When you're creating your website, how do you decide what you should put on it? Usually, there are three categories of content. It's common to see a portfolio of work or a list of notable clients. If you have client testimonials those usually get included. Then there's the giant list of all the things you can do and the services you offer. But almost everyone leaves out the most important category of information. On the majority of websites I review there is one giant thing missing.
Here are some questions to ask yourself when you are creating a website for your WordPress business.
- Who am I speaking to?
- What matters to them?
- What can I do to give my clients what they really care about?
There's a huge difference between writing the copy for your own website and creating a resume. Most people I talk to treat their website as their online resume. If you're trying to get hired for a job working for a company, that's a great idea. But recruiters and your clients are entirely different audiences who care about entirely different things.
Recruiters care about technical details like what programming languages you have mastered, your SEO skills, how you manage servers, the tools you work with, etc. But your clients don't care about any of that stuff. Most of the time they don't even know what any of that stuff means. Your clients care about THEIR BUSINESSES and they want to know if you have what it takes to help them.
Last week I read an article on a popular WordPress news site. The article was about how business owners can successfully choose a good WordPress developer to work with. Two things really stood out to me in this article.
First, I've never worked with a client who would ever do any of the things that were recommended. The author recommends that your potential clients use Slack and Twitter to reach out to developers they might want to work with. I've never had a client who even knows what Slack is. Furthermore, most of my clients aren't even on Twitter. If they are, they aren't active. They pretty much just have an empty account. Local business owners aren't often into the tech scene and have never even heard of Slack and they don't use Twitter. So, if you're building your website with a blurry or false picture of who your audience is and how they are going to reach you, you are wasting your time and – even worse – scaring off potential clients because they are going to think you're not talking to them and therefore working with you is not going to be a good fit. So, rather than doing that, get a clear, accurate picture of who you are talking to and create content that resonates with them.
Second, the author makes the subtle assumption that clients lead the development of websites. This is what everybody does, but, as we've talked about many times before, this is the opposite of what we teach. We teach that YOU should lead your clients because if you do that you fundamentally change the nature of the relationship and that sets the stage for success. That's how you stop client nit-picking. That's how you limit change requests, and that's how you raise your rates without risking losing the job to other cheaper developers.
Creating a website for your WordPress business that attracts clients is a hard thing to do and very few people are doing it successfully. Most people are simply posting online resumes with a few client testimonials sprinkled on top. If that's what really worked then everyone would be having success. But that's not what works.
Figuring out the right approach depends heavily on the type of websites you create and who your target audience is. That's going to be different for everyone. So, if you want to talk about how to implement these ideas into your own website for your WordPress business, schedule a free 1:1 call with me and we'll talk about it.
We'll get on the phone for about 45 minutes and you'll come away with at least three things:
- Clarity on who your ideal target audience is
- What your rates should be when working with that audience
- How you can start generating recurring revenue for your business right away
If that sounds good, go ahead and schedule a call.