What Makes a Website Make Money?

There’s a myth out there that a website can be an ATM machine.

It just spits out dollar bills while you sleep.

And when you wake up, your only job is to sweep up all the filthy lucre before your morning coffee.

But that’s not really true. Well, for people who are “information marketers” it can be. But if you are a coach, a service professional, or someone who’s business flows from who you ARE (smart, trained, insightful), you are playing a different game.

Which means that the way you make money from your website isn’t to slap a bunch of “BUY NOW” buttons all over it.

In fact, that’s one of the WORST things you can do.

Why? Because you aren’t playing the straight “information marketer” game.

You are playing the “relationship marketing” game.

And when it comes to building relationships, nothing turns people off like moving in for the kiss too soon. It’s not only creepy, it’s not effective. Most of the time, anyway.

Your potential clients want to get to know you BEFORE you ask for their business.

That’s why your website needs to be different from the people whose business model is based on selling the bejeezus out of an info product.

Because you need to fill your business with 10-20 one-on-one clients FIRST. And THEN you can work on “fancy” projects that have more leverage, like group programs and home study courses.

So, what do you need on YOUR website to make money from it?

1. A clear statement of the problem you solve—and who you solve it for. You need to express what you do in a way that makes sense to your ideal clients. And to do this, you need to speak the language of results. Your business will make a lot more money when you have results that people are hungry for. For example, “I help women shine and transform their lives” is nice, but unless you are already internet famous, it probably won’t make you money. You need to find a problem that those women will actually INVEST in (get a job they like, find a fulfilling relationship, lose weight). And typically, picking one problem to solve is more effective than being the weight loss-love-career coach. Because it’s just too much for the rest of us to wrap our heads around. What problem do you solve, and who do you solve it for?
2. An awesome free gift. The days of saying “subscribe to my newsletter” and getting people to actually do it are over. You need to share valuable free content to entice website visitors to become regular readers. Why is this so important? Because you need time to add value and let them get to “know, like, and trust” you. (Hint: this is why sending a regular newsletter is so important). What could you teach your audience in 4 steps that they would be highly motivated to learn?
3. What sets you apart from the Other Guy. You need to know your distinctions—what makes your different from other people offering what you offer. The cool thing is that when you know your distinctions, you eliminate competition… because no one can duplicate who you are and your take on the services you offer. Why do your clients seek YOU out? Often, we can’t see our own distinctions—we are too close to it. Ask your clients (or friends, if you are just starting out) why they keep coming back to you.

The main thing to appreciate is that your website is less of a destination… and more of a way stop along the route to doing business with you. It’s not only a place you send people who are interested in you work to… it’s the beginning of building real relationships with your potential clients over time.

Mighty thanks to MyEyeSees flickr photostream for the money.