Stella Orange, WORDSMITH Marketing strategy & copywriting to make your cash register sing

5 Ways to Make Your Website Charmingly Useful

Is your website a snoozer?

Have you ever talked to a person who isn’t much fun at all?

They just go on and on. About themselves, mostly.

They don’t ask any questions about you or your day. They make zero attempt to get to know you. It’s almost like they are running on autopilot. Lights on, nobody’s home.

You may even leave the conversation—if you can call it that—with a feeling of depletion. Or mild irritation.

On the other hand, a person who is fabulous company has a totally different approach to conversation.

She is lively. Fun. Aware of your time—and the preciousness of it. She freely shares ideas and shares “golden nuggets” of information, be they tips, resources, or a valued connection. And, she shows genuine interest in you and your endeavors.

In other words, she’s charming as hell.

Websites aren’t much different than people, really.

Some are twinkling stars of possibility, personality and problem-solving. And the rest are just more of the same old, same old.

Now, how on earth do you make sure your website is charming and useful—and avoid subjecting readers to a droning, tedious promotional monologue?

1) Clearly state the problem you solve. In one look, a visitor to your website should get who’s in your niche, what problem you help them solve, and that you are a diamond in the rough. Your brand—including website colors, tagline, and your business name all need to be in alignment here.

2) Show some leg. Many business owners are concerned about appearing professional on their websites. Especially when your clientele is corporate. But in truth, you will attract more of your ideal clients if you loosen up a bit, and give yourself permission to write more conversationally on your website. This means “coming out of your shell” a bit…and it makes a HUGE difference on the number of leads & inquiries you’ll get.

3) Demonstrate that you have listening skills. One fabulous way to share that you are an elite service provider is by modeling that you are a “thinking partner” who listens. One way I do that is by sharing questions my clients & tribe have, and answering them on my blog. My peeps know that I’m tuned in to them, and am busting my tuckus to make their lives easier and more prosperous… before they even hire me.

4) Have at least 3 “calls to action” on your website. CTAs are inviting folks to sign up for an Initial Session with you, requesting a gift, calling or emailing you a question, or linking to your social media. Most people won’t come back to your website regularly, so you need some compelling CTAs to build a real relationship with them.

5) Keep it short. Most website pages are way too long. Especially if you are just getting started! Remember, you’re still in discovery phase, so it’s better to get something basic up—even if it’s only a one-page splash page with your name, email address and “website coming soon—but if you can’t wait that long, I’d love to help you right away. Simply email me at…” I keep homepages under 250 words, and other pages to 350 words.

Good luck! And if you have specific questions, feel free to hit me up on email, or leave a comment below.

Mighty thanks to Samael Kreutz’s flickr photostream for perfect boredom.