I believe the energy of my business attracts clients with a similar essence.
Typically we share very particular and synchronous life details which means our journey together - as I help align their business and vision - is equal parts bubbly enthusiasm and relaxed ease.
This was definitely the case with Martha Beck certified life coach Sarah Papp.
My relationship with Sarah began when she contacted me, wondering if I could help her update her Squarespace 5 site. She created it herself in the early stages of her coaching practice and, as often happens, her website no longer felt like a good fit. She told me her brand seemed inconsistent from page to page, her navigation was confusing, and it did not convey the powerful essence of her work.
Before I create a quote for clients, I take an inventory of what needs to stay and what needs to go. I never sell my clients anything they don't need.
Sarah's logo was solid and because she's a gifted writer, her content was wonderful. Those two things could stay.
After chatting about her dream clients, her professional experience, her current opportunities, and her overall business vision it became apparent what the problem was. Her website's sales funnel was convoluted and hindering her success.
To achieve what she desires, her website needed:
- a strong homepage strategically sprinkled with compelling social proof and credentials
- client pathways that naturally enable interested prospects to self-qualify for her services
- a meaningful call-to-action to reignite her lead growth
- a smart blog sidebar that gives just the right amount of engagement options
- simplified navigation site-wide
- cohesive imagery that reflects her personality as well as reflects her clients deepest dreams
- updated packages and offers
- copy clean-ups for increased clarity
- engaging and streamlined client onboarding
Her new homepage:
As you'll notice (below) her new homepage is an engaging feast. The imagery tells a consistent story as the eye is pulled down the page to a few strategic buttons. Anywhere you go from this homepage (whether you opt-in to her list, click over to her services pages, or schedule a free consultation) will lead you to increased connection with Sarah.
The old sales page (below) felt flat and her sidebar was distracting. The goal of a sales page is to (ahem) make sales. Don't encourage prospects to get distracted by displaying sidebar buttons and other shiny objects.
Her new sales page:
Notice how it positions her as an expert. It also clearly conveys the benefits her clients experience, it shares client success stories, and there are many options to click an eye-catching yellow button to schedule a consultation.
There isn't any opportunity to get distracted or confused on this sales page. Every button leads to the same place - a conversation with Sarah. She is so likable and terrific at what she does, the sooner she can get on the phone with people, the sooner she can make sales and welcome new clients.
Did you know the second most popular page on most websites is the ABOUT page?
That's because these days - in this crazy competitive world - people decide what they want to buy based on relationship.
Rarely does someone land on a new website and whip out their credit card. They need reassurance. They have questions and objections, some of which are subconscious.
- Is this someone I will like?
- Is this someone I can trust?
- Has this person helped people just like me?
- Will this person do what they say they will do?
It's important that your sales page doesn't turn into a rambling mish mash of random me, me, me trivia-crapola. Yes, your prospects want to get to know you, but what they really care about is how well you understand them! Tell your story in a way your dream clients can relate to. You want your ABOUT page to feel like sitting with a prospective client in a coffee shop where your conversation is punctuated with "me too!" and "I love that!" and "I've been there!".
When it comes to telling your story:
- Be specific, concise and strategic with your words
- Use professional and powerful images to demonstrate your personality and convey your understanding of your clients desires
The lead magnet:
Sarah's guide book (lead magnet) is a fantastic resource, but it's aesthetic didn't match its excellence. Sarah herself described it as "meh" plus it wasn't converting website newcomers into subscribers. In order to 'date' prospective clients they need to joyfully subscribe to your lead list so you can woo them over time by sending useful resources and personal stories.
If you are considering revamping your website I hope the story of Sarah's transformation is helpful. It's easy to create a nice looking site, but nice looking is useless if it doesn't help sell your services. A little business clarity and marketing strategy can make all the difference!
Want to take a tour of Sarah's new online home? GO THERE NOW!
Deana is this cool combination of designer, tech gal, and razor sharp business coach all packaged into one. I hired her to help me give my website a facelift and I got WAY more than I expected. She helped me clarify my direction in areas where I felt fuzzy, gave suggestions for how to communicate what was in my head, and brought my vision together better than I imaged. I highly recommend working with Deana. She'll really get to know you, your business and help your ideas come to life.
Sarah Papp | sarahpappcoaching.com
About The Author:
Website designer, writer, and life coach Deana Ward creates simple and soulful design and personal transformation experiences for introverted people who tend to get lost in the overwhelm of their ideas. Get her free book The Introvert’s Guide To Growing Your New Business and learn the exact things she did to get her dream business off the ground in less than a year so she can spend her days doing what what she loves, earning a meaningful income, and hanging out with her kids!