If your website isn’t performing the way that you want it to, or you’re worried that it’s just “looking pretty” and not actually moving your business towards your goals, well then THIS post is for you!
One of the most detrimental design issues with websites is a lack of strategy built into the design.
Now, before you close out of the tab because “strategy” is oh-so-boring, I just want to take this opportunity to reassure you that a strategic website can still be a pretty website! The two CAN go hand-in-hand, and in fact when they do, THAT’S when the magic happens! ✨
So today, I’m diving into two simple strategies you can (and should!) incorporate into your website in order to make it actually effective… because a pretty website without an actual, well-thought-out strategy is just a colorful waste of space (and money), and won’t help your business in any way whatsoever.
On that note, let’s talk strategy!
Website Strategy #1: Define a clear, action-oriented goal for your website
The very first thing you need to do to boost your website’s effectiveness is to determine a clear, action-oriented goal. The key term here being: action-oriented.
Your website’s goal should be to make your visitor DO something…to take an action. Which means that no, “providing information” is not a website goal. Sorry 😬
You can still provide loads of great info, but the goal of your website cannot be simply to provide information; it must provoke an action.
Some common website goals may be:
Book more consultation calls
Make more sales
Grow your email list
Get people to join your free webinar
Without determining a specific, action-oriented goal for your website, you’re very likely to end up with a website that does nothing but look pretty. And while that’s great, you want your website to WORK too, by converting visitors into leads, clients, subscribers, etc.
In order for that to happen, it’s so, so important to know exactly what your website goal is, because if you don’t know what you want people to do when they land on your website, then how will your visitors possibly know?
How to determine what the goal of your website should be
The best way to determine your website’s goal is to think about the bigger picture…
What are your goals?
What are your business goals?
How does your business currently make money? (1-on-1 clients? Digital products? Online courses?)
What does your current process/sales funnel look like?
By thinking about the goal of your business as a whole along with how your business works, you’ll be able to better determine what direction your website goal should be aimed in order to set yourself up for achieving what you actually want to achieve.
Once you solidify your website goal, it’s time to implement it into your website by creating a strategic path.
Website Strategy #2: Create a strategic path through your website, that leads visitors toward your end goal
Alright, so now that you know what you want people to do when they land on your website, you need to make sure your website is setup in a way to actually make it happen.
You might be thinking – ”Corine, if I know what my website goal is, why don’t I just tell them to do it and get it over with?”
While I admire the enthusiasm, unfortunately this likely won’t work, for one big reason…
You need to warm your audience up a little bit before asking them to do something.
I’ve used an analogy before to compare your website’s strategic path to today’s dating scene, and frankly I think it’s the perfect way to describe it, so let’s revisit it, shall we…
*Setting the scene*
It’s the weekend, you’re on your couch in your comfy pants, housing some Ben & Jerry’s Half Baked ice cream, scrollin’ in the ‘gram…
You see your best friend’s long-term boyfriend is out at the bar and posted a picture of himself and a (super cute) friend on Instagram… annnd let’s just say, you’re interested! What’s your first step?
Are you going to immediately slide on into this new mystery man’s DMs and ask him on a date?
If you said yes, you go Glen CoCo – more power to ya! Butttt we all know you’re probably going to do a little digging on them first….
You’ll probably start by clicking on the photo tag to be properly plopped on their home on the internet – their profile. If you’re lucky, they have a quick and sweet bio right at the top of their profile so you can learn a bit more about them before you dive into a thorough profile stalking #noshame.
Then if they pass your initial investigation, it might be time to shoot your bestie a message and get the details.. I mean, if she gives the seal of approval then you’re golden!
Good news, she says he’s a great guy and much to your surprise, she’s actually been meaning to set you two up for ages because you’d be totally perfect together!
Whew! What a relief! With your FBI-level investigation complete, you muster up the courage to send a casual message, which later lands you a date – SUCCESS!!
So how the heck does this relate to your website?
Actually, a lot!
Think of the path you took to learn more about who this person was BEFORE reaching the final step…
You started with a quick glance at their most easily accessible info. Once they had your interest you dug a little deeper, and deeper, and deeper. Then when you decided they might be a good fit for you, you sought the opinion of others who know them before making a final decision.
In a website, that would look something like this:
Land on your website where an introductory one-liner tells you what the business offers. (Home Page)
Read more high-level information on what the business does. (About Page)
Read more in-depth information on what the business does. (Services Page)
Read reviews. (Testimonials Page)
Make contact. (Contact Page)
So in this case, your strategic website path would be:
Home Page → About Page → Services Page → Testimonials Page → Contact Page
Once you have your desired strategic path laid out on paper, you can implement it on your website by placing a CTA at the bottom of each page that then LEADS to the next page along your strategic path.
By leading your visitor along the path without jumping right to the end goal, you’re allowing them to warm up to you and get all the necessary information they want and need before you pitch them the hard sell of booking a call, making a purchase, etc.
Just like with dating, people will probablyyyy wanna do a bit of stalking before getting to the final step, so make sure you’re providing them the information they want while also guiding them towards your end goal.
Depending on the contents of your website and your website goals, your strategic path will likely look a bit different than the one mapped out above – and that’s totally okay!
But no matter what, if you want to make your website more effective you have to start by defining the goal of your website first, and then map out a strategic path that gradually leads website visitors towards your end goal. Once those two things are nailed down, you can begin creating the first page on your website: your Homepage.
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