1 00:00:47,218 --> 00:00:48,826 Emily: Welcome back to the show. 2 00:00:48,826 --> 00:00:52,576 I hope that you are so, so well. 3 00:00:53,236 --> 00:00:57,616 Today I'm talking to you about really how to improve your website when 4 00:00:57,616 --> 00:01:01,336 it comes to the type of content you wanna think about having on there. 5 00:01:01,731 --> 00:01:07,091 And I actually recorded a podcast episode way back when I first started my podcast. 6 00:01:08,121 --> 00:01:12,171 It was episode number 16, and it was about the four types of 7 00:01:12,171 --> 00:01:14,781 content that every business needs. 8 00:01:14,786 --> 00:01:17,391 So you might wanna actually go back and listen to that one for 9 00:01:17,391 --> 00:01:20,371 an overview of content for your business, for your marketing. 10 00:01:20,751 --> 00:01:24,891 And in this episode, I'm applying those four types of content 11 00:01:24,921 --> 00:01:30,411 categories that I teach and share about to your website specifically. 12 00:01:31,236 --> 00:01:35,526 Now before we get into all the juicy tips, I want to remind you, 13 00:01:35,556 --> 00:01:39,726 well, actually, I wanna let you know that applications have just opened 14 00:01:40,089 --> 00:01:41,709 to the Elevate Business Retreat. 15 00:01:41,714 --> 00:01:43,309 So applications have just opened. 16 00:01:44,009 --> 00:01:48,299 Now the Elevate Business Retreat is a retreat I offer exclusively 17 00:01:48,319 --> 00:01:51,949 to my beautiful, amazing, wonderful, smart members of the 18 00:01:51,949 --> 00:01:53,509 modern marketing collective. 19 00:01:53,869 --> 00:01:57,169 But I wanna let you know about it just in case it peaks your 20 00:01:57,169 --> 00:01:59,419 curiosity and your interest. 21 00:01:59,839 --> 00:02:05,579 Now, the retreat is an amazing, magical, wonderful, immersive few days away from, 22 00:02:06,369 --> 00:02:14,299 well, the day-to-day of life of working in your business of the distractions, 23 00:02:14,304 --> 00:02:17,119 the busyness, the getting stuff done. 24 00:02:17,629 --> 00:02:26,359 To step away from that and to be in a beautiful place and space around 25 00:02:26,389 --> 00:02:33,340 myself and a group of eight other business owners, all women, to immerse 26 00:02:33,340 --> 00:02:42,577 yourself in ideas and strategy, talks and thinking and dreaming up 27 00:02:42,577 --> 00:02:45,037 the next level of your business. 28 00:02:45,637 --> 00:02:51,997 To take part in workshops that I run and design and curate, especially for this 29 00:02:51,997 --> 00:03:01,574 retreat, to be part of a hot seat where you get to ask and receive feedback on 30 00:03:01,574 --> 00:03:07,479 that area of business or areas that you would most like to have helpful advice 31 00:03:07,479 --> 00:03:12,353 from people that aren't necessarily in as close to your business as you are, to 32 00:03:12,353 --> 00:03:16,883 hear what perhaps I would do or I would suggest, as well as the other very smart, 33 00:03:17,273 --> 00:03:19,673 amazing businesswoman at the retreat. 34 00:03:20,843 --> 00:03:25,272 And to really step away and walk away from the retreat with a 35 00:03:25,272 --> 00:03:30,327 deeper sense of understanding who you are as an entrepreneur, as a 36 00:03:30,327 --> 00:03:36,867 person and to structure, refine, restructure your business in a 37 00:03:36,867 --> 00:03:38,517 way that really serves you best. 38 00:03:39,492 --> 00:03:44,472 So applications are now open and we have a few coming in already, 39 00:03:44,472 --> 00:03:48,072 so you might wanna hop over pretty fast to go ahead and get yours in. 40 00:03:48,342 --> 00:03:53,352 You can go to emilyosmond.com/business-retreat, find 41 00:03:53,352 --> 00:03:57,352 out all the details, the dates of the 11th through the 13th of October, 2023. 42 00:03:57,942 --> 00:04:01,392 The location is in regional Victoria, a gorgeous town called 43 00:04:01,392 --> 00:04:03,012 Trentham that's here in Australia. 44 00:04:03,402 --> 00:04:06,582 And uh, I think that's kinda the key details to know you can go ahead and 45 00:04:06,587 --> 00:04:07,872 see the different pricing options. 46 00:04:07,877 --> 00:04:12,012 I have an early bird price that is available until the end of 47 00:04:12,012 --> 00:04:15,661 June if there are place still available at that point too. 48 00:04:16,105 --> 00:04:19,144 you can go ahead and put your application in, which is just telling me really like 49 00:04:19,174 --> 00:04:22,444 a little bit about you, your business, what you'd like to get out of the retreat 50 00:04:22,714 --> 00:04:25,894 so I can let you know if I think it's gonna be a really good decision for you. 51 00:04:26,275 --> 00:04:26,844 alrighty. 52 00:04:26,934 --> 00:04:27,984 So that's that. 53 00:04:27,989 --> 00:04:30,624 Now let's get into this episode. 54 00:04:36,498 --> 00:04:40,848 So I wanna set the picture here by sharing with you the four types of content that 55 00:04:41,298 --> 00:04:47,418 I teach that is super, super helpful for you to structure your content, your 56 00:04:47,418 --> 00:04:51,228 marketing, all of the things around, whether it's your Instagram, whether 57 00:04:51,228 --> 00:04:55,301 it's your email marketing, whether it's your bio, how you structure things. 58 00:04:55,301 --> 00:04:58,961 And in this episode we're looking at how you bring these four types of content 59 00:04:59,011 --> 00:05:02,441 categories onto your website specifically. 60 00:05:03,041 --> 00:05:06,491 Now as you are listening to this episode, and if you feel as though you'd like 61 00:05:06,491 --> 00:05:10,331 a hand with your website, if you know it's time you actually created one. 62 00:05:10,771 --> 00:05:14,041 If maybe you know that your current website is all outdated and not really 63 00:05:14,041 --> 00:05:18,061 representing how you would like your business to be seen, if you don't 64 00:05:18,061 --> 00:05:21,451 really have the budget, perhaps, do you have a website custom made or you 65 00:05:21,451 --> 00:05:22,651 don't really wanna go down that route? 66 00:05:23,246 --> 00:05:26,186 Or if you just don't really have the expertise, the skills, or the time 67 00:05:26,186 --> 00:05:30,086 to build on yourself from scratch, then I have something for you. 68 00:05:30,416 --> 00:05:36,476 So my wonderful website designer, Emma Troy, creates the most amazing websites. 69 00:05:36,481 --> 00:05:38,636 They're designed on a platform called Show It. 70 00:05:39,086 --> 00:05:42,536 And uh, I really find that it's such a great one for the most 71 00:05:42,536 --> 00:05:44,186 beautiful esthetic designs. 72 00:05:44,401 --> 00:05:47,431 So a few years ago, I came across Emma Troy. 73 00:05:47,431 --> 00:05:48,631 She came recommended to me. 74 00:05:48,631 --> 00:05:52,478 I'd seen some of her websites that she created and contacted her. 75 00:05:52,688 --> 00:05:56,421 I bought one of her templates and she customised it for my business. 76 00:05:56,841 --> 00:06:01,636 And Emma has offered you as listeners and people in my community, A 77 00:06:01,636 --> 00:06:05,086 special on her template so you can go ahead and explore them. 78 00:06:05,086 --> 00:06:09,676 And if you would like to buy one, you can enter the code VIPEMILY to 79 00:06:09,676 --> 00:06:12,706 enjoy $100 off Emma's templates. 80 00:06:12,946 --> 00:06:21,126 So you can head along now to emmatroy.com.au/shop. 81 00:06:21,586 --> 00:06:25,501 You'll also find the link with this podcast too, and go ahead and explore 82 00:06:25,501 --> 00:06:30,696 the beautiful templates that are designed to convert really well as wow. 83 00:06:30,846 --> 00:06:35,736 And like I said, just enter the code VIPEMILY to enjoy a hundred dollars off. 84 00:06:36,216 --> 00:06:36,666 Alrighty. 85 00:06:36,696 --> 00:06:39,126 So the four types of content you wanna be thinking about for your 86 00:06:39,131 --> 00:06:41,646 website is number one, connection. 87 00:06:41,946 --> 00:06:47,496 Number two, credibility, number three, value, and number four, promotion. 88 00:06:47,556 --> 00:06:48,586 So what do I mean by these? 89 00:06:48,766 --> 00:06:51,636 And then we'll get into how you can apply them to your website. 90 00:06:52,151 --> 00:06:57,124 So number one, connection is really how you build loyalty and likability. 91 00:06:57,786 --> 00:07:03,355 And research shows that 86% of consumers say that authenticity is 92 00:07:03,355 --> 00:07:06,955 a really key factor when deciding what brands they like and support. 93 00:07:06,955 --> 00:07:11,125 So pretty much all of us, I would argue, say that authenticity is just 94 00:07:11,125 --> 00:07:15,745 like so important when we decide what businesses we want to buy from, what 95 00:07:15,745 --> 00:07:17,605 brands we would like to work with. 96 00:07:18,865 --> 00:07:22,285 So how can this come across on your website? 97 00:07:22,465 --> 00:07:28,795 So often I will go to someone's about page on their website and 98 00:07:28,795 --> 00:07:30,835 I want to see a photo of them. 99 00:07:31,840 --> 00:07:36,310 I want to see who is behind this amazing small business that I have just found. 100 00:07:36,370 --> 00:07:39,340 I want to hear a little bit about them, what they care 101 00:07:39,340 --> 00:07:41,380 about, what matters to them. 102 00:07:41,800 --> 00:07:44,410 I want to see their face and I want to read what their name is. 103 00:07:44,410 --> 00:07:45,640 I wanna understand what their name is. 104 00:07:45,910 --> 00:07:47,650 So a little checklist here for you. 105 00:07:47,650 --> 00:07:49,210 First of all, do you have an about page? 106 00:07:49,630 --> 00:07:54,070 And I'm pretty sure the about page is one of the most visited pages off websites. 107 00:07:54,370 --> 00:07:57,550 So make sure that you have one there, if it suits and makes sense for your 108 00:07:57,550 --> 00:08:03,193 business, and then check, do you actually introduce yourself on your website? 109 00:08:03,763 --> 00:08:05,383 Do you have a photo of yourself? 110 00:08:05,623 --> 00:08:08,083 If that feels good to you, do you have your name on there? 111 00:08:08,263 --> 00:08:10,663 And often I might see if that isn't About Page, it might kind 112 00:08:10,663 --> 00:08:12,993 of talk about the business. 113 00:08:13,218 --> 00:08:18,387 And this business was created on this date and is a little bit of the background 114 00:08:18,387 --> 00:08:24,117 of the business, but it's very anonymous around who is behind the business. 115 00:08:24,537 --> 00:08:27,627 And I think that as small business owners, it's such an opportunity for 116 00:08:27,627 --> 00:08:31,317 us to build that connection when other of the bigger brands, the corporates, 117 00:08:31,557 --> 00:08:33,377 they can't really do that so easily. 118 00:08:34,047 --> 00:08:39,027 And so take this opportunity to bring yourself into your brand and into 119 00:08:39,027 --> 00:08:43,377 your website and really build on that connection piece with your audience. 120 00:08:44,456 --> 00:08:48,506 Just further on that note is that when you were thinking about writing the copy 121 00:08:48,506 --> 00:08:51,806 for your website, you may like to consider again, if it makes sense for you in your 122 00:08:51,806 --> 00:08:55,166 business to use "I" instead of "we". 123 00:08:55,574 --> 00:09:02,380 So you might like to say, " I really care about", or "I offer this" instead of "we", 124 00:09:02,650 --> 00:09:07,960 if it is really you as the solo business owner or the main person in your business. 125 00:09:08,710 --> 00:09:11,770 That's something that I generally do through my marketing on my 126 00:09:11,770 --> 00:09:15,940 website, through my emails, through my social media, is use the term 127 00:09:16,030 --> 00:09:17,590 "I", because it just makes sense. 128 00:09:17,590 --> 00:09:20,980 I'm the person that is really leading this business and the main person 129 00:09:20,980 --> 00:09:24,380 that also interact with as well. 130 00:09:25,183 --> 00:09:26,543 Okay, so we've looked at connection. 131 00:09:26,543 --> 00:09:27,943 Two is credibility. 132 00:09:28,764 --> 00:09:31,404 And credibility is really about building trust. 133 00:09:32,094 --> 00:09:35,814 Now 70% of people will trust a recommendation from someone 134 00:09:35,814 --> 00:09:37,704 that they don't even know. 135 00:09:38,634 --> 00:09:46,461 And what this tells us is that things like awards, testimonials, 136 00:09:46,780 --> 00:09:54,070 case studies, reviews, even media features are really, really powerful. 137 00:09:54,760 --> 00:09:59,585 And these are basically having other people or other organisations 138 00:09:59,635 --> 00:10:01,505 endorse and recommend us. 139 00:10:02,150 --> 00:10:06,440 So first step here is if you don't actually have any testimonials 140 00:10:06,445 --> 00:10:11,900 or reviews, recommendations, case studies, or any awards or media 141 00:10:11,905 --> 00:10:14,751 that you've been featured in, you may like to start collecting these. 142 00:10:15,530 --> 00:10:19,400 And secondly, seeing as we're talking about how you have these on your website, 143 00:10:19,790 --> 00:10:21,800 Is, are these visible on your website? 144 00:10:22,040 --> 00:10:24,530 Now, you might have these on your homepage somewhere. 145 00:10:24,710 --> 00:10:28,490 Maybe it's a as seen in section and you have logos of different 146 00:10:28,490 --> 00:10:29,750 media that you've been featured in. 147 00:10:30,110 --> 00:10:33,830 You may have some photos of you holding awards. 148 00:10:34,370 --> 00:10:36,980 And hey, how about an idea that you have that on your about page too. 149 00:10:36,980 --> 00:10:40,220 You can double up there having the photo of you and you holding your awards. 150 00:10:40,597 --> 00:10:45,277 you may have a feature in your, maybe it's on the footer of your website. 151 00:10:45,277 --> 00:10:48,727 Maybe it's on those key pages that you actually have some 152 00:10:48,727 --> 00:10:50,437 testimonials, some case studies. 153 00:10:50,442 --> 00:10:53,647 You may even bring in photos of those people, of those clients, of 154 00:10:53,647 --> 00:10:57,167 those students that have, shared some lovely words about you. 155 00:10:57,771 --> 00:10:59,961 So weaving this through your website. 156 00:11:00,291 --> 00:11:06,051 Now, also, you may consider having some of these testimonials on your Offers pages, 157 00:11:06,051 --> 00:11:11,204 talking about how people have, had really amazing results from those different 158 00:11:11,204 --> 00:11:16,541 offerings, those different services, products, programs that you offer, and I 159 00:11:16,541 --> 00:11:21,251 actually spoke about this in last week's episode, looking at your opt-in page and 160 00:11:21,251 --> 00:11:26,501 the potential, have a testimonial there around just the benefits and the amazing 161 00:11:26,506 --> 00:11:29,652 experience that someone has had with that opt-in that they receive from you. 162 00:11:30,161 --> 00:11:34,121 So look at how you can weave these in to different elements of your website. 163 00:11:34,391 --> 00:11:39,672 For instance, on my page which is talking about my podcast on my website, I actually 164 00:11:39,672 --> 00:11:42,002 have reviews of people of my podcast. 165 00:11:42,372 --> 00:11:46,002 So you can see how you can get quite specific here in terms of boosting 166 00:11:46,002 --> 00:11:51,432 your credibility when it comes to the different pages on your website. 167 00:11:51,732 --> 00:11:55,226 And a little other thing here is something I didn't mention with the 168 00:11:55,226 --> 00:11:57,626 credibility is numbers and stats. 169 00:11:58,226 --> 00:12:02,633 So for instance, on my podcast page, I also have the number of countries 170 00:12:02,633 --> 00:12:06,083 that it's listened to in, or that this podcast is listened to in. 171 00:12:06,375 --> 00:12:10,803 I think I've got the number of reviews, of what number stars the reviews are. 172 00:12:11,013 --> 00:12:14,164 I could even have how many years I've been publishing the podcast for. 173 00:12:14,169 --> 00:12:17,464 So just different numbers that help to show that, been around a 174 00:12:17,464 --> 00:12:20,524 while, you've got some credibility there, you've had some great wins. 175 00:12:20,734 --> 00:12:24,184 And looking how you can weave these in across your website to really boost your 176 00:12:24,184 --> 00:12:27,454 credibility and just let your people know that yes, you know what you're 177 00:12:27,454 --> 00:12:32,089 doing, you have some expertise and here are some other people or places or 178 00:12:32,089 --> 00:12:34,709 media or companies that back that up. 179 00:12:36,019 --> 00:12:38,499 Okay, number three is value. 180 00:12:38,889 --> 00:12:42,399 Now, when I talk about value, I really mean. 181 00:12:42,735 --> 00:12:45,165 What is in this for your audience? 182 00:12:45,165 --> 00:12:47,745 So when you're sharing your social media, you wanna think about 183 00:12:47,955 --> 00:12:49,635 bringing value to your audience. 184 00:12:50,385 --> 00:12:53,745 When you are thinking about your website, I want you to think about 185 00:12:53,805 --> 00:13:01,337 really showcasing the value that your business brings to your customers and 186 00:13:01,337 --> 00:13:03,827 making sure this is really, really clear. 187 00:13:04,223 --> 00:13:06,247 Like messaging can be one of the hardest things. 188 00:13:06,247 --> 00:13:09,307 It's one of the modules in the Modern marketing collective, and 189 00:13:09,307 --> 00:13:12,427 it's actually one of the shorter modules, but I say to my students, 190 00:13:12,432 --> 00:13:14,257 this is one of the hardest ones. 191 00:13:14,582 --> 00:13:18,842 Because messaging is a bit of a craft and a bit of a science and 192 00:13:18,842 --> 00:13:21,782 it's can be pretty tricky cuz we're so close to our own business just 193 00:13:21,782 --> 00:13:24,032 to simplify it and break it down. 194 00:13:24,602 --> 00:13:27,572 Now this is something I want you to think about when it comes to your 195 00:13:27,572 --> 00:13:30,422 website, and by the way, in the collective we look at your messaging 196 00:13:30,422 --> 00:13:33,662 because it's so key, because it's something that you apply everywhere. 197 00:13:34,212 --> 00:13:37,872 Like I'm talking about today, on your website, on your social media handles, 198 00:13:38,022 --> 00:13:42,312 through your content, in your bio, all of the touchpoints, and it's also 199 00:13:42,312 --> 00:13:45,942 something that you're likely going to be updating as your business and your 200 00:13:45,947 --> 00:13:48,652 office and your own interests evolve. 201 00:13:49,792 --> 00:13:53,552 So you may wanna do a bit of a check here on your website is it up to 202 00:13:53,552 --> 00:13:56,792 date in terms of the value that you bring, the transformation that you 203 00:13:56,792 --> 00:14:01,172 offer, the problems that you solve, the solutions that you provide. 204 00:14:01,232 --> 00:14:03,752 All these different ways of looking at how to craft your message and the 205 00:14:03,752 --> 00:14:06,032 value you bring to your audience. 206 00:14:06,032 --> 00:14:10,632 And if not, how can you make it so clear and simplify it and make sure that 207 00:14:10,632 --> 00:14:12,362 it's represented across your website? 208 00:14:12,662 --> 00:14:16,502 Often the place here to have it would be in the opening section of your website. 209 00:14:16,502 --> 00:14:19,872 So when people land on your website homepage, that might be a great 210 00:14:19,872 --> 00:14:24,492 spot to have it then as well on your different pages for your offerings, 211 00:14:24,492 --> 00:14:27,732 you would want to think about how it's represented there, and again, in really 212 00:14:27,732 --> 00:14:32,352 that first section so people know is it for them or is it not for them too. 213 00:14:32,862 --> 00:14:36,492 Now, also, when it comes to the value that you have to offer in your business 214 00:14:36,492 --> 00:14:40,865 and to your customers, I often say to my students, and we have a workshop 215 00:14:40,865 --> 00:14:44,565 on this in the collective as well actually by Emma Troy, who I mentioned 216 00:14:44,585 --> 00:14:47,915 earlier in this episode, who has the most amazing website templates. 217 00:14:48,334 --> 00:14:54,244 but around really structuring your website to be really high converting and 218 00:14:54,249 --> 00:14:58,774 looking at mapping out your offerings on there to make it really, really clear. 219 00:14:59,134 --> 00:15:01,324 So "this is for you if"..." 220 00:15:01,669 --> 00:15:03,489 this one is for you, if". 221 00:15:04,384 --> 00:15:10,351 And making it really, really crystal clear and logical as to what 222 00:15:10,771 --> 00:15:13,171 problems your different offers solve. 223 00:15:13,176 --> 00:15:17,911 Now, you may have heard me talk previously about your different offerings, and I call 224 00:15:17,916 --> 00:15:22,621 this your offer ecosystem, and I do have a bias to keeping this really, really simple 225 00:15:22,621 --> 00:15:26,416 to having maybe an introductory offer for people to get a taster of working with 226 00:15:26,416 --> 00:15:30,466 you, a signature offer that you build your business around, and then a V I P offer. 227 00:15:30,466 --> 00:15:35,236 That might be a great next step or more intimate offering for 228 00:15:35,296 --> 00:15:38,056 the people that already love you and love to work with you. 229 00:15:38,799 --> 00:15:42,389 again, I actually have a whole training and module on this in the Modern Marketing 230 00:15:42,394 --> 00:15:45,659 Collective, but I've just given you a little overview of what that looks like. 231 00:15:45,929 --> 00:15:49,229 So when you are looking at your value and what you have to offer in representing 232 00:15:49,229 --> 00:15:54,179 this on your website, again, this might be how you present your different offerings 233 00:15:54,629 --> 00:15:56,709 and make them really clear, really simple. 234 00:15:57,659 --> 00:16:00,479 Break them down into those three things you might have them displayed as 235 00:16:00,479 --> 00:16:04,169 those three different offerings across your homepage, each of them linking 236 00:16:04,169 --> 00:16:09,029 to that page about that particular offer and the problem it solves, who 237 00:16:09,034 --> 00:16:10,589 it's for, the value that it brings. 238 00:16:10,589 --> 00:16:13,619 So I hope that kind of just helps you maybe visualise how you can 239 00:16:13,619 --> 00:16:16,931 display information on your website. 240 00:16:17,794 --> 00:16:18,244 Okay. 241 00:16:18,514 --> 00:16:24,349 Let's move to the last one here, which is Promotion, and I've just touched on 242 00:16:24,349 --> 00:16:28,759 this a little bit too, but promotion is really how people can buy from 243 00:16:28,759 --> 00:16:31,519 you, what exactly it is that you sell. 244 00:16:32,263 --> 00:16:37,663 Now, my little tip for you here is to have lots and lots of invitations 245 00:16:37,663 --> 00:16:40,603 across your website, and I really call promotion and selling. 246 00:16:40,993 --> 00:16:42,373 It's really an invitation. 247 00:16:42,763 --> 00:16:46,153 You're only ever going to have a very small percentage of people 248 00:16:46,153 --> 00:16:48,073 who buy from you in your audience. 249 00:16:48,073 --> 00:16:52,093 So for instance, you'll have a lot of people that may visit your website 250 00:16:52,453 --> 00:16:56,173 relative to the number of people that are actually going to buy any one time. 251 00:16:56,173 --> 00:16:56,983 So when do you know that? 252 00:16:56,983 --> 00:17:01,423 I think it just helps give permission or awareness even that your ever 253 00:17:01,453 --> 00:17:04,914 only going to have a small percentage of people buy and that's normal. 254 00:17:05,484 --> 00:17:09,054 So you just keep putting yourself out there and keep inviting people and keep 255 00:17:09,114 --> 00:17:13,394 letting that invitation be there knowing that you are just doing it for those 256 00:17:13,394 --> 00:17:17,214 percentage of people, that small group of people that are ready to buy now. 257 00:17:17,574 --> 00:17:20,664 And I think it just helps normalise as well. 258 00:17:21,279 --> 00:17:27,509 Building up that demand over time, knowing that when you put something out 259 00:17:27,509 --> 00:17:32,049 there, It is not going to be everyone in your audience that buys right now, 260 00:17:32,049 --> 00:17:34,779 but you are setting the scene and letting people know and helping people 261 00:17:34,779 --> 00:17:38,649 build the trust and the desire and that demand for what you have to offer. 262 00:17:39,339 --> 00:17:42,219 Okay, so when it comes to promotion across your website, we wanna make sure 263 00:17:42,219 --> 00:17:43,959 you have lots and lots of invitations. 264 00:17:44,434 --> 00:17:48,294 So Emma and I, I'm pretty sure we chatted about this in the episode, a couple of 265 00:17:48,294 --> 00:17:52,344 episodes back around creating a high converting website, but making sure that 266 00:17:52,344 --> 00:17:55,884 there aren't, I call them dead ends, and I talk about this through your content 267 00:17:55,884 --> 00:17:57,954 not having dead ends through your content. 268 00:17:58,224 --> 00:17:59,814 For instance, the end of social media posts. 269 00:17:59,819 --> 00:18:03,509 Don't just end without giving people an invitation of what to do, whether 270 00:18:03,719 --> 00:18:07,239 that's to comment and engage, whether that's to jump over and grab your 271 00:18:07,239 --> 00:18:10,692 lead magnet, or whether that's to go ahead and get in touch with you or 272 00:18:10,752 --> 00:18:12,432 buy something that you have to offer. 273 00:18:12,492 --> 00:18:16,392 And it's the same thing around not having dead ends on your website. 274 00:18:16,812 --> 00:18:19,182 So on your homepage, where are you linking people to? 275 00:18:20,352 --> 00:18:23,262 Is there links through to those offerings that you have? 276 00:18:23,262 --> 00:18:27,882 Are there links through to get your lead magnet, on your about page, knowing 277 00:18:27,882 --> 00:18:31,332 that that could well be one of the most visited pages on your websites, where 278 00:18:31,332 --> 00:18:33,487 would you like people to go to next? 279 00:18:34,213 --> 00:18:39,778 Also as well, thinking about on your website if you think that people or your 280 00:18:39,778 --> 00:18:43,108 experience that people may have some questions that pop up as they are reading, 281 00:18:43,288 --> 00:18:47,658 even invitations for people to reach out and get in touch with you and ask you on 282 00:18:47,658 --> 00:18:52,473 my page about my core offer, the modern marketing collective, I have details. 283 00:18:52,473 --> 00:18:54,633 Hey, if you've got any questions, don't hesitate to reach out 284 00:18:54,633 --> 00:18:56,193 and email this email address. 285 00:18:56,493 --> 00:19:00,393 So even letting people know what they can do if they're not ready to take 286 00:19:00,393 --> 00:19:02,157 that main step that you have for them. 287 00:19:02,157 --> 00:19:06,010 But what might be a great step in the meantime or a way that they can get help, 288 00:19:06,040 --> 00:19:09,260 ask questions, have support too, is a nice way to think about things as well. 289 00:19:10,686 --> 00:19:14,826 Now I also want you to think about what is that next step for people. 290 00:19:15,156 --> 00:19:18,876 So if you have displayed your services, and remember how I spoke a little bit 291 00:19:18,881 --> 00:19:22,071 about ordering your offers, making them super, super clear for people 292 00:19:22,071 --> 00:19:25,071 to understand each of those different defined offerings that you have. 293 00:19:25,071 --> 00:19:27,831 And this might be something that you're building in your business as you go. 294 00:19:27,831 --> 00:19:30,801 I know that I definitely didn't start there when I started my business. 295 00:19:31,133 --> 00:19:33,381 but okay, what is the next step for them? 296 00:19:33,861 --> 00:19:35,691 Is it to go ahead and book a chat with you? 297 00:19:35,961 --> 00:19:38,871 Is it to go ahead and submit a inquiry form? 298 00:19:38,931 --> 00:19:43,830 Is it to submit an application and making sure that you have, maybe 299 00:19:43,835 --> 00:19:47,100 it's like a really nice, clear, bright button so people know. 300 00:19:47,640 --> 00:19:53,580 Click here to apply or book a chat really explicitly letting people 301 00:19:53,580 --> 00:19:58,230 know what the next thing for them to do is what that next step is. 302 00:19:58,530 --> 00:20:01,920 For instance, I mentioned at the side of this episode that my retreat is now open 303 00:20:01,920 --> 00:20:06,360 for applications, and at the bottom of that page, I have a bright orange button 304 00:20:06,365 --> 00:20:10,080 that says, because there's something like a click here to apply or apply now, 305 00:20:10,470 --> 00:20:14,820 making it really, really obvious for people visually through the language that 306 00:20:14,820 --> 00:20:17,610 you use and with multiple places too. 307 00:20:18,510 --> 00:20:21,930 And if you have quite a long page about one of your offers or quite a long 308 00:20:21,930 --> 00:20:25,980 sales page, think about whether it would make sense for you to have those 309 00:20:25,980 --> 00:20:30,210 buttons multiple times down that page as well as people are reading and they're 310 00:20:30,210 --> 00:20:32,790 like, oh yeah, I'm so ready to do this, that they don't have to scroll all 311 00:20:32,795 --> 00:20:34,540 the way to the bottom of the page too. 312 00:20:35,363 --> 00:20:40,493 So that is an overview of how to apply these four types of content 313 00:20:40,703 --> 00:20:42,713 to your website specifically. 314 00:20:42,992 --> 00:20:47,279 I love kind of looking at the different ways that we can take this same framework 315 00:20:47,609 --> 00:20:53,459 of the connection, the credibility, the value, and the promotion, and 316 00:20:53,464 --> 00:20:58,499 really filter the way that you are marketing through this framework. 317 00:20:58,889 --> 00:21:00,479 So I hope that was helpful for you. 318 00:21:00,479 --> 00:21:03,539 I could probably talk on and on and look at all different, even more areas of 319 00:21:03,539 --> 00:21:05,879 your website, but let's keep it concise. 320 00:21:06,209 --> 00:21:09,763 I will wrap it up there don't forget as well that if you would like a hand 321 00:21:09,763 --> 00:21:12,883 to have maybe your website updated. 322 00:21:12,883 --> 00:21:17,383 You know that you just don't have the time or the skills right now to be able 323 00:21:17,383 --> 00:21:19,423 to create your own website from scratch. 324 00:21:19,453 --> 00:21:21,733 Maybe you don't have the budget, or you just don't really want to 325 00:21:21,733 --> 00:21:25,243 go ahead and hire someone to design your own website from scratch too. 326 00:21:25,573 --> 00:21:29,913 And you think that a template might be a brilliant way for you to get your hands 327 00:21:30,433 --> 00:21:36,096 on a really intentionally designed, Website framework for you then to make 328 00:21:36,096 --> 00:21:41,556 your own with your own images, your own copy your own colors, your own branding 329 00:21:41,586 --> 00:21:47,316 then you may well like to check out Emma Troy, who is a exceptional designer. 330 00:21:47,316 --> 00:21:48,846 She specialises in, Show it. 331 00:21:48,846 --> 00:21:51,553 I think she's a recognised partner with Show it or something too. 332 00:21:51,733 --> 00:21:52,543 It'll be on her website. 333 00:21:53,143 --> 00:21:58,633 But you can go to emmatroy.com.au/shop or just Google, Emma Troy. 334 00:21:58,993 --> 00:22:02,533 Jump over, check out her templates and if you would like to buy one, then you can 335 00:22:02,533 --> 00:22:06,535 make the most of my affiliate code being a proud affiliate for Emma, having worked 336 00:22:06,540 --> 00:22:08,006 with her myself for the last few years. 337 00:22:08,385 --> 00:22:12,595 So you can enter VIPEMILY to enjoy a hundred dollars off her templates. 338 00:22:12,655 --> 00:22:16,825 All right, that is it from me, and I will speak with you really, really soon. 339 00:22:16,985 --> 00:22:17,205 Bye.