Branding, marketing

3 Things Every Effective Website Always Includes

We’re kind of geeking out over the Building a StoryBrand by Donald Miller. This book has changed the way that we’ve structured not only our own website, but the websites of our customers. So I thought I’d share some of the takeaways from the book and provide you with the top 3 things you should include on your website. 

Creating a website has become much simpler these days with WordPress and builders like Divi and Elemenator. However, many entrepreneurs just starting out have not idea what to include on their website. They either end up putting too much information on their website or leaving off key features that help covert customers. 

1. Be clear about what you offer. 

The first is being clear on what you offer! An offer is a fundamental part of converting researchers into paying customers. The fact of the matter is that most people do not want to search your website trying to figure out what you do. As soon as a potential client reaches your website, it should be very clear what you do. A customer does not care if you’ve been in business since 1950–they want to know how you will solve their problem. Make your offer stand out by placing it at the top of your website so that it is visible to your potential customer as soon as they land on your home page. Keep it simple and short. 

2. Give your customers a clean call to action. 

The second item is a Call to Action. The Call to Action should be a button that is formatted in a different color than the other buttons on your website. It should also be clear. As a customer scans your website, it is highly unlikely they are going to read all of the copy of your website. So if your Call to Action is buried in your copy, your customer is not going to take action. And making your button stand out by using a different color is just the beginning. You should also make sure the verbiage on the button is descriptive. For example, “Download” just isn’t going to cut it. Your customer is going to be left wondering “download what?” A better option is “Download Your Free PDF” or “Schedule a Consultation.” This is much clearer and easier to understand by your potential customers. 

3. Keep it concise.

When writing your website copy, use very few words. Like I’ve discussed before here and in other blog posts, people don’t read words anymore. Instead, they scan them at a glance. So there is no need to try and make yourself sound smarter than you need to, just keep it simple and clear. Even if it takes you three paragraphs to explain what you do to your customers, try cutting that by 25%. Focus in on the results that you’ll deliver. Remember, your customer does not care about how long you’ve been in business or how what you did prior to starting your own business. All they care about is the bottom line! 

If you found this blog post helpful, leave us a comment below! Tell us how you plan to use the tips mentioned in this post. For even more content like this, check out my YouTube channel where I create videos to help you achieve a life you love and a business that thrives! 

Pick up a copy of Building a StoryBrand by Donald Miller here:

copy, copy-writing, website

How to Use the StoryBrand Script to Resonate with Your Customers

At the start of 2018, I started my business with a website and the drive to be my own boss. Since that time, I’ve gone from growing my own business to coaching and consulting other business owners as they navigate the ins and outs of marketing their brands.

One of the tools that I use regularly has the ability to transform the way you communicate with your customers, and it’s the book “Building a StoryBrand” by Donald Miller. By applying these principles to my own brand, as well as the client websites that we design, I make it easier for clients to understand what’s in it for them!  

1. The Character—Your customer is the hero, so let your brand become the trusted guide or resource. A lot of websites make the company the hero and not the customer. But if you want to resonate with your potential clients, set yourself up as a problem solver! Let’s say you are an at-home baker. You bake birthday cakes for children and deliver them to the location. On your website and social media your tagline is “Fabulous Birthday Cakes.” You’ve done a good job telling your audience you make birthday cakes, but you have not asserted how this benefits the customer. So we have to address the problem you solve for your customer.

2. The Problem—We all have them. But what can you do to solve problems for your customers? Directly tell potential clients what you can do to improve their lives. We are motivated to solve problems that affect us on a personal level, so by speaking to those problems your customers will have an interest in your services. In a nutshell, identify the pain-point and make it clear what problem you solve. For your birthday cake business, you solve a big problem. You save your customers time by delivering the cakes to the birthday location. Most of your customers are busy parents who don’t have time to pick up a cake from a bakery or they simply don’t want to. They’d rather spend that time enjoying their kid and the birthday party. Here is a tagline that tells your audience what you do and what problems you solve. “Don’t lose a second with your kid on their birthday!” or “Let us deliver the cake!” For a secondary tagline “We deliver birthday cakes to your child’s birthday party, so you don’t lose time on their special day.” 

3. The Plan—Next you need to give your customers a clear path to make their decision to work with you as easy as possible. Consider what are the next steps from the customer’s point of view. The most efficient way is to have an online booking and payment option on your website so that busy mom can pick out the cake, pay for it, and schedule the delivery location, date and time with you. Make her life easier!  

4. Call to Action—Give your customers a first step that will help them solve the problem they are facing. Use active language and make them an offer they can’t refuse! This might be a “Book Now” button on your website so that busy mom can easily book your services. 

5. Success—One of the biggest takeaways from the book is to “Never assume that people understand how your brand can change their lives. Tell them.” You have to tell them and make it easy.

I hope you found this helpful! If you would like more information about the StoryBrand Script or how you can connect on a deeper level with potential clients, head over to our YouTube Channel where I post a variety of content to help you optimize your business operations.

Pick up your own copy of Donald Miller’s book here: