Website Marketing is essential for anyone running an online business. A website is where you send people to purchase your products and services. I know some individuals who run an online business without a website (they use Facebook groups), but most online entrepreneurs have one.
This article is a refresher for anyone with a website or who is wanting to create one.
As entrepreneurs, we (and the market) are constantly evolving, and our websites follow suit. In the Spiritual Entrepreneur niche, most businesses are Sole Proprietor Entrepreneurs (solopreneurs), with a low to medium start-up capital and start up using low-cost or even zero-cost web platforms, and migrating to more sophisticated platforms as their business or tech skills grow.
Whether you are wanting to make tweaks to your current website, creating your first website, or even hiring someone to create one for you, this article details the key points and processes to consider.
First up is the BRAND PLANNING STAGE:
- Take time to gain clarity around your ideal client and what you offer to service him or her before branding or rebranding. This way you can ensure everything is tailored to serve his/her needs.
- Select a domain name that’s easy to remember and spell. I would advise you avoid numbers and go for a .com, rather than a .net or a .org.
- Are you going to brand/rebrand yourself? Your title and slogan are shorthand for what you deliver. And a great slogan makes you really memorable. You might choose to create a list of words and phrases that resonate with you at this stage: a swipe file.
- Think about the color palette you want to use and the font combination.
- And what about your brand imagery? What type of vibe will your images convey? If you’re going to create a new logo or rebrand, it’s a good idea to take into account the type of images you’ll be using throughout the site.
- Surreal nature
- Clean minimalist
- Whimsical illustrations
- Sacred geometry
- Aspirational (including people)
Then there’s the TECH SELECTION stage:
- Decide what website platform you want to use. Wix and WordPress are two great options.
- If you go for WordPress, choose a premium theme that’s attractive and flexible. If you use a free theme, you are at the mercy of the developer to keep it updated and safe from hackers and malware. Many of your visitors will be via mobile, so ensure your theme is mobile friendly.
- Go for a well-known and fast hosting provider with 24/7 customer support. I use Bluehost.
- If you are going to offer online payments, ensure you select a reliable service provider and have SSL protection.
- Decide whether you’re going to have an online scheduler and, if so, choose the one you like best.
- Choose a mailing list provider that is going to meet your short and medium-term needs.
And now along comes the CONTENT CREATION STAGE:
If writing is not your forte, or you don’t even enjoy it, then consider hiring a copywriter, or enrolling a friend or colleague to help you out. In regards to what you need, as a minimum, I recommend the following sections:
When people come to your website, they’re looking for solutions; they want to know what you can offer them. Leave the section about you to the About page.
Make the focal point of this page about how you can help your clients.
On average, people spend less than 15 seconds on your website, so you have a small window of time to make a big impression.
This is the page where you can write about yourself. Including a photo is a good idea, if this isn’t already in the banner, or on the home page.
This doesn’t have to be a full curriculum, such as on LinkedIn.
Check out other people’s websites for inspiration and ensure the tone is friendly, yet professional.
Often spiritual entrepreneurs have lots of qualifications in different areas of energy work, and, because of the esoteric nature of our work, we can sometimes feel a need to list all our accreditations. I would suggest that rather than listing all of these, one by one, you craft these in a way so that you explain how you use these to help solve XYZ problems.
Here you can write about your offerings. If you’re selling 1:1 services, provide thorough descriptions of your products or services. A structure I like to follow is:
How it works
• Point 1
• Point 2
• Point 3
Here’s what you’ll get:
• Point 1
• Point 2
• Point 3
Things we can talk about
• Point 1
• Point 2
• Point 3
This is the page that many people forget because they don’t per se see themselves as ‘bloggers. However, Blog Post Marketing is a great way to reach out to people; it shows people that your business is operational, and even thriving, and helps your Google ranking (Search Engine Marketing).
Write good content and as regularly as you can. Use appealing headlines and images that are consistent with your branding.
I would suggest you gather at least 5 testimonials (with headshots, wherever possible). These give you credibility and are a trust-building resource. Testimonials are also called ‘social proof,’ previously known simply as ‘proof.’
OPT-IN BOX WITH CALL TO ACTION (CTA)
Email Marketing is a very strong and successful marketing technique for anyone in any niche. By creating an opt-in offer, visitors can access your offer and also subscribe to your mailing list.
Have a terms and conditions page that clearly indicates your hours and response times. This makes you look professional and will avoid misunderstandings further down the line.
On a final note, when creating or recreating your website, do try to ensure that all elements truly feel aligned with you. I’ve seen articles suggesting that the color purple is no longer au fait for spiritual entrepreneurs, or that people should be using the word ‘psychic’ instead of ‘intuitive.’ You decide what is right for you. Your business has its own energy, as do you. The more aligned each element is, the more successful your business will be.
So, when you create or recreate your website, make sure you are happy with your choices.