Simon Paul Thurston

Lie #1 is:

‘You just need a website and clients will flock to you.’

As I mentioned in my email to you, if I have seen this once I have seen it 500 times.

Unfortunately, although web designers may be good at the ‘technical’ aspect of building a website, they do lack the knowledge of how it should ’speak’ and look to visitors to your site.

After all, the technical know-how required to build a site is one thing. Knowing what to say and how to say it, and how to convince visitors to take action is another, wouldn’t you agree?

What your Website Should do for You

Your website is no different to any other piece of marketing, advertising or promotional material. Its sole aim is to sell (the benefits of) your services.

It should also give them a reason to contact you NOW (more about this later).

Ok, now that may sound a little obvious, however do hear me out here…

Notice I used (the benefits of) just a moment ago. This is very important, and here’s why:

Most businesses talk about themselves, and NOT their prospects

Prospects are not interested in YOU, but they ARE interested in what you can do for THEM.

So rather than reeling off a whole list of services that you offer, you should be explaining the benefits of these services.

Do NOT Do This

If your website is using the words ‘we’ and ‘us’, as well as the name of your business more times than you are the word ‘you’, then you’re not talking to your visitors.

The text on your site should ‘talk’ to your visitors in a  personal way, and should not address them as ‘our customers’ or ‘our clients’ either. You need to build a rapport with them. Using the word ‘you’ allows you to do that.

Getting Prospects to contact You NOW

A visitor finds your site but as often is the case, they’re shopping around. So how can you differentiate yourself from your competition, and get the visitor to contact you, all at the same time?

You offer them some kind of useful, FREE information. It may be a detailed guide to your services, or advice on tax strategies – basically something of value to THEM. You also must make it easy for them to request this information.

In doing this, you are having your website work for you.

At this point I could also tell you about the importance of the correct headline on your site (it is HUGELY important) and how just using any images can drive visitors away from your site.

But I do not want to burden you with too much at this stage. What you have learned so far is more than enough to get your site on the right track.

In a couple of days time I’ll tackle Lie #2: ‘You need to get in front of more people.’