Kenny: Now this week, we’re going to be looking at the important subject of building an effective website for your business. Now as a consultant, an effective website can help you win leads. It can help you build the essential know, like, trust and desire in order to build that all-important relationship with your clients.
So it can actually do all the pre-selling for you, which is really important. So why do you think they’re so important websites for a business these days?
Andrew: Yeah. On one hand, it’s hardly necessary to answer this question in 2014. If you’re a consultant and you don’t have a business website, people won’t think you have a business. That’s about as plain as we can put it.
But even more importantly, when you do have a website, it has to be effective for you as you said. That means it has to help you grow your business.
There are many options especially these days for quickly and cheaply putting up a website, right? That’s very easy to do to put up a website. The hard part – and it’s always going to be the hard part – is putting up an effective website. That’s what we’re talking about today.
Kenny: Yeah, absolutely. These days, let’s put the record straight as well. We’re moving into 2015, so we’re barely in 2014 any longer and these days, it’s usually prospects’ first port of call and therefore can be their first impression. If they get what they need and have that feel-good factor, because you know yourself, when you go to a website and if you get that feel-good factor about that website, then that can be the start of what I said before, the pre-sell.
If not, you can lose them. As easy as that, you can lose them, never to be seen again. Most businesses put their super important project Andrew in the hands of people they’ve not investigated properly, which can be really detrimental. I mean it’s good if they find a really knowledgeable expert who really understands this kind of stuff. But it can be really bad if they don’t and unfortunately, there are a lot of businesses out there peddling the fact that they build websites and don’t fully understand the specialist subjects of expert-led websites like consultancy websites.
Most businesses build their website and then kind of forget about it. It’s like all right, I built this website. They don’t put the huge importance that they need onto this website and keep it up to date and keep nurturing it, because if you cultivate properly, it can be like having an extra team member with you working for you or several team members working for you 24/7 and that is how important it is to have an effective website.
Andrew: That’s exactly how we should be thinking about it. That’s what we’re going to be talking about today, how to create a website that is working as your best salesman, 24 hours a day for you. That’s not what you get most of the time when you just have someone in your company put together a website. What you tend to get is a filing cabinet. It’s a place where the company just stores all their stuff and then they expect visitors to wade through it to find what they care about that is not effective.
Kenny: Exactly. So what we’re saying here is treat it with the respect it deserves. If you want to get something out of the internet, if you want to get something out of your website, then give it the respect it deserves. Put a certain amount of time each week, every week, to nurturing that website at whatever level, whether that’s building a blog post on that, whether that’s just looking through the website and looking through your analytics, which we will come onto shortly and just seeing whether it’s performing for you.
So I want to just kind of give an overview checklist of what you should look out for when you’re building your website and number one on that is what we talk about all the time, which is the audience. Know exactly who the website is for. Understand that audience and we’ve been through this in previous episodes when we talked about the persona. So base the website for that persona.
Number two, know the purpose of the website. Is it just one of those information brochure sites or do you want the site to work for you, to generate leads, or generate sales? What do you want the website for? What’s the purpose?
How will you know if the site is successful? So it’s really important and that’s point number three. How will you know that it’s successful? Make sure that you define specific objectives. You would do that if you had a new team member on board hopefully, and you spent money on getting a new team member on board. You would define specific objectives. Treat your website the same.
Andrew: That’s a great way to think about it. It’s a new team member. You’re investing in it. Make sure it’s going to do something for you and if I could just add to your previous point. Do you want a brochure site or a lead generation site? That is a very important first question to answer. If you don’t think you would ever get new clients through the web because that’s just not the type of business you have, then a brochure site might be all you need. You meet someone in person. You give them a business card. They can go check out your website to see that you’re real and that’s it.
But that’s very different from a website that needs to engage cold visitors finding you for the first time online and turning them into leads. We’re focusing on the lead generation side here.
Kenny: Exactly. Can you give an example there on where someone might just want a brochure site?
Andrew: Sure. So I advise a lot of MIT start-ups. They’re very technology-focused and quite a few of them, they’re inventing a widget that will only be sold into very specialised manufacturing applications. They already know the six people in the world who would ever buy it.
Andrew: And so there is no point in doing any online lead generation. All they need their website to do is to help show that they’re a real company, give those six people a way to learn a bit more about them, maybe see some videos, some demos of the product and that’s it.
Kenny: There was me ready for a good argument now and you beat me straight away there. I was like, “Yeah, he has got a good point now.”
Andrew: Oh, you were going to say that to everybody who needs a lead generation site?
Kenny: I was, yeah. I was. So you learn something new every day and I didn’t realise that there were any companies out there that could possibly just have such few clients in the world, which is really interesting.
Just moving on to the next point now, the fourth point. I think we’re on point four anyway. We will say we’re on point four.
Kenny: Where will your site live? Now this is important and you cover this a lot with your clients Andrew. Are they going to have a shared server? Which means – I don’t want to get too technical here so that you get freaked out. But when you go to your hosting company and sometimes you might get your hosting through the same company you got your domain name. A lot of businesses do that.
They will say, “Listen, we can give you hosting for $2 a month,” and you think, “That’s brilliant!” If you look in the kind of small print, you will see that you’re on a shared server. So you’re sharing a server with other businesses, which can be detrimental because you could be sharing the same server with a possible spammer for instance, which wouldn’t look very good for your website. For example on email delivery it can have issues with.
So they call this being in a bad neighbourhood or you could have a virtual private server or sometimes called a VDS or a VPS whereby it’s your own IP address, which is a lot better. Can you expand on that being a little bit more technical?
Andrew: Yeah. Some hosting providers give you the option of getting your own IP address even on a shared server. So it’s going to vary a little bit by the hosting provider. But that’s the main thing. If you have your own IP address, then you’re not sharing that with others who might give you a black mark by sending out spam and then for a lot of systems out there will just shun that IP address.
Now it’s also possible when you get a new IP address that it’s one that has already been blacklisted and that’s kind of bad luck. So you need to check it out and make sure that you are getting your email through. But once you have some good confidence there, just hang on to it. If you have your own IP address and it’s clean, then you should be good to go.
Kenny: Great, thanks for that. Then let’s move on to point five of my checklist which is we’ve talked about this lots Andrew, which is, “What’s in it for me as a visitor?”
So what’s in it for your visitor? Obviously – and you see this. I was looking at a website today. Somebody had passed me their business card and I looked at their website and all they did was talk about themselves, which can be very tempting when you’re not a marketing expert. But you should only really use your About Us section to talk about yourself.
Everything else should be in line with your visitor. Make it easy for the visitor to know exactly who the site is for and then make it easy for them to navigate and find the information like your contact details for instance.
Make it so that they can find them instantly. Remember – I don’t know whether it’s even a three- click rule but for the last decade or so, we’ve gone on the premise, “Remember the three-click rule.” Visitors will usually jump off the site if they need to click more than three times to find what they’re looking for. So don’t leave them guessing.
Andrew: Yeah, that’s really important and they won’t even bother to click three times unless the very first thing they see gets them engaged. So you’ve got to think in terms of a hierarchy of interests here. I would take it even a step further. I always advise my clients even on the about page to start out talking about the customer, because ultimately that’s all they care about. They care about themselves.
So even on your about page, show that it’s about them and then segue into talking about yourself, so they can see why that’s relevant.
Kenny: Yeah. If you want to see examples of that, go to Andrew’s site, PrometheusInternetMarketing.com or go indeed to my site FindtheEdge.com and you will notice that even on our About Us sections, we pretty much make it about them even though we’re talking about ourselves. It’s very easy to do that but there are some good examples there.
Andrew: If I give just one other tip on that, it’s very tempting as we do about pages to put our whole resume on there, kind of everything we’ve ever done, every company we’ve worked for, a whole laundry list. Then again, people aren’t going to care. Very rarely will they care. Just whittle it down to the few things that will really make an impact on your target customer and get them to think of you more as an authority in the area that they care about.
Kenny: Exactly. Brings us on to point six, which is, “How will you structure your site as well?” Again, think about the visitor journey here and if you get this right, then the search engines will usually give you beneficial treatment. I’m personally not going to go into the technical side of how to create silo sites and all of that kind of stuff. But to think of it like a family tree, for example.
Right at the top there, at the top of the family tree is your home page and then put categories underneath that. You may even have subcategories underneath that if you have a big enough site. But it’s all about making it nice and easy to navigate and also like I say the search engines really like that as well if it’s nicely laid out as a site.
That brings me on to creating a site map as well. So ensure that you have a site map because again, the search engines will look at that. Sometimes people want to go to the site maps that they can navigate around a lot quicker as well.
The next point is speed. You’ve probably done it yourself. I know I have. I’m getting so impatient. Let’s just go off the subject here slightly. I was watching Andrew a DVD last night with my wife. Do you remember those?
Andrew: Oh, ancient technology.
Kenny: You remember those. I remember when they came out and I was like, “God, you are amazing for giving me DVDs [0:13:54] [Indiscernible].” I remember. Now I sat there getting frustrated Andrew because I can’t quickly get to where I want to get to. I’ve got to go back to the main menu to get the episodes right. I was watching Boardwalk Empire and I’m having to like scroll around to get where I wanted to get to. Really annoying and I’m used to Netflix which is really quickly, Netflix remembers where I was up to and all the rest of it.
It’s the same with your website. We’re getting – I’ve mentioned it before. There’s an attention poverty out there. We’re in an attention deficit society right now. We don’t have the attention we used to because there’s just so much information hitting us.
It’s the same with website speed. If a website is not fast enough for me, I’m out of there and so are your visitors. Therefore you should really take it seriously. The speed of your website should take it really seriously how fast your website loads and how quickly people can navigate around the site.
Andrew: Yeah. It ahs become the new norm. Everybody expects websites to be fast. So if yours is a bit behind the curve, it’s a black mark and the good news is there are a lot of ways to deal with that, depending on the platform you’re using. There are probably some good caching plugins that you can configure.
There are really two main ways to speed up a website. One is to cache pages so they’re pre-loaded. You don’t need to call your content management system to generate it each time. The other is to move the content closer to the visitor. So I mentioned caching plugins which are a very good first step but something that has really come on the market fairly recently or I should say the technology has been there a long time but what’s new is this company has made it widely available and in fact free for most of what you need. It’s a company called CloudFlare and they provide CDN services, the content delivery network.
Now just very simply what that means is that they take copies of your website and deliver it from their servers all around the world. So instead of somebody needing to go to your server, wherever it might exist, in Texas or Utah or whatever, they will go to a local server, which means that the download time is a lot faster and it also means that your server is not getting overloaded by simultaneous requests and you can even take it a step further. What I do is encache [0:16:24] [Phonetic] everything on your website so that it’s as fast as possible.
I got to say since I found the service [Indiscernible] months ago, I’m just delighted by what it can do. It has sped up my website tremendously. My pages load blazingly fast and the only trade-off is whenever you make updates, you have to go into development mode so they can actually bypass the cache and see the changes and reload it. But it’s a small trade-off to make for that much of an experience improvement for all your visitors.
So this is a big tip for me. CloudFlare.com, you can use it for free. It requires just a little bit of technical detail to set up but it’s well, well worth it.
Kenny: Brilliant advice. Not only is it better for your visitors, the search engines also reward you as well. One part of Google’s algorithm now is based around speed.
Andrew: That’s right.
Kenny: So the next point is keep your design consistent and intuitive. Sometimes you might have a landing page for a specific advert that is slightly different to the rest of your website. Even so, try and keep the colours consistent there. But generally with your overall website, try and keep it consistent. So if you have a blog post, keep the blog posts consistent.
If you have a product page, if you have product pages, keep them consistent and keep the design consistent throughout because if people see different designs going on and different colours, then it just takes that congruency away from it and kind of freaks people out subconsciously there, which brings me on to the next point which is mobile-responsive.
So many people these days will be viewing your information and your website on mobile devices and it still freaks me out how many websites that I land on are not mobile-responsive. How easy is it to be mobile-responsive these days, Andrew?
Andrew: Extremely, if you’re using a good development platform. WordPress for example makes it extremely easy to add a theme that’s mobile-responsive out of the box.
Kenny: Exactly. So make sure that you’re mobile-responsive because you will lose a huge amount of potential clients if you’re not.
Andrew: Yeah, that’s again about changing norms, right? I mean that’s just the norm today. You expect to be able to navigate to a site on your handheld and have it look good and be easy to navigate. If your site isn’t, then again you’re falling behind.
Kenny: Yeah, and the good thing about that, about norms changing is technology moves with it. There are always businesses out there who are looking to make it the norm. They’re looking to help you become the norm and get into the future and therefore there are lots of technology out there that will help you do it really, really quickly and almost instantaneously. That is like what you said there Andrew, which is there are certain themes, WordPress themes today that if you build your website on those themes, then you’re automatically going to be mobile-responsive.
Andrew: Let me say this is very timely. This month for the first time, I am now getting more visitor leads and cheaper visitor leads through mobile than through desktop. This is the month that had changed for me and I’m sure it has been changing for everyone. So you got to keep mobile in mind moving forward.
Kenny: Absolutely. You’ve just done a brand new design of your site as well, haven’t you?
Andrew: I did. I’m sure that was a big part of it. But – the last site was not as mobile-responsive but it’s fantastic to see because this is – Forbes was saying that this is the year that over half of all purchases we made online, made through handhelds. Not just online but through handhelds, through smart devices, through smart phones. So it’s the wave of the future. You’ve got to get on it or you’re going to fall behind.
Kenny: Exactly. I will just finish off with my checklist. I think it’s point number 12, is to then measure how your site is performing using analytics software like Google Analytics, which is free, and also get feedback from Google Webmaster Tools as well and any other kind of feedback mechanisms that you can think of, because you’ve got to get the feedback so that you can make necessary changes.
Remember, before when I was talking about spending time on your website every week, well this is an important part of it, is that you really understand what’s actually going on on that website when you’re asleep and when you’re not looking at the website. What’s going on in the background? What are people doing when they’re on your website?
Andrew: Yeah. Honestly, you have to close that loop. Otherwise you’re just guessing and hoping. You don’t know.
Kenny: Exactly. If you want to get involved with the rinse and repeat method of running an effective website, then you need those analytics, which takes us over to you Andrew. What high-impact insights can you share for consultants? Because I know that every day of the week, Monday to Friday, this is all you do. You’re building lead machines for consultants which are based around their websites.
Andrew: This is what I do and specifically it’s building the right website and then driving the right traffic. So I come at this from a slightly different perspective. I think our ultimate suggestions are very much aligned but I have a slightly different perspective in how I approach building the website and that is trying to keep three specific audiences in mind.
Number one are the targeted prospects who find your website through your direct response advertising campaigns. So if you’re running Google AdWords ads or Facebook ads, you’re bringing people to specific pages and that’s a critical audience to design for.
The second audience is target prospects who find your website through other means. Maybe they’re just searching for certain words online and your website pops up or they hear about your company or they find you through a blog post. That’s a different set to design for because you can’t have as much control over their experience on your website.
Then third audience of course is search engines. You want to make sure that you keep search engines in mind so that they show your content as much as possible for you.
So I want to spend a little bit of time diving into how to design for each of those three critical audiences. But just before I do that, I would say it’s just as important to understand who you are not building your business website for.
So here’s a set of visitors to just ignore. Don’t even consider them when you’re building your website. The first is prospects who are not in your target audience, people who would not do business with you.
Don’t waste any of your time or focus on them and in fact, if your website actually repels them, that’s fine and that’s even a good thing. They won’t waste your time. You won’t waste their time. Don’t worry about trying to please everybody with your website. Only worry about pleasing your ideal prospects.
Kenny: That’s a really good point. I think it might be Dell. I might get this wrong. If I get it wrong, I will post on the website. But I think it might be Dell. Don’t like first time computer buyers.
Kenny: So they actually repel first time computer buyers. You weren’t going to bring this up, were you?
Andrew: No, no. That’s a perfect example. No, go ahead.
Kenny: So they actually make it difficult for Grandma Edna to actually buy anything on their website because they don’t want those first time buyers. They know that they will clog up their support area. They only want people who are pretty much into computers. They don’t want those first time buyers. They actually repel them, which is really interesting.
Andrew: I’m sure that saves them millions of dollars a year in support calls, in trying to sell the people who don’t want their stuff. It’s smart.
Andrew: It’s very smart.
Andrew: So the second group I would say to ignore in your website design are warm prospects and by this, I mean people who know you or have been referred to you because they are going to be much more willing right off the bat to spend time navigating through your website to figure things out and get in touch with you.
So if you build your site so that it’s effective for cold prospects, people who don’t know you, who don’t know your service offerings. If your site is effective for them, then it will automatically be effective for warm prospects. So you don’t even need to think about them in your web design.
Finally a set of visitors to maybe not ignore but definitely deemphasise, those will be people looking for partnerships with you, jobs, vendor relationships, things like that. You can provide just a way for them to contact you. Your contact button is probably enough. Maybe you could put in some footer links for them. But again these are motivated visitors. They will hunt around to find a way to contact you, so you don’t need to design for them.
Lead generation design is about working to appeal to your cold prospects, people who don’t know you, don’t know what you can offer. They will be great customers if they found out.
Kenny: Which makes it really easy, doesn’t it? Because that’s all you need to think about.
Andrew: That does help make it easy. It helps you focus.
Andrew: Yeah, absolutely. So let me go in a little bit deeper in each of these three audiences that you do want to keep in mind. So first again, the target prospects who find your website through your direct response advertising campaigns, meaning you’re sending something to them that brings them directly to a certain page on your website. Now that can be online advertising which I focus on. It can be direct mail which Kenny has done a lot of successfully or other means.
But you’re defining the experience. You’re targeting them as prospects you think will be good for your business and you’re bringing them to a specific page on your website.
This is where you use landing pages and that’s what we covered in great detail in last week’s episode. That’s episode number eight, landing pages that win clients.
So I won’t cover that ground again today. I will just emphasise again that you ideally want a dedicated landing page for each customer type that you’re targeting because optimal engagement requires that each page speak directly to their unique problem, their unique pain and then present your solution as their best way forward.
But again if you missed it, definitely go listen to episode number eight, landing pages that win clients, because that’s critical for any direct response campaigns that you may be running.
The second piece are the targeted prospects who find your website through other means. So you can’t always control how people find your website, right? They may find you through – again, through a blog post, through links other websites, through some random Google searches they’re doing. For this, as Kenny mentioned before, clear navigation is critical. Make it easy for them to get to where they want regardless of how they find your website.
An important piece of this is don’t innovate when it comes to your navigation. Just don’t do it. Save innovation for your service offering. Make navigation completely standard and expected and intuitive, so visitors can quickly find what they want.
I’m sure you’ve had the experience of going to a website that looked extremely fancy and it took five minutes to figure out where to click just to find more information about them because they move navigation all around the page, maybe embedded it in animations or graphics. That’s very unhelpful. Make navigation simple and easy.
The second piece here is that most visitors who find your site through other means, they will either enter through your home page or eventually visit it. So your home page does have a very important job to do, actually several important jobs to do.
It must immediately convey the one idea about your company. What’s the one thing that makes your service different from all or most of the others out there?
So the visitors can immediately see why you’re special, why you might be the right consultant for them and why they should spend any more time on your site.
That has got to be the first thing that comes across your one special idea. Now your home page also needs to clearly convey your scope of services and who they’re for, so visitors can quickly get a sense of your total business, to again figure out, “Is this what I’m looking for? Is this a very large business with a lot of services and that’s what I need or is this a very small focused business with just the service that I need?” That needs to come across very quickly.
You also need to provide trust factors on your website because remember, these visitors – and again we’re focusing on cold visitors – they don’t know you. They’re likely to be sceptical of any claims that you make. So you need to buttress your trust and authority and you do that in ways that we’ve talked about in past episodes, things like client testimonials, case studies, media coverage, important partnerships you can recommend, credentials, badges, anything that gives someone else a chance to say that yes, you know what you’re talking about and you’re credible.
Finally the last thing that your home page needs to do is provide clear next steps for engagement. These are the calls to action and on your home page, it’s OK, even a good idea, to provide multiple options because different visitors will find you in different ways and will be in different stages of the buying process.
So for example, you can provide an option for someone to contact you directly for a free consultation, which is a great idea, and as for the folks who are coming to your site already with their wallets out needing something today, right?
But a lot of folks will just be in informational stage, looking to gather information. So for them, you want to give them an option to give you their email in exchange for some valuable content, so that you can stay in touch with them over time. We covered this in detail in episode number seven, the magic of lead magnets. So I won’t go into that again. But it’s important to remember you have different visitors visiting your site in different states of mind. If you offer them multiple ways to engage, then you can capture more of them. So you’re making the most use of your website.
Finally the third audience you have to keep in mind are search engines. So Kenny mentioned this before. There’s a lot you can do here but the most important things are actually pretty easy. You want to make sure that your pages have unique titles and unique meta descriptions because this is how search engines show your pages in the search results.
You can focus them on your high value keyword. If you want to build more of an SEO presence over time, so that your site appears more in the free search listings, you also need to think about regularly publishing high value content such as blogs, podcasts, videos, articles, which can also be keyword-optimised.
But let me just say quickly don’t be overly concerned about keywords in articles or blog posts. Google has become very sophisticated and recognises semantic relationships, an industry jargon. So if you talk intelligently and normally about your topic using normal industry language, Google will understand that and will know when they should be showing your content. So it has actually gotten a bit easier as search engines have gotten more intelligent.
You have the risk of droning on and on here. Let me just add one final thought and I think this is a great one. There’s a wonderful book I came across years ago and he has updated it a couple of times. It’s called Don’t Make Me Think by Steve Krug.
It’s a fantastic resource on web design and the main premise is simply if you make your visitors think, you’re going to lose them. It will cause confusion, frustration. They will go away. They will probably never come back. So the number one rule of web design is don’t make me think.
One of his number one rules underneath that number one rule is after you finish writing your page, throw away 50 percent of the words and then get rid of half the words that are left. In other words, simplify, simplify, simplify because that helps make everything more clear, reduces confusion. Again, you’re not making people think.
As a data point, I just checked my website before we started this recording Kenny. My business home page has just 416 words on it and one-third of those words are for client testimonials and there’s generous white space, visual sectioning for easy scanability, make it easy to digest key concepts. I checked your site too Kenny. So FindtheEdge.com, I checked that. It’s very similar. It has just 584 words on the home page and over half of them are client testimonials.
So it’s about keeping it succinct, clear, easy to follow. Include those trust factors which are very important and don’t make your visitor think,.
Kenny: Brilliant. One little thing there, what was that word you used? Buttress your trust.
Kenny: I’ve never heard that before. Buttress your trust.
Andrew: Well, perhaps that particular phrase is now unique in the English language.
Kenny: Buttress Your Trust, a new book coming out by Andrew Percey.
Andrew: Say that 10 times fast.
Kenny: If a gumboil can’t boil oil, what can a gumboil boil if a gumboil can’t boil oil? It’s very similar to buttress your trust, isn’t it? If you can’t buttress your trust, what can you trust if you can’t buttress your trust? Try and say that 10 times.
Andrew: Kenny, I would say my kid’s favourite book right now is Fox in Socks by Dr. Seuss and that is the biggest tongue twister book ever created in the history of tongue twisters. Try reading that one to your kids.
Kenny: I will have to get it. I will have to get it. Fantastic. So that brings me us on nicely to questions from clients and again, if you’ve got any questions yourself, you’ve got any questions around building your website or in anything about any of our other episodes, then just drop us a message. Go to MagneticConsultant.com. Drop us a message. We’re there for you. We’re accessible. We’re two guys who are looking to help you.
Now, a question I had. It’s my turn this week and the question I had this week from one of my clients was, “Listen, I’ve created an amazing live workshop that I’m holding in my local town.” So it’s a live workshop. It’s not a webinar. It’s actually physical workshop and she had created this workshop and she said, “I know the content is going to wow my prospects. But I don’t nearly have enough people attending and have no budget or very little budget to advertise. Apart from cold calling and emailing my small list, what would you suggest?”
This is quite common. If you put on a workshop – and let’s remember, workshops, if you can get people physically to a workshop, they can be really powerful. I know you’ve had some good success in the past, haven’t you with workshops, Andrew?
Andrew: Yes, following a lot of the techniques that you teach Kenny for driving people in.
Kenny: Yeah, exactly. One of the really [0:35:51] [Indiscernible] ways of getting people there and this is the response I gave to my client is LinkedIn and a really good expert on LinkedIn, Mark Williams. Mr. LinkedIn he calls himself. He taught me this trick and he said go to groups that are either local business groups that you think would hold a lot of your target audience or specific business groups, so your specialist audience. Where are they hanging out?
Go in there and check out who’s in there and message them direct. Now it might sound a little bit spammy there, but it’s not because if you actually just be open with them and say, “Listen, I noticed you in this group. I noticed that you’re local. I’m holding this free workshop,” or –even if the workshop has got a cost, let them know the cost. “I just think that you might be interested in it,” and tell them what it is and let them know.
Now, what my client said at this point when I was on the phone to her was, “Yeah, but I’m not first line contact with all of these people. So how can I send them a message via LinkedIn?”
There’s a little unknown fact that if you’re actually in the same group with people, you can actually send them a direct message and it’s absolutely OK to do that and that’s what she’s going to do. So I will hopefully have some results from that to share in a later episode.
But it’s a really good way to get people to workshops. I know Mark Williams has used this a lot and he’s actually filled workshops by doing this.
Now, you can have a sit-down and do it yourself or you can outsource it and get somebody else to go in there. Find somebody on Elance who does this type of thing on Elance.com or Guru.com or oDesk.com and get them to write a standardised message and get them to go and write this message in a personal way to each of these people.
Andrew: Yeah, I love that. I mean A, you’re finding well-qualified prospects and B, you’re making a very personalised appeal which is almost always going to work better.
Kenny: Exactly. So that’s how to pack out a workshop [0:38:16] [Indiscernible] local workshop and just have a bit of patience. Make sure you have enough time to do this as well. Don’t do it in the last minute because obviously people will usually have their diaries full. So make sure that you plan to do this, which brings us on to the tip of the week and this week, it’s you Andrew.
Andrew: Yes, and my tip this week which ties in very tightly to our topic today is to use numbers on your website and the reason for this, this ties back into the idea of building trust and authority.
So when people encounter the website of a consultant they don’t know, they’re naturally going to be sceptical about any claims you make. You can combat that by providing some hard numbers. So the best numbers are real numbers showcasing great results that you’ve achieved for real clients and it’s even better if you can support those numbers by a full case study and a testimonial from that client.
This accomplishes many things. It turns your generic claims of results into tangible results. It proves that you’ve achieved tangible results for your clients and it provides some social proof. It’s not just you tooting your own horn. It’s other people talking about you and saying what a great job you’ve done.
Now this won’t eliminate all scepticism but it will certainly help and additional percentage of your visitors gain enough trust and interest to go ahead and take the next step with you.
On this podcast episode on our website at MagneticConsultant.com, we will go ahead and post both of our home pages. I use a lot of numbers in my home page. You can see that example but both of our sites are very good examples of the proper way to build effective websites and so you can use those for some inspiration for your site.
Kenny: Yeah. I’m a sucker for numbers. When I go on to a website and I see a number and especially if it’s a specific number such as a rounded off number. I’m like I trust those guys. I’m going to give them all my money.
Andrew: There you go.
Kenny: Not that effective but I can be a sucker for them and it’s just that social proof again, isn’t it? It’s that proof that we’re a business and we take our numbers seriously and we’re going to share them with you and we’re transparent about it as well.
Andrew: It’s just so much more believable and tangible. Instead of saying I can help you grow your business, you say I tend to grow businesses 25 percent within three months by blah, blah, blah. I mean it’s just so much more meaningful to hang your hat on.
Kenny: So much more power there. Great tip of the week there, which brings me on to inspiration of the week. This week, it is me and I’m going to talk about Peter, my main internet guy, the guy who looks after all of my web stuff.
He has just been amazing this week and kind of a real good example of someone who will go the extra mile and he has really inspired me and Peter works from the Philippines. He’s based in the Philippines and three times this week, I’ve had contact with him at 11:00 PM his night, because we’ve been working on a new project this week and yeah, a brand new lead magnet that we’re going to be advertising to. We have a brand new landing page for this lead magnet as well and he has just worked his socks off.
We do other stuff as well. We do – we’ve obviously got a lot of clients that we coach and he has to help a lot of those with technical stuff as well. He has just been outstanding this week and I just wanted to mention and I know Peter listens to this podcast. I just want to thank him publicly for inspiring me this week and going beyond the call of duty.
It really does make a big impact on me when people do this, whether it’s people who work with me or indeed suppliers. I just want you to take from this that if you do this for your clients, if you keep positively surprising them, like Peter has done with me this week, they will be clients for life.
I will just give you an example of where I heard about positively surprising people. Many years back, I was involved in a business partnership and at the time, I was quite insecure. I was quite a young business person. I was in my 20s and I was in this business partnership where I believed that I kind of didn’t deserve to be there. I was earning really good money. I had been in this partnership. There are three other guys in the partnership and it made me very insecure.
So when I went away on holidays, on vacation, I would get very nervous that my position would not be there when I got back. I was chatting to a good friend of mine and a bit of a mentor as well. I was saying, “What can I do about this to feel better?”
He said, “Well, how do your meetings go? Well, what happens in your meetings when you talk about tasks you’ve been completing and stuff?” I said, “That’s a good point there because at the end of each meeting, I said to these guys, next week, I’m going to be doing this, this, this, this, this and this and this and this. I’ve promised them loads and it makes me feel really good in the meeting. They all kind of go, great. If you can do that, that’s brilliant.”
Then he said, “Great. OK. So what happens next time you meet? Do you usually get all of this stuff done?” I said, “Well, not really. I probably get 50, 60 percent of it done.” He said, “How do they respond?” I said, “Well, they’re kind of not overly excited about it, which again makes me feel insecure.”
So then I start promising what I’m going to do the week after and I get into a vicious circle. He said, “Why don’t you try telling them that you’re going to do one thing? But then positively surprise them. Come back and do three things, two things that they didn’t really expect that are really good. So positively wow them.”
It changed everything. I started really feeling valuable to the business. I started feeling valuable within myself. He also said, “Try and do this with everyone in your life, whether that’s your girlfriend at the time,” who’s now my wife, “whether that’s your parent or that’s your own suppliers, whether that’s your clients, whether that’s your employees or whether in fact if you worked for somebody else, it’s your boss. Always be positively surprising.”
That’s what Peter has done for me this week and he has been a pure inspiration.
Andrew: The way we talked about that at my old company is underpromise and overdeliver.
Andrew: And it really is. It seems simple, almost. It might seem manipulative but it’s not because it helps set expectations. It helps make sure you can succeed and it helps bring that positive surprise and delight with your results over and over and over again. If you think of it compared to the alternative, which is overpromising and under-delivering, it’s pretty obvious which way you want to go.
Kenny: Which is what I was doing and it certainly isn’t manipulative especially if you build it into your habit system of that’s the way you run your life. Have fun with it as well. Do it with your better half, your husband, your wife, your girlfriend, boyfriend. Do it with them. Practice with them first. Each week, positively surprise them and watch how it develops that relationship.
Andrew: Kenny, we’re not just building better consultants in this podcast. We’re building better spouses. That’s wonderful.
Kenny: Absolutely. So what have we got on for next week?
Andrew: For next week, we are going to continue this thread we’ve been on of effective landing pages and websites and dive into paid advertising that works for consultants. How do we bring the right people to these great websites and landing pages and get them to take the next step with you?