(About 3 minutes to read.)
The truth is… it doesn’t really matter which website platform you’re using.
Whether you’re using SquareSpace or WordPress, Wix, Weebly or one of those Free Website Builders, it’s really just a matter of preference and budget.
What matters about your website is what you’re communicating and how you’re using it as a sales tool.
It’s surprising to me how many decision-makers decide to get a website, then hand all the work over to a web team. They must be the experts, right? How hard can it be?
But a website is so much more than pretty pictures and online technology. It’s part of your sales system, whether you designed it that way or not. Your website is reaching out to potential customers, day and night. It attracts visitors, creates your first impression, and can spark relationships with potential clients. If it’s not doing this well, it makes a poor first impression, turns business away or leaves potential clients in the dark without you ever realizing it.
Your website can provide a full experience for potential customers: it can stir up emotion, create a sense of connection and provide information, resources, customer support, and a “home base” for your community. It can be an online version of your entire business. That’s an awful lot to leave up to one website person, or a team. It requires significant strategy – and vision.
What’s Missing from Your Website
If you’ve ever seen a website that just didn’t feel quite right for the business, or didn’t inspire you to take action of any sort, that website may be missing a sense of purpose and vision.
I’ve seen business owners purchase a website design, or a template – then attempt to “fit” their information into the given slots and spaces.
Other businesses hire someone with appropriate skills (design or development, for example), and fail to get the “whole picture.”
Some savvy entrepreneurs might get a custom-built website with empty pages, and even hire a copywriter to fill in the blanks.
The end-goal is to “get” a website. But, this fails to get into the business benefit and sales potential.
It’s possible to get your website cost-effectively, but you have to start with a clear vision first.
What To Do Instead
Instead of charging head-first into getting a new website up as fast, or cheaply, as possibly, start by getting really clear on your business model, your sales system and figure out what part of your business you want to grow.
The vision for your website should be similar to the vision for your business. Your website can make it really clear and sharp.
For example, take your Sales System. If you have a sales system (or sales funnel), break it out. How many steps are in it? What are the different ways potential clients can step into your sales system?
If you haven’t thought about this yet, consider these questions: When you meet a new person, how do you explain your business to them? If they’re a good fit for what you do, what is the process they take to become your client? If you don’t have a sales system, start working on it. You can change your website over time as you perfect it.
I have a list of questions I typically ask when I work one-on-one with clients, in order to understand their business well. I build the website around their answers. Surprisingly, these are the same questions you’d expect to work on if you hired a business coach. It’s hard for a web designer or marketer to communicate your vision really well until you can define it for yourself.
Work with me to define your vision — get my free 25 Clarity Questions below.
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