This is the first of the 'Ultimate Killer Elements for a Modern Website' you asked for. Let's get straight to it...
For those not familiar with SMART goals, the acronym stands for Specific, Measurable, Actionable, Realistic and Time-bound. SMART goals are part of an idea that has been around for decades and has helped businesses and individuals increase productivity, profits and stay focused.
The reason SMART goals are back in favour is because the internet allows us to measure and track most of what we do. In this element, we’re going to focus on getting specific about our goals for our website because that is usually the hardest part of the process.
Ask yourself this question: If you could have 10 new clients today, but they all had to be a clone of your ideal ‘A’ grade client, who would that be?
The best way to get more of those clients is to first identify who they are, who is the most profitable, gives you the least amount of grief, is a joy to work with, who refers you new business, pays on time and who you would genuinely like to have more of.
Once you have identified this client, ask yourself
- What will give them confidence that they’re at the right place?
- Does the language used on the website resonate with them?
- Is the information relevant and interesting?
- Are the images engaging to look at?
- What journey should we take them on when they get to our website? (more on this in another killer element)
Now visit your website (if don't have a website yet just imagine) and read all of the pages, view all of the images and work your way through the site as if you were your number one client. Imagine that this website has been built specifically for you.
Your website should be built for your number one client and nobody else.
This is usually difficult to execute because we are afraid of potentially losing other clients.
However, if we have identified who our number one client is, doesn’t it make sense to then focus on just attracting more of them?
So the question is - what will inspire them to know you're the one they should do business with?
Action Item: List all of the changes to the text and images you need to make on your website so that it appeals to your number one client.
You can see why around 80% of our work is rebuilding websites right? If you are just setting out with your first website can you see how important getting this right is?
Next, we'll talk about how you engage with them. What journey do you want to take these people on with your website?