The last thing you should do if you want to grow your business is NOT SHOW UP.
A week ago, my family was circled around the computer to meet our (likely) new babysitter.
I had been messaging this woman (she is a college grad, married, works for a pediatrician, and wants a little side work) for a week. I was super confident that she was the ONE.
She asked all the right questions.
She was eager.
She didn’t have any sketchy photos on Facebook.
I finally was going to get consistent childcare (besides Grammy).
She didn’t show.
No text, no call, no apology.
She ghosted me.
And you want to know something scary?
You might be doing the same thing.
Do you take the time to build relationships on Instagram?
You send DMs.
You send audio messages.
You comment on your ideal clients’ posts.
But when they decide to take your relationship to the next level and check out your website - you DON'T SHOW UP.
It’s as if you disappeared.
Your voice is missing.
You don’t offer value.
You are unclear.
Your ideal client is left feeling confused and disappointed. Their confidence in your professionalism is shaken.
It’s as if you didn’t show up to the interview.
Some people don’t see the value in websites anymore. But I’m here to tell you that your website is one of the best tools for you to take your ideal client relationships to the next level.
3 tips on how to show up on your website:
Write how you speak.
Don’t lose your voice just because you think your website should be “professional.” Your ideal clients want to work with YOU. They have likely connected with you on social media because they like you, they relate to you, and they trust you. If you hire an experienced copywriter, they will ask the right questions, listen carefully, and weave your voice throughout the copy while still being strategic.
Speak directly to your customer’s pain points.
Imagine your website as an interview. In an interview, you speak directly to the job listing and the needs of the employer. You share your qualifications in a way that convinces the employer that you’re right for the job, you will make their lives easier, and you’re worth the investment. Do the same for your ideal customers. Let them know you understand them, validate their pain points, and then tell them how you are going to solve their problems and make their lives better.
Keep your copy short.
This may be an unpopular opinion, but I’m not a fan of super wordy websites. Short and focused copy offers your readers the information they need, as quickly as possible. They don’t need to know absolutely everything about you and your business, they need to know just enough to get them to click “buy now” or “schedule a call.” Lengthy websites tend to be more indulgent than convincing anyway. An easy way to shorten your copy is to read it aloud. If you feel bored or out of breath, you need to cut it down. Delete unnecessary words and make sure your copy is easy to skim.
Which one of these tips are you going to try first? Comment below!