Right… You’ve got somewhat of a business idea, and you feel like you’re ready to start accepting customers. And now it’s time for a website? Wonderful! But wait a sec, do you know what to put on your website? If you’re unsure, I’ve got some tips for you! So, keep reading!

Before you start creating content

Figuring out the right words to put on your website can be a tough challenge. This is especially true when you’re in the early days of your business and being online.

You want to be able to clearly articulate what you do, and position yourself as an expert with your website. Ideally, also you’d want to convert casual browsers into buyers who give you money. Otherwise, what’s the point, right?

So you’ve got three challenges here, actually:

• Articulating the problem you solve, or the desire you fulfil. And for who? (Your unique value proposition.)
• Positioning yourself as a trusted, go-to person for that solution.
• Getting the website visitor to take action.

Phew! This seems like it’s getting complicated! But don’t worry, I’m here to help! Let’s keep going…

Your value proposition

Your unique value proposition is a crucial statement that sets you apart from everyone else. You don’t want to be in the sea of professional coaches, lawyers, architects, meditation teachers, etc. Right? I hope you get the idea. ’cause getting this wrong IS what’s going to make your lead go with the next result down in Google Search results. Tch.

Although I do have a good idea of when a defined value proposition is needed, I’m exactly the best person to teach this. So at this point, I’m going to recommend Tash Corbin’s [FREE!] niche training – Nail That Niche. (Seriously, she’s really good!) Also, if you’re not quite available for a bit of training, you can also check out Tash’s podcast episodes… I highly recommend: ‘What is a value proposition? How do you articulate yours?’, and ‘How to identify your target market’.

If you know what your unique value proposition is, and who it’s for, it helps immensely! You’ll have a much better idea on what words to craft for the copy on your website.

Putting content on your website to position yourself

Listen, if you’re running a business and want to make some serious dough (not pennies), your customers need to know you’re bees knees! There are a number of things you can do here:

• Include photos of the real you. (And your team, if you have them.) Bonus points if you have pictures of you and/or your team actually doing work, fulfilling orders (if you’re doing eCommerce with physical goods), and/or serving people.
• Testimonials and case studies.
• Blogs and information to show you’re a smart bean who is up to date with their industry.
• Contact details, an address (suburb or PO box at least), legal pages, and other shiz to show you’re a real business.

Use real photos of you on your website to gain trust and credibility with your audience.

Let’s see it!

So first, let me tell you how not to do this: Don’t be absent from your website.

I don’t care if you don’t have perfect-for-TV-news-presenter-teeth, get your face on your site. Because otherwise, from a consumer’s perspective… A lack of real humans on a website looks sus. Like, hello? Are there real people here? And if you have a website like this, and come to me asking for paid traffic via Google, I’ll be like, “Nah! No forking way!” (Translation: Sending paid traffic to a page that isn’t already working is just going to bring you… More of the page not working!)

➡️ Related article: Should You Use Stock Images In Your Business? – Donna Brown, Work from Home Queen

➡️ Related resource: Get comfortable in front of the camera – Miranda Mayle Photography

What if I don’t have those things?

If you don’t have testimonials and/or case studies (yet), then getting them should be high up on your priorities list!

With regards to photos, you don’t necessarily have to fork out for a professional photographer if you can’t afford one. Crap phone photos are better than none at all.

And with regards to blogs? If you find writing tricky, why not consider doing short video or audio recordings and posting these to social media? Each piece of expert content you put out might not lead to a sale, but it helps create a tapestry of trust.

Getting your audience to take action

Alright, if you’ve got your value proposition and positioning down pat, let’s talk about taking action.

Specifically, we want to present options for the customer to take the next step with you, at the right place and right time.

If you want your customers to hop on the phone with you, there’s no point hiding your phone number away in your regular text. Make your calls-to-action big and bold, so it’s clear what you want your customer to do!

Caveat on website ‘calls-to-action’

When you’re sending paid traffic to a specific page on your website, it’s important to tap into where that person is in their “getting to know you” journey. Sending cold or lukewarm audience members to an “add to cart” page [with paid ads] might make sense for a commodity product… But do this on a more high-touch or high ticket item, and you might lose them!

➡️ Related article: Episode 371: How to write better offers – Tash Corbin

Working with “right time” offers and call to actions is rather nuanced, and should be tailored to your unique business.

Conclusion

Hopefully this article has provided you with some insights on what to put on your website. I’ve been working professionally in this industry since 2011, so I like to think I’m pretty good! If you have any questions about this article, please feel free to reach out.