Don’t Build a Website Without This Crucial Thing - Jennifer Anastasi

So you're ready to build a website to grow your business. You know you need one, and you've decided not to DIY it. Not this time anyway. 


It should be simple right? Hire a web designer, get a new website, and watch the cash roll in! Only that's not what happens. Not even close. 


Most of my clients come to me with businesses that are about a year old. A few are newer.


Most have tried to DIY their website, but it just wasn't what they thought it would be.


We start to work together and I design them something that's much more functional than what they had before. I use psychology and science, mixed with a bit of art to create something that is set up to guide their visitor to the action that they want them to take. 


A little of this, a little of that, and BOOM something magical.

I've worked with coaches, online business managers, sales reps, and even a hiring consultant.


But no matter what, something that I see over and over again is a lack of clarity when it comes to content. And just like that, the magical potion goes from brilliant to sour in the blink of an eye.


The Missing Ingredient 


It's one thing to design a website. It's another to get the messaging of the business down. Far too often I go to someone's website and see inconsistent messaging. And when I see amazing messaging, that's when I'm compelled to purchase.


It's one thing to design a website. It's another to get the messaging of the business down.

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For example, maybe I end up at your website because I saw a FB post. In that FB post, you gave off this vibe of being the cool aunt.


You know, the one who took you shopping, listened to you vent about your parents, and who always had your back no matter what. That aunt. 


But when I land on your website, the vibe is completely different. Now I feel like I'm being scolded by my mom. It's jarring and inconsistent.


And worse? I have no idea what it is that you are going to help me with. 


I've gone from being 100% into you and your message to being completely confused and discombobulated. 


When things are "off", it's a lot harder to guide that potential client. You can have the most beautifully designed website in the world, but you're going to lose more people than you actually convert. And not by a small number either. 


One of the reasons I started working with my clients in a program instead of just designing their website relates to this.


There's only so many emails I can send requesting more content. Asking for clarifications. And trying to figure out what the heck someone does so that I can make it clear to the visitor.


The Struggle


After working with a handful of clients in a more structured program, I see what people tend to struggle with most. For the majority of my clients, they know what they do.


They are so close to it that it's nearly a part of them. So when it comes to them, it seems obvious. 


They know the ingredients they are working with. They know all the pieces of the puzzle.


They just don't know how to mix it all together.


When they are asked about the final result, that's where things start to get tricky. Because rarely is a business so straightforward and clear. We have a habit of making things complicated. 


We try to be different, to have that unique selling position. So when we're asked what we do, it's hard to explain all the nuances of your business to someone. 


And because of this confusion, when it comes to copy on your website, it gets even more muddled. What does someone really need to know when it comes to working with you? What makes you different? 


While these things have to be clearly communicated, most people fall into the trap of trying to get too creative. They don't fully understand WHY someone would want to hire them. And here's a hint, it has nothing to do with your business.


Most people fall into the trap of trying to get too creative. They don't fully understand WHY someone would want to hire them.

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Simplicity is Key


People hire businesses they believe can help them overcome a problem. Our products and services are merely a shortcut for them to get where they want to go in the quickest way possible. 


Sometimes they have the money and can pay for one on one services and done for you services. Sometimes they don't have any money so they will spend all of their time trying to figure it out for free and filtering through the noise of the Internet. 


With over four million blog posts being published every day (not to mention the podcasts, videos, and social media posts) it's pretty clear there's a LOT of noise out there. 


Ideally they spend their resources on you and you provide them a shortcut. When it comes to marketing, you're trying to put your version of that shortcut in front of the right people who are looking for that shortcut, at the right time when they are ready to hand over their hard earned cash. 


It's so simple, yet so complicated at the same time. You have less than 5 seconds to make an impression on someone. How do you convince someone in less than 5 seconds that your solution is the right one for them? 


It's so simple, yet so complicated at the same time. You have less than 5 seconds to make an impression on someone.

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How do you find these people, the unicorns who are out there? The ones who need and want our services? 


And how do you time the whole thing? What's the difference between someone who is ready to hire you today versus someone who is going to be ready to hire you in a month? 


These are all important steps when crafting your marketing machine. 


So many people try to DIY their messaging and then cobble together something for their website and spend HOURS trying to attract people on social media. But here's the thing.


Most of the time people get it wrong.


And candidly? It's not surprising.


Furniture and Websites 


My sister went to school for interior design. She's an amazing designer and has an eye for putting home elements together in amazing ways. 


Me? I'm lucky if I pick a color other than blue for the walls of my house. 


But my sister also isn't so great at the whole website thing. The idea of writing a blog or trying to post things online like her portfolio is not something that excites her. The same way that the idea of spending all day at a furniture store doesn't thrill me. 


We all have different skills and passions. And unless your passion is marketing, I don't expect you (nor should you) to fully understand the ins and outs of marketing.


We all have different skills and passions. And unless your passion is marketing, I don't expect you (nor should you) to fully understand the ins and outs of marketing.

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To Wrap It Up 


Marketing isn't just your social media posts, your website, and your funnels. It's a wider category. It's your brand identity, your message, your visual cues, and more. And these are the things that you NEED when it comes to a successful business in 2020. 


People spend more time on their phones than ever before. They expect to read reviews and testimonials before making a purchase. They want all the info at 2am when they can't sleep rather than waiting until you open at 9am Monday morning to call your phone number (which by the way most people dread doing). 


Having a clear and concise marketing message and a website that shows it off is 100% necessary in 2020. But to be clear, you have to have the marketing message first. It's not a chicken and egg thing. Far from it. 


Having a clear and concise marketing message and a website that shows it off is 100% necessary in 2020.

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What's an enterprising entrepreneur to do? 


Get the messaging down. Clarify. Use a proven framework. And then have someone take all the pieces and combine them together to transform them into a masterful machine that brings you your ideal clients. 


For the next step, go visit our blog post on the proven framework that we use to help our clients clarify their message.

March 24, 2020

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