You're a service-based business owner who's already been working with clients. You know their pain points and the solutions they're seeking. If you were asked to describe your ideal client, you wouldn't hesitate. You'd be able to whip out answers to these questions:
What is your ideal client struggling with right now?
What do they need to believe, understand, or be aware of before they're ready to invest in your services?
What reasons would they give for hesitating to invest in your services?
What do they want, or want more of, related to your services?
What results or transformation can your clients achieve from working with you?
But you're missing...a website. Sigh.
You've been procrastinating because it's daunting. Overwhelming.
You'd rather be doing taxes.
Because, as a service-based small business owner, writing about yourself can be, well, difficult.
But this blog will help you tackle the hardest part of starting a website—knowing what to write.
Follow the process and get 'er done!
In this article, we're going to cover:
Step 1: Research Other Websites
This is the fun part! Google search will become your best friend (if it isn't already)!
As you're researching other websites, look at websites that are similar to your line of business and others that are in a different industry. Make note of things like:
The words they're using on their website
How they're positioning their target market's problem(s) or pain points(s)
How they're positioning their services
The number and types of pages on their website
How they're speaking to their target market (how well are they connecting with them?)
Things you like and don't like about their website, such as the words they use, colours, layouts, font styles, etc.
I suggest tracking this information in an excel document and include the URLs of the websites you visit. That way, it'll be easy to return to them if needed.
Step 2: Make Key Decisions About Your Website
Making decisions ahead of time helps you plan your schedule, use your time more effectively, and stay focused on completing your website project.
You'll need to make decisions on:
The pages you want on your website. (I recommend starting off with a home page, about page, service page, and contact page.)
What information do you want to include on each page?
Your brand voice—will it be friendly? serious? humorous? inspirational? a combination of sorts?
What will your primary call to action (CTA) be? E.g. Let's Talk, Schedule a Call, Request a Meeting, etc.
When they take action on your primary CTA, do you want them to email you first or schedule time directly on your calendar?
Do you want to include your prices on your website?
Step 3: Collect Information For Your Website
Gather this information before you start writing the messaging for your website because it will make the writing easier:
Any client logos, status or education logos, statistics of results and years of experience, testimonials—basically anything that shows you're an authority in your field and can be trusted.
Words and phrases that your clients have used to describe their problem, hesitations they had in moving forward, and results they achieved from working with you.
A list of frequently asked questions you find yourself answering over and over again.
Your services and prices (if applicable).
Step 4: Block Time On Your Calendar
You know your calendar best so I'm not going to tell you when and how much time to block in your calendar.
What I can tell you is that it's important to consistently schedule time on your calendar to work through this. Book it during a time that you think best. And then respect that time by doing the work when you say you will.
Make it a non-negotiable until it's done.
I find that blocking at least 90 minutes of uninterrupted time once a day for a project is helpful because it gives me enough time to get deep into what I'm doing and feels doable, it keeps me focused over a longer period of time, and helps me to complete a project faster.
Step 5: Prepare Your Environment
You've prepared to write the content by making key decisions ahead of time and gathering the information you need so it's at your fingertips.
Now you need to prepare your space to encourage a focused mind for your allotted time.
For me, that looks like:
Avoiding emails and social media 15 minutes before my scheduled time to write.
Working in my office with the door shut while standing (my brain works best when I'm standing) with a scented candle and sometimes classical or water music in the background.
Putting my phone away—even in another room so I don't see or hear it.
Working out of a new window on my laptop with no other tabs open.
Your takeaway: Decide what your environment will look like so you're focused like a lion on its prey. ROAR!
Step 6: Write, Edit, Repeat
I recommend writing your home page first.
As a certified StoryBrand guide, I recommend following Donald Miller's story format for writing the home page of your website. He tells you exactly what to do in this 10 minute video. I highly recommend grabbing a pen and paper because you'll WANT to remember what he teaches.
In that link you'll also find the first video that talks about why customers aren't buying, as well as a third video that shows you a website that works well and why it does.
Once you've written your home page, don't look at what you've written for at least 24 hours. Return to it once you've had a chance to get some space from it and have a fresh clear perspective. Edit it. Then repeat until you have the home page copy written.
Then follow step 7 for the home page until it's complete.
After that, start on your next web page and repeat the same process until all of your web page copy has been written.
Once you've written all of your pages, move unto steps 8 & 9.
Step 7: Ask for Feedback and Revise
The most important page you want feedback on is your home page.
Why?
Your home page sets the tone and messaging for the rest of your web pages.
So, if nothing else, ask people you trust who are a mixture of target and non-target audiences for their feedback on your home page.
Make it easy for them to give you feedback on the messaging. Feedback on the likability of the copy is not helpful. You want feedback on the clarity of the message and whether it influences them to click your primary CTA.
Limit the amount of questions you ask (I recommend a maximum of 6). Avoid questions that require long answers, but rather use a rating system. For example,
On a scale of 1 to 5 (or 1 to 10) with 1 being least and 5 being most, how clear is the problem?
On a scale of 1 to 5, how clear is the solution?
On a scale of 1 to 5, how clear is the message?
On a scale of 1 to 5, how compelling is the message?
On a scale of 1 to 5, how likely would you click the button?
Aim to get at least 10 different responses. Once you have enough, gather the data together, analyze it, and adjust parts of the copy where needed.
Repeat this process and continue to revise your messaging until you get more positive reviews than negative. Don't aim for perfect because it's unattainable. Remember, you're on a mission to get your website done!
Step 8: Finalize Your Web Copy
Once you have your copy written, check your spelling and grammar then put it into a website template, like Wix or Squarespace, etc.
You may find that once you have the copy laid out with graphics, colours, and stylized font, you want to make further changes. That's OK. It's very common to continue tweaking the copy once you see it laid out on a web page. In fact, anticipate it.
However, to avoid constant editing, I recommend giving yourself up to three opportunities to edit, and then schedule time on your calendar to review your website messaging later in the future (which is the final step below).
Step 9: Always Be Reviewing
You may find that in 3, 6 or 12 months after you've completed your website, your business has pivoted. You could have removed or added services, changed or added to your target market, or changed certain processes in your business.
When you've scheduled time on your calendar to review your website regularly, e.g., quarterly, you'll see your website through fresh eyes and may want to make changes based on new things you learned or business changes.
Or maybe you'll be happy with your website just as it is.
Regardless, make it a regular practice to review your website.
ABOUT THE AUTHOR
As a published children's author, StoryBrand Certified Guide, copywriter and marketing strategist, Sandra Beatty helps service-based business owners convert web visitors into leads by implementing website and marketing strategies and getting clear on their messaging.
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