Website…yeahhh about that…
Sound familiar? In this digital age, websites have emerged as a huge priority when building a magnetic brand. And it makes sense, right? There’s a lot you want your customers to know about you and your business when they first discover you. From your story to your product offerings to where else they can find and connect with your brand…there are a lot of details and information that can contribute to influencing their purchasing decisions. So it’s no surprise why entrepreneurs prioritize their business website design and online processes in their efforts to achieve their business goals.
Too often, I’ll click around on the internet only to land on purely informational websites that don’t spur me, the customer, to do anything. Imagine landing on a website, clicking around for a few minutes, and then bouncing because…that was it. There wasn’t much else to it.
And that’s the thing—if you think throwing up a home page, about page, and contact info is all you need, you’re putting a lot of trust into the notion that the people who are landing on your website have pretty much already made up their minds about your product or service. But in reality, we know that’s not totally the case right? Some of your website visitors, especially those who have never heard of you before, require more nurturing and getting to know you in order to like and trust you (and eventually purchase with you).
So while any online presence is certainly better than none at all, this is why having a purely informational and static website is only leaving money on the table.
But don’t worry—just like your business journey, there is always time and space to improve your business website design. When we build new websites for our clients, there are 5 things we are sure to always solve for and include when creating their unique website experiences. So if you need your business website design to hook your visitors in, convert more customers, and grow brand loyalty, here’s what you need to know.
Your Website Is Your Digital HQ
Before you jump into making updates, I recommend taking a step back and reframing the role that your business website design actually plays in your business. Your website is like your digital office or headquarters that your customers and clients can walk into—but virtually. When visitors land on your website, they should understand who you are, what you do, and how you can help them. But the buck shouldn’t stop there. When building, designing, and filling your site with valuable content, you’ll want to do so in a way that encapsulates your brand’s vibe and entices people to engage with your experience. Bottom line: make sure your site works for you.
5 Things Your Business Website Design Should Be Set Up To Do In Your Business
1. Grow Your Community
Your mailing list is a super important part about building a business because you can build an entire community of high-quality leads (whose contact info you own) that are already on-board anytime you have a new product or offering to sell. It’s such an invaluable resource for you. By making sure that your website integrates with your email service provider and that you have mailing list opt-ins in multiple sections, you’ll be able to grow leads, share more value, and start to scale your own eventual launch strategy.
2. Provide Consistent Value
Websites that are purely informational are also static. Meaning they have the same evergreen information (i.e. your brand’s story, contact info, portfolio) that doesn’t get updated very often (if at all). This doesn’t give your visitors much reason to come back to your site and click that “Book Now” or “Add To Cart” button, does it? However, if you load your site with really great value, such as weekly blog posts, info-packed freebies, or a monthly video series, your ideal customers and clients will have a reason to come back to your site and soak up what it is you have to offer.
3. Support Future Product, Program, and Promotional Launches
It doesn’t matter what niche you’re in or what product or service you sell, structuring your website for a proper launch strategy and execution around your offerings will open up so much space for more sales later down the road. Think about your product ecosystem, make note of what you would need to support those future launches (whether it’s creating a waitlist landing page or drafting up a sales page framework), and let your website drive your possibilities.
4. Enhance Your Sales Efforts
If you’re not familiar with what a sales funnel is, it’s the step-by-step process that allows you to bring your potential customer one step closer to buying with you through a series of marketing efforts like automated emails, webinars, and landing pages that will do the selling for you. For many business owners, their websites are at the top of their sales funnels in some form or another. Where does your sales funnel start? In other words, when people first learn about or discover your business, what’s the first step they take? And what’s the next one after that? If any of those first few touch points is your website, then it’s near the top of your sales funnel too. This is especially true if most of your clients or customers find out about your business through word of mouth or discover you through a podcast, press mention, or guest blog post. So when it comes to moving people into that next layer of your sales funnel (and closer to converting them into customers), make sure that your website is structured to make that next step easier.
5. Support Income Stacking
Income Stacking is the method of building multiple micro income streams that compound over time. While many businesses owners choose to focus on only selling their main offer, others structure their website to support upselling smaller products, lower-ticket offers, and other tripwires. While these micro offers are usually only a fraction of what their signature offering is, a $27 PDF guide can easily turn into an easy $10k earned passively with some time and traffic. And you can structure your website to support this model.
Make Your Website An Active Member Of Your Team
If you structure your website as a true extension of your business, you can also enlist your site as a team member, too. One of my favorite ways to do it? Letting my site handle the things I don’t enjoy doing. I’m not a huge fan of sales, so my site is structured and automated to do most of it for me. It’s changed the game income-wise, and also gives me time to dig into the creative parts of my business fall in my zone of genius.
Consider something you really don’t enjoy, and find out how your site can help you! From scheduling apps to passive income, there are a ton of options. Remember: your site should always be working harder for you.
If you haven’t touched your site in forever or you’re not quite sure where to start, download my Website Revival Guide. It’s an essential checklist tool for building a killer website with clarity and confidence for your business.
I know you’re more than ready to create a website that makes you money and gets you leads. Let me know how you do in the comments below.