I had my first website built way before WordPress existed and like many small business owners, I had it re-built numerous times.
When Jocelyn appeared in my life I think I was on version four and I used a cumbersome content management software for editing.
Jocelyn kept telling me she could re-build my site and turn into a fresh, new WordPress site which would be way easier for me manage myself.
I was hesitant to spend the thousands of dollars, because the way I saw it, my website worked even if it was a dinosaur!
I’m sure some of you can relate.
The content was still good and this is what people connected with. They didn’t seem to notice (or didn’t care) about the old fashioned presentation. My business kept attracting new clients from my website, so I let it be.
However, at some point this began to bother me. I didn’t want my site to look old. I wanted a current professional site with all the bells and whistles. Last year I finally hired Jocelyn to re-build it and she added all kinds of cool plug-ins, I updated the graphics, and when the site was done it felt amazing.
The one thing that stayed the same was the basic content because it worked and connected to my niche clients.
I changed a few words here and there, but mainly is was the presentation and platform that was new!
My niche clients are either beginning entrepreneurs or re-inventing their present business. Either way this means getting a new website. I watch people get caught up in the whirlwind of web design, colors, sliders, imagery etc. This is all crucial of course, however for a service based business, the content is the king!
Regardless of how beautiful and cool your site is, if the words don’t empathize and connect with your niche clients, people will click off as fast as they clicked on. Your clients want to know you get where they’re at and how they feel. They’re looking for the benefits to solve their problem.
5 Ways to Energize Your Website Content
Here are 5 things you can do to improve your site content and will keep people on your site longer and encourage them to navigate past the home page.
- Speak directly to your niche client and the problem they need help with. This is the very first thing to write, before anything else.
- Know the benefits they want and how that will make a difference to them. Articulate that clearly with a good headline and possibly bullet points.
- Make a one minute video for your home page where you say the first two points above. This will build empathy and connection on multiple levels.
- Give valuable help immediately, instead of saying how you could help. This might be a free ebook, video program, or audio. This builds more trust and allows you to get their email address in exchange.
- Post good before and after testimonials, because they carry huge weight!
Make sure you then put links in the content that take people to your other pages. Those links are like magic portals
I actually had all these things in my old worn out website which is the reason it did keep working.
Now, 18 months later I’m shocked that my site is beginning to feel old again!
There are now new plug-ins that would shrink my website to fit into an I phone screen, cool new cool sliders and more! However, like you, I can’t spend $3,000 to change it every two years. I have to live with it much longer. Luckily there are a lot of things I can do to make it continue to shine. I can work on the content, make new videos and continue to know my niche clients even better!
Have a look at your site.
How many of these five things are activated?
What kind of help do you need to make your content stronger?
Kaya Singer, author of “Clear Your Focus, Grow Your Business,” is the owner of Awakening Business Solutions.
An expert at niche marketing, she helps solo-business owners take their business from start-up to profit.
Get immediate help with her free video program, Niche 360.
Follow her on Facebook .