As the creator of a web design training program “Create, Connect, Convert”, one of the most common questions I hear is, “Why do I need a website when I have built my entire business on word of mouth?” And that is a GREAT question and one you should be clear on when creating your web presence.
When it comes to creating your website, one of the biggest mistakes I see entrepreneurs make is to work with a brand or website designer who focuses only on making them look good.
But unfortunately, they end up with a high priced online brochure that is static and does nothing to grow their business or connect with their ideal clients.
As someone with almost 20 years experience as an online strategist, and branding, web, and development specialist, when I work with clients I not only focus on making you stand out with uniquely you visuals, but I make sure your website is set up to connect with your ideal clients, build your community and create a successful business.
The truth is, there are many ways to use your website to grow your business…but these 5 are especially important.
1 – A Place to Build Your Mailing List
The importance of building a mailing list must not be overlooked. I heard a story the other day that was heartbreaking, and it’s why I decided to write this post.
Many yoga teachers or health practitioners work out of a studio, office space, spa, or clinic. If you fall into this category, pay close attention to this story. A friend of mine who is a yoga teacher was teaching at a studio for more than 8 years. She had a huge following and was sustaining a comfortable living.
But the studio was sold and new ownership took over. My friend didn’t resonate with the new owners. She decided she wanted to branch out and start building classes in her own space.
This is where the story gets upsetting. What she realized was that she had no ownership of the mailing list that she had helped build for the last 8 years.
In fact, she had no mailing list at all. So as she tried to think of ways to build up her classes in this new space she had rented, she realized she was going to have to start from scratch attracting new clients to her classes.
This was a huge hit to her financially. But she was also was upset because the people who had been coming to her classes for years had invested a lot in their practice with her–there was a real trust between them. She tried to spread the news about her new space via word of mouth, but there were many former clients whom she was unable to contact.
If she had been looking ahead and planning for her business’s future, she would have made sure that she was finding ways to build her mailing list over the years. The fact is that in today’s world, your business is your mailing list.
2 – Building a Client Relationship Through Free Content
It isn’t enough to just build a mailing list. To be a thriving, relevant business in today’s world, you also need to put out valuable free content. Notice I didn’t just say free content; I said VALUABLE free content.
Your site should be optimized to collect the email addresses of your visitors. And you do this by encouraging them to sign up for your mailing list by giving away a premium, valuable free offer.
Your freebie needs to solve a problem or address a need of your ideal client. For instance, if you are a yoga teacher with clients who travel for work, you could offer a freebie on your site entitled “Guide to Keeping Up Your Yoga Practice While Traveling”.
This guide could take the form of a video series, a pdf with images and words, or it could be an audio file of you guiding them through a 20 min practice they could do in their hotel room. All of these things could easily be put together on your home computer and a smartphone. Then once they sign up for your mailing list, they download the freebie from your site.
3 – Selling in a Whole New Way
Another reason you need the RIGHT website is
And you guessed it–the best way for them to get to know you, especially while you are busy teaching classes, running retreats or working with private clients, is through ongoing valuable, free content that you give away on your website.
This ongoing valuable, free content should be something you love to do. If you love affirmations, then give away an affirmation a week as your weekly email. Or it could be something you do repeatedly, like writing blog articles about questions you answer frequently after class.
Or maybe you love video so you offer a video pose of the week. The point is, whatever you give away should be something you feel comfortable doing, something you do well, and something you know you can keep up with. It is also important that your ideal client will feel this information is valuable and that it gives him or her a taste of what it will be like to work with you.
When you give away free content that connects with your ideal clients on a regular basis, it keeps you and your products and services at the forefront of their minds. Then, when you are ready to sell something and you ask your list of clients to “buy,” they will be ready and willing to invest in you.
4 – the Phenomenon of “Shareable Content”
Another important difference between not having a website and having the RIGHT website that is setup correctly where you give away valuable free content, is the RIGHT website will allow you to benefit from the phenomenon of “shareable content”.
When you work with a professional web designer to create a site for you or with a mentor to help you create a DIY website like in Create, Connect, Convert, you can ask him/her to make sure your blog pages are shareable via social media and email. This way, anyone visiting your site who is moved by your content can with the click of a button share this content with his/her entire social network or friends.
Remember how at the beginning of this article my heart-centered entrepreneur said, “Why do I need a website when I have built my entire business on word of mouth?”
Having the RIGHT website will allow you to take the concept of word of mouth and multiply its positive effects times a million through “shareable content”. There is no better way to grow your business than with shareable content and the social proof that it offers.
When a prospective ideal client gets a recommendation from a friend like, “Hey I just read this article by an amazing yoga teacher in your area. I think you would love it too!” there is already a sense of trust between you and the prospective client. This is because the friend has built
If you have built your business on word of mouth so far, then you are a perfect candidate for the RIGHT website. A website that has been optimized to share your free content through social media will allow you to grow and flourish beyond your wildest dreams, because of the power of shareable content, social proof, and client testimonials.
5 – Number Five Reason – Your Website Works for You While You are Busy Doing Other Things
I have already mentioned this, but the RIGHT website combined with your valuable free content will work for you while you are busy doing other things.
The RIGHT website combined with your valuable, free content WILL help you attract a steady stream of clients, grow the relationship with the clients you already have, and has the ability to attract limitless opportunities.
I know that creating the RIGHT website can be overwhelming and confusing, so I invite you to set up a Discovery Call with me, a FREE 30 min. call to figure out what the best plan forward is for you – CLICK HERE.