Make Your Website Work For You.
Estimated Read Time: 12 Minutes
It was supposed to be your salesman. Your agent. Your ally. Your website was supposed to help, you know, actually grow your business. Instead your website hasn’t delivered. Experts keep telling you how your website is important. How you must have one…and yet, it just isn’t working to the level you want.
In fact, I’m often known as the website guy – because when I look at a business, by far, the biggest ROI fix is always the website.
I’ve helped big institutions and companies rebrand, like Texas State University or Emory Investment Management. If you’ve been inside any PetSmart or PetCo in the past decade, you’ve seen my branding work.
But the work I’m most proud of is the dozen small businesses – startups, mom and pop shops, local biz, whatever you wanna call them, make their first million dollars. While the actual “projects” for each of these situations were all different, they all had one thing in common: redesigning the website.
Most Websites Alienate 60-80% of Potential Buyers
See, when your website is in alignment with your business, it serves as a central hub. It serves as the brain of all your marketing – where everything begins and ultimately ends. It’s the one asset you always have control over. It’s something you can scale up and down and grow with you.
You don’t have to spend more than monthly hosting fees on it. You just feed it with content and eyeballs and it’ll help you do the selling. Or at least that’s the idea, right?
But here’s the problem: most websites don’t work for most small businesses because they alienate 80% of potential buyers out there. Yep, you read that right: the vast majority of websites – and especially small business and start up sites, alienate a full 60-80% of their potential buyers.
Your foundation is your brand. The foundation of your brand is your website.
Before we get into all the nitty gritty of traffic – like SEO, social media marketing, paid advertisements or just plain old promoting, most companies simply don’t have a strong foundation.
Your foundation is your brand. The foundation of your brand is your website. Again: it’s one of the very, very few things that you 100% own, can scale at will and own the attention of visitors without them being distracted by a silly cat video!
It’s the one thing that you’ll have from day one to get started all the way to when you’re a multi billionaire. I can’t emphasize this concept enough: one of my most influential mentors in business, a multi billionaire himself, founded a company in the 1950’s that would one day become American Express’s Investment Bank. Being a big numbers guy, he doesn’t mince a lot of words. In fact, he left me with three big pieces of advice that have never failed me, and one of those three was: “your business will only grow as fast as you do.”
And, while your business will only grow as fast as you do, your business will also only grow as fast as your website does, because it’s the biggest reflection of you that exists on the internet.
But here’s the thing: most people either under invest in their website, or hire the wrong team to help them “get it done” and they end up with a foundation that simply doesn’t serve them. Instead of having a strong base to build off of, what they’re left with is instead a bucket full of holes.
See, because the vast majority of sites out there are either poorly designed, DIY’d or simply don’t exist, the business ends up like a bucket punctured full of holes.
Problem is, Most Websites Follow “Leaky Bucket Marketing” Strategies.
Now imagine for a second that you have only one task: You have to fill a bucket full of water. Now, imagine that bucket having a bunch of holes in the bottom: it won’t matter how fast you fill the bucket with water, it’s just going to keep leaking and leaking and leaking out.
Sure, put enough water in fast enough and you’ll have a few moments when the bucket is mostly full, but eventually, you’ll just lose all the water. I call this “leaky bucket marketing.” Regrettably, “leaky bucket marketing” is how the vast majority of businesses approach promoting themselves.
And yet, this is how businesses approach digital marketing: they forego developing their website and say “well I need more ad spend” or “I need SEO.” They might even say “well I need a better funnel” or a “landing page.”
But, they either don’t have a bucket at all to fill the water in (no website) or they have it set up like the vast majority of websites out there, and it’s a rickety bucket full of holes that becomes a money pit.
I said before, most websites, whether big or small, alienate at least 60-80% of buyers.
Build Your Website For Your Customers, Not For You
See as creators, as entrepreneurs, we tend to create things in our own image. We create things that attract us, and that we believe would help us make a buying decision.
We cater information to what we believe is important and pick colors, images and everything all based on what we like.
Then a designer somewhere gets hired who has little-control over the process and says “oh, well, you like this and this” so, looking to make you happy they create a site that caters to what you like and what you want (assuming the process goes well, which is saying a lot sometimes, if we’re totally honest).
So you get the website you want, built the way you think will work…and nothing happens. You get the same results from traffic (which a lot of the time can mean no results) and you get stuck in the same patterns.
But you “just finished redesigning the website.”
You just spent all this money making it better.
And it’s still not working.
Then here comes Frank saying “you need to redo your website.”
Fan-F***ing-tastic Frank. While we’re at it, why don’t I just restart my whole business from zero, huh?
Is what I think most of my clients wish they could say out loud. Good thing most people are polite.
Your Website MUST BE Customer Centric. Not YOU Centric.
Look, one of the hardest things that I had to realize was: it doesn’t matter how I feel about a website. It does not matter what I think looks great. It also does not matter what you, (my client) think looks great.
The only thing that matters is what your customers think. I’m going to repeat that, because it’s incredibly important: it does not matter what you think. It does not matter what I think. It matters what your customers think. You know what your customers think of your site because they’ll talk with their information. They’ll talk with scheduled appointments. They’ll talk with their wallets.
Your website must be CUSTOMER CENTRIC. Not gidget, gadget and the latest tips and tactics that most digital marketers are fascinated and obsessed about.
The game is not about funnels, chat bots, campaigns, warm and fuzzies. It’s about appealing to 100% of potential buyers.
Appeal to 100% of buyers and you’ll walk away with results that are three, five, even ten times higher than what you had before.
Keep appealing to only 20-40% of your potential buyers and be prepared to stagnate, or worse, lose sales the next time the economy turns.
“But Frank, you can’t appeal to 100% of people! In fact, I don’t want to.”
Yes, you’re correct. In fact, you should get super specific about which niche of people and who your target audience is, but that’s a more advanced topic that I’d be happy to talk to you more about.
What I’m talking about is appealing to 100% of buyers. Not 100% of people.
See, there’s something I learned back in my door-to-door and cold calling days that, for some reason most web designers haven’t figured out yet and most business owners can’t quite put their finger on.
Your buyers, your target audience, people, all have different ways they prefer to buy.
Cater to your potential buyers preferred way of buying and you’ll see your conversions, leads, phone calls, even sales double, triple, even 10x! Don’t cater to them, and you’ll just keep alienating good qualified leads – you’ll just keep three or four big gaping holes at the bottom of your bucket.
People Hate Being Sold. But Buyers Love the Buying Process.
Your only job when it comes to your website is to make sure the buying process is pleasurable for everyone involved. You already do this to a degree: you build your site around what you like, how you like to buy and what you think will help.
But that’s not enough, you’re typically only going to resonate with one or two of the types of buying personalities. Which means you’re only going to cater to people who buy things just like you buy them.
That’s huge. Think about that for a second.
Before you’ve spent a dime on advertising, you’ve just guaranteed that you’re going to burn 60 to 80 cents out of every dollar because you haven’t made a few small tweaks to how your website is designed. If you understand that, I mean really understand that concept, then you’ll understand why most advertising campaigns are a waste of time and money, and it has nothing to do with whether or not “advertising works.”
The Trick is Knowing How to Appeal To The Five Different Buyer Personas.
So what are those five different buying personalities?
I like to call it FRAPS – or Friendlies, Rocket Scientists, Adamants, Partner Buyers and Shoppers.
Here’s the basic breakdown:
Friendlies are the people who seem like they’re always easy to have a conversation with. The ones you might go to and they’ll just talk to you for hours and hours on end. Sometimes you don’t even have to say more than two words to be caught up in an hours long conversation!
These people will make their buying decisions based on things like how much they like you, how good your customer service is or how you talk to them (or just ask them a question).
They’re going to care the most about how you communicate.
Rocket Scientists are, just as the phrase sounds, the people who know it all. They want to read every little detail about the product or service. These guys will actually enjoy reading all the literature that you can put out and compare it to your competitors. They want to buy the “best fit based on their research.” Rather than what other people say or what opinions are.
Rocket scientists make buying decisions based on how much information is available, how much they can read about your product/service or how many details you release.
Adamants like things to be quick and to the point. Forget all the fluff, the reading of long paragraphs and texts, just get to the point. An adamant type of buyer will be the person who talks to you and says “you know what, I like you because you’re a straight shooter, you get to the point and don’t B.S. me.”
Adamant’s like bullet points, summaries – quick, digestible information that immediately tells them what they need to know without adding “marketing fluff” to it.
Partner Buyers make most of their buying decisions based on what other people think. These are the people who are going to ask their family, friends, their spouse what they think before buying. They rely the most on reviews and testimonials to determine whether their decision is good or bad, safe or risky.
Partner buyers will look for testimonials first. They’re going to ask “who have you done business with before and what did they think?” Further, what’s tricky here is because they’re going to show their friends or family your stuff before buying, if you aren’t also catering to the friend and family members buying style, you’ll lose the sale.
Shoppers love a deal. They want to win. They bought because they found or negotiated the absolute best value for the dollar. No, that doesn’t always mean the cheapest deal. In fact most of the time, it isn’t the cheapest deal, it’s the deal with the most value. The most bang for the buck.
Shoppers like comparisons to competitors of your deal, transparency in pricing or packages and multiple ways to buy / options to choose from or ways to negotiate.
After reading the five different types of buyers I’m sure you’re left nodding your head at at least one or two of them.
Information Without Action Is Useless. So I Invite You To Take Action To Grow Your Business.
You probably even can recognize situations where you’re one of each of the different types of buyers in different situations.
You probably also recognize how making sure your website is appealing to all five types of buyers, rather than just one or two, will radically increase your conversions, leads and sales.
This is just one of the ways I approach websites, and it’s why I’m proud to have created a dozen million dollar companies across a dozen different industries.
Now you have one of three choices to make:
- A) explore working with me and seeing how me and my team can improve your situation by scheduling a strategy session with me.
- B) You just want insights – if so, follow the blog or any one of my social media profiles and I guarantee at least a million dollars worth of value.
- C) You’re not interested at all – and that’s totally fine. I hope you find the person who can help you reach your business goals or whose message resonates the most with you.
Either way, it’s been a pleasure so far, thanks and talk again soon.