One of my favorite questions to ask clients is, “Is your website working hard enough for you?”
Your website is the soul of your business and should be partnering with you to sell your product or service. It needs to tell people what you do – but, more importantly, it needs to tell people EXACTLY what they need to do in order to do business with you.
More often than not, people don’t know what their website does. They might say it drives traffic to their business, but once someone is on your website what makes them want to work with you? Does your website keep people engaged and get them to act, or does it push them away?
Your goal should be to get them to stay there until they decide whether they’re ready to work with you. Now, if you have been following me recently, you know that I’ve become a HUGE fan of Donald Miller’s StoryBrand framework to clarify your message and increase sales. So much so that I spent a week getting certified in his process.
Using Donald Miller’s StoryBrand framework, we started with our own site. We made some simple changes to our website that have quadrupled sales and intakes. We wanted to share some of these simple techniques so that you too will be able to CONNECT + CONVERT = SALES.
I’ve been using these techniques with my clients too, and the results have been fun to watch. Here you go:
1). Marry Me Button:
Unless you’re familiar with Don Miller’s work you probably have no clue what I mean by a Marry Me button. It’s your direct Call to Action. It’s the end goal, what you want everyone to do when they visit your site. If you check our website, you will see our marry me button EVERYWHERE! It is the ONE thing I want you to do when you get to my website and that is Schedule a Call. The MArry Me Button is a direct statement telling the readers exactly what we want them to do.
It should be placed in strategic places on your website, so it’s easy to find and when visitors are ready to commit it’s right there. Don Miller calls it the Marry Me button because every piece of information on your site helps your reader get to know you– kind of like a date. And well, after dating for a while you want to propose, so having your direct call to action everywhere is key to getting their commitment.
2). Grunt Test
Does your website pass the caveman grunt test? Don Miller says if a caveman looks at your website they should be able to grunt what you do in less than 30 seconds, therefore, whatever you offer should be clear and easy to find. Anyone who visits your site should be able to tell what you do, the benefits they’ll get and who you do it for in the first 30 seconds. If you check out our home page, right away we tell you what we do, who we do it for, and what you’ll get out of it.
Brand Strategy, Content, and Coaching For Influencers, Who Want to Grow Their Business.
The theory is based around not making the reader burn extra calories– meaning you don’t want to make your reader go searching for answers – because if they have to work to understand your message, they will click away.
Everything on your website should be stated simply and in a way that’s easy to find. Your website needs to be designed to get people to commit, so if the readers can’t figure out what problem you’re going to solve and how it will change their life, they probably won’t work with you. And I know you don’t want that!
3). The 3 Step Plan:
Do you give your audience a plan? How many steps does it have? Once again, you don’t want to make your reader burn extra calories. Your plan should be simple and easy to follow. When you give your readers a 3 step plan you offer them enough information that they can make the decision to work with you, but not too much information that they become overwhelmed and leave your site.
We like Don Miller’s 3 Step plan and bowling ball analogy. Think of each step as an 8-pound bowling ball that you are handing to your reader. How many bowling balls do you think they can handle? 1.2.3. Then, what happens? We can only handle so much information before we drop everything.
By simply spelling out what happens when they work with you, they will understand what’s in it for them, how you can help, and how it will change their life– and won’t feel overwhelmed.
Our 3-step plan is:
(1) Schedule a Call; (2) Get a Personalized Plan; (3) Do What You Love.
It’s clear and concise. WE tell them the first thing that they need to do, schedule a call, then we tell them what they’ll get, a personalized plan, and lastly, how their life changes, they can stop worrying about their branding strategy and get back to doing what they love.
Now it’s time to take a few minutes to go through your website and see how you can add these three things.
Feeling a little stuck? Don’t forget we offer a Free 30-minute consultation!
Schedule a Call and we can discuss how you can make these 2 changes to your website and grow your business!Schedule a Call