Coffee with Kristi

Episode 57: Elements of A High-Converting Website

June 21, 2019 Episode 57
Coffee with Kristi
Episode 57: Elements of A High-Converting Website
Chapters
Coffee with Kristi
Episode 57: Elements of A High-Converting Website
Jun 21, 2019 Episode 57
Kristi Monte
Have you ever been on someone’s website, liked what they were selling, but the “buy now” button wasn’t glaringly obvious and you navigated away? How about when their header says something vague, like "Trust is the currency we exchange" and you have no idea what they do? We're covering it all in today's episode, with 6 elements you MUST have on your website to turn passive readers into paying customers. Head to http://www.coffeewithkristi.com/blog/website to read the show notes and make the changes side-by-side. I can already hear the *cha-chiiiing*’s rolling in!
Show Notes Transcript

Have you ever been on someone’s website, liked what they were selling, but the “buy now” button wasn’t glaringly obvious and you navigated away? How about when their header says something vague, like "Trust is the currency we exchange" and you have no idea what they do? We're covering it all in today's episode, with 6 elements you MUST have on your website to turn passive readers into paying customers. Head to http://www.coffeewithkristi.com/blog/website to read the show notes and make the changes side-by-side. I can already hear the *cha-chiiiing*’s rolling in!



Speaker 1:
0:00
You're listening to coffee with Christie, episode number 57
Speaker 2:
0:04
[inaudible].
Speaker 3:
0:09
[inaudible]
Speaker 1:
0:19
hey everybody, Christie here. Thank you so much for tuning in to the coffee of Christie podcast. I have an entire house full of people that are being quiet for me to record this podcast right now. Um, I am sitting in Addison's parent's basement and the nationals game is on right above my head in the living room and they are all being super awesome and being really quiet for me so that I didn't have to record this podcast episode in the car. So shout out to the smiths. Thank you so much for being quiet and I promise you guys that I'll be quick with this one today we're talking about elements of a high converting website and honestly it really all kind of comes down to answering these first three questions right off the bat. What do you offer? How will it make my life better and what do I need to buy it?
Speaker 1:
1:05
Donald Miller at building a StoryBrand talks about this is a, he calls it the grunt test, like a cave man should be able to look at your website and for five seconds, five seconds and be able to answer those three questions. What do you offer? How will it make my life better and what do I need to do to buy it? This, these questions are super, super important you guys because there are so many people who have websites. They're sitting out there on the worldwide web and honestly, they're not doing anything right. Like how many of you can think of the fact that your website, you're paying for it, right? You're paying a lot of money for it. You're trying to drive traffic to it all the time, but just about all of your leads or referrals, all of your leads or customers come from referrals or word of mouth or they come from Instagram.
Speaker 1:
1:51
They don't actually come from your website. The thing is, a website is a very, very powerful tool for your business, but if you're not using it right, you're just paying for something that's just sitting out there. On the worldwide web for no reason and that my friends is a tragedy. I have recently discovered the power of a really amazing website. In fact, somebody actually said to me that she found me on Google and I was shocked because I had never had anyone say that to me. I said, what did you search? And she said, I searched dubs auto VA and I was like, oh my God, I show up on Google for that. And she goes, yeah, first page, first page of Google does blotto via you show up and look at the from the first stuff like you know, half a dozen searches. Not even like, I'm like the fourth or fifth.
Speaker 1:
2:33
I know that half of you right now, if not all of you are googling me right now, you're googling dubs auto VA. You should I f I show up, I promise. Um, but yeah, it's crazy. Va for day shows right up and I was like, oh my gosh, my website is working for me. Right. It is working. And not to mention, I also send people from my social media. I, I, okay, let me just roll quick soapbox. I treat social media like a handshake. I do not treat it like a place where I make a sale. Okay. And I think that this is like a big mindset shift that a lot of business owners need to have. I personally, and maybe you know, maybe I'm wrong or maybe I do things differently, but I don't think so. Um, I personally treat my social media like a handshake where I start the conversation where I build the relationship, where I generate genuine leads and genuine connections with people in dms and over comments and we through Instagram stories and Facebook lives and then I send them to my website to actually convert them into a sale.
Speaker 1:
3:27
You know why? Because people don't expect to be sold to on social media. Nobody wakes up, nobody opens up their Instagram APP and they're like, I really want to be sold today. Like that is just not a thing then is going through anybody's minds yet it's happening every single day. So I try and keep my social media very light. I try to share my life. I try to, you know, just show the highlights of my life, show the highlights of my business, talk about my business without really selling it, and then sending them to a lead magnet. Then sending them to my website to actually make the sale. When somebody on your website, you have to understand when somebody is on a website, they want to be sold. That's the one place that you can shamelessly sell your product. And so we're going to talk today about the elements of a high converting website to turn people who come across your website.
Speaker 1:
4:09
You know, pat for that, we turn them from passive readers into paying clients, which is the goal of your website. So like I said, I kind of prefaced, it should answer three questions right off the bat. What do you offer? How will it make my life better and what do I need to do to buy it? And that is from Donald Miller at building a story brand, which by the way, go check out his podcast. I am obsessed with Donald Miller's podcast building a StoryBrand. Um, I live literally listened to like every single episode, multiple times. I'm crazy. But I would recommend after you get off this episode, um, it'll be a quick one, but go to building a StoryBrand and start from the very, very, very beginning. What back when the show, you know, scroll all the way back when the show started in 2016. I'm serious.
Speaker 1:
4:48
You will not regret it. Especially just starting from that first season. It's amazing. Um, it will literally change Your Business and I am not, I don't say that lightly. It's my favorite business podcast. Okay. Sorry. Soapbox. I'm down. I'm down. Don't worry. Uh, so that was from him and the rest of this, uh, some of us, I love from him. Some people I've learned from other marketers and some of it's my own stuff. So that's what you're kind of getting here. You're kind of getting the best of all the things. Okay. We have six different elements. The first one is to have a clear message. Nothing drives me crazier honestly. Then when you get on somebody's website and like the first thing you see is like this nice phrase, which is the most valuable real estate of your entire website. The first thing that they see that phrase right on the top, probably like on top of like a heading picture and it says something stupid that's not, I'd probably be so offensive.
Speaker 1:
5:37
I'm serious. I hate when people put something stupid there that doesn't actually tell you what they do. For example, I just recently read a life coaches, but it took me forever to figure out that she was a life coach and I had to spend like five minutes on our website friends, if I have to spend more than 10 seconds on your website to find out what you do. We have a prob limb. Okay, you have a problem. Anyway, um, I saw this life coaches website and the the, the part above the header, like the part, like on top of a picture of her, it was a beautiful picture of her and it said, I am the business of transformation. I'm like, what does that mean? What is what transformation like or I'll see something like the journey starts here, what journey, where does it start?
Speaker 1:
6:18
This is where I am. I don't know what journey I'm on. Trust is the currency we exchange. I don't even have a snarky comment about that one. That's just stupid. What do those things mean? One of my favorite things that Donald always says is don't get cute. Get clear, don't get cute. Get clear. Seriously, like clarity over cleverness. Seriously friends. This is a major, major mistake that people make in their websites sometimes. Okay, let's, let's uh, let me give you an example and something that you may actually be like a, you know, something that you might actually be the mistake you might actually be making. So a lot of times you'll see on photographers' websites they'll say something like capturing moments you don't want to forget. Okay, that's beautiful. Right? But then again, I also like hope. So because you're a photographer, so capturing moments you don't want to forget.
Speaker 1:
7:05
Like which moments, right? Like which moments, moments on your wedding day, the moment you give birth, moments that are family party. There are so many moments we don't want to forget and you probably don't shoot all of them. So instead of moment capturing moments, you want to forget what about tri capturing, capturing your wedding day so you can live in the moment. You know what I'm saying? And that's obviously like not super thought out. I just wrote this outline, but I'm just saying like beat, be clear, not clever. Okay. That is number one. Clear message. Okay. Number two is to have a picture. And that's kind of silly, but a lot of times I want to say a little something more clear there. A picture that has to do with what you, what you do. Okay. And I know that some of you probably think that's obvious.
Speaker 1:
7:45
It's not clearly because I've been on a lot of websites. Have you ever gone on a website and they sell like windows and doors, right? Like or there like a plumber or something like it's just like some random thing and they have a picture on their home page of like mountains or like a valley or something and you're like, hmm, what do they do? No. [inaudible]. If you have a business you need to have the first thing under home page needs to be. If you're a personal brand, it's a picture of your smiling face, Cutie Pie. You're smiling face. We need a picture of you if you are what you're selling, right? So like on coffee, kristy.com the first thing you see is a picture of my cutesy smiling face and that's what I want to see on your website. If you are a virtual assistant, graphic designer, web designer, I want to sit.
Speaker 1:
8:31
If you're a graphic or web designer, I want to see you sitting at a desk with your computer smiling. That's what I want to see. Picture related to what you do. If you're somebody who is selling a product that can be enjoyed by people and it has nothing to do with you, you're a CEO, you don't want to be the face of your business, that's fine. You need a picture of whatever the product is that you're selling, being enjoyed by people and friends. This probably means that you need a personal brand photographer. You need a photographer to product photos and hit me up if you're in Nashville, cause I know plenty of people who can help you out and I'm sure that you can find people on Facebook and four seconds, as long as they have a good website, you can Google them too. Sorry, I get so frustrated with the website thing, but there is that you're going to need a photographer, but it's going to be worth it.
Speaker 1:
9:11
You need to have one photo shoot. It's going to cost four or 500 bucks budget for it. It's a tax write off my friends. If you're an LLC or a sole proprietor or an s corp is a tax write off, you need a picture of someone enjoying your product or are you looking happy performing the service if you're the person who is performing the service. Okay. Okay. Number three, what problem do you solve? What problem do you solve? If you are someone who is in business, you should know what problem you solve and it that should not be hard for you to convey. If you don't, you're really need to do some work on that. Okay, my friends, that can be a whole different episode. What problem do you solve? Needs to be. You need to know that and now almost more importantly than, well, not more importantly, but kind of then what problem will you solve is what will happen.
Speaker 1:
10:02
What bad thing will happen if I don't buy your thing? Okay? What bad thing will happen if I don't buy your thing? If I don't invest in your virtual services, what bad thing will happen if I don't have you as my wedding photographer? What bad thing will happen if I don't buy my kitten from your animal shelter? What bad thing will happen? This is a really, really important step that just about everybody I know Mrs and I'm sorry because I'm probably, I sound like I'm throwing shade at everybody that I'm serious. Everybody misses this. What bad thing will happen? Here's the key though. Don't make it something that I don't care about. Okay? Because a lot of times people will make the band thing not actually that bad. I need something bad that like as soon as I read it, I'm like, Oh God. Like I really need to, I really need to get this thing.
Speaker 1:
10:52
For example, if you say with these supplements or vitamins, you will live a healthier lifestyle. You will live a healthier lifestyle. I couldn't care less. I could not care less, don't care. I don't want to live a healthy lifestyle. I don't care. You know why? Because you're not telling me why I need to live a healthier lifestyle with these supplements. You live in the house, they will Eisner, Soule, cool, whatever. But if you attach an emotion to it, friends, and you say something like with these supplements, you will be able to celebrate the big moments for years to come. Like seeing your son's graduation or your daughter giving birth. Now I care. Now I care. Okay, I care because you just made me imagine seeing my son's graduation or my daughter giving birth or whatever it is that you sell. I am now imagining those things and I'm devastated that I don't have that future.
Speaker 1:
11:45
Right. So you don't need, it doesn't need to be, you know, without these supplements, you're going to die right now with these supplements, positive language, you will be able to do these things because your brain naturally knows what the opposite is. Your brain naturally, you know, is a very antiquated mechanism. It immediately thinks, okay, with the supplements, I get these good things without the supplements, I don't get these good things right? Like that's the way our brains work. So you need to make be care and you need to attach an emotion to it and you have to be shameless about it. A lot of times people are so worried to talk about the negative, the negative things that will happen if you don't buy it. But the thing is that's what we'll sell it like that is 100% what is going to sell your product and emotion.
Speaker 1:
12:28
You have to know what matters to your ideal customer. So if you're selling supplements to little kids, if you're selling kid's vitamins, you're not going to say you'll be able to celebrate the big moments like seeing her son's graduation or daughter gave birth. Because what the hell the kids are like, I'm just trying to get to summertime. You know what I mean? But if you're selling adult vitamins, yeah, oh yeah, they care. So what matters to your ideal customer? That is a really important thing. So what matters to our ideal customer and what problem do you solve? All kind of wrapped up in one. Okay. Number four, how will you help me? How are you going to help me? Now, this sounds really, really simple, but again, all of this stuff is really simple, but so many people don't do it. How will you help me?
Speaker 1:
13:10
Give me a plan. Give me a step by step plan. Now don't over explain it. Don't overexplain I don't need to know. Literally every single thing now. Okay. So there's some times like I have like VA, um, mentorship students and sometimes I tell them to give me a plan on their website and they write like two paragraphs per step, right? There'll be like step one, we're going to get on the phone and we're going to talk about this, this, this, and this. I'm going to ask you the following questions and then after that phone call, I'm going to send you a pricing guide and you're going to choose exactly which package is right for you. After you sent me the package. And then I will, after you said we would package your groceries if you go to, then I want to send you a contract and then after you sign the contract, I can any of the invoice and I have to send me an invoice.
Speaker 1:
13:47
Then we can get started. Step two, I'm going to get started. Your project, not going to go this, this, this, this and this. After that I'm going to send you a proofing process and you're going to go, you understand [inaudible] and get, get out of that. Nope. Bad. Nope. Don't over explain it. Okay. Let me read. Let me read to you. Um, the Va for a day. That's one of my businesses, the Va for day, step one, step two, step three. So when you go to coffee with christie.com/va for a day, not a plug, I'm just telling you where you can find it. If you want to see it and you know person, um, there's going to be like a little thing over the flow, over the fold. It's going to have everything that we talked about in this episode and then it gives you a plan and it says, this is how we do it.
Speaker 1:
14:24
Step one, we schedule a free 15 minute consultation to get to know each other. I'll also audit your current systems and we'll strategize how to make everything run more efficiently. Step two, after a brief contract questionnaire and a guy and explaining what I'll do, I'll get to work setting you up with automated systems completely customized to your business. Step three, you do a happy dance. Now you're doing less administrative tasks. Have more time to brainstorm and dream big. All the while your clients are getting the royal treatment. Okay, step one, step two, step three. And they were no more than two sentences. Each one was two sentences on the other. Two were one sentence each. That's how you do it. Friends. You need to give them a plan, a step by step plan because honestly people react well when they know what's going to happen.
Speaker 1:
15:13
They don't want surprises. If somebody is going in your website and they're like, okay, I want to book this photographer but I have no idea like what's going to, I don't even know how to book them or I don't even know. You know what I'm going to do? Like they want me to, they want me to click the contact button, but then what, what's going to happen? They want to know, okay, I'm going to click the contact button and then I'm going to receive a questionnaire to get to know so she can get to know me and my fiance. And then if we find out where a good fit, we're going to meet and after we meet, we'll sign contracts, we do a happy dance and now we have a photographer for our big day and we celebrate the big moments. Right. That's, that's it. I mean that was a little bit more detail than it need to be, but you get the point.
Speaker 1:
15:48
They have a plan, they have a step by step plan, so that is number four. Number five is, this is one of my favorite things. Well actually I don't know, maybe the next year when my favorite things, I'm like looking at five and six and I'm like, John, I can't choose which one's better. Okay, number five is to have a starting price. Here's the thing in VA for today, you're going to see if you go to that website, you're going to see right underneath how do you know the sound? We know what you're going to see. Just so you know, it says, just so you know, this service starts at $500 and I take a limited number of clients per month to ensure the highest level of attention to detail. My next available opening is from July 29th to August 2nd, 2019 I can't wait to get to know you.
Speaker 1:
16:35
Okay. Just so you know, service starts at 500 take a limited number of clients. Next available opening is the end of July. I don't mess around. Okay. The thing is I don't want to waste my time or worse. I don't want to waste my client's time because it's a really bad client experience. Okay. It's a really, really bad client experience. Hashtag episode. Dot. I don't know what episode that was. 30 something called, how to create a client experience, um, that you should go listen to it and it's good. Um, oh, I found it episode 29 I was like scrolling while I was lucky, I was at 29 creating unforgettable quant experience. If you start off a relationship with someone, wasting their time, friends, if you make them fill out 9,000 questionnaires and you make them, you know, go through all these processes just to book you [inaudible] bad client experience, bad started off to a client experience.
Speaker 1:
17:26
But anyway, I don't want to waste my time and I don't want to waste their time by having every single person, you know, go through a questionnaire, get on the phone with me to then to just have an idea of how much something costs. Okay. So I've seen some like business coaches and they'll just put on there, they'll just put it on there like they don't necessarily say starting price 500 they'll say something like this is a five figure investment. Right. Okay. So you know, if it says just you know, it's a five figure investment, people know, okay, well it's 10 grand or more and you're going to not have, the people who aren't willing to invest in their business aren't willing to spend 10 grand, they're going to have them go away. Do you know what I'm saying? Like it's just a waste of time.
Speaker 1:
18:05
Yeah. Some of you are going to argue, some of you will argue and say, oh, but Christie, you know, I need to, I need to get on the phone so I can like sell them right now. Here's the thing, I agree with selling. My dubs auto set up service does start at $500 that's the lowest package. But I also have an $850 dollars auto set up and I have an $1,100 setup because it's not just absorbed. By the way, it probably sounds obnoxious that I'm charting 1100 for an dubs auto set up. There's a lot more that comes with it. Get on a call if you're interested in, no, I'm just kidding. Um, no, but like I have three different packages, but the minimum one is 500 bucks. I am not going to get on the phone with somebody who thinks that the setup is a $100 because it's wasting my time and it's wasting theirs and it's not fair to them.
Speaker 1:
18:44
It's actually like, it's just not fair to anybody for you to clear out a spot on your schedule. Okay. So I'll finish up on that point there. But yeah, you need to have a starting price in your website. I'm really passionate about this and you know, it's kind of controversial but I am seriously super into it. Okay, last one. Last element of the high converting website is number six, you need to have a call to action. Okay? You need to have a call to action if you've never heard that before, I'm surprised. But call to action is basically telling someone to do something and you need to have this really soon. Okay? You need to have this like right at the top, right at the top of your website, right at the top right corner, actually top right corner and don't just put contact. This is a really big mistake.
Speaker 1:
19:29
Contact is not, is not uh, something that's really telling me to do anything. Like why should I contact you? I'm like, what does that even mean contact and call you and text you. It sends you a message. What does that, what does that mean? I'm in a lot of times contact means there's like an email there or there's like a contact form for them to fill out. But no, that's not, that's not specific. Be Specific enough for me to get it. So on VA for day it says schedule a call and got strings. It's goes scheduled call because clearly I'm a fan of calls. But after I told them the starting price, of course, right, but you need to call, have a call to action very, very early on in your website. Listen you guys, this is okay. Here we go. I, this is something I'm very passionate about.
Speaker 1:
20:11
You have a call to action. You know why? Because giving you money has to be the easiest thing that someone does all freaking week. Okay, I'm a say it again. For the people in back giving you money has to be the easiest thing someone does all week. Like seriously. Have you ever been on someone's website? Lee? You light what you're saying. But the buy now button wasn't like glaringly obvious and then you just like went away. Like I have done this, I have done this. I have been in a website, I'm ready to give them my credit card, but I can't really find out how to do that. And then I hop off. My attention span is small, my attention span is small and it's not like I'm dying to give them my money if they don't make it easy, I don't do it because when I biggest pet peeve is that it comes to marketing, we'll be able to get so hard to pay them, you know, that they're actually like leaving money on the table.
Speaker 1:
20:54
Okay you guys, it just goes back to Donald Miller within five seconds of being in a room set, I need to know what do what you do, how it helps me and how I can get it period. All the other fluff to have. You know the reason why you started the company, your testimonials, the fact that you love your dog put at the bottom or take it off the home page and put it on the about page or don't. It is irrelevant. It is completely irrelevant. This is what I'm saying. Social media is the handshake, right? Social media is where you post in your Instagram stories about your cat. Like me little Stevie. If people want to go deeper with you, they'll follow you on social, the read your about page, whatever, but for that homepage, we need to get that money honey. Like you need to have a easy for someone to buy from you.
Speaker 1:
21:35
So big button, different color. It's right underneath that being statement that you have in the beginning. Remember the one that's actually really clear, it doesn't say, you know, trust is the currency of exchange. It says become the virtual assistant that makes all that's booked out for months. Right? That's what, that's what's going to say, become the virtual assistant that is booked out for months and months in advance and tells you exactly what you do. Right underneath that. That's where the button should be. Think about your website right now. Is there a button and is it close to where you say you were? You're going to do, is it at the top? Can I know it without scrolling down? Now this is the big thing. If you're on your homepage, can you in one looking at it without doing the two finger scroll on your laptop, on your Mac book?
Speaker 1:
22:20
Can you see all of the information all in one thing? If not, if I have to scroll in order to know how to buy it, you're losing sales. I'm serious. If I have just scroll to know how to buy it. You're losing sales. Now you might be thinking, this is obvious, like honestly you might be thinking, why would people make it difficult to pay them? Like finding the buy now buttons a game of where's Waldo. Like, you know, like do they even want the sales? Of course they do, but the problem is it's their mindset. They're afraid to ask for the sale. Like there are loads of different reasons why that could be. Maybe they're not confident in their offer, they're afraid of people. Think of them being a sales person right off the bat. You know they have an unhealthy view of money. They're sabotaging themselves.
Speaker 1:
22:58
I mean there's like a million reasons, but you have to understand, you have to understand that I need to know how to give you money as soon as I get any website. If this all sounds like you. Okay, so that was my six thinks that all sounds like you. You want Marcel's just one simple change today. Go on your website right now, like literally right now. Unless you're driving, don't do it when you're under joined. You're driving when you get to where you're going. But right now, if you're stationary, go on and test. If your client will be able to click a button to give you their money without making a single scroll down. Do a test to see if your client will be able to know how to pay them, what you offer and how it will make their life better without doing a single scroll down.
Speaker 1:
23:40
If not, you need to do some updating. Girl, you're gonna make the button big. You've got to make it. You got to make giving you the money. The easiest thing your client is all week. I can, you have to make sure that is very clear. You need to have all six of those elements. I will said five. So let me read them to you one more time. It is one, have a clear message to have a nice smiley picture of you. Number three, uh, what problem you solve? Number four, how will you help me? Like a plan step by step number five, have a starting price. And number six, having glaringly obvious call to action. Okay. Friends, I hope that this is episode helped you. It's a little bit longer than I expected. It was like 20 something minutes. I am so sorry. Smith's upstairs when I told you that it would only be 15.
Speaker 1:
24:26
So sorry. Um, but I hope that you guys enjoyed this episode and that you actually have something tangible to take away. As always, if you go to my website and you go to blog, if you go to coffee kristy.com/blog/website you will learn these elements of a high converting website. So getting coffee, kristy.com/blog/website you'll be able to see these inaction. So later on, if you're not watching this webs, uh, if you don't have this podcast episode, you don't want to listen to the whole episode again to just get the content just a head over. You can have my website open on one tab. I'm serious, have that, have that tab open on one and have your website on the other. And literally just like read my blog post and make changes to your website as you go along. I seriously think that it will help you if you do that.
Speaker 1:
25:11
Um, so yes, I hope that this helped you. If you have any questions, comments, concerns, shoutouts, smooches, whatever. I would love to receive them over on coffee with Christie on, uh, Instagram. And of course you can always join the twentysomething squad, which is a, well, I squad for 20 something girl bosses, and I would love to see you there and on all the social media and all the things. So thank you. Thank you. Thank you for tuning into coffee with Christie today. I can already hear the teachings rolling in after you make all of these changes on your website. So I will talk to you guys soon. And Best of luck chain making the changes
Speaker 3:
25:50
[inaudible].
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