When a prospective client asks me about updating their website or creating a new one, I first learn which type of website will best fit their business.

1. Placeholder Website

The placeholder website demonstrates to the world that you’re in business. Some people will not hire you unless you have a website. If you want a website for that purpose, it can be basic and needs to look decent.

2. Branding Website

The branding website reassures people about who you are and reinforces your sales process. When someone is considering hiring you, they will often check out your website first. The prospective client may have seen your advertisement, met you at a networking event or been referred to you. Ideally, the website engages the prospect and moves them forward to contact your company. (More on this next week.)

3. #1 Employee Website

The #1 employee website functions as your #1 employee. This website brings in a steady stream of leads or a steady stream of sales from people who are searching online. When prospects find your website, ideally they then decide to connect with you through the website.

The #1 employee website can also serve as your #1 employee if it helps you manage their client relationships or if it reduces the workload for other employees.

Three Levels of Investment

• For a placeholder website, you will want to minimize the cost.
• If you need a branding website, then you will want to invest enough to create a “wow” that moves the prospect to contact you.
• If you want a #1 employee website, the investment will probably be part of your ongoing marketing budget.

What about your website?

If you are considering updating your website or creating a new one, which of these three types will best serve your business?

To your success!

Two of the key components that make up a good web design are the visual design and verbal design. For your potential clients, the visual design is the first impression they have of your company. And, the verbal design (the “copy,” or content) is what will actually compel them to take action.

However, when building the site, it’s hard to create the visual design without first having good copy in hand. Both the visual and verbal design must work together to deliver a consistent message.

What causes people to struggle the most in creating a new website is the copy. For many of us, writing is hard, and writing about yourself is harder. Then to have to do it in lay terminology, without using insider jargon, is harder still.

The following short list of questions has helped many people overcome the barrier of getting started writing their copy. When answering the questions, allow yourself to brainstorm. Then from there, you can narrow down your answers again and again until they are clear and concise.

Who are my audiences? What would they be searching for to find me? What are they really looking for? What do they care about?

What do I bring? Rather than simply describing what you sell, consider what the benefit or value is to your customer.

What do I want? Think about both your short- and long-term goals, and what you would like to have happen when people visit the website.

What are some stories about people who have experienced a particular challenge that my type of product/service has helped?

If I had to pick the strongest asset of my business that serves the needs of my clients, what is it? What would be the second and third?

What is my call to action? (Examples: calling you, emailing you, making an online purchase, referring someone to your site, etc.)

Often, success in accomplishing something lies in the questions themselves. When you take the action step of answering these questions, you will have the raw material you need for developing effective and great website content.

To your success!