Picture it: You have this magical little gnome that sits up all day and all night in a special room you built for them. People have heard about your business,and are sent to this gnome’s door to find out more. After opening the door, the gnome tells these people how wonderful your business is and why they should buy from YOU and no one else.
When we first start out as a creative business owner, we know that we need a website. That’s a given. There are an overwhelming number of possibilities when it comes to options for getting started. You pick a theme, plugin some colors and put your items up for sale…and…you’re done!
The customers will come rolling in because you’ve taken the initiative!
Hold on there, cowboy or cowgirl. There is a lot more that goes into growing a successful business with your website.
In order to impress the pants off your customers/readers/clients when they land on your online home, giving careful thought to the experience of visiting your website is crucial.
Making your website do the work for you is one of my biggest goals when designing a one-of-a-kind website for my clients. Many processes in our daily business dealings can be automated through our online presence.
So here’s how you can turn your website into a sales machine. No magical gnome required.
Explain why someone should buy from you
Think about the big why behind your product and tell this story to your prospective customers on your product or service pages. Pretend you are at an art show or trade show selling your items, and include the phrase you would use to sell your product. This article can help you nail that down.
People love to buy items that are unique and that you won’t find in a big-box store. So be sure to include the story behind what you do that led you to this business, and describe who your product is for or who you like to work with (them!).
Good places for this are:
- Home page after a clear explanation of what you do
- About page, before your bio
- On it’s own dedicated page named appropriately, like Work With Me or Our Story.
Prompt your visitors to take action
In general, every page should have clear information, then a call to action prompting them about what to do next.
Answer this question: What is the one thing you want users to do when they are on your site?
Buy your product? Sign up for your mailing list? Get in touch for a consultation?
When you have decided on this one action, go through your site and be sure you prompt them and link to the appropriate place to complete this action. This could be in the form of an opt-in form for your mailing list, a link to fill out an intake form and schedule their first consultation, or a link to view your top selling items.
Guide clients through your process
If you offer a creative service for your clients, it helps to know what that looks like before they will work with you. This also cuts down on the prospective calls or emails that go nowhere because people will already know if you are the one they want to work with.
You can do this by breaking your process down into logical steps.
- What will they experience in your first consultation?
- What payment do you expect and when?
- What work can they expect on their part?
- How long can they expect the process to last?
- What will they receive at the end of your time together?
Include your steps on a dedicated page of your website. This page is usually called “Work With Me.”
Communicate your brand story.
Using visual cues to tell your brand story is the first step in attracting your ideal clients and signaling to them that they are in the right place. Be consistent with your color palette, textures and fonts throughout your website. This builds trust and establishes your business as professional, not a hobby. You can spot an amateur a mile away because they use ALL the colors, fonts, and images at their disposal.
Spend some time designing your brand’s visual style guide. Afterward, use this style guide to choose your colors (stick with only these!), your textures and imagery, and your font choices on your website.
This post is a sample from my free email course, Your Creative Business, Up & Running. If you are an entrepreneur that needs to go from creative idea to online presence in a calm and focused way, this is for you.