You may have a small website budget, but that doesn’t mean you can’t do phenomenal things. Things like:
- Create community with your readers
- Influence people around the globe with your message
- Establish and promote your brand
- Market your work to a thriving audience
You may need to change the way you think about your website. If your site is basically a phonebook ad or an online business card, you’re missing out on important opportunities. Think of your site’s home page as your front door; it could be the first point of contact you have with customers. It’s where first impressions are made. What kind of an impression are you making?
If your website isn’t very welcoming, don’t be discouraged. With a little effort, you can begin to see immediate, positive results.
Whether it’s your website pages, blog posts, or landing pages, you can take it up a notch by considering the following. These 3 tips will challenge your perspective and help you put your best foot forward.
I call these the 3 i’s…
iNform – It is critical to have updated information on your website. If I visit you in June and see that you are still advertising “Start your year off right with these resources…” I’m going to make a judgment about you. I can’t help it. And neither can you when you visit other websites. We click and expect to find relevant, timely information. Your website leaves an impression on every visitor. Don’t let yours say “stagnant.”
iNspire – This takes more effort. It is important to inform people, but your website should impart a little something extra to your visitors. Don’t let the takeaway merely be some product specs or your contact information. Use your website to make an emotional connection with your visitors. Most people make purchase decisions on an emotional level first. (Then we use logic to convince ourselves why we should buy!) Address the felt needs of your community on your home page, front and center. Don’t ignore the emotional sphere of your web visitors. Be relational, authentic, and look for some unique ways to add value.
iNvite – This takes some long range planning, but don’t overlook this important step. As you sketch out your site, ask questions: What is the goal of my website? How can I use it to create and strengthen connection with my clients/customers? What do they care about, what are their concerns? How can I help them? Entertain them? Teach them? Show them how your expertise can benefit them not just at the point of sale, but on an ongoing basis. Make sure you provide easy avenues for continued engagement (through a blog, email newsletter, instructional videos, social media, etc.).
These tips should get you thinking about how you can write better content for your website. Get the most out of your online investment. Use it to maximize your customer/client relationships.