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Marketing

Computer showing website updates to get more clients.

7 Website updates to get more clients

Attracting and engaging new clients involves creating a customer experience journey that delights and resonates with your visitors. Here's how.


Last week, I noticed a stunning flower in my garden that really stood out.  It was spectacular with its brilliant deep pink colour and perfectly formed petals.  It reminded me of us, as Entrepreneurs, as we are coming into a new season.   As the new season approaches, plants attempt to propagate their species by flourishing, blooming and generating seeds so they can regenerate themselves in the spring.  Like the flower, we have an opportunity to create spectacular results so we can thrive in this upcoming quarter.

Now is the time to rise up and finish strong and beautiful, just like a blooming flower.

Getting more clients is one way to ensure that your business is successful in this new season.

Like a flower, your website is a visual representation of your business and it’s important to give it the care it needs so your true gifts shine through.  There are several strategies you can use to attract and engage clients on your website but first, let’s take a look at the three common mistakes people make on their website that create obstacles to converting visitors into clients.

Three common website mistakes that create obstacles to converting visitors into clients.

Your visitors don’t understand what you offer

Have you ever gone to a website and walked away completely confused as to what they offer?  There’s lots of words and aspirational phrases but you can’t figure out how they help or who they help.  The website showed up on your google search page and appeared to solve the problem you were looking for but once you landed on the website, the message was lost.  You know what happens next, you leave the website in search of a more promising solution and never return again.

Get more clients by clarifying your offer.

According to statistics, you have less than 30 seconds to engage your visitors so you need to be crystal clear on what you do.  This is not the time to be cute or clever – don’t make your prospects guess.  Keep it really simple and tell them what your service is and who you help.

Your content refers to features rather than benefits and results

Creating compelling copy for your website that resonates with your visitors can feel like a black art that only gifted copywriters can accomplish.  Sometimes the easiest approach may be to simply list the features you provide.  For example, a nutritionist might indicate that they provide three coaching sessions with one week of menu planning and a vitamin plan.  Although your buyers should understand exactly what they are getting, they also need to know how this will help them solve their problems and transform their lives.  Explaining the benefits they can expect will differentiate you from the competition and have a higher probability of converting your leads into clients.

A more compelling description might be:

  • Three coaching sessions to identify your mindset blocks so you can overcome your limiting beliefs and lose your unwanted weight permanently.
  • One week of menu planning that takes the guessing out of healthy choices so you can focus on your exercise routine.
  • A vitamin plan that supports your immune system and optimizes your digestion and energy so you can maximize your weight loss success without feeling drained and depleted.
Get more clients by letting them know the results they can expect.

Focusing on the benefits and results creates a more compelling reason to buy by listing benefits that resonate with your buyers.

Your visitors are confused about how to buy from you

In an effort to include all the “stuff” on our website, it can be easy to forget to add the most important step in our visitors buying journey – what steps are required to complete the sale.  Your visitors are easily distracted with all the online popups and tabs flashing and beeping at them, enticing them to pursue the next shiny object.  If you don’t make it excruciatingly simple for them to take the next steps, you will lose their attention and potentially another client.

Get more clients by creating a clear call-to-action.

You can easily solve this problem by strategically adding buttons and links throughout your site with direct call-to-actions such as: Buy Now, Buy Today, Contact Us, Call, Email us Now, Book your call, Subscribe to our Newsletter, Sign up for our Membership.

Eliminating the obstacles to conversion is the first step to make it easy for potential clients to work with you.  Here are seven more tips to engage and attract more clients to your business.

7 Website updates to make it easy for potential clients to work with you

Create an exceptional customer experience on your website

Although your visitors may have connected with your through social media, your website is an opportunity to introduce them to the full breadth of your business and how you can transform their lives.  The best way to do that is to take them on a guided journey through your website by introducing them to what you offer, how it enhances their life and what they need to do to work with you.  For example, a guided journey could look like the following:

  • Your visitor lands on your homepage and explores your offer,
  • You guide them to your about page to learn more about you,
  • You invite them to explore your portfolio to view your work so you can build credibility,
  • You guide them to your testimonials page for social proof so you can build trust,
  • You invite them to contact you,
  • If they’re not ready for contact, then you invite them to read your blog and sign up for your newsletter so you can continue to engage them.

Each step of this journey allows your visitors to get to know you a bit better until they are ready to buy from you.

Make it easy for visitors to contact you on your website

Have you ever visited a website but can’t figure out how to do business with them?  If a visitor decides they are ready to buy but can’t readily find a way to get in touch with you, they will quickly get frustrated and find another business to solve their problem.  Having multiple ways to contact you allows them to make the buying decision quickly and easily.  This can be achieved by having a Contact button on every page, in your sidebar and footer so your buyers don’t have to search every page to connect with you and begin the sales process.

Collect testimonials that convert and sprinkle them throughout your website

When your visitors believe that you can deliver the results you promise, they can picture themselves working with you.  They get excited about working with you.  And they can imagine what life will look life after working with you.

The question is, how can you evoke these emotions in your visitors?  Ask your clients these three questions and post snippets of their testimonials throughout your website.  This will not only build trust and credibility, it will show you're an expert and encourage potential clients to book work with you.

  • What challenges were you facing before working together?
  • What were the ramifications of not having a solution to this problem?
  • How has our work together improved the challenges you were facing?

Create an FAQ that builds trust

You’ve created this amazing customer journey through your website guiding, empathizing and educating your reader but they still have some hesitation to taking the next step.  An FAQ (Frequently Asked Questions) page serves multiple purposes, one of which is addressing concerns and managing objections.  Questions can range from “Why does it cost this much?” to “What is your refund policy?”  Not only is this an opportunity to educate your visitors on the value of your service, it can convert your readers into buyers.

Design a freebie that showcases your expertise

People are always looking for free resources and though you may feel that giveaways can be cheesy, it's an opportunity to show your value, attract more clients to your website and build your email list.  A well-crafted eBook or checklist that helps your visitors solve a problem, saves time or improves their life in some way shows them that you are here to help.  The freebie showcases your expertise and can lead them into taking the next step of working with you and/or referring you to someone who can benefit from your services.

Create a blog that builds authority

I know what you’re thinking!  A blog?  I barely have time to do my work, never mind create a blog.  Blogs don’t need to be complicated.  They are simply a means for you to provide value to your readers, solve a problem and educate them on the benefits of your services.  Blog posts allow you to create a connection with your readers, build trust and inspire them to take action which will eventually lead to a new client.

Drive traffic to your website

Once you have your website updated to maximize engagement and guide them to purchase, the next step is to drive traffic to your website.  You could have the most beautiful and strategic website in the world, but it is not very effective if people don’t know about it.  This is where you can use Social Media to let people know about your new blog posts, your freebie and the services your offer.  The beauty of Social Media is that it allows you to connect and build relationships with potential clients, be of service, and then inspire them to explore your website where you have the opportunity to guide them on a journey to work with you.

How will you know if your website updates are working?   You’ll get more clients.

It can be overwhelming tackling the website updates and getting the testimonials.  You might need to follow up and get some help.  You might provide a fair bit of content before getting a return.  Staying committed to doing a little bit on a consistent basis will help your business succeed.  Your perseverance will be rewarded with more clients.

When the leads start to trickle in, celebrate and express your gratitude.  Guide them through your amazing journey so they can experience the transformation that you promised.  And don’t forget to ask for their feedback so you can add yet another testimonial to your website and keep the momentum going.

Want a little help getting started?  You can focus on what you do best and I'll take care of the details.  Let's get started.

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Hands holding earth globe sharing your gifts

This Single Mindset Shift Saved my Business

We’re in unprecedented times, aren’t we? You may be thinking – times are tough! People have lost jobs and are financially strapped. It would be unethical to sell now.


I know, I often feel this way as well.

As a matter of fact, when the lockdown started, one of my main clients halted all digital activities. It took me by surprise how quickly it happened. I was not prepared for this. I felt lost. How would I navigate through these uncertain times with tact and integrity?

I took a moment to breathe and thought carefully about my next step. I reviewed the content my client had planned for the next month. It was actually content that would help their customers, and in so many ways, navigate the realities of our situation.

However, this was still a delicate matter.  I didn’t want to sound desperate or sleazy.

So I carefully crafted my recommendations, reviewed them, and sent them out. I waited with nervous anticipation and it was several days before my client replied.

In the meantime, like everybody else on the planet, I explored how to move forward with my business to survive and thrive in these extraordinary times.

Here's how I approached my clients

  • I reminded my client that many of their customers are probably at a loss of what to do and not appreciating the value they (my client) would be providing to their customers. Sending out articles would reinforce the trust they have established with their customers and the feeling that their clients are being taken care of.
  • Helping customers with tips that help them solve a problem also builds your authority and positions you as a guide so that they think of you for future services and/or referrals.
  • From a pure consciousness perspective, I asked my client if they would be doing their customers a disservice by not sending them these tips? Would their customers potentially suffer a setback as a result of not following the advice they had planned on sending.
  • I also reminded them of the importance of sharing and staying top-of-mind because if they don’t share the advice, you can be guaranteed that a competitor will and that their competitor's blog posts would be showing up to their customers rather than their own.
  • And finally, I suggested that they should implement my recommendations themselves regardless of whether they used my services or not.

Several days later, to my delight, my clients accepted my suggestions and we moved forward with a very engaging month.

3 Questions you need to ask yourself before recommending your services to a client

Are  you providing value with your recommendation?

You want to ensure you provide value with everything you do for your clients.

  • Are you helping them solve a problem?
  • Are you making it easier for them to reach their goals?
  • Are you helping them feel more empowered?

You want your clients to experience success, feel more confident and be inspired to continue on their path to get the results they desire.

Are you doing your clients a disservice by not letting them know about your suggestions?

This is the real test to the integrity of your recommendations to your clients.

  • What would the result be if you did not share your recommendations with them?
  • Loss of engagement with your community and potentially to your competitors?
  • Having your followers feel like they have been abandoned during a time they needed it most?
  • Loss of credibility and authority because you are not showing up as the guide that your community so needs during these uncertain times.

With these thoughts in mind, you know you need to share your recommendations otherwise you may feel like you let your clients down. You want to empower them to take action.

Would you make the recommendation without your involvement?

In order to show that you are doing this from a pure point of service to your clients, suggest the recommendation be implemented regardless if you are involved or not. By doing so, you will feel like you are acting out of integrity for your client’s success and not for your own personal gain.

Even though you hope that your clients extend your services, you will feel so passionate about keeping your clients engaged with their customers that you will have the courage to share your suggestions.

Operating from a mindset of service can elevate your brand

Taking initiative on sharing your suggestions requires courage and leadership, which the world needs right now! Actions like these strengthen your brand and attract more of the people that appreciate values like leadership, integrity and honesty.

Every interaction you have with your followers impacts how you and your brand are perceived. I know you want to be taken seriously, reach more people, and make a difference in people’s lives. Sure, you want to have some light and fun interactions once in a while. For the most part, you are passionate about helping people overcome challenges and experience huge transformations.

By asking these questions before you provide recommendations to your clients, you are showing them that you sincerely care about their success. They can see that you are being intentional about the value you provide to them and that you lead your business with integrity. You are empowering them! Your authenticity will shine through when they feel how strongly you want them to succeed. Who wouldn’t want to work with a brand that leads with integrity and empowerment?

You, my friend, are in a perfect position to elevate your brand by demonstrating how you can be of service during these challenging times.

Imagine this was your best friend going through this difficult time. What advice would you offer to her? People don’t know what they don’t know. How could you enlighten her with one actionable tip, that she wasn’t even aware was an issue, that would change the trajectory of her life. This is your time to shine so you can help your clients shine.

PS:  Now, more than ever, I am on a mission to help healers, coaches and creatives to bring more energy, joy and beauty into this world.  To shine more light on those dark days so you can help those people in need.  I'm here for you if you're ready to take that next step 🙂

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Entrepreneur writing core message and wondering whether she should hire a copywriter.

Should you hire a copywriter for your website?

One thing I think all entrepreneurs struggle with at some point is writing content for their website that attracts and converts visitors.  You want to pack a punch with words and build your brand voice that connects and supports your website.  Right?

But… crafting website copy (at least, good copy) can take some time and talent unless you’re well-versed in that arena.  Now, if you’re gung-ho to knock it out, be my guest – but if the idea of writing out your website copy from scratch makes you want to scratch your eyes out, worry not.  There is another solution to this painful dilemma.

Namely?  Hiring a copywriter.  Now I know hiring a copywriter can be an investment, especially for new businesses.  After all, you need to hire someone who is willing to explore your business goals, craft a core message that engages and converts, and tells your story in a way that resonates with your ideal client.

Are we getting ahead of ourselves?  Do you really need to hire a copywriter?  Or can you write our own copy?  There are definitely pros and cons to both.  Let’s explore the value of working with a copywriter, when you should hire a copywriter and what to consider when looking for a copywriter.

How important is copywriting for your website?

I won’t lie, investing in a copywriter was a big decision and investment for me and my business.  I had decided to rebrand and dedicated a significant effort into clarifying my brand and creating a design to elevate my brand.  I needed compelling copy that would align with the aesthetic of my brand, connect with my audience and build the trust and authority that I needed to convert them into clients.

I had a lot of ideas on how to identify my clients' needs, show empathy, and convey the solutions I provided.  I knew what my brand essence was.  But I just didn’t know how to pull it all together in a structured cohesive manner that was succinct, natural and genuine.  And I certainly did not know how to distill that down into a core message that I could weave throughout my website.

This is what I learned from working with a copywriter.

Copywriters help you discover your natural tone of voice that connects with your audience

Although I was aware of my brand essence when I worked with the copywriter, I needed help distilling it down into something simple and concrete.  My copywriter captured my essence in a meaningful and delightful way.  It felt true to me and I knew that it would help me attract more of the clients I loved to work with and connect with them in an authentic manner.  She incorporated words that I love to use and that my clients often use as well so they naturally resonate with my content.  This naturally builds trust with my visitors and starts them on their buying journey with a sense of ease.

A copywriter is an expert at crafting persuasive content that converts

Your core messaging is important in that it not only addresses your client’s felt need, it explains how the solution you provide goes beyond that need and positions you as an expert problem solver for your client.

For example, your client may come to you because they want to lose weight.  What they don’t realize is that by following your expertise, they will also have more energy, sleep better and have better mental clarity.

A good copywriter will explore the problems you solve and the results you create for your clients and craft your message so that your visitors can sense the excitement of working with you.  When your visitors believe that you can deliver the results that you promise, they get excited about working with you and can picture how their lives will be better after working with you.

More time for you to focus on your natural talents and growing your business

Let’s be real here – getting that first word or sentence down on paper can be brutal.  You toil and agonize over every word, the tone, and the intent of the paragraph so that every single word has impact.  Is the content engaging and captivating?  Does your audience feel like you understand their struggles?  Do they get excited about the results you share?

You could spend hours and days trying to get it right.  And even if you do manage to get the words down on paper, is it generating the leads that you expect?  Is it converting into the clientele you’ve been dreaming about working with?

Or you could hire an expert to take the burden off your plate and focus on what you do best.  Working with clients and transforming lives.  Now that’s what I call ease!

A copywriter helps build trust and position you as an expert

How many of you are comfortable delivering your elevator pitch to new prospects?  If you’re anything like most of my clients, you are very humble and just want to serve your clients so they can experience life in the best way possible.  Boasting about your super-powers is not something you are comfortable doing at the best of times, never mind in a stressful situation where you feel like you need to prove yourself.

Copywriters have a natural super-power of uncovering your unique gifts and strengths that your clients appreciate.

They can craft your core message so that it highlights your best skills, positions you as an expert and builds the trust that you can deliver the results that you promise, all without sounding like a sleazy salesmen.

A professional copywriter can succinctly capture your services in a way that delights and compels your visitors

I don’t know about you, but I can tend to get overly wordy trying to convey what I do and how I help.  Visitors can get lost in the sea of words, confused and jump ship to another website that is clear, simple and compelling.  Yes, ease!

This is where a professional copywriter comes in and creates ease in your life!   They are experts at crafting customer focused copy that clearly conveys the value of your service and the results your clients can expect.

A copywriter can help you get found online and bring in more clients

A good copywriter will explore what problems your clients are experiencing, the solutions you provide and the results your clients can expect.  A great copywriter will determine the keywords that will attract your ideal clients and strategically inject them into your content so that your website converts.  This will improve your Search Engine Optimization (SEO) so that Google lists your website pages as authorities in your field.

Higher visibility leads to more clicks which leads to more of the clients that you are so passionate about helping.

A copywriter provides messaging that complements your website design and elevates your brand

Have you ever noticed how you feel when you visit a website? What emotions it evokes?   A cohesive website will have images and content that complement each other and elevate your brand.

When you combine great website design that supports your core message, you will create a memorable experience for your clients.  Showing empathy through images and words shows people that you understand their pain.  Your audience feels heard.  And when people feel heard, they are more open to the solutions you provide and are more likely to become your client.

People will forget what you said.  People will forget what you did.  But people will never forget how you made them feel.
~Maya Angelou

When should you hire a copywriter?

This may not be the right time for you to hire a copywriter.  Maybe funds are tight.  Or you don’t have the time to work with a copywriter.  And that’s OK.  But before you decide, ask yourself these questions:

Are you pressed for time?

Trying to squeeze in the time and rush through writing content can end up driving visitors away from your website.  You’re most likely very busy working in your business and spreading yourself too thin so that nothing is getting done well. If that’s the case, it may be a good time to hire a copywriter so you can focus on your clients and help them get the results they are looking for – after all, great results translate into great testimonials which leads to more clients.

Is writing difficult for you?

We’ve all met those people where the words just flow, copiously, onto the screen.   They know exactly what to write to captivate their reader and keep them engaged, weaving in stories that compel and inspire.  If you’re not one of them, you may need to look at your return on investment.  If it is taking you hours and days to write content, then your time may be better spent on your clients and pay a professional to do what they do best.

Do you know what your brand voice is?

Have you ever tried to carry on a conversation as if you were someone else?  It’s exhausting.  I know because I worked in High Tech for over 20 years with Software Designers who were mostly introverts.  Containing my enthusiasm and repressing my feelings was very draining.  When I discovered my voice (i.e. my brand voice) and how I could use it to inspire and bring out the best in people, my energy and career improved.

A good copywriter will help you uncover your brand voice and leverage it to attract more of your ideal clients.

They will coach you on how to write conversationally and yet still sound professional.  An authentic brand voice will resonate with your audience and will automatically create a connection and a sense of trust which brings them one step closer on their buying journey.

Do you know how to write effective copy for your website?

It doesn’t matter how great your product or service is, if your audience doesn’t understand the value you offer and how it will transform their lives, then you’re wasting their time and yours.  An effective copywriter will create a consistent compelling messaging across all your marketing material.  They will know how to entice your readers using your brand tone that resonates with your ideal client and compels them to start their buying journey.

Do you know how to optimize your copy for Search engines?

Search engine optimization (SEO) can bring on a new level of challenges to your copywriting activities.  What keywords or phrases should you include?  What do you want to be known for?  How do you include them in your content without sounding spammy?

Copywriters can create a simple strategy for you to incorporate relevant keywords into your website and follow through into blogging so you can free your brain up for what you do best and have your prospects find you online.

What to consider when hiring a copywriter for your website?

When I hired my copywriter, I already knew her through a group Bootcamp that she coached.  From our experience together, I already knew how brilliant she was with words and how she always asked the right questions to ensure she understood what you were looking for so she could provide you with the information you needed.  Bottom line, I knew she was a great fit to work on my copywriting for my website.

Michelle Hunter is a brilliant copywriter who listens, explores and delivers the content you need so that you can elevate your brand and delight your clients.  She has a plethora of extremely valuable content on her blog that can help you with your marketing and attracting more clients.

Michelle provides great tips on what to consider when hiring a copywriter so I would encourage you to read her article:

https://michellehuntercreative.com/what-to-consider-when-hiring-a-copywriter/

Do you have the time and/or expertise to write your own website copy?

Hiring in a copywriter can be a significant investment and it’s more than just time versus money.  If you’re struggling with writer’s block, how much is that really costing you given that you’re not working with clients and creating future referrals.

It was a big decision for me as well and I am thrilled that I took the leap.  My website copy forms the tone and inspiration for my blog posts and social media content.  The messaging resonates with me and my clients and is the foundation that I base all my marketing material from.  It has given me the confidence and clarity to talk about my business with ease.

That’s what I want for you – core messaging that makes you easy to relate to, connect with, along with a compelling story that builds trust with your audience and guides them on their buying journey.

Should you hire a copywriter for your website? Read More »