Growing Your Divine Business: By Kim Turcotte
How Effective Is Your Website?
Websites are a necessary part of doing business these days. But the reality is, if you don’t have a solid structure or content strategy, your site can actually hurt you rather than help you when it comes to connecting with your potential clients.
When creating each page on your site it is important to remember that visitors (i.e. potential clients) can and will enter your site in different ways. They won’t always land on your Home Page or on a Sales Page, so you need to treat EVERY page you create as a potential Landing Page for new visitors.
The content on each page should be written in such a way that the visitor doesn’t feel like they walked into the middle of a conversation. Regardless of where visitors land on your site, you want them to be able to pick right up on what is going on. They need to understand how the information on the page can serve them and what to do next.
Keep the information you share focused on the visitor. One of the biggest mistakes I see clients
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making all the time is that they talk about their own credentials, the tools they use, and how they are qualified, instead of focusing on the problems and issues their potential clients are experiencing.
It’s NOT about YOU, It’s about THEM!
At the end of the day, your poten- tial client doesn’t necessarily care what tools you use and in most cases, they don’t even really care about your credentials. They just want to know that you can help them solve a problem or help them rid their lives of the pain they are experiencing. Keep this in the forefront when you are creating content for your site so you can better connect with visitors who are your ideal clients.
When creating your site, there are four important things EVERY page on your site should have:
A Clear Purpose/Strategic Goal – It is a waste of your time and your visitor’s time to create content just for the sake of having more content
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on your site. Each page you create should have a very clear purpose and should strategically support one or more of your long-term business goals. Each page should have just one purpose/goal. If the content on your page talks to more than one purpose, the visitor will become confused. If a visitor is confused, they won’t feel comfortable saying yes to what you are offering. It is that simple.
If you are writing a sales page for a product or service, the purpose or goal of that page is to get the visitor to say yes to what you are offering. All the content on that page should support that one goal and there should be enough quality content, and benefits rich messag-
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