OK, you worked hard to get here. And now you’re a guest on a podcast. 

Being a podcast guest is one of the best ways to accomplish many goals simultaneously. You get your name out to a live audience. You get a chance to showcase your skills and talents without appearing to boast; after all, you’re just answering questions! 

For a service business owner, these opportunities are especially valuable because potential clients want to get to know you. They want to hear your voice and get a sense of how you communicate in conversations, not just on prepared “talking head” videos 

For each teleseminar guest gig, you have two goals – to gain maximum exposure, to impress your audience and to leave your host thrilled with your appearance. You’re more likely to get a repeat invitation as well as invitations from those who listen to the broadcast who host their own shows. 

It’s important to make the most out of each opportunity. They don’t come often. Here are 3 tips to get the best ROI from your teleseminar guest gig. 

Tip #1:  Manage your introduction

If someone else introduces you, write out the introduction word for word. Your intro should include 3 W’s:

Why are you a good choice for this audience? What are your credentials? What do you deliver when you appear as a guest expert?

Be prepared: sometimes your host will lose the introduction or botch it completely. Have an extra copy and be ready if your host jettisons your carefully prepared remarks and says, “Why don’t you just tell us about yourself…”

If you introduce yourself, use the opportunity to share your “story of origin:” how you started your business and evidence of your success.  There’s no one best format. You don’t need a rags to riches story, especially if you never went through the “rags” stage and/or you don’t feel you are in the “riches” stage.

Tip #2: Give it your best shot, every time.

Recently I listened to a podcast on how to give great presentations – one of my favorite topics. The guest spoke in a monotone with lots of “ums” and “likes.” Whew … instant loss of credibility!

I’m sure the guest speaks more carefully when she’s “on” at a big event. But in my experience, it’s important to treat every communication carefully. You never know.

One business owner told me, “I would like to ask Tim to be on my teleseminar. But whenever we talk on the phone, he rambles on and he can’t express ideas clearly and simply. I can’t take the risk.”

Sure, this business owner might check out Tim’s seminars and be surprised. But he may not bother.

Some people benefit from speaking coaches and business groups like Toastmasters. You can also try recording your own calls and conversations. As you listen critically, you get better.

Most importantly, being confident and enthusiastic will help your overcome a ton of “ums.” And your audience will be less likely to notice when you’re projecting high energy. 

Tip #3: Respect the ground rules and the host.

Here are just two of the questions you need to ask:

Q1: “Am I allowed to promote a special? Will the host want an affiliate link to get a commission?”

If your host gets a commission, it’s a courtesy to promote *only* the product you talked about.

And never, ever promote other programs or shows where you are appearing, even if you’re scheduled for Oprah the next day…unless you’ve cleared with the host first.

Q2:  “Will the host need a set of questions?”

Some hosts want you to send ten questions before you appear. Others prefer to be spontaneous and a few will turn over the program to you.  There’s no right or wrong way to do this … just the host’s way.

Back when we had teleseminars, I had a living demo of this. One of my guests showed up with 17 pages of single-spaced copy, which she proceeded to read, word for word. She brushed me off when I tried to ask questions. I was appalled. People actually wrote in to say, “That was the worst teleseminar you’ve ever done.”

If you’d seriously like to become a stronger podcast presenter and guest, I’d love to work with you and create a whole strategy to promote yourself as fabulous. Learn more here.  

I’ve gotten better over the years but I’ve had many websites that could charitably be described as “in transition.”

The truth is, your website marketing may be fine just the way you have it now.

Every so often I get invited to critique a solopreneur’s website… and I end up saying, “Hey, this website is terrific! Why on earth do you want a makeover?”

Here are 3 of the most common reasons you may think you need a makeover:   

You’re offered a free website evaluation and…surprise! You need a new website (which of course your free evaluator will do for a fee).

At the risk of stepping on a mountain of toes, I’ll say, “You get what you pay for.” Busy writers, designers, and coaches rarely have time to offer in-depth consultations without charging.

You may pick up a few tips, such as “Don’t use italics in the body copy.” You may get chosen for a makeover that will be used as a demo to promote the resource.

The truth is … your website marketing alone doesn’t tell the story. You have to look outside your website to decide if you need one.

You hire a business coach, copywriter, or marketing coach who says, “Everything begins with website marketing. Let’s start with a website makeover.”

[Insert red flag and warning buzzer here.]

Before recommending a website makeover, your consultant needs to review your strategy and your current programs. I’m a great believer in fixing things only when they’re broken. I believe in  building new things only when you have (a) a realistic objective and (b) a reason to believe the new site will move you towards your objective.

When I work with clients as a consultant, we don’t discuss websites right away, especially if my client is starting a new business or pivoting in a new business direction. It’s easy to start with the website but painful to make changes as the business plan and strategy evolve.

You’re getting *good* clients and you enjoy working with them. But every so often someone says, “You know, your website is awful. You really should fix it.”

The printable part of my response is, “Take a hike.” Some of the ugliest websites are the most successful.

A website makeover is not a magic wand.

Without a strong underlying purpose and strategy, the makeover won’t do anything for your business. But sometimes, you will notice a difference in your revenue almost immediately, so here are …

3 GOOD Reasons To Get a Website Makeover

• You’ve outgrown your website: your current clients and business are not reflected in your current content. You’re telling someone else’s story … or no story at all.
• You constantly get asked, “I didn’t know you offered this service…” and it’s your signature program.
• You attract interest and queries from prospects who are the wrong clients for your business, so you end up wasting time.

If you’d like a consultation about your own website marketing goals, or figure out what’s keeping you stuck, let’s begin with a Strategic Intensive. We’ll dig into your story, identify the missing puzzle pieces, and take the first steps to reach your goals.   Learn more here.

What happens when I get asked to edit content on a web page?

One thing I’ve learned is this: I get more questions, comments and requests for review about the About Page than all the other pages put together.

I’ll bet you’re not surprised to hear that!

What is the purpose of your About Page?

It’s to answer the question: “Why should I hire you?”

Not, “What are you REALLY like?”

This is especially challenging if you have a business where YOU are the brand. You’re the one who’ll be supplying the service, not some faceless company. You are selling yourself. 

So let’s cut to the chase.

“How will you make me more successful and more joyful?”

“What are the pains you will take away?”

Like staying up late to finish something, like your taxes or your website? Something physical, like carrying around extra pounds?

Make your point by telling a story. So begin your About Page by telling a story.

But … not the usual “How I won the third-grade spelling contest.” Or, “My biggest failure in life.” Or, “How I triumphed over an obstacle.”

Instead, tell a story that responds to your audience. Why should they hire you?

Hiring a service professional can be a scary decision. Your audience comes to you with three fears:

They’ve got fears around the problem itself — the reason they’re hiring you.

They’re afraid of hiring the wrong person: imagine hiring an interior decorator who paints the walls purple.

And they’re afraid they’ll look dumb: “Shouldn’t I be able to do this myself?”

I cover these fears in more detail in my ebook on Build Your Standout Personal Brand One Story At A Time.

So your About Page needs to

… ease the fears of clients who are scared to death of hiring anybody
… show them you’re worthy of their trust (without boasting obnoxiously)
… keep the focus on them and their needs

3 tips: 

Tip #1: Understand the know, like, and trust factor. 

“Like” doesn’t mean you’re a potential friend. People want to know (a) you’re competent, (b) you’re easy to work with and (c) you won’t run off to Fiji with their fees.

The best way to make this happen is to tell a true story about how you handled a particular situation, especially related to your business.

For instance, an immigration lawyer shares stories of how he spent days tracking down a client who’d been arrested, gained access to his client after hours, and had his witnesses ready for a last-minute hearing. This story not only had all the elements of suspense: it showed the kind of advocacy he offers.

The worst way to make this happen is to share a cringe-worthy story about how you made a fool of yourself at the last office party you attended … or a story about your latest illness, complete with lab reports and photos of you in your hospital bed, covered in tubes.

Tip #2: “Don’t share your life story. Show you understand their back story.”  

Every client comes with baggage, a/k/a backstory. These backstories turn into the client’s hidden objections.

A lawyer’s client might remember the vicious attacks from her ex’s divorce lawyer … or a compassionate bankruptcy lawyer who suggested resources to get back on his feet.

A life coach’s client comes with stories of her best friend’s crazy life coach who said, “Just quit your job and travel. You’ll be fine!” and now the friend is turning fifty, with no career, no direction, and a mountain of debt.

When you do share something about yourself, tie it directly to your clients.

Here’s a good example from Melissa Galt:

My business has taken me around the globe to destinations including Australia, New Zealand, China, Bali, Spain, Italy, Portugal, Greece, and Nepal.  Like my mom, I have an insatiable curiosity about other countries, cultures, and customs and it shows up in my eagerness to learn about your business and find creative ways to generate that irresistible combination of bliss and bucks.   [Italics and emphasis added.]

Increasingly we’re even seeing a trend to eliminate biography from this page altogether.

Tip #3: Focus on inspiring your clients rather than sharing your mission. 

If you do include a mission statement, be clear on how your mission statement helps customers make a decision about you. For instance, Jonathan Adler is a lifestyle furniture store in Philadelphia and elsewhere. Their mission statement, posted in every store and on their website includes:

“We believe in rustic modernism…”
“We believe celebrities should pay full price.”
“We believe dogs should be allowed in stores.”

Since my dog was with me when I first saw this manifesto, I resonated immediately. The complete manifesto shows the owner’s personality as much as the store’s philosophy.

Kim Garst’s About Page includes (at the time this was written):

We believe in transparency and free-flowing information and we have followed our own advice to build one of the largest, comprehensive, and most successful digital platforms anywhere.”

  I can help you create an impactful About Page in three ways.

First, I have a low-cost course you can take to DIY your About Page. The price includes another course — sell yourself without bragging. 

If you have an About Page but would like some feedback, check out the Copywriting Review. You’ll get a video review of your page plus a free copy of the course if you mention this article.

Finally, let’s dig in and make serious marketing moves. Sign up for the Strategic Intensive. Get the course free plus a mini-copywriting review after you’ve rewritten the page. Just mention this article.

Right after the thought, “I need a website,” business owners usually say, “I need a web designer!”

Actually, before even whispering “web design,” you need to answer these five questions in as much detail as possible. Once you’re clear on your strategy, you can provide better information to your web designer. And most likely you’ll be pleased with your new home on the web.

1. What is the purpose of your website?

Even when you’re well-known through face-to-face contacts, you still need a persuasive website. A significant percentage of buyers (80% is the most common estimate) will visit a professional’s website before deciding to buy. They may still be in decision mode. They may be looking for validation of their choice, which may have come from a recommendation.

What do you want visitors to do? Sign up for a free get-acquainted call? Download a lead magnet? Go right to your online store and buy? Make that decision early in the process.

2. What is the backstory of people who come to you?

Chances are they have three major questions. Can you solve my problem? Can you help me overcome the obstacles I’ve had to solving it myself? And will you be like the last person I hired?

Most people don’t ask the last question, which is really important. If they’ve had a really bad experience with their last lawyer, and you’re a lawyer, they’ll be bringing baggage to the relationship. If you address their baggage, you’ll be one step ahead of the game.

Download my free report on Finding Your Client’s Backstory.

3. What message do you want them to take away?

Your message communicates an underlying story and demonstrates the benefit you offer.

For instance, many years ago I wrote a website for a party entertainer. She did tarot readings and made caricatures of the guests. We realized the party hosts wanted to do more than create a few feel-good moments: they wanted to build memories. That became the theme and message of the website.

4. How will you maintain your site?

Many new website owners budget the cost of web design, a year’s domain name and a year of web hosting.

But that’s only the beginning.

A website that’s been unchanged for many years will grow cobwebs.

It’s easy to tell when you’ve landed on a website where nobody’s home. Something’s broken. The whole place looks abandoned.

On a regular basis, you’ll need to replace broken links, fix newly discovered spelling errors, add updates to your schedule, and a whole lot more.

If you’re brand new to the online world, you’ll learn a lot as you go. Your website will look different to you – and to your audience – after five or six months.

When you’re embarking on a new business – or a new direction for your business – it’s rarely a good idea to drop a lot of money on design or even copywriting. Work with a copywriter to fine-tune your message. Save money by using copy coaching for DIY rather than hiring a cheap copywriter from Craigslist, who will most likely do your message more harm than good.

I have a course on copywriting with stories that you may use as a start, and I also offer copy coaching. Coaching isn’t cheap but it’s a fraction of what you’d pay a pro to write from scratch.

5. How will you promote your site?

A website without promotion is like a jumbo airliner flying around the world without any passengers: expensive and useless!

You can write articles as free content, create guest posts and submit your site to the search engines. Fill your website with content, update the content regularly, and write your copy with an eye to your keywords.

You can budget time for promotion or hire an assistant. Some people say it’s important to hire an assistant very early in the process, so you won’t get bogged down in details. Others say it’s better to wait till you have more systems in place.

Planning ahead can help you create a website that makes your job easier. This free website planner helps whether you need a makeover or a startup website.

You’ve probably seen many lists of website mistakes. I’ve got one too. Here are 3 of the most common website marketing mistakes I’ve seen in the past year.

Mistake #1: Your website tells the wrong story.

I used to think the website was supposed to tell my story. Now I realize websites need to respond to the client’s story.

When clients say, “My website isn’t bringing anything good,” the reason usually can be traced to a lack of planning and content strategy. The most effective content strategy begins with your client’s backstory.

True, you’ll get lots of visitors who don’t fit your ideal client profile. When you write to their

Backstory, your ideal clients will resonate. The others will click away (and you probably won’t miss them).

Mistake #2: You haven’t assigned a job to each website page.

• Your Home Page assures visitors they’re in the right place.
• Your About Page shows why you’re the obvious choice for their needs.
• Your Services Page guides prospects through your offers and encourages them to take action.

When I work with clients, a big part of our Diagnostic session involves assigning jobs to these pages.

Mistake #3: Waiting to write copy till you’ve commissioned a design.

The biggest mistake of all is (drum roll, please!) hiring a designer before you’ve created the content for your 4 basic pages – home, about, services, and contact.

You avoid ending up with “a nice-looking hotel in the middle of a desert.” You avoid creating copy that “breaks” design. One designer wrote: “As a designer, not having any boundaries with types of content and content length can be a recipe for disaster.”

These quotes come from a longish blog post with insights from marketers – including some designers. Read it here.

Best of all, I’m introducing a new course – Write Your Website With Stories. This course walks you through the steps to plan and write the Big 3 pages of your website (plus steps to write your Contact page).

Her webmaster was busy and would charge a minimum to make the fix.

So I offered to help. She wasn’t using WordPress (it was a long time ago!)  but I knew just enough HTML and CSS to make the fix.

“I just need to log into your host,” I explained.

That’s when we hit a wall. Anne didn’t have her passwords. She called her webmaster. He refused to share them. “I’m the only one who works on your website,” he said.

Anne was trapped. Sure, there were ways to get around her webmaster’s refusal. But they would take time.

Anne wasn’t alone.  She hadn’t imagined anything like this happening.

The truth is, when you’re venturing into something new, such as a website, you need to know what questions to ask. Otherwise you could end up saying things like …

“My web designer went out of business. She had my passwords. I can’t change anything on my site.”

“They registered the domain name through their company. Then they disappeared. My domain name wasn’t renewed. It was snapped up by someone and they want a thousand dollars to sell it to me.”

“I’m being charged for all kinds of things – a QR code, adwords, a responsive website and a logo. Do I need this stuff?”

This last one’s easy. A QR code is free. You probably don’t need adwords. Most themes are responsive and you don’t pay extra. And you can wait on the logo.

So how can you not only protect yourself from sharks, but actually end up with a profitable website?

(1) Don’t talk to anyone who takes the initiative to call you and sell something. Ignore anyone who sends you a cold email or unsolicited social media message.

Good people are busy. We won’t invite you to a lunch meeting. We won’t sound desperate.

(2) Learn a few basics about how websites work. Today you can just go to YouTube and google “WordPress websites” and you’ll get a lot of good material. It won’t be in any particular order and you won’t have a single source of information. You’ll ultimately be better off with a paid course, but you can learn enough to recognize a shark when you see one.

From time to time I recommend website development courses that actually deliver on their promises. Sign up with this free 7-Step Website Makeover Planner. Click here for immediate download!

(3) Don’t start your website till you’re clear on the what and the why.

Why do you need a website … or a new website? What will you accomplish? Just putting up a website won’t bring a horde of clients (usually). You’ll need to promote it.

What’s the message of your website? What is your value proposition?

(4) Choose website services where you’ll be challenged creatively to go beyond your comfort zone.

You get questions like, “How do you know there’s a market? Will they buy from anybody? Will they buy from you in particular?”

My. role is to help you come across with a stronger, more appealing, more targeted message. Your designer’s role is to support your message without overpowering the copy. Your tech person’s role is to keep your site safe and solve glitches…and recommend services so glitches rarely happen.

If you’d like to work with me on your website, let’s start with a consultation. Click here to learn more.

And if you’ve got a website and want to make it better, let’s start with a video critique.

You get invited to connect with someone on Facebook or LinkedIn. You get intrigued by their idea. You want to learn more.

So you ask the natural question, “Where’s your website?”

And you hear, “It’s not ready yet.” One business owner actually told me, “It’s going to take a few months.”

Months?! That person needs a new website specialist. Is this the time to share what I do?

Or you may not be ready to develop a website yet. 

If you’re just entering a new niche, you may not have identified the client’s backstory.

You’re a small business. You want a big online presence. You want to start generating leads and building relationships.

But your website isn’t ready yet. So what do you do? It’s tempting to hang out on an “Under Construction” page.  The practice is so common you’ll even find templates to help you.

But you don’t get much benefit from this page. People rarely bookmark anything these days.

Besides, visitors feel they’ve arrived for a party while the caterer is still setting up. They don’t know what to do and often wander off to another event.

(1) Get your domain name registered. The longer a domain name is in use, the more credit you get for longevity with the search engines. I have sites that still get traffic simply because they’ve been around forever.

(2) Create a simple giveaway (a/k/a lead magnet). Use a compelling title like, “5 Steps To Build A Bulletproof Retirement Plan”). Or “7 Guidelines To Choosing A Lawyer To Write Your Will.” Of course, you’ll need to be able to deliver on your promise.

(3) Sign up with an email service.   Most services offer free or low-cost options. You can move later. Just make sure they’ve got great customer service and will get back to you quickly if you have questions. Because you will.

(4) Create a simple but attractive landing page website. These days you can use a simple program like LeadPages. You can just set up a page via WordPress.

(5) Want to go for the bare-bones approach? Use your domain name to redirect to a Facebook page or LinkedIn page. Post the availability of your giveaway.

(6) Want a little more? Set up a blog as your website. Lots of established service business owners never bother with a regular website and home page and they do just fine.

Eventually, you can go ahead with a full website with the 4 essential pages. As a rule of thumb, you really need a website when you’ve got at least 10 clients (maybe 5 if they’re signed up for longer-term services, paying you 4 figures). And you’ll find many ways to get those clients before you invest heavily in a website.

Ultimately, it’s not the style of your site or the visual impact. It’s the message you send. Most service business owners aren’t ready to define their message until they’ve seen a few clients … and gotten very, very clear on their foundation.

I’m Cathy Goodwin.  I create storytelling solutions that solve your marketing challenges.  Download my free 7-step website planning guide, based on what I’ve learned about simplifying the website development process. Most people make it much too complicated! Click here. 

If you’d like to explore your own options, the best way is to start with a Strategic Intensive.   We’ll explore your business in-depth and you’ll get the exact 1-2-3 steps you need for growth. Often we take the first steps right on the call.

Let’s face it: unless you’ve been laboring in the online marketing trenches for a few years, you most likely aren’t clear on what’s realistic for turnaround time, costs, and expectations. For example, I’ve worked with lawyers, coaches, and financial planners who ended up waiting 6 months for a design or tech implementation that should have been a six-week project.

Here are the 7 questions most professionals ask about building a website that’s cost-effective, yet also delivers a strong message and attracts the clients you’d most like to work with. 

(1) “Most of our clients come from referrals. Do we even need a website?”

“The CEO of a big company won’t be going through the website,” they say. They argue that spending significant funds on a website could be better applied elsewhere.

The truth is, prospects most likely will look at your website before they get serious about talking to you. The big-company CEO might delegate this chore, of course.  But someone on the staff will almost certainly go there, often before calling for an appointment.

Often they’re not just choosing between you and another firm: they’re deciding whether to hire a professional expert. They’ve heard the horror stories and they’re scared.

After all, most “ordinary” people don’t deal with certain professionals on a regular basis, especially lawyers and financial planners. Your site has to educate them on what to expect (and assure them they’re not walking into a fiery furnace).

Your website gives you the opportunity to show that you’re a caring advocate who fights for your clients — and you’re also approachable and non-judgmental. You have space to demonstrate that you’re not the kind of professional who pockets a big fee and disappears for three months, leaving your clients stranded.

BTW,  your website doesn’t have to be an extravaganza that breaks the bank. I’m horrified when I hear some numbers people throw around. These days, WordPress themes allow you to create professional-looking sites with assistance from affordable techies and designers.

(2) “I keep hearing I need a show-stopping, eye-popping, jaw-dropping website. That’s what the designers and marketing coaches all say. So shouldn’t we start with the designer?”

Spending all your energy and resources on a brilliant design is like a lawyer spending her trial preparation time shopping for a designer suit — skipping the late nights, reams of notes, and hours of mind-numbing research. It works on television.

Professionals frequently get caught up in discussions of colors, photos, and elaborate designs that actually detract from their messages. I think it’s because they’re tired of looking at words all day. Choosing colors is fun!

In her book, The Brand Mapping Strategy, branding expert Karen Tiber Leland says, “Your brand is what drives the website design – not the other way around …Business people often rely (too heavily, in my opinion) on a design change to move their brand to the next level.”

I put together a blog post of quotes from marketing and design professionals, on the topic of Which comes first: copy or design? There’s universal agreement: start with the copy.

When I work with clients, we look at your message, your brand proposition (what sets you apart), brand tone, and brand energy.  And we look at your core competencies and strengths.

Most importantly, we identify your story archetype – the persona, pattern or template that represents the foundation of your marketing.  Then (and only then) we get around to design elements that communicate your brand more subtly and memorably.

The idea of your story archetype will seem foreign, but it’s one of the most immensely practical methods to build a solid brand for your service-based business.   Download a free workbook and guide here.

(3) “Should I be on social media? It seems risky.”

There’s no need to make Facebook posts about your cat or your kids. But a blog can be a valuable marketing tool for any professional.

 Your blog helps you develop credibility and awareness. You can communicate your personal style so clients know what to expect on their first office visit. You can even showcase your accomplishments without appearing to brag.

I hired an attorney myself via LinkedIn: I was in Philadelphia and needed some help with a matter in Southern California. I never met the lawyer. She did a great job for me.

(4) “How can I get past these technical terms and figure out what I’m really getting when I hire a developer?”

Unless you live online, you have no reason to know what to pay for ordinary hosting, why you should buy your own domain name, or what your designer will do when she promises to “customize” your website theme.

Yet any misunderstanding can lead to extraordinary and unnecessary charges. For instance, your developer might say, “Responsive design means your website looks good on smartphones, tablets and other devices besides a desktop. So we’ll charge you $500 extra to make your design responsive.”

That’s a good thing, right? Of course.

But these days, nearly all WordPress themes come with responsiveness built-in at no extra charge. Unless you insist on a custom design, or you make major modifications to a theme, you shouldn’t be charged extra.

The words “customize your site” can vary from one designer to another. Some will do a true overhaul, while some just tweak a theme with techniques that a low-end assistant or tech support person could use, for a fraction of the price.

(5) “Shouldn’t we get a website like the biggest and most prestigious firm in town? And start by hiring some fancy-pants design team that specializes in my field?”

 Some big design firms are extremely reputable, creating masterful designs and delivering on time.

Alas, many are not. I’ve met too many professionals who waited six months to get a design, paid for more design than they needed, or got caught up in a contract that sounded like an amazing value (“just $200 a month for hosting and a free site”) but actually traps you into a mediocre, overpriced site that doesn’t attract clients.

Don’t be afraid to get second opinions after you’ve been given a quote for thousands of dollars. Often I can save my clients considerable expense because I work online.

(6) “How can I be sure my website won’t get me in trouble with the regulators?”

If you’re in certain fields (such as law or finance) your website will be guided by ethics considerations.  Your copywriter should ask you to investigate what must be on your website and what will not be allowed on your website in your jurisdiction and your practice areas. 

Before beginning a project, brief your copywriter on rules, limitations, regulations, and guidelines. Once you’ve established the boundaries, your copywriter will help you come up with marketing content that conforms to requirements.

For instance, an immigration lawyer can’t guarantee to get green cards for every client who wants to move to the United States. But she can guarantee a window of response time, a certain amount of attention, and a commitment to timely action; perhaps she can promise she won’t miss deadlines that will cause a client to lose a case.

(7) “Should I sign with those nice people who invited me to a special luncheon event?”

When I ask, “How come you chose X company for your web development?” I sometimes hear, “Well, they called and invited us to lunch.”

Almost always, it’s the beginning of a story with an unhappy ending.

Busy, competent web development professionals don’t have time to enjoy long lunches with prospects. In fact, most of us will ask you for information before we initiate a phone call. I am always happy to offer a webinar or speak to a live group. But I don’t buy anybody lunch.

Most of the time, I don’t even meet my clients face-to-face. We talk on the phone very briefly (and occasionally not at all).

Who’s got time to share small talk? A firm with a big sales staff might seem pretty impressive…till you realize they have to bake those costs into the price you pay. 

More often, lunch doesn’t end with dessert. I hear things like, “They told me I needed Google Adwords, a $1500 logo, and a $200 QR code.” 

I’ve tracked down domain names and passwords for clients when their developers disappeared. 

Skip the lunch till you’re ready to celebrate your website launc

The Role of Websites In Professional Services Marketing

Just as you’re passionate about helping your clients get what they deserve, I don’t like to see busy professionals end up with websites that cost a bundle and do nothing for their marketing. I take on a limited number of clients, keep my overhead low, and have a little black book of insider resources. It’s taken me a long time to put my system together and I guard it with care.

If you’re considering a website makeover, or you’re ready for a new website,  get started with the Strategic Intensive. https://cathygoodwin.com/storyconsultYour fees will be applied to the copywriting project when you’re ready to go.

Usually, when you’re stressed, the last thing you want to hear is, “Calm down.” Or, “Take a deep breath.” In fact, from what I’ve observed of serious fights on a bar floor or basketball court, those words seem to turn up the heat rather than defuse a dangerous situation.

But, alas, sometimes that’s what you most need to do … especially when you’ve just taken delivery of a new website.

Because taking delivery of a website, after you’ve viewed the drafts, is like getting engaged to someone you’ve been dating. Suddenly that person is yours. Saying “Yes, I take you to be my lawful spouse forever and ever,”  feels different from saying, “Yes, let’s go to a concert next Saturday.”

And even though you’re talking to the same person, you notice things you never did before. Do I really want to live with this?

“OMG, what did I do this time? Is it too late to give it back?“

I’ve created websites and sales letters for many clients over the years. I write the copy and deliver lightly customized WordPres sites. And over time, I’ve learned that most people respond with just three words: “I hate it.”

What I’ve learned NOT to say is, “This is what we agreed on.” Or, “Did you watch the video I sent earlier with the first draft?”

Why does this happen with websites?

(1) You had a vision for your website in the back of your mind … but you couldn’t say just what it was. But it’s not this. Or you just were expecting something …well, awesome! Something that would blow you away. Getting that site might be unrealistic because nobody on the planet could make it … or you’d have to pay thousands of dollars … or you can’t put your dream into a blueprint that someone could follow.

(2) You asked for changes to the first draft, but didn’t realize how one change would impact everything else.

(3) You missed something that should have been fixed, because it looks different when you see the final version. (This happens a lot when you get the draft in Word and then see the website in HTML or WordPress. Or if you change themes halfway through.)

(4) You don’t feel the website captures the Real You or tells your story, with the copy, images or both. Maybe it feels too sales-y? Too bold? Too soft and boring?

(5) You chose a WordPress theme you liked, but it doesn’t look the same when we replace the demo photos with your photos.

This experience is common. Images will change the look and feel of a website, even if the design structure is the same.  And the copy looks different once it’s nestled next to the photos in the WordPress theme.

So what do you do now?

We’re assuming that you’ve already viewed the copy. We’re assuming you’re just now faced with a WordPress website in living color … and it’s scary. Learning how to set up a widgetized home page can be tricky until you understand the underlying principles, when it becomes easy.

Yet for most businesses, going outside WordPress just doesn’t make sense. Because WordPress is so common, you’ll easily get help. Once you learn the basics, you’ll have a whole world open to you. If you’re a hands-on, DIY type (like me), you’ll gain control over your site. You don’t need a designer or webmaster.

In fact, when I work on websites, I can set up a site (with my tech team) with a lightly customized WordPress theme. Once you’ve got the program installed, you can make changes easily or hire someone at low cost to get them made.

I. learned how to do this from a workshop with Christina Hills…for less than the cost of hiring a designer for ONE website. Click here to learn more. 

That is not design. A true designer will do much more than just customize a WordPress theme, i.e., fill in the widgets to look like the published sample. In fact, if you hire a designer, make sure you’re not just getting customization (unless that’s all you want or need).

What NOT to do: It’s rarely a good idea to jump off to Wix, Weebly or another platform that seems simple. You’ll get a site up quickly and you’ll feel it’s faster than WordPress…but sooner or later it’ll catch up with you. The WordPress learning curve isn’t as steep as it looks. Some people do just fine with other platforms and you may, too: just be aware of the limitations before you commit.

Instead, do these things, in this order: 

(1) Take the proverbial deep breath. Meditate, if that’s what you’re into. Take the afternoon off and do something distracting. Get away from the website for a while.

(2) Go back and look at the website again. Review the first draft and your notes from the first draft. Recognize that the final version will always look different … and not always in a good way.

(3) Get a few outside opinions. Submit the new website to your forum, if you’ve got a good one. Try not to bias the results. Say something like, “I just got a draft of my new website. What do you think?” You may be surprised at the answers you get. (If you’ve got a specialized audience, ask some of your recent clients or potential clients.)

 

In particular, if your copy seems too sales-y or too bold, show it to a trusted client. 

“A little strong isn’t it?” you’ll say nervously.

Almost always your client will say, “Not at all. That’s really who you are. Very accurate.”

“Not too sales-y, is it?”

“Not hardly. This is what I’d call gentle persuasion. Get a life!”

(4) Wait at least one week while you live with the site and digest the feedback you’re getting. (This is the hard part. You’ll want to scream at somebody, “I hate it!”)

(5) Make a list of what’s wrong with the website. Then ask whoever created the website, “How do we fix these things?”

You may be surprised to learn that you don’t have to tear everything down and start over. For instance, if your photos are too small, and you have originals in larger sizes, it’s very easy to make substitutions. If your photos are too big, you may be able to resize within WordPress. You can even decide your photos don’t work and you need new ones.

You can even change themes in WordPress, unless you’re using a theme like Divi, which pretty much locks you in.  Unless you’re prepared to hire a designer who specializes in WordPress — and not someone from Fiverr — it’s usually a good idea to work straight from the theme.

In other words, find a theme with a home page that looks exactly like the one you want to build. It will look different once you add your own photos; that’s not the theme’s fault, or anyone’s fault. When I lived in New Mexico, I had my front porch painted a lovely shade of plum — almost purple. The walls of the house suddenly looked different and so did the whole impact of the house.

Once you start changing things around, you lose responsiveness, i.e., the website doesn’t work on devices across the board.

For instance, before I knew better, I hired a tech person to move a signup form from the left to the right on the widgetized home page of my site.  He had no trouble changing the code. The site looked perfect … until I started comparing how it looked on different devices. And until I tried making further changes on my home page.

Some themes give you more flexibility than others. If you choose a flexible theme (such as Divi) be aware that your site may not present well on mobile devices, and you will have to start over if you change to a new theme. Often that’s not a problem, but you need to know.

But what if there’s something wrong?

Check out this article from Hubspot’s website, identifying 17 serious issues that make people hate your website. The top three are loading time, poor presentation on mobile devices, and unclear navigation.  You probably won’t have slow loading time unless you have many large images and/or many plug-ins. And most WordPress sites are optimized automatically for mobile devices. And your navigation should be clear and simple if you’re working with a copywriter, whether they write for you or you DIY.

Review your original instructions.  After all, if you hire a painter to paint the walls blue, you can’t be upset if you later decide, “Green would really look better in this alcove.” If the painter chooses to go with a bright red, with no instruction from you … that’s another story.

Protect yourself from the biggest problem you can have with your website.  It’s easy … if you do it right from the start.

Without a few simple precautions, you can get locked out of your own website. You can lose your domain name. Make sure you can find your host.  I’ve had to help clients buy back their own domain names and beg for access to their own websites so they could change a date.

Make sure you own your domain name and web hosting.  Pay with your credit card.

Log in to the admin section of your WordPress site. See if your logon and password work. When you allow someone else to work on your website, make sure you retain access throughout the process. Change your password after they’re finished.

You’re creating a marketing tool, not a monument.

On one of my websites, I kept tweaking and tweaking … and then six months later I realized I needed to change my entire message and brand. Your website probably will need some tweaking after you go live and get reactions from your audience.

A good-enough website will almost always be better than no website. A reasonably attractive professional website that communicates your message will be better than a knock-your-socks-off site that delivers the wrong message, doesn’t generate leads, and confuses your visitors. Before making huge changes, review your priorities.

And yes, take a deep breath. Everything — including your website — will look better tomorrow.

If you’d like to discuss your message — and maybe what’s needed for a new website — start with a consultation here.

Become a DIY website creator. Take complete charge of your website
starting with this link. 

And what do you think … have you had experience either helping someone build a website, or someone who hated their website right after it was delivered? Add a comment and let me know your experiences.

And many go to the opposite extreme: they’re so afraid of being Miss Congeniality, they sound like Tony Soprano on his worst day. (I know Tony is gone, but he’s an icon of modern culture and the best example I know when it comes to…well, Tony Soprano copy).

When I write copy for myself and my clients, often my first draft sounds more like Miss Congeniality than Tony Soprano. For example:

(1) A wide open opening.  “If you are ready to change your life and stop making the old mistakes…” Well, who isn’t (at least some days of the week)? And what service professional doesn’t promise to help people change?

(2) A headline that’s calm and peaceful. “How to move forward with your own brilliance and creativity.” First revision: “Who else wants to explode a blah career into a blockbuster lifestyle…using creative talent you didn’t know you had?”

(3) Tired worn-out phrases. “Live the live you’ve always wanted.” “Be the person you were meant to be.”

Sometimes a cliche can be powerful because it’s familiar and  it’s surrounded by original content that gets you to the edge. But usually it’s just … tired.

(4) Abstractions and 4-syllable words. Think of hitting your audience with a two-by-four, metaphorically.

Once I saw a sentence on a website, “Creativity can reduce to marginality.” I hope nobody paid for that copy.

(5) Definitions and quotes. So many websites include a definition of the services offered. “A financial planner is…” Or, “The definition of mentoring is…”

Let’s face it: who likes reading definitions? When I was a college professor, I used to mark down papers that began with a definition…and I wasn’t even a copywriter. I just like to read interesting things.

Instead of defining your services, use edgy copywriting to tell a story about what you do. For example, a real estate investment mentor (who’s a Role Model archetype) might say:

“When you hire me as a mentor, you benefit from the mistakes I made when I started out doing exactly where you are today. You won’t lose money the way I did when I bought my first rental property. I made every mistake in the book. I didn’t screen my tenants, so I got deadbeats who poked holes in the living room. I chose a location that scared everyone away: who knew this street was famous for late night action – not the kind you associate with lullabies and bedtime stories? Everybody but me….”

On the other hand, some people are so afraid of being bland they turn into Tony Sopranos. The word “bada– ” has become as commonplace as “amazing.” What we used to call the F-word has become a way to say, “I’m hip! I’m with it! I’m non-judgmental!” (I’m not squeamish, but writing out these words is a good way to send your emails to marketing jail.)

Most people I know aren’t shy about using some pretty colorful language, but it just doesn’t look the same when it’s integrated into your copy. The style that makes you a good buddy to meet for coffee won’t help you come across as a credible professional.

Some audiences will relish the Tony Soprano style; some will shrug it off; and of course some will be turned away. It’s hard to predict how audiences will react: some 80-year-old grandmas are swearing like sailors and I know a 30-ish ex-marine who refuses to say so much as “damn.”

When you know how to write edgy copy with the right blend of Tony Soprano and Miss Congeniality, you turn even the dullest product into something that’s irresistible and engaging. It’s not always easy to find the right mix of edge and professionalism, and that’s where I come in. As a professional working with professionals, I help you build a message and write copy that you’ll be proud to share. Many of my clients begin with, “I can’t afford to sound pushy or sleazy;” they’re relieved that we can persuade in a style that’s totally appropriate to the way they engage with their own clients.

Would you like me to  take a deep dive review into your own copy? That’s the first step to hiring me to write your copy or support your DIY copywriting with some copy coaching.  Send me a message if you’d like a short email or 15-min phone conversation to set up the logistics and see if I’m a good fit for you.

Get more copywriting tips in “21-Point  Checklist To Get Higher Converting Copy (Even When You Do It Yourself)” – Click here for the download.

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