So you’re thinking about your first ever business website….
Congratulations! That’s the first step – celebrating your initiative and courage in this new business venture.
Now what? (cue crickets)
OK, let’s walk through some things I want you to think about:
- What do you want your website to do for you?
Are you selling something? Do you want to show off your portfolio? Increase visibility?
- What action do you want your potential client to take?
Buy a product? Book a discovery call? Invest in your course?
- Who is your ideal customer?
What is their pain point? Why do they need you?
Whew… that’s alot, I know. But it’s where you need to start.
If you’re like me, sometimes just seeing text on paper isn’t enough. I’m a visual thinker. I like to doodle out my ideas, use old school pencil and paper planners, sketch out my ideas. So, here’s the next portion of our exercise. Let’s think VISUALLY about how you’re going to build your one-page website.
First, a few ground rules:
Your one-page website does not need to be complex, complicated, or overly done. Overthink it, and they’ll run for the hills (or at least click over to a different browser tab).
Your one-page website is more about design. Yes, your copy is important but you want to use your text strategically to get results you’re looking for.
Here’s one visual example of how to layout your website:
Did that help the visual thinkers in the room? (Yay, I’m glad.) Keep in mind, this is one example of how you can lay out your one-page website. I have included it because this is the layout that I teach in my Website in a Weekend course and that I offer as a done-for-you templated website for my clients on a tighter timeline and budget.
So what should your one-page website do?
Capture my attention
You’ve probably heard the scary statistics. You have three seconds or less to capture someone’s attention when they land on your website.
But have you thought about what that really means?
- They won’t scroll… so you better hook them above the fold.
- They won’t wait for something to load… so you better keep it simple.
- They won’t watch your video… so you better have another plan in mind.
The most important part of your home page is above the fold – and it’s important that it be visually pleasing and mentally engaging. Capturing attention means concise, impactful, memorable text combined with a design element that ties it all together.
In our visual example, think about it as your key message: Who are you and how can you help them.
Capturing my attention only gives you three to seven additional seconds to make me feel welcome. Your task – still above the fold – is to create an atmosphere in keeping with your brand voice and to clarify what you do. I’m making a judgment about your personality and the tone of your business. I’m deciding if I belong here.
This is a great time to think about that big, lovely image you see on so many people’s websites. Generally is conveys very quickly who they are and/or who they serve. Perhaps it’s their headshot or a styled layout. If they offer meal planning, maybe it’s a family cooking together. Dentist? People brushing their teeth. Health coach? Happy people living life to the fullest.
Guide me to take action
Once I feel welcome, you have a minute or so to engage me and inspire me to take action in some way. Sound like a short amount of time? It is… and yet statistically that’s really all you’ve got. If you don’t get me to do something before I leave you’ll likely never know I was there… and I might not come back.
What other ways can you get me to take some action?
- Include an opt-in (freebie, gift, etc) so I can join your list.
- Give me options to select so I can learn more about who you are and what you offer.
- Guide me to your blog or your about page.
Do you have a Call to Action right above the fold? Think about using phrases such as Get Started, Learn More, Sign Up, or Download Now.
So that’s above the fold. What else should you include on the rest of your one-page website?
How they can work with you.
Perhaps you have a physical product to sell, online courses, virtual coaching, or a brick and mortar store. You will want to make it easy for people to learn more about hiring you or buying your product. You will want to share general information about your goods or services, the benefits it provides, and how these benefits will impact them (in a positive way).
Make it easy for them to get in touch with you! Have your contact info (maybe even a contact form) easy to find and social media links and/or feeds on display. If you have a physical location, maybe include a map.
Any other information you would you like to share.
Perhaps this is:
- Headshot and bio – Let them get to know you and build trust with you. Do you like dogs? Dislike scary movies and car trips? Tell them; don’t be afraid to let your personality shine through.
- Audio or video demos – If you are a performer, perhaps you want to have your audition material front and center. Embed your videos from YouTube or use a VoiceZam player for audio tracks.
- Portfolio pieces – Whether you are a graphic designer or general contractor, you can include pictures from your latest completed projects. You can create mockups, upload actual photos or finished files, or even build a slider of images.
- Other promotions – If you have something else you’d like to feature, such as a new course you’re launching or coupon code to claim, share it. Do you run a Facebook group and would like them join? Talk about it!
- Testimonials – if you have happy clients, spread the love! Prospective clients value others’ opinions much more than your own (just saying).
Just remember – your website’s goal is to make your visitor feel welcome, create a connection, and inspire them to take action.