20/20

Make It Easy on Your Customers

On day 13 of the 20/20 Visibility Challenge I wrote about landing pages and getting your fans to join you on a longer-term relationship by adding them to your email list. If you missed this then you can find it here if you would like to recap.

Today I want to recap on this principle and talk about extending landing page logic to your website.

Basically, I want you to get really simple! You have my full permission to let your brain run on power saving mode! Here’s what I mean…

Often my clients (and I’ve been totally guilty of this myself too) over-complicate their websites. This happens for two reasons:

1. You have a lot to offer the world, and you want to chuck it all out there. Unfortunately this can look disorganized and overwhelming. You lose the wood for the trees. Or in other words, you lose the call to action in all the details.

2. You are too close to your business to be objective. You know what you do like the back of your own hand, and so to your mind it doesn’t need a crystal clear, dumbed-down explanation. But newsflash – your new prospects have never seen you before! They haven’t been inside your head for the last couple of years while you have nurtured your business from a tiny seed to a lovely green sapling.

I can’t overstate the importance of these points enough.
When writing your web copy and planning your layout – put yourself in the shoes of a total stranger.

It’s super helpful to get some friends from outside of your industry to proofread your site for you to make sure it all makes sense.

A couple of years ago when I built my first coaching website, I was so happy and proud. Then a friend of mine looked it over for me and, while she thought it was very visually attractive, she wasn’t sure what kind of coaching I was offering. Duh! I had skipped a crucial point.

We can easily miss these things when we are so rapped up in our own business.

Book Recommendation and 20 Minute Task

If you have 20 minutes plus a little budget to spare, I would recommend ordering this book.

Don’t Make Me Think – Steve Krug

It’s brilliant for explaining how website usability impacts your customers’ behavior. And it has pictures!

Alternatively, why not spend 20 minutes looking at your website with a fresh perspective. Put yourself in the shoes of a complete stranger who has never seen your site before. And recruit a friend or two to give it the critical eye for you from an outsider perspective.

Is it immediately obvious what the site is for?
If they want to contact you, where do they go and are there options (phone, email, contact form)?
How does this look on mobile?

Final point – this just makes me want to reference the Ronseal adverts again. It does what it says on the tin.
If you website is the ‘tin’ for your business, then does it do what it says on the tin?

See you tomorrow!

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