(Note: this is part of a series of posts on the marketing makeover of a consultant’s Web site.)
Now that I know my client’s problems and challenges, it’s time to think about how her site can help mitigate them.
One point to make before I get too deep is that guerrilla consultants shouldn’t totally rely on their Web sites to achieve their marketing goals. As anyone who has read Mike and Jay’s book can attest, there are plenty of offline things consultants should do: networking, speaking, writing articles, etc. The Web should be part of an overall strategy. Some consultants may not even try to get leads from their Web sites – relying instead on methods such as referrals, and using their sites to demonstrate their expertise to prospects.
But in the case of my new client, she does want her site to generate leads, so we’re going to take a several-pronged approach to make her site attract and convert more clients.
- Use search engine optimization (SEO) to bring in more traffic from people searching for terms that are related to my client’s business.
- Rewrite the copy on her home page to clarify what she offers and encourage people to learn more. The copy will incorporate key phrases to attract search engines, but also has to work equally well for humans.
- Direct traffic to her free assessment, as well as other programs to which she wants to draw attention and generate immediate business.
- Encourage more subscribers, not just on the home page, but throughout the entire site. Subscribers may not be interested in purchasing her services now. But as she nurtures them via regular emails that share her knowledge, we hope that she’ll slowly win them over.
- Do some general site housekeeping – she’s been letting a few dust bunnies accumulate under the couch and it’s time to sweep them out!
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