30-days of re-launching my site.” – Oh, hey, that’s one of the EXACT results I got for a client 😉
By using the S-M-A-R-T structure, we’re already improving the specificity of our goals. However, that’s still not enough. There are a few key pieces missing in order to apply this objective to our website. And that’s why I’ve come up with a different kind of goal statement that’s better suited to our use case.
Let’s go through it piece by piece:
METRICS: How will you know when you’ve reached the goal? What metrics will you use to measure it
I’ll know that I’ve achieved the goal when my returning visitor traffic for a given month is at least 2X greater than the previous month. And I’ll measure that using Google Analytics to track the number of returning visitors.
PURPOSE: How will this specific objective get you closer to your big picture goal? Why do you want this?
By increasing the returning visitor traffic, I will know that my content is useful and valuable to my target audience and I’ll also increase the likelihood that they’ll sign up for my list. This ties into my larger goal of having a large, engaged email list.
TIMELINE: What is a realistic time frame for achieving this goal? When will you check your metrics?
In this example, we already declared our 30-day goal but here let’s double-check that this is a realistic timeline.
STRATEGY: What will you do (or experiment with) to reach this goal? Can you break this into milestones
I’ll experiment with adding video and more screenshots to my blog posts so that I’m creating really thorough step-by-step content that’s easy to consume.
I’ll also experiment with how I’m promoting my blog content: I’ll adjust one social media channel at a time, starting with Facebook and then Instagram after that.
- ACTION: What primary action do you want site visitors to take? How does that action align with your primary business goal?
My goal, in this case, is really just to get the returning visitors BUT a great action for my site visitors to take would be to SHARE my site or posts with their audience, which would potentially increase my overall website visitors.
4. Referral Myth
You may be thinking, “My business runs on referrals so I don’t need to worry about my improving the effectiveness of my website.”
But you actually DO. Remember last week when I talked about why it’s so important to have a well-crafted website as a service-based business owner?
It’s not only important in attracting client inquiries on autopilot. It’s important because it gives a teaser of what the experience of working with you might be like. So you want to make sure that your site is set up in a way that flows logically and is super easy to navigate.
Because having someone refer you doesn’t guarantee you get the client. She’s likely gotten 2-3 other referrals too and is now perusing all 3 websites to find the one that looks the most legit and that is the answers her lingering hesitations in the easiest way.
So, to recap, today we talked about:
The crucial mindset difference between branding & marketing: the focus of your personal brand should be YOU but your content is all created for YOUR DREAM CLIENT.
Your personal brand blend: balancing your personal preferences with your dream client’s.
Defining your business goals for your website: the purpose, timeline, strategy, and metrics.
And the ‘referral’ excuse that’s holding you back.