I was recently talking with a brand-new psychotherapist who wanted to get a quote on a website.
After asking questions about her, her business, her target audience, and timelines, I advised her to wait on her website for several months, and instead get some things in order before having a website created.
Like, wha?
Yes, you heard right, my dear reader!
Under certain conditions, there are times I advise delaying having a website created. I'm a firm believer in eventually getting a website because it can help to grow your business, but it’s not always a priority.
If your new business is to provide services in exchange for money, this advice might be worth considering before you invest a lot of time and finances into a website.
Reason No. 1: She decided on her target audience but hadn’t worked with them yet as clients.
You may think you know the kind of clients you want to work with.
You may also think you know how you can help them.
But until you actually work with them, you haven’t confidently answered two important questions before you begin any website messaging:
Do I know that I want to work with this target audience? Will I enjoy it? Can they afford my services?
Do I truly know and understand their problems? Have I heard directly from them about the worries that keep them up at night? Can I actually solve their problems?
When you haven’t worked with your target audience, there are too many variables that could sway you to reconsider who you want as clients.
You might discover that you don't enjoy them as clients or you’re not making much money because they can’t afford your services.
At the beginning stage, you want to keep your options open. It would be a huge waste of your time, resources, and brain power to change the website messaging should you change your mind.
Even if you do confirm that you want to continue working with your target audience, you still need time to listen and gather information about them:
· What are the words they use to describe their problems?
· In their words, can you describe what they want?
· Using their words, why did they reach out to you?
· How do they describe the transformation they experienced from working with you?
When you’re just starting, you’re in a golden time in your business life to listen and gather information from your target audience. The more information and understanding you have of them, the easier it will be to write the words on your website that will connect with your target audience.
Reason No. 2: She had an opportunity to earn money while building up her practice.
She found a job with a clinic that allowed her to take her patients with her if she chose to leave to start her own practice.
This was an excellent situation for her.
Not only could she confirm the target audience and collect information to help with her messaging, but her financial needs were being met. Also, if she chose to leave, she would have clients that would go with her. All of this meant she wouldn't be starting from scratch.
Because of these factors, she could delay getting a website.
Reason No. 3: She had knowledge gaps regarding legalities as a psychotherapist.
When it comes to the health space, like therapy, medicine, or supplements, you need to have your ducks in a row when it comes to your website and messaging.
You need to know what you can and cannot say in your content, the legal disclaimers you need on your website, and any other factors to avoid that could put your business in discordance with the laws that govern your practice.
It's not worth losing your license and practice.
Psst... If you need help supporting your business goals through your marketing strategy and website, book time on my calendar and see how I can help you.
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 a website and marketing strategy, and getting clear on their messaging.
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