Maximizing Your Website's Impact: 7 Essential Questions
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Understanding Website Marketing for Professionals
For coaches, consultants, entrepreneurs, and new service-oriented businesses, having a website that effectively conveys your brand and attracts your ideal clients is crucial.
It's important to acknowledge that if you haven't been immersed in online marketing for a while, you might not fully grasp realistic timelines, costs, and expectations. For instance, I’ve encountered numerous lawyers, coaches, and financial advisors who found themselves waiting six months for design or technical implementations that should have only taken six weeks.
Here are seven critical questions that serious professionals often ponder when aiming to build a cost-effective website that communicates their message and draws in their preferred clientele.
Section 1.1 Do We Really Need a Website?
One common query is, "Most of our clients come from referrals. Is a website necessary?" Some believe that high-level executives won't visit the website, arguing that resources spent on online presence could be better allocated elsewhere.
However, the reality is that potential clients will often check your website before engaging in serious discussions. Even if the big-shot CEO delegates this task, someone on their team will likely visit your site, often before reaching out for a consultation.
Many prospects are not merely weighing your services against competitors; they are deciding whether to hire a professional at all. They may have heard horror stories and feel apprehensive. After all, most people don’t frequently interact with certain professionals, like lawyers and financial planners. Your website must educate them about what to expect and reassure them that they are not stepping into a daunting experience.
Your site offers a platform to demonstrate that you are a compassionate advocate for your clients, approachable and supportive. It allows you to showcase that you’re not the type of professional who collects a hefty fee and vanishes for months, leaving clients in limbo.
Moreover, creating a website doesn’t have to be an extravagant expense. With today’s WordPress themes, it is possible to create a polished site with the help of reasonably priced tech specialists and designers.
Section 1.2 The Importance of Content Over Design
Another frequent concern is, "I keep hearing I need a stunning, eye-catching website. Shouldn’t we prioritize hiring a designer?" Focusing all your resources on an impressive design is akin to a lawyer spending time shopping for a designer suit instead of preparing for a trial. Such an approach may work in TV dramas, but it’s not practical in real life.
Professionals often become preoccupied with discussions about colors, images, and intricate designs that may actually dilute their core messages. This fixation may stem from a desire to break away from text-heavy tasks, as selecting colors is certainly more enjoyable.
As branding expert Karen Tiber Leland points out in her book, The Brand Mapping Strategy, "Your brand should drive the website design — not the other way around." Many business owners overly depend on design modifications to elevate their brand.
When I collaborate with clients, we begin by clarifying their message, unique selling proposition, brand tone, and overall energy. We also identify their story archetype, which serves as a fundamental blueprint for their marketing. Only after establishing these elements do we move on to the design aspects that can effectively communicate the brand’s essence.
Section 1.3 The Value of Blogging and Social Media
A common query arises: "Should I engage in social media? It seems precarious." There’s no obligation to share personal anecdotes about your pets or family, but blogging can be an invaluable marketing tool for any professional.
A blog can help build credibility and enhance visibility. It allows you to express your personal style so clients know what to expect during their first visit. You can highlight your achievements without coming off as boastful.
For instance, I once hired a lawyer through LinkedIn without ever meeting her in person. She provided excellent assistance for my case, which was located across the country.
Section 1.5 Avoiding Overpriced Design Firms
Some professionals ask, "Shouldn’t we aim for a website similar to that of the biggest and most prestigious firm in town? Should we hire a high-end design team?" While some reputable design firms produce exceptional work, many do not. I’ve encountered too many professionals who waited excessively long for design work, paid for unnecessary features, or fell into contracts that seemed too good to be true but ultimately led to mediocre and overpriced websites.
Always seek multiple opinions after receiving quotes that amount to thousands of dollars. In many cases, I can help clients save considerable amounts because I operate online.
Section 1.6 Compliance with Regulatory Standards
A valid concern is, "How can I ensure my website complies with regulatory standards?" If you operate in certain fields such as law or finance, your site must adhere to ethical guidelines.
Your copywriter should prompt you to clarify what content must be included and what is prohibited in your jurisdiction. Before starting any project, inform your copywriter about the relevant rules, limitations, and guidelines. This will help you create marketing content that aligns with compliance requirements.
For instance, while an immigration lawyer cannot guarantee green cards for all clients seeking to move to the U.S., she can commit to timely responses and actions, ensuring she doesn’t miss deadlines that could jeopardize a case.
Section 1.7 Caution Against Rushed Decisions
A final question professionals ask is, "Should I sign with those friendly folks who invited me to a special luncheon event?" When I inquire about their choice of web development companies, the answer often includes, "They called and invited us to lunch."
This scenario frequently leads to unhappy endings. Competent web development professionals are typically too busy to engage in leisurely lunches with prospects. Most of us prefer to gather information before initiating a conversation.
While I’m open to conducting webinars or speaking to live audiences, I do not buy lunch for potential clients. Often, such lunches do not conclude with a successful partnership. I’ve heard tales of clients being advised to invest in unnecessary services like Google AdWords or expensive logos.
I’ve even helped clients recover domain names and passwords after their developers vanished.
The Importance of a Strategic Approach to Website Development
Just as you are dedicated to helping your clients achieve their goals, I am passionate about preventing busy professionals from investing heavily in websites that fail to serve their marketing needs. I work with a limited number of clients, maintain low overhead, and have cultivated a network of trusted resources. It has taken years to refine my system, and I protect it diligently.
If you're contemplating a website revamp or are ready to start from scratch, consider beginning with the Strategic Intensive. Your investment will be credited toward the copywriting project when you decide to move forward.
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