4 things to do BEFORE you write a website

This one is for you if you are just starting out.

I’ve been talking to newly-minted business owners recently, and one theme keeps coming up: they believe they need to have a website in order to be legit.

Some of them are still in school.

Some of them are looking for clients, but holding off on “getting out there” until the website is done.

Most of them have BIG DREAMS about how they want to impact the world. And change the course of history.

I salute you. And welcome to the entrepreneurial adventure-mission-party.

But I’m writing this with the hope I can talk you OUT of writing your website.

Or at least, writing a big one.

Here’s the thing: if you’re starting out (as in, you’ve got a few paying clients and you know how you help them and you’re building up steam), you really only need 3 pages: your Homepage, your Services page (with no more than 3 services), and your About page (which is more like a story than a laundry list of your credentials and training.)

But if you are REALLY starting out, you need less than that.

Like, hire a designer to buy a URL of your name, and then create a “splash page” – a one page wonder with your name, your contact info, a general sense of what you do (like, less than a sentence), and a graphic.

That’s it.

Because “writing your website” can be a project that eats of your time when you’re starting out.

And the truth is, it may just be a way you are dragging your feet on doing the stuff you really need to be doing to sign your first 10 private 1-1 clients.

I’ve been advising newbie business owners of this for the past few weeks, so I figured it bears repeating: to write a website that wins you business, you need know who you are talking to (please don’t tell me it’s everyone. It’s not—and that lie will keep you broke and having to beg for business) and you need to know why they would pay someone like you.

So, if you are starting out, here’s the test:

1) What 1-2 groups of people do you work with?

2) What problem do they have that they are willing to pay to solve?

If you don’t know this, don’t write your website.

Because writing to “everyone” means you will connect with no one.

That may seem severe, but here’s what I suggest spending your time instead:

1) Come up with one simple, clear conversation-starting question about your topic. (Eg: “Are you too busy to cook?”)

2) Go to 2 networking events a week and make a list of 30 people you know who you know and need what you do. Ask them.

3) When you can help them, tell them so. Ask them to become your clients.

4) Rinse + repeat until you’ve filled your spots for one-on-one clients.

5) THEN, write your website, using what your clients have taught you.

The Cliffs Notes version
Get clients first. Even though it may seem like you are more credible or professional when you have a website, you’re not.

This is so important, I will say it again:

Even though it may seem like you are more credible or professional when you have a website, you’re not.

You build credibility by ACTUALLY HELPING PEOPLE, not by marketing.

So, when you are just starting out, focusing on “getting your website up” can be a mistake that actually makes you look less credible.

You look less credible because you’re trying to come up with words for what you do, when you don’t know what you’re doing yet.

Look, I was in this boat. There’s no shame in it. But you can totally find people who need what you do –and will pay you — without having a website.

And they will TEACH you the words you need to use on your website to get more clients.

There’s this myth that you have to “figure out” what you are doing in your business so you can “launch” and announce yourself to the world.

That’s not how it’s worked for many of us.

For many of us, we got ruthlessly focused on revenue-generating activities.

Meeting people and networking and asking people for their business all lead to revenue.

Spending time talking with your designer about what colors to use on your logo does not.

Is it scary to “put yourself out there” BEFORE you feel ready? You bet. But this is the path you are choosing. This is the entrepreneurial adventure.

All I’m saying is, maybe it’s time you release the pressure valve and let yourself off the hook about getting your website done now. The more you know about your clients, the better your website will be. So might as well bite the bullet now, and hurl yourself off the cliff of asking people to meet with you (and then work with you).

THIS is how money-making websites are written – one real life conversation with other humans at a time.

Not in the solitude of your home office.

Mighty thanks to stuartpilbrow flickr photostream for under the bed