So, yesterday I was talking about how to strategically plan your website so that it will perform a distinct job in your business – and why that was important.
Today, I’ll cover some strategies that you might implement on your website.
Jobs to choose from include:
- Provide newcomers with information about your business
- Provide lots of learning and free information about your specialty
- Cut down on your workload by creating a website that does some of the jobs in your business for you. For example, I created a Ballpark Estimating Form on my website that eliminates the need for me to create individual proposals for all the slightly-interested prospects who come to my site.
- Grow your contact list by having a strong call to action and email list opt-in opportunities
- Position you as an expert by offering lots of articles and resources that you’ve created and making your services as a speaker available
- Sell your services or products
- Reduce your marketing expenses by being easy for you to update and maintain by yourself
- Increase your possibility of getting media coverage by creating a strong press room and an active online PR strategy
- Make your proposals and presentations stronger by creating a “samples” or “portfolio” section on your site and referring people there
- Make your offerings more sensory by enhancing them with graphics and sound, like audio testimonials or recorded teleclasses
A website can only usually do a couple of these jobs well at one time, so it’s often helpful to choose no more than 3 of these strategies for your site, and then to rank them in order of importance. Once you’ve built a successful website that’s performing the jobs that you’ve chosen well and consistently, then you can consider expanding your site and adding in more jobs.
But, to keep your site clear, consistent and easy for visitors to understand and use, I suggest choosing a 2-3 strategies to build into your site. Choose the strategies that best support your business direction and pair with your other marketing strategies.
There’s one other job that you can easily combine with any of the above strategies, and can be added on above the 2-3 recommended strategies. That’s making your site well-optimized for the Search Engines, so that you can be found by new prospects. When you’re optimizing your site, just make sure that you don’t lose site of the other jobs that your site should be performing. For example, if you embed too many keyword phrases into your site text, it might look strange to a human visitor, so you want to make sure that you balance the keyword use – have enough keyword phrases so that the search engines will notice, but not so many that it sounds repetitive to human visitors!
So, before going on to the other steps in designing and developing your website, choose your 2-3 strategies to work with. They’ll help you to plan your content, design and function to create a cohesive website that will work well for you.