Written by Erin Gleig
A solopreneur website is a vital part of your marketing plan. Whether you are a wedding coordinator, yoga instructor, or photographer, your prospective clients will likely research your business before contacting you. Since your solopreneur website is often the first impression of your business, it is vital that you create a website that achieves your marketing goals. By being well-planned, your website will positively impact your business.
Slapping together a website and hoping for the best is a recipe for failure. Consumers in today’s marketplace view about 20-30 websites a day. They range from informational (news, blogs), to businesses, to anything you can think of. So how does your website stand out? Answer: You need a plan that targets your ideal customer. Every piece of marketing you do once you decide your ideal customer will speak to them. Breathe easy. When I was first starting my business I was overwhelmed by how much competition there was. How does anyone get noticed amid billions of websites?
The good news is that by devising a plan you can win this battle. Develop a strategy for your website. Your website should display content that speaks to your ideal client, allows for a simple journey through your website, and functions properly.
Get a plan!
When it comes to creating your website, the first items you’ll need is a pen and paper. What?! Hear me out. You need a plan. Write it down. Nothing fancy. Answer the following questions:
* Who are you targeting with your website?
* What is the problem you solve?
* How do you solve this better than everyone else?
* What content is your ideal customer looking for?
* Do you have an opt-in?
* Are you going to provide a business blog on your website? Hint: A blog is great if you actually provide content, but if you don’t have time to do this or don’t have a third-party service to provide content I would advise not having a blog at all. Empty blogs can make your business appear closed—not what you are aiming for.
Do your research
You’ve probably heard it a million times before, but by researching your ideal clients your website strategy will be easier and more effective. Instead of shooting in the
dark, you’ll actually see your target. Think of your ideal client. How can you help them? How do they think? What do they want to achieve?
Before designing your business website you should understand how your user will use your website, what they need, and why they have come to your site. By researching your users you will be able to get them to reach their goal as a result of coming to your website. This increases satisfaction. Happy website user equals happy customer!
An important aspect of researching your user is talking to them! Get to know your people. Find out what motivates them. What are they having difficulty with? This information will help you present your content in a way that complements the way your user thinks and acts.
Plan your user journey
Think, write, and talk to your ideal customer about how your services can benefit them and solve their problem. Plan how you want your user to move through your website. Break it down on paper so that each service you provide has a page. A user journey is the path a user travels through your website. The journey the user takes should be simple and allow them to achieve their goal. It could be receiving an opt-in or booking you for a service. Providing your user with a simple journey through your website increases trust and keeps your prospective client happy. Everyone has experienced websites that make them so frustrated that they end up leaving. I recently left a subscription stock photo site because downloading my already paid for photos was a frustrating experience. I cancelled my subscription because I couldn’t stand having to go through this difficult process every time I wanted a photo, despite their photography being appealing. By allowing your user to attain their goal (for example, purchase a product or schedule an appointment) you’ll make your client’s experience with your website a positive one.
Providing your user a simple journey through your website increases trust and keeps your prospective client happy.
Tailor your content
Once you’ve planned your user journey you’ll have a better idea of what content you should discuss and how to present it. When I first write copy for a webpage or article I break down what I’m going to talk about with headlines and subheadlines, then fill in the rest. Remember that people only scan online articles—they don’t read them word for word. It is important to put your main points in your first paragraph, or if it’s a landing page, above-the-fold. Explain how you’re going to help solve your client’s problem and express empathy for their problem. You are a person, not a
robot. Show your personality. People trust authentic conversations, not industry jargon.
Once you’ve planned your user journeys you’ll have a better idea on what content you should discuss and how to present it.
Your website should function properly
The first aspect of your solopreneur website is that it should be technically sound. If you have broken links, slow loading pages, or broken forms then you’ll lose your prospective client. Do a technical audit of your website several times a year to ensure that the website is operating as it should. If you hire a web developer, they will be able to make sure the technical aspects of having a high ranking website are implemented. They will consider the speed of your website, whether the site can be indexed correctly by search engines, and if there are any technical aspects that are negatively affecting your rank. Your website should be designed for all devices. The majority of online traffic is mobile. By not making your website responsive you are losing a large portion of your potential audience.
By devising a plan on how your solopreneur website should flow your users will have a positive experience. This will increase trust with your prospective client. Design the site with your ideal client in mind. The layout, content, and design elements should reflect your ideal client’s motivations and move them forward in your sales funnel. As a service provider, your website will often be the first spot where they interact with your business. Give them a great experience and you may just start a very rewarding relationship.
Erin Gleig is a web developer and graphic designer who runs EMG Design. Before launching her company she worked in television broadcasting and there became proficient in the art of “less is more.” The focus of her work is to help clients plan out their websites well so that it does more of the work for them. While her website does its part, Erin has more down time to volunteer for various community organizations, spend time with her family, and get her hands dirty making ceramics.