The 3 Big DON’Ts for a Money-Making Homepage
And How to Fix Them
“Happy families are all alike,” wrote Leo Tolstoy, “every unhappy family is unhappy in its own way.”
The same holds true for the homepage of your website. Homepages that make money all have certain things in common. Which means that if yours isn’t “bringing home the bacon” to your bottom line, you’re missing a few of those things.
As a copywriter, I look at a lot of homepages. And I talk to a lot of business owners who want to make the most of having a presence online. But a lot of the time, it’s hard to put your finger on exactly what that involves.
“Watch how the JETs take the field,” one of my clients recently told me. “I want my website to be like that. When you see it, you say ‘Wow!’” (I'm no football fan, but I love the different ways we all express what's awesome.)
So, here are the top 3 things NOT to do, if you want a homepage that gets folks to buy what you're selling:
1. Don't be clear about who's in your target market. “I will lose business,” this line of thinking goes, “if I don’t talk to EVERY POSSIBLE kind of customer.” Zut, alors! This simply isn’t true! In fact, it JEOPARDIZES the only chance you have to speak to the only group that REALLY MATTERS.... your ideal client. If you’re a personal trainer, it’s way easier to talk to brides-to-be than to “everyone.” And to connect with that specific group, instead of trying to be so general that you end up not saying anything meaningful.
>> FIX: Who uses your product or service most? (Or, who would you LIKE to be your ideal client?) Talk to them, in words they would use, and no one else. I also recommend this low-down-and-dirty formula, as demonstrated by stevepavlina.com’s “Personal Growth for Smart People”: [I offer X] for [this group of people].
2. Don't solve one problem. You’ve got plenty of talent, but what we really want is someone to help us solve ONE (and only one) pain-in-our-bottoms. And not just any pain, but the one that keeps us up at night. By the way, a lot of businesses call what they sell “solutions.” This probably won’t make them any money. I, for one, usually can’t figure out what they’re actually talking about or selling. When businesses resort to the “we sell solutions” thing, it means they’re having a hard time describing their product/service, and the benefit it offers their clients.
>> FIX: SHOW US that you know your stuff by empathizing with our “wake up in the morning” problem, and describing, step-by-step, what you would do to help us solve it. In loving detail. And if you’re a coach, this goes triple for you. Unless people know you personally, “change” is usually a really hard sell. Making more money, attracting a relationship, or learning how to create a successful joint venture partnership are a whole lot easier.
3. Don't have a mouth-watering, "man, that's gonna be good!" offer. Whoa, boy. This may be the MOST COMMON mistake… and it’s two-fold. One, your homepage has no offers to start communicating or working with or buying from you right away. Or two, you have more than one offer, so you’re confusing people. (Remember: “a confused mind says no.”) Both are momentum-killers.
>> FIX: Once you know the one problem you solve, and you are clear on who you’re solving it for, it’s fairly easy to come up with things that would make their life a whole lot ------------. (Fill in the blank here: Richer. Easier. More relaxed. Stress-free.) Step two, think of WHAT ELSE you can give them to really motivate them to email, call, or opt-in. A free consult, analysis, report, MP3, or other gift.
Want more? This list is excerpted from a longer checklist for money-making homepages, that's part of a free teleclass on I'm hosting on Oct. 14. Registration goes live here on Oct. 2 (my birthday!). I’ll be sharing my full checklist for money-making homepages exclusively to folks who sign up for this no-cost call. Stay tuned.
Get your marketing moving forward
One of the toughest things for small business owners is finding people you trust who can give you smart, clear feedback on your next bold move. Alright, it doesn't even need to be bold. Any move at all.
Seems like everyone's busy, and no one has time to sit down with you, and actually listen.
Tell me about it! I'm in the process of developing my next project - something along the lines of "website copywriting for DIYers"(I'll work on the title, promise.) And I can just sit here, thinking & guessing about what I'm going to do...
...or I can reach out, and ask from input from people with answers. Like you!
But I know you've got at least half a gazillon sticks in the fire. That, like that guy with all the plates spinning atop thin metal poles, you've already got plenty- PLENTY!- to keep you busy.
So, I'm offering a little gift to anyone who takes the 7 minutes to help me out by filling out my survey. You give me 7 minutes, and I'll give you a 15-minute Copywriting Strategy Session. Where I'll help you get clear on your next website, copywriting, or sales & marketing project... and make sure you get at least one good idea to keep you moving forward.
Sound like a good deal?
Choose Your Own (Website) Adventure
Instant Replay Dept.
There really are two kinds of people in this world.
Well... let me take that back. Maybe four.
As cliché as it sounds, there’s some truth to the old saying.
For this month’s Instant Replay Dept., here’s a retelling of what I found myself saying to a client last week. And again, to someone on a project team. And guess what? It came up again a few days later in a meeting with the kind folks at SimpleFly Creative. (Marcel: Thanks again for loaning me your umbrella. I would’ve been soaked to the bone.)
When something comes up that much, it pretty much gets your attention.
I’ll be the first to admit, it’s not earth-breaking. But it bears repeating, because it adds some clarity to a discussion that’s more muddled than the limes in your mojito.
See, when it comes to building a website – or revamping one that’s been estranged from your attention and upkeep for longer than you feel comfortable admitting – there really are two kinds of people.
Okay, four. So without further ado, and with no small amount of tongue in my cheek, here are the four types of people – when it comes to websites— and my recommendations for each.
1. The “Do It Myselfer” – This hands-on person delights in web design and writing, or has the time, energy, and discipline to learn how. For this admirably rare breed, I suggest heading directly to WordPress.com to sign up!
2. The Outsorcerer – This enviable person has wisdom aplenty. He magically delegates what he doesn’t love, or doesn’t have expertise in. Plus, he’s got the budget to bankroll outsourcing as he pleases. Ooh-la-la! Set your sites on whatever web designer you please!
3. The Backburner - This person is trapped in the octopus tentacles of procrastination. A website isn’t a top three priority, because if it were, you’d better believe she’d be doing everything in her power to make it happen, on her own or with professional help. My recommendation? Calendar the project for next quarter or next year, and let it go.
4. The Hip Hybrid – This saavy person knows she needs some help jump-starting her website. She knows enough to be hip to the fact that she doesn’t want to do it all by herself. She may even have a few good ideas for how she wants her website to work as part of her overall sales & marketing plan. Most of all, she’s looking to take control of updating her website, and having a site that she can change herself as her business grows. (Or get her virtual assistant to do it.) If this is you: look into WordPress websites. And consider hiring folks to help you write one and set it up.
