How to create a wow worthy website that converts

Your website is probably the number one most important piece of marketing content you’ll ever create.  It’s your store front window, your credibility, authority and your sales funnel all rolled into one.

And depending on your situation, it’s entirely up to you how much time and money you want to invest into your website.  But regardless of whether you decide to do it yourself or hire someone to do it for you, you’ve got to make sure that your dream prospects are totally blown away and ready to take action upon their arrival.

Honestly, all you need is a little support, guidance, a generous amount of focus and a healthy serving of creativity to help make an amazing first impression.

The 10 step plan to build a website your dream customers can’t resist

Let’s face it, with all the different website building templates available online, it’s never been easier to get your website up and running fairly quickly.  But please don’t let the ease and accessibility deceive you.  There’s a lot more that goes into creating a website than choosing a theme and adding beautiful images.

You have to invest time and energy into developing a strong foundation for your website if you really want it to work in your favor.

How to create a high converting website – 10 Critical Steps

Number ONE – The big idea

First and foremost you need to know your brand’s Who – What – Why

WHO:  One of the first things I do with my clients is identify WHO specifically they would like to target.  Drill it down beyond the demographic and look deep into their psychographics.  The more specific you are about who your audience is, the easier it will be to create a website that is designed just for them.  And when you design your website with your prospects in mind they will know right away that you “get” them.  That, my friend, is how you create an emotional connection.

WHAT:  You need to have clarity on WHAT the purpose of your website is.  Knowing the most desired outcome of your website is how you will create the experience you want your user to have.  Are you trying to drive sales?  Or is it just a place where people can view your portfolio of work?

WHY:  Understanding WHY you’re different from your competitors is key.  Especially if you’re in a saturated industry.  It’s important to create a website that makes it obvious why your brand is unique, why your brand exists, and why they should choose you over the competition. 

Number TWO – Review

Whether you’re refreshing an old website or starting from scratch, it’s important to take some time to review the parts of your business that work and the parts that don’t.  It’s possible that  there are just a few tweaks you have to make.  Or maybe you’re putting a lot of time and energy into a part of your business that’s not getting much of a return. You have to be discerning and get clear on whether you’ve been getting the desired outcome or if you should be rethinking your strategy.  Whether you’re getting conversions, attracting the right audience, making sales.  Do this and you will save precious time and energy by not repeating mistakes.

Number THREE – Inspiration & Aspiration

Businesses get stuck when putting their website together simply because they don’t have any idea what it should look like.  That’s why so many websites look generic and have no real personality.  When you’re gathering inspiration for your website it’s important to always consider who your website is for (Tip:  Remember, your website is not for you.  It’s for your customers).  With your dream customers in mind, start looking at other brands within and outside of your industry for inspiration.  Can you tell who their dream customers are?  Remember, you want to create something unique, impactful and timeless.  Find other brands that resonate with your vision and what you stand for and let them be your North Star.

Number FOUR – Customer Journey

Put yourself in the shoes of your dream customer and ask yourself what would be most important to them when searching for someone like you.  When someone is searching online for something or someone specific they might not know exactly what they’re looking for, but they’ll know when they find it.  So it’s important that you know what their thought process is in order to keep them engaged on your website.  Try to have all their questions answered before they even have to ask them.  Make your website easy to navigate and easy for your visitors to know what to do next.  Confusion is the fastest way to lose a prospect. When they find you online, they should feel empowered, excited and clear. 

Number FIVE – Communication

When you’re writing copy for your website, remember that less is more.  It can be difficult for business owners to fight off the urge to over-explain.  But too many words can be detrimental to your bottom line.  You must also keep in mind how your voice and tone come across.  Which is yet another reason why you need to know who your dream customer is.  It will set the tone for your website communication and the way you present yourself.  Remember you’re talking to regular human beings and not your colleagues.  So don’t feel the need to impress anyone.  You want your website copy to be as clear and easy to understand as possible.

Number SIX – Action

Once you’ve got your visitor on your website, make it obvious for them to know what you want them to do next.  Do not make them try to figure it out on their own and assume they should know what to do.  It’s ok to have a Call to Action (CTA) in multiple places on each page of your website.  Trust me, it may seem like overkill, but you’re actually doing them a favor and they will appreciate it.

Number SEVEN – Offerings

Not only should you have clarity in your offerings, but you should also make sure people are clear about the outcome.  Selling authentically is actually pretty easy.  Creating a beautiful portfolio of your products and services will inspire your audience.  Demonstrate your capabilities, your gifts, your talents.  Streamline your offerings and anchor it with a portfolio of your best work.  Sharing testimonials or case studies is a great way to showcase positive outcomes and transformations from the experience of previous clients.  

Number EIGHT – Design

The overall design aesthetic on your website is going to be your visitor’s first impression of your brand.  You want to make sure that they feel an emotional connection from the very start.  Choose images that are authentic to your brand and evoke an emotional response.  They should “feel” something from the get-go.  Make sure you stay in line with the mood and feeling of your brand.  Remember, it’s all about connecting with your dream audience and creating a website design that resonates with them.  When it all comes together in the end, there should be no doubt who you are trying to attract.

Number NINE -Connection

Don’t let people come to your website without taking some sort of action.  Whether it’s capturing a sale, an inquiry, or just their name and email address – you’ll want to give every prospect an opportunity to stay engaged with you.  You’ll never know when the time will be right for them, but you’ll want to be there when it is.  First and foremost, make sure it’s easy for them to know how to contact you if they have questions about your products or services.  If they’re not quite ready for that then make sure you have some sort of way for them to opt-in and add them to your database so you can continue the conversation with them.  The most effective (non-sales-y) way to have people opt-in is through a lead magnet (aka freebie). Create something that you know your prospect will find valuable.

Number TEN – Get out there!

You either love social media or you hate it.  But one thing is for sure, having a social presence is a great way to actively demonstrate value in what you do, share your expertise and build a loyal and informed tribe.  And one of the most exciting things about social media is that you can literally have a global reach which expands opportunities.  It’s also a beautiful, holistic way to add more value, drive more traffic to your website and capture names.  You don’t have to chase followers, it’s all about showcasing what you do, adding value and creating meaningful, shareable content.  Consider how and where you will integrate your social media activity on your website and how it can add value to your overall brand story.

In the end, you want to create a website that is grounded in the fundamentals – Clarity and Design.  One should not overpower the other.  

When you get your website right you will find that you will significantly cut down on the amount of time you spend marketing, managing inquiries and selling.  

Your website is the ultimate destination for your brand.  It has the power to position you where you want to be so you can attract the right people and build long lasting and loyal relationships with them.