by Jane Atkinson
Recently I was working with a speaker whose website was about 6 years old. It had evolved and changed over the years and had a ton of information and many options for the visitor.
But even though he was getting huge amounts of traffic, the website wasn’t working. He wasn’t getting booked for speeches or selling product.
Why? His buyers were getting confused. There were too many options and as I once heard it said ‘a confused buyer never buys’.
Many of us have arrived at this same place, myself included. My old site wasn’t as streamlined as I wanted so I started from scratch and it seems to be working.
Is your site working the way you want it to? Is it getting you booked?
If not, you might be confusing your buyers and you should map out the exact process and outcomes that you desire.
Here are 4 quick checks for your website:
- Is it focused? Can your buyers tell within 15 seconds what it is you do? If you list more than 3 topics, I suspect they are confused.
- Your ‘promise’ should be clear letting your buyers know the value and outcomes right up front.
- Are you positioning as an expert or a speaker? Remember Brian Palmer’s quote from my book ‘The Wealthy Speaker’ he said ‘clients no longer want to hire speakers, they want to hire smart people who happen to speak’,
- There should be a call to action – what steps do you want them to take?
As technology becomes more complex, every once in a while, we need to stop and regroup to ensure that we’re not confusing our customers.
PS: Watch for my brand new product ‘Diary of a Killer Keynote: How to Develop and Deliver a Keynote that Blows Them Away’ with Joe Calloway.
I believe this DVD will be one of most helpful tools that I ever produced and I can’t wait!