When I work on client websites, I’m always amazed at how—in the end—it’s just one change that makes all the difference.
The difference between a “me too” website and the outlier that grabs your sweet-spot prospects by the shorthairs.
It’s not the on-brand new images (although that’s certainly part of it) or an SEO trick, the perfect “ethical bribe” or even some snazzy graphic design.
It’s simply this: you must capture your particular brand of alchemy front and center.
How does your client’s life change FOR THE BETTER after working with you? How do they transform?
And just to be clear, we are not talking about the steps, the process, the features of what you’re going to do together. No sir.
We’re talking outcomes. Results. But not just financial—show them the feeling they’ll have after they’ve gone through the fire with you.
The beauty of this is it doesn’t matter what service you provide—you can be an executive coach, a self-help guru, a technology consultant or a financial advisor.
Just focus on the feelings. On the alchemy that happens when you do your magic.
If you’re not sure exactly how to define it, try talking to your clients. They’ll describe it in ways you may never have considered. I once was in a meeting with a long-time client who was introducing me to a contact. He proceeded to tell a story about how my work changed his life that I’d not heard before. I literally had no idea that a small (but routine) aspect of our work together was a game-changer for him and his partner—it wound up making them a pile of money while avoiding a blow-up over differing visions.
Hmmm. You can bet I tell THAT story now when working with multiple partners.
Here’s the thing. You can show your alchemy in all sorts of ways. There is no one-size-fits-all. Which of course is the beauty of it. You can create something no one can replicate—in pictures, stories, copy, video, graphic design or, better still, all of the above.
Want to understand how well your website grabs your ideal client? Start by asking yourself these questions and jotting down some very specific answers:
- What’s the main result of your work when a particular service is completed? (And don’t just stick to the usual: increased revenue, decreased cost.)
- What changes in the client’s day-to-day? How are they better off from your work? What pain do they avoid or what emotional riches (more time, peace of mind, focus on what they love, etc.) will they win?
- Who is your absolute, hands-down sweet-spot client? What do they most want to hear and learn and experience?
And then, give your website the onceover. Where and how are you showing these results and the feelings your very best clients experience? Have you developed the site just for them? Does it speak to them in YOUR voice? When you look at your site as a whole, does it tell a consistent story?
Sidebar: beware of using a lot of jargon or overly formal copy, even for a traditional corporate audience. Showing you have deep knowledge is good. But using terms that don’t mean the same thing to your client is deadly. They want to know they can understand you and more importantly, that you’ll understand them.
I know it can be challenging—but it’s worth every effort. Just keep asking yourself—where and how can I best capture my clients’ experience with me?
Because that is TRULY the one website change that will bring you more clients. It will turn your site into what it should be: a compelling snapshot of the magic you were meant to create together.
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