I am SO EXCITED to introduce you to one of my FAVORITE female entrepreneurs: Megan Martin of Megan Martin Creative!!
Megan is a color-loving, conversion-focused website designer, template shop owner, and Mama to 4 of the cutest little ones I’ve ever seen!! She’s also a one-woman-show like me!! 🙃
I purchased Megan’s Websites that Convert course with a website audit last year and completely re-did my website using her tips, tricks, and personal suggestions. It was one of the best investments I’ve EVER made in my business!! Because, by the time I was done, I was so dang proud of my little corner of the internet!!
Now that The Productivity Zone will be getting a fresh new look this summer (SURPRISE!! 🎉), I’ve decided to go BACK through Megan’s Websites that Convert course to make sure that my new website is set up to convert on autopilot from the start!!
Because what’s more productive than having your website work for you as far as marketing, sales, and conversions go?! In my humble opinion, putting your website to work for you is a HECK OF A SYSTEM to have as a one-woman-show!!
And that’s why I asked Megan to come on the blog today… to share more about how YOU can put your website to work for you as a one-woman-show including the 5 most productive things you can do right now, this week to turn your website into a SYSTEM that works and converts for you while you focus on other things in your work and your life!!
My name is Megan and I’m a one-woman-show business owner and work-at-home Mama of 4. I’ve been on the journey of entrepreneurship for over 8 years now. When I first got started, I had ZERO business savvy and decided on a whim to launch a wedding planning business. (Total stereotypical new-bride-turned-wedding-planner storyline and I’m not ashamed of it one bit!)
These days, I don’t plan weddings anymore. Over the years, I found an affinity for the intersection of psychology, design, copywriting, and marketing and have turned that passion into a 6-figure business where I offer website design, Showit website templates, and online courses all focused on helping creatives leverage the pages of their websites to convert more visitors into paying customers on auto-pilot.
5 WAYS TO PUT YOUR WEBSITE TO WORK FOR YOU
Us one-woman-showers gotta stick together, am I right? We all have different stories, but our “make the dream happen however we can drive” unites us as solopreneurs. Me?
You’d think that almost 9 years in I’d have a team by now. That IS the natural next step per every corner of the internet.
Honestly, I’ve tried that. The reason why I’m still a one-woman-show these days isn’t about the money of hiring, but rather my personality type. One of those, “It’s not you, it’s me” scenarios… but seriously… it is me.
I’m TERRIBLE at being a manager. I’m not the systems expert (I’ll leave that to Alexandra to champion for all of us heavy right-brainers!) and don’t have perfect processes in place to easily hand off to team members to figure out what is in my brain.
One day I do hope to grow into a team, but for now, I’m leaning into making it work solo.
A question I get on the regular is, “How do you do it all???!”
And I get it! From the outside, it looks like I’m a Part Mama-Part Preneur Unicorn growing babies and businesses like a pro.
But the truth?
I don’t do it all.
I’ve got little worker bees that grow my business for me whether I am working or not. The free kind. And I’m not talking about my kids.
When you’re living the one-woman-show life, you wear a lot of hats every single day in business. If you’re like me, you’re probably daily juggling:
- Replying to emails
- Posting to social
- Hopping on stories
- Running for coffee refills
- Categorizing expenses
- Actually doing the work your clients pay you for or creating the products you sell
- and on and on and on it goes
You keep hearing your fave biz celeb talk about working less while making more, BUT like HOW??!
The key is in the word “making.”
As in money.
Making money requires selling. So how can you sell more while working less? Automate it!
And you can do it right on the pages of your website.
That thing you set and forget? Although I can bet it is probably really pretty, it could be costing you thousands of dollars in missed sales every year and countless hours of wasted time going back and forth over emails or DMs with potential customers trying to make the sale.
As a one-woman-show, we just don’t have that kind of time. Instead, I want to challenge you to set aside one hour of your work week right now to make a few simple updates to your website that will help you automate making the sale online and close the deal with clients and customers who are EXCITED to work with you or get your products in their hands.
Calendar blocked? Okay, let’s do this!
PUT YOUR WEBSITE TO WORK FOR YOU BY DOING AS THE REAL ESTATE AGENTS DO AND PRE-QUALIFYING YOUR LEADS
I’m married to a real estate guy and together we have purchased and moved into 5 houses. Over the years, I’ve gotten a front-row seat as a buyer and think there is a lesson we can learn about how the real estate industry does business.
When a smart real estate agent connects with a buyer for the first time, they don’t immediately start pulling up listings and setting appointments to go look at houses. Before any work or further communication is done, the agent makes sure the buyer has a pre-qualification letter from a lender that proves the buyer is eligible to make a purchase in the price point they are looking in.
Pre-qualifying buyers saves everyone from a whole lot of wasted time and from the real estate agent’s perspective, ensures they won’t be doing a bunch of work for someone who couldn’t actually buy in the first place.
Your website words can work to self pre-qualify your potential clients and customers, saving you time, too.
As small business owners, the fear of niching down is real. In an effort to not lose out on a potential sale, we tend to write vaguely about our brand and what we do to not exclude anyone who might be willing to pay us money. Leading to potential customers filling your inbox with questions and doubts about who you are and what you do.
The golden goal of marketing isn’t to get millions of people to follow you or visit your website. It is to get the right people to follow you, visit your website, and quickly know that your business will solve their needs and desires.
Enter a clear and concise statement of what your business offers and who it is for that lives above the fold on your Home Page or better yet, on the header of every page like a tagline!
This simple statement has the power to help your website visitors quickly pre-qualify themselves as potential ideal customers saving you both time and building interest right off the bat. Let’s look at two examples:
A Typical Heading: A Wedding Planning Firm Serving D.C. Couples and Beyond.
Why It Is Weak: Although it does tell us what you do (Wedding Planning in D.C.), it doesn’t strongly convey who you serve. “D.C. couples and Beyond” is akin to saying every bride and groom in America. And while you and I know that you can serve lots of kinds of couples, when it comes to conversion, you will find much better success in narrowing down your ideal customer right in your header copy.
What makes you and your ideal customer unique? Do you really love clients who love a modern aesthetic and are fashion-forward? Tell them above the fold! Let them know they are absolutely in the right place and you are the wedding planner for them!
A Better Heading: D.C. Wedding Planning for the Modern High Style Couple
Why It Works: This statement quickly makes the viewer make a decision → “Am I a high style kinda person? Am I more modern than traditional?” If the answer is yes, you’ve allowed your potential clients to pre-qualify themselves for your service by immediately hooking them in and intriguing them enough to find out how your unique approach to wedding planning fits someone fashion-forward like them!
PUT YOUR WEBSITE TO WORK FOR YOU BY SPELLING OUT THE WHAT, WHAT, AND HOW
A while back, I had a wedding designer biz friend who struggled SO much with people sending her emails or submitting her contact form with no clue about what she actually did.
Long story short, there are wedding planners and there are wedding designers. Planners can include design services, but for the most part, they fill the role of point person for all of the details of planning, vendor communication, and wedding day production. A wedding designer solely focuses on the visual design aspects of a wedding day.
She’d answer email after frustrating email trying to explain what she actually did in business wasting tons of time with people who were actually looking for a full-service wedding planner. Not fun.
If you find yourself getting inquiries in the door with people who just don’t get what you actually do or sell, you probably need a website word update on your service or product pages.
You may not naturally be a wordy person or want your website pages to be too long, but the last thing you want to do is have an interested website visitor feeling unsure or doubtful at the start of the customer experience.
The difference between a confident customer and a confused customer is simply a matter of how connected they are to what you sell and how informed they are in what they’ll get.
So when it comes to service and product pages, it is important that you take as much scrolling space as you need to explain WHAT is in it for them, WHAT it is, HOW it works.
1. What is in it for your customers if they buy? What is the benefit? In other words, what is the ultimate win they will get if they say yes?
A strong benefit often transcends the surface level direct result of purchasing. For example, if you are selling a baby wrap, the direct result of using wrap is being hands-free while “holding” your baby. That’s just barely hitting the surface level. Go deeper. What will being hands-free look like for that Mama? Paint that picture of what life could look like if your product was in her hands. What could she do if she were hands-free? What newfound freedoms would she experience? Tell her first thing!
2. What is it? What are the features?
Take the time to clearly explain what your service or product is. What is it made of? Dimensions? Specs? What’s included? These are all features. After you emotionally connect your potential buyer to the benefit, help her justify her desire to purchase with solid features!
3. How does it work?
If you’re selling a product, give a peek into how the product works and/or how to buy the product and what they can expect in the buying process. If you’re selling a service, give me a quick snapshot into what the service looks like from first inquiry to delivery. Setting up expectations helps your website visitors feel secure that you have their best interest at heart!
PUT YOUR WEBSITE TO WORK FOR YOU BY WRITING FAQs FOR DUMMIES
Your customers aren’t actually dumb, buuuut it isn’t a bad idea to spell even the simplest of things out. When it comes to buying, even the smallest of unknown details can hold us back from typing in our credit card numbers. Most of those small details feel like a total DUH to you, but they are just the reassuring thing your potential customer needs to hear to say yes on your website without having to email you back and forth.
On your product and service pages, make sure to spell out the What, What, and How and even include a FAQ section. The majority of FAQs are just to the point ways of saying things you’ve already said, so writing them shouldn’t take you too long.
To write reassuring frequently asked questions… start with what people actually frequently ask you about what you do and sell! Are there certain questions you field in your inbox all the time? You should answer them on your website.
A great first FAQ for my wedding designer friend would be: “What is the difference between a wedding planner and a wedding designer?” Boom wasted time emailing SOLVED! A logical next question could be “Do you offer wedding planning, too?”
More details to think of to reverse engineer a solid FAQ section:
- Are there any terms or words you use that most of your customers don’t use on the regular?
- Do you use any tools or software to go along with your service or product?
- How does payment work?
- What is your return policy?
- Can they hire you for XYZ additional service?
- What makes you the premier option in your niche? Why should they choose you?
- Who is your product/service for?
- Who is it NOT for?
- Is there any scarcity in your offer? (Limited quantity)
Tip: Make a folder in your inbox to keep questions tucked away. I have one called “Customer Questions” and save almost every question that slides in my inbox. Over time you’ll start to see recurring themes that would be great to address in your website FAQ and bonus points: it is a great place to get content ideas for your blog, social media, and email marketing!
PUT YOUR WEBSITE TO WORK FOR YOU BY EMPLOYING THE AMAZON APPROACH TO SELLING
If you’re in business, you’re in the business of selling. It doesn’t have to be cheesy, spammy, awkward, or pushy, but you DO have to make money by selling.
The good news is your website can pick up most (if not all!) of the selling weight for you.
An easy way to boost conversions is by employing the Amazon Approach.
Now before we go there, let’s be clear: I’m not saying copy Amazon or any company, but you can get powerful cues for how to structure your website pages from other companies who are masters at selling.
And Amazon is the master of all masters.
More often than not, small business owners approach the pages of their websites like they live on separate islands. An about page here, a press and praise page there, and somewhere buried within is a service or product page. Good luck finding what you need!
Truth time: Do you use the internet that way? Let’s talk Amazon strategy: When you search for something you need and click on one of the products that pop up, you’re given everything you need to know right on the page with the yellow “Add to Cart” button.
I don’t know about you, but when I’m looking at a product I’ve never seen in person on Amazon, I jump straight to the Customer Reviews. We are just hard-wired as human beings to cut down on decision fatigue by looking to what others think, say, and do.
Once I’ve read enough reviews to feel confident, I scroll back up on the same page to look at the features and pricing again. If I’m still on the fence I may scroll down just one more time to see those reviews and then finally hit the Add to Cart button with excitement for my package to arrive the next day.
Should you copy Amazon’s page design or business model to a tee? No.
The Amazon Approach to Selling is really about presenting your clients and customers with a website experience that feels familiar to them. If one of the largest companies in the world structures their product pages in a certain way, it is probably worth looking at as a good model for how to sell on your website.
Instead of tucking press, awards, and testimonials away on a “Sweet Words” page, you’ll see higher conversions on your service or product pages by including them right there. Instead of making your customers click through 6 different pages to get that What, What, and How that we talked about before, you’ll see fewer drop-offs if you keep them glued to the page they are already on.
See how that works?
Amazon knows a thing or two about making money. Next time you’re there, think like a business owner and look at HOW they do what they do. It is pretty neat!
PUT YOUR WEBSITE TO WORK FOR YOU BY MAKING CARD SWIPING EASY BREEZY
This is a BIG one. When it comes to making the sale on auto-pilot, you’ve got to get inside the mind of your customer and make sure your checkout or booking process reduces as much friction as possible.
Visions of booking airline tickets come to mind here. You have to open an incognito window just to make sure you are not getting swindled by cookie tracking and then when you do finally land on a price you are willing to pay, the airline just keeps tacking on fees right and left for bags, insurance, and more. Swiping your card feels tense and you’ve got a bad taste in your mouth about the company before you ever step foot in the airport.
The LAST thing you want to do is have a purchase process that brings up doubt, frustration, or friction for your customers.
The best way to detect problems and areas for improvement in your process is to have a friend test the entire sales system. Get them to hop on your website and go through the process just like a client would. Make a tester product or contact form that leads to a test booking lead on a hidden page and share the unique link with her.
Ask her to review your site with these questions in mind:
- Are there any pages that don’t make sense or connect all the dots like you thought they did?
- Have her make a test sale or submit an inquiry on your hidden page. Is there anything that felt cumbersome? Would it feel more enticing if you added something?
- Did she feel confident about the purchasing process or were there any doubts creeping in that you could close the loop on for your real customers?
With her notes in hand, fix any issues that come up to make sure you are making saying YES for your customers easy breezy!
Just by making these website word and process tweaks you’ll be well on your way to a website that works for you whether you’re working or not.
Cheers to more sales and more impact, solo buddy. Cheering you on big time!
Save this post on Pinterest!!