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Website Design

Sad to say, but a significant majority of intelligent, hard-working entrepreneurs are laboring under the delusion that once they get their website up, clients will flock to them in droves. (Hey, I used to be one of them.)

Unfortunately, my friend, that is quite simply a load of. . .well, let's just call it "hooey."

Don't get me wrong. I write web copy for a living, so I certainly believe in the importance of an online marketing presence for the 21st century small business owner.

You need to understand, though, that a website in and of itself is rarely going to turn a chance visitor into a money-on-the-table client. That's a lot of pressure for 3 or 4 pages of cyberspace, no matter how well written.

NOTE: Before you inundate me with "But it happened to me!" emails, let me hasten to say that it CAN happen. If the exact right prospect finds your site at the exact right time in their buying cycle and your message strikes the exact right chord with them - yes, they will call you up and hire you on the spot.

But (pause for dramatic effect), that is generally the exception, rather than the rule. (Sorry to burst a few bubbles here.)

Back to my point: Your website is an extremely important -nay, critical- part of your overall marketing strategy. Don't leave home without one.

Rather than pinning all your hopes on that bit of virtual real estate having the charm and determination to single-handedly fill your client list, why not aim for a less risky outcome.

A more likely path for your potential client is a progression that looks like this:

    * Stage 1 - Just Looking

    * to Stage 2 - Hmm, Sounds Interesting

    * to Stage 3 - Tell Me More

    * to Stage 4 - Sign Me Up.

So what you need on your site - and what an estimated 87% of service-based entrepreneurs (from life coaches to professional organizers to marketing consultants) don't have on their websites - is a way for visitors to let you know they've moved from Just Looking to Hmm, Sounds Interesting.

The simplest way to do that is with what I call an Irresistible Free Taste (or IFT). Otherwise known as your free giveaway.

Simply put, this is a piece of valuable information in the form of an article, e-book or audio that will help your potential client with a burning challenge they're experiencing. It also serves as a demonstration of your talent and expertise. And in exchange, all you're asking for is their name and email address.

This has the happy result of both of you getting something you want.

You don't need to spend tons of money putting your IFT together. But you do want to make sure it's as attractive, informative and professional as possible. It is, after all, the first introduction many of your prospects will have of you. (And first impressions do matter.)

Once they've gotten that initial taste of your style and expertise, you can then begin to solidify the relationship with other communications and offerings that consistently provide value. And that, my little chickadee, is the direct path to more sales.