If you’re getting ready for a website makeover, it’s easy to get confused by everything that’s out there. Let’s work through a case study with Richard, a financial advisor.
Richard had been in business for a few years and he’s doing well. Like many advisors, he wants to grow his business by attracting more high-end clients. He had a “starter” website, built from one of those platforms that promise an easy website. But he realized the site had a dated look and he also knew his clients would review the website before setting up an appointment.
Richard understands complex financial plans and he’s at home in the world of derivatives and hedge funds. But he’s not at home in the world of websites. Here are 3 mistakes he almost made.
Mistake #1: Not understanding how your website contributes to your strategy and ultimately your bottom line.
Richard had a generic view of websites as “something you just need to have.”
The Fix:
Richard identified three goals:
First, he wanted to present his message to prospects who came to him through referrals.
Second, he wanted visitors to sign up for a complimentary financial review.
Finally, he wanted to attract high-end clients with at least $1 million to invest.
These goals determined the direction his site would take.
Mistake #2: Choosing a lead magnet that’s not related to your business.
A lead magnet is a giveaway – an ebook, video, checklist or other information product – that you offer to prospects to get them to sign up for your mailing list. Richard originally worked with a generic lead magnet he’d obtained from a professional society. The topic was related to budgeting and cash flow.
This lead magnet would be excellent for a young family just starting out or a cash-strapped family reeling from the impact of bills for their children’s college education, weddings and more. But his high-end clients wouldn’t relate to those concerns and might even be turned off.
The Fix:
Richard was tempted with the notion of a giveaway related to money mindset. But he mentally reviewed his best clients, who wanted to make sure they could grow their wealth, avoid taxes legally and leave a large estate to their children.
He decided to create a lead magnet related to preserving wealth, identifying the most common mistakes his most successful clients made. This lead magnet would be a good fit because his best prospects would realize he could help them with their goals of growing their portfolios and conserving wealth.
Mistake #3: Waiting to write the content until your design has been delivered.
Richard found dozens of designers in all price ranges, each promising a “jaw-dropping” website. He was tempted to jump right in and turn the project over to one of them.
The Fix:
A competent designer will tell you, “My job is easier if I have the copy.” I’ve written a whole post on this topic – read it here.
Copy will influence your choice of graphics and design. One of my clients began by hiring a high-priced designer for a beach scene in her header. As we developed the content, she realized “relaxing on a beach” was not related to her strategy. She could toss the expensive beach scene or try to adapt her message to an image that didn’t work.
Copywriting also influences your home page design. For some services, testimonials will be the most effective content you can put on your home page. For others, a list of all your services will attract your best clients.
If you’d like me to review your current website and help you identify mistakes you may be making, click here. http://mycopy.info/yourtweak
