Should you even have a website? Do you really need one? Aren’t there other ways to promote yourself?
This article will help you answer these questions—and give you the big “why” when it comes to creating your own unique client-attracting WordPress website.
Before we dive into the five specific reasons I’ve promised to share, however, let’s take a good look at the most important reason for having your own website.
No—not “to provide my contact information” (which is the answer you will hear most often from small business owners not tapped into the potential of the internet).
It is credibility.
“But I’m listed in this really great business directory,” you say. If that works for you, and you’re happy with it, getting all the clients you can handle, that’s absolutely fine. You don’t need to do anything more.
But if you are reading this article, chances are you’re either not in that position, or you’re thinking of adding packages, events and passive, recurring income to your business. You’re interested in really boosting your income—and your reach.
That’s when you absolutely need to boost your credibility with a website.
Being one of a herd of service-providers in an organisation and/or directory does not carry the power of being a single, unique “voice” and identity on your own dedicated specialised website. Many great potential customers look for a website, and when they don’t find one, dismiss businesses who only have a directory presence or are listed as part of another organisations “register”.
Doing business from your Facebook Page is another option—and a few solopreneurs and freelancers do use this: But people usually check out Facebook Pages for entertainment first, with quick tips, leads and information secondary with people they already trust.
They don’t go there thinking, “I must find a Business Systems Specialist. I know: I’ll look on Facebook!”
Having a Facebook Page is a great for visibility and connection—particularly if you include a sign-up tab that takes visitors to your website—but it’s not a complete substitute. And being listed in the right directory—one that focuses on your specialty—can absolutely work for generating one-on-one clients … except that you’re being presented as part of a herd of fellow competitors.
So let me ask you: Why would you want to be one of a herd? Creating your own website helps you stand out—and here are five potent reasons why. Your own website allows you to…
1. Understand and Tap into Client Life Cycles
Along with credibility comes visibility and reputation. Create a website for your small business that takes care of these three components, and you create a strong identity. A strong identity creates and grows your credibility, visibility and reputation as an expert in your exact speciality.
And that makes you memorable.
But there is one more important function that setting up your own powerful website performs—and this is often overlooked. Your website sets itself up naturally to:
- Retain your existing clients
- Attract new ones
Every customer has a life cycle. For example, if you’re a weight-loss coach, you shouldn’t want your client to stay trapped in weekly sessions forever. The whole point of services like these is to help your client grow and reach their goals. But what happens when they reach their goals? In a healthy client life cycle, they will:
- Still admire you as an expert and mentor, and be grateful for your help
- Want to maintain the relationship
- Eagerly refer other people to you
- Attend reunions, special events, take VIP days and buy your books
- Sign up for a “follow-up” session at wider but regular intervals
- Credit you with helping them achieve that success
That’s how you build a powerful reputation! And stay in contact with your successful clients, growing with each success.
A WordPress website allows you to provide:
- Continued tips and news
- A complete list of permanent and “special events”, products and packages
- Links to your books on Amazon (if you have written a book or two)
- Self-serve options (DIY course, packages your clients can use, kits they can purchase, VIP clubs they can join, special promotions they can take advantage of, special events, annual events, retreats, Mastermind workshops, classes and courses—and more)
Retaining existing clients:
Here’s where you have total flexibility in how you do it. Once you have determined what your clients want and what your unique, powerful message is, you can decide on your own balance of included content.
You can choose to:
- Stay in touch with clients and keep them coming back for resources, information and the latest tips—and news—by using a blog format for your website
- Focus simply on sign up (goes well with asking a single qualifying question or making a single, powerful statement
- Present social proof, with a revolving, interactive gallery of client testimonials that appear, one after the other
- Or you can even do something utterly and completely unique
Whatever mix of content you choose or however you focus your website, make sure it doesn’t just attract new clients: It helps you keep old ones and current ones.
Your website should be their favourite online habit!
And it doesn’t matter how many or how few paid offerings or free resources you provide: Just make sure the ones you do provide are so valuable and useful, they are anxiously asking: “Where do I sign up?”
Attracting new clients:
To attract new clients, you need to make sure your marketing message is crystal-clear—and that it talks to exactly the right client—no confusion over who that is.
That brings us to Reason # 2, which allows you to…
2. Work Your Story Magic
There is only one you in the world. No one else has your exact history, your parents, your siblings, your triumphs and tragedies, your experiences. Your best customers and clients are people who are going to be attracted to the authentic, real you. So don’t be afraid to tell your story in your own words. That means your speaking style.
- If you are formal, intellectual and left-brained, you’ll attract formal, intellectual left-brained clients
- If you are fun loving, casual and creating, you’ll attract fun-loving, creative people
- If you are spiritual, you’ll attract spiritual seekers
- If you’re a type A personality, you’ll attract other Type A action takers
Now that doesn’t always hold true: Sometimes people are attracted to opposites for various reasons. The important factor here, however, is using your real voice: Speaking and telling your story in a way that feels both natural and comfortable to you.
Do that, and even clients who are attracted to you for other reasons (such as an introvert-creative clients being comfortable with extrovert Type A you because they’ve grown up among Type A relatives) are more likely to make the right choice because you are not putting on any masks, or fronts, or advertising to them that you are something you are not.
There are two places where you can choose to give your story—three if you count using a separate landing page:
- On your home page
- In your About section
- And if you have a Media Section or “Media Kit”, it’s helpful to include a long and short bio there.
To craft a really powerful story (or big question; or mission statement, if you’ve decided to go minimal):
Talk about your most powerful “why” moment—the moment you realised this (or this sort of thing) is what you love most in the world, or feel you have to do; or when it became your mission
For example, self-publishing coach, Chandler Bolt, is currently using his website’s homepage to publicise his wildly popular Self-Publishing Success summit at the time of writing.
During one of the Q&A sessions, someone asked why he did what he did. Chandler Bolt didn’t hesitate for an instant: He told the story of his college friend, Kyle, who died suddenly and tragically one summer, and he showed the camera a bracelet he wears on his wrist. On one side, it says “WWKD” and on the other, an inspirational message that reminds him to make a difference every day. He explained that he checks his bracelet frequently; and that “WWKD” means “What Would Kyle Do”, and in this way he honours his friend, who was full of life, joy and ambition.
And that is what motivates him to never give up—to take action every day and help others make a difference too.
That was a unique, real and personal story—a powerful “Why”. It’s not written on his “About” Page—but it does colour and inform his message: That others can achieve the specific dream of being published by taking action and making a difference too.
So before you do anything else with writing your web content, go back; go deep inside yourself, and figure out your real, deep-seated “why”. (Hint: It could even be a single memory from childhood—a highly personal “why” like Chandler Bolt’s that leads you to your eventual business “why”.)
So “About” pages are really more about your client than about you.
You are telling your potential client your story, one-on-one.
You are showing her why they should care.
If your story resonates with them—and it doesn’t have to be a huge, personal story even: It just has to make them say “that’s me, right now” when you are describing your pre-transformation state or epiphany or resolution—then they will trust you and pay attention.
When you know your deep “why”, it becomes easier to:
Narrow down what you do to your single most precious speciality
Tell the right clients what you can do to help them
Explain how you’re going to help them do it (your unique system or process; or how your packages or services are set up to help them break past blocks and get to where they dream of going)
Finally, your home page and “About” page should especially:
Attract those you can really help
Repel those who are not the right fit
Do that, and your site will be a success!
3. Siren-Call Your Niche
This part occurs after you’ve figured out your Big Why and told your story. This is when you crystallize your whole message and mission into its barest, most stripped-down form, till there are no words left to distract from knife-edge questions or statement, and your call to action.
What is a “knife-edge” question?
It’s the one that separates the wheat from the chaff; the prey from the predators; the flowers from the weeds.
It’s the question (or statement) that makes people not suited to your services click away and leave your site (which is a wonderful, time-and-energy-saving thing) … leaving only those perfect potential clients why are inwardly gasping: “This is exactly what I need!”
Those are the visitors who then look at your sign-up gift or offer of an Introductory Session or free sample product and scramble to give you their contact information.
You could use the power of interactivity and simulated one-on-one contact by giving your message in a video that allows your visitor to see your facial expressions, your personality, your energy levels and your speaking style.
Every element of your site should support your message to the particular audience you want to reach.
The homepage then acts as a gatekeeper. It either lets people in to explore further … or turns them away.
This brings us to Reason # 4: You’ll be able to…
4. Clarify your offering
This doesn’t mean writing 2,500 words on exactly how you are going to conduct sessions or services. Clarifying and revealing your offering effectively, in a way that will make potential clients eager to accept, lies in accomplishing three main goals:
- Identifying WHY they are stuck, in pain or looking for a solution
- Letting them know HOW you can help them get past these insurmountable obstacles that leave them stranded on their own
- Promise them a solution: I.E. WHAT you will be able to help them do and WHERE they will be at the end of the process
If you only have one book, or one service, one event or one package, do this for that one offering.
If you are creating a variety of different offerings, you must follow this process for each one.
So, make sure you explain the “big benefit”—the promised result that will make a positive difference to that visitor’s life.
Another key selling point is to show WHY your product or service is unique and different from other, similar products or services out there.
If you want to know why your packages, programs or service is unique, that’s where your past and existing customers come in! Just pick out the key specifics in the testimonials they are giving you.
Your testimonials will tell you exactly and specifically what your past and current customers and clients find unique and valuable about you.
That, in turn, should help you clarify and reveal your unique offering: Why it’s easy for a particular type of client, how it is going to help (the results it will help them achieve) and why THIS service and no other is the right one for that particular visitor.
Last but not least, let’s look at Reason # 5 for setting up your own WordPress website—and we have already touched on this, but we’re going to reinforce it a little more.
Having your own WordPress website allows you to…
5. Create Powerful Packages for a Sustainable Business and Brand
There are only so many hours in a day. That means you can only work with so many one-to-one clients.
That limits your income to hours-for-cash. It puts a cap on your daily earning potential that you will never be able to overcome. Sure, you may end up with would-be clients beating on your door, but you’ll have to have a waiting list for one-on-one services, like coaching and consulting, because … you guessed it … there are only so many hours in a day and only so many hours you can coach or consult per week.
And what about your other dreams and goals? You need to have time to attend events and invest in training and developing yourself, or spend time with your family, or engage in leisure activities or sports. Or all of the above!
But a WordPress website will allow you to create powerful packages, programs and products to support your new clients: To keep them coming back for more. Delighted clients tend to turn up and say: “What else can you show me?” (I.E. “What else can I buy from you”!)
They want more of your time, more of your expertise and more of your attention.
Creating powerful packages, programs and products is the ideal way to fill this demand—and the beauty of it is, with many types of products and packages, you create them once and then forget them. They sit on your website, available to past, current and potential clients, 24/7, working away for you like little robots. You wake up—and the money’s in the bank (or your PayPal account). All while you were busy (or idle) elsewhere.
Ideas that other solopreneurs, freelancers, and coaches have achieved great success with include:
Writing a signature book:
This is where you can allow those not ready for you yet to try out your signature process or system. By the end of the book, they may be ready to commit to a deeper investment—and the book not only helps brand you and promote your signature process or system, it builds fame, credibility and expert authority.
Creating a membership site or VIP Club:
There is usually some time commitment and interaction on your part with the membership site model—but the good news is (a) it’s recurring, regular income and (b) you can decide exactly how much or how little you interact with your membership site. For example, a membership site could take as little as fifteen minutes a day by just checking in (or one two-hour session a week) whereas a VIP Club—which costs more but has smaller numbers allowed—would obviously require a bigger time and interaction commitment from you.
The value to existing clients (or past or potential clients) can feel priceless if they have access to your ear—or access to more experienced members of your speciality group, who can help them out too. And it cements that bond and feeling of community.
An easy way to suggest a specific commitment for a specific period of time to potential clients—and you can offer different options (six-month packages, one-year packages, four follow-up or VIP sessions per year, and so forth)
VIP Days, VIP Weekends, Annual Summits, Luxury Mastermind Retreats, Weekend Workshops and whatever else will work for your ideal client.
Content Packages, Templates and Kits
When you produce these for clients, you save them time and help them make money with proven, expertly-created content.
You are the expert with the experience, so when you create templates and kits for your niche members, you provide enormous value, saving them time and giving them confidence the content kits and packages are done correctly, with the potential for powerful results.
Pre-record courses and sessions that your niche members can find valuable at any time—especially if it provides training or instruction on something that is repeatedly requested, or that you are repeatedly questioned about
Remember—you only create various types of offerings once to generate unlimited repeat income! And you can upload as many—or as few—offers as you want … when you have your own WordPress Website.
There’s a simple reason to go with WordPress: You can create a professional-looking powerful website in an afternoon or less that performs powerful functions unique to your needs. Pre-created plugins, widgets and themes can be installed with the press of a button—and its drag-and-drop easy, in most cases.
If you’ve never set up a WordPress website, or you want to know the latest website trends, tips and tricks, stay tuned at the end of this article, because I am going to tell you about an exciting offer that will help make this easy for you.
(The same goes if you’ve already got an established WordPress website. You want to update it—but you don’t want to have to uninstall your theme and start all over again!)
Once you have decided to create your powerful business website, don’t waste time. Instead, take action. Start by creating one powerful package and promoting it with discovery sessions or a webinar. And even if you do decide to hire a web designer, know what your website needs, own your brand and create your powerful content.
So let ask you: What’s stopping you from creating your own website?
If one of your biggest blocks is not technically knowing how to create an effective website (and fearing the learning curve will result in mistakes, massive loss of income and time), I have a great solution for you:
You can plan, design, set up your website and start delivering custom content in easy increments over the course of a four-part step-by-step guide—complete with 4 Action Plans and 4 checklists so you can implement right away to make sure your website contains everything you need (and nothing you don’t), using exercise worksheets to help you through this process.
This powerful, easy system is “Build Your Client-Attracting Website Toolkit”—and it’s been created as a result of your requests.
Here’s what you’ll be able to accomplish with this toolkit:
Each of the four parts will cover a specific area of planning, designing, setting up and creating your client-attracting WordPress website from scratch. (And you can also use this toolkit to revitalize and overhaul your current WordPress website if you have one.)
Let’s take a look at what you’ll be able to do:
Part 1: What’s in a Name
Learning objective: To choose the most powerful domain name for your business and get it all set up.
- Five important factors to consider when choosing the most powerful domain name
- What to do—and what not to do—if the domain name you wanted is already taken
- Choosing the right web host for the traffic you plan to generate
- Common traps to avoid when choosing a web host
- Making sure you’re properly set up for the plugins you’ll need and the media types you want to include
- Domain registration, changing Name Servers and who you should choose
- Easy Step-by-step WordPress Installation instructions—for any type of web hosting service
Part 2: Designing Your WordPress Website Like a Pro
Learning Objectives: Plan the design of your WordPress website like a pro so that it accurately represents your message and personality
- Planning focused menus, categories, colours and design—even if you’re not a designer
- Making sure your message is loud and clear by including the right design elements
- The secret world of colour—how to make sure you get yours right
- Three free tools to make design choices easy
- Choosing and installing the right theme—and how to turn ANY existing theme into the theme of your dreams
- The advantages of premium themes—and how to make sure free ones are safe
- How to update the look of your current site with a simple plugin that adds a myriad of features (as many or as few as you need)
- The secret power of widgets—and how to use them
- Knowing the right mix of essential elements to include
Part 3: Using the Power of WordPress
Learning objective: Making the “tech stuff” easy
- Why menu placement and tab choice can make or break your WordPress website effectiveness
- How to create a custom menu
- Plugins are your friends! Which ones to use—and the five you shouldn’t do without
- Setting up your powerful “About” page to reinforce your brand—all the aspects: Design, message, placement and tools
- Easy contact options your visitors you can instantly install and your visitors can instantly use—without creating new email addresses or even using an Autoresponder
- Surveys, quizzes and sign-ups—what you need to know and how to make adding these easy
Part 4: Start Building Your Income-Generating Community
Learning Objective: Start creating and sharing powerful content that will reach and build your ideal community
- How to write content that speaks to their hearts—and use it to reinforce your website message
- How to perform the nitty-gritty tasks: Adding links, images and more
- Step-by-step visual guides for performing basic tasks such as adding a picture to a post
- How to add audio and video files: What you need to know (and use!)
- Avoiding hidden pitfalls that slow down your site and cost you money
- Moderating your community to create powerful helpers
- Eliminating spam—the easy essentials
- The easiest way to back up your site (and make sure your community stays safe)
If you are ready to learn how to.…
- Choose a powerful domain name and register it with the right DNS
- Update your current website—without changing themes
- Learn shortcuts, tips and essentials that will help you avoid common disasters while most effectively streamlining your site
- Get your powerful marketing message across using every tool at your disposal
- Only focus on the essentials you need to install
- Know which essentials to choose for your unique brand and site
- Easily create your professional-looking WordPress website in less than an afternoon