Four Steps for Your Strategic Website Plan
Web Design Strategy is totally my jam. I love coming up with a strong plan that will help my clients make more money, get more clients, and grow their business. That's exactly what a strategic website does!
PS: Scroll past the video for the text version + workbook!
I’m gonna talk to you about the four steps to creating a more strategic website, which means a more profitable website. I’m Erin Alexander and I’m a strategic web designer. I help you make websites that not only look good, but they're also smart and help you achieve your goals. So, let's get started.
Four parts to creating a strategic website.
There are actually four steps or four parts to creating a strategic website and this is the same process I walk through with every single one of my clients, when I’m creating a website for them. And to make this a lot easier I’ve created a printable workbook that goes right along with it. It's gonna walk you through all of these steps and there's nice little worksheets to help you kind of brainstorm and get this out on paper. Which in turn you can either give to your web designer or use it to create your own website if you're gonna if this is your first website and you need to DIY it that's totally fine. but let's go ahead and make it smart and help you achieve your goals.
What's the purpose of your site?
Okay, so, the first step to creating a strategic web site is to figure out the purpose of your website. I like to think of this if you think about those big websites that you go to all the time. Let's think about Amazon.
What's the point of Amazon?
Well, it's to shop, right? So, when you go onto Amazon they have products, everywhere. And underneath those products they have more products. And you when you look at a specific product page, they have to show you what other people bought with that. They show you reviews. So, that everything leads you to wanting to purchase this thing. The point is to shop, right?
So, let's think about that in terms of your website. What's the point of your website? If you're a coach the point of your website is for people to get to know. You so they trust you so they want to listen to your advice. So, they find your advice valuable. Right? If you're a service provider like me, then not only do you want them to see that you're valuable but you want them to get to know what you do. So, the point of my website is to highlight my best work is to show off my portfolio and also share my expertise in my blog by showing that I know what I’m talking about. That's the point of my website.
The other thing you want to do is tell people how you do it. The best way to do this is by creating a mission statement. And this is in the workbook. You just create a very simple straightforward mission statement. At Alexander Design Company, I help women create gorgeous and strategic websites with my one-on-one services. So, you're going to list that out for yourself and in my workbook there's a section for brainstorming and kind of circle those keywords. This needs to be very straightforward. You're the only person going to see it. You need to craft this very easily, it doesn't need to be fluffy.
Create Action Steps for Your Goals
Okay, now the second thing to do is, take that purpose and create goals. Now you probably have already done this by creating goals for your business in general. Maybe you created goals for 2018 or for court or two, whatever it is you've probably already created these goals. So, what I like to do is take those goals and create website action steps.
Okay, so say for example your overall business goal is that you want to speak at three small conferences this year. So, what do you need to do on your website to make people want to hire you? So, for example maybe you need to keep your media page up to date include video clips of what you've already done. That's an action you can take on your website to help you reach that goal or maybe you're just getting started. So, you need to start writing blog posts that relate to the topics that you want to talk about. And get those out in the world so your website action for getting to your speaking gig is to write two blog posts every month that talk about things that show people how great a speaker and writer you are. So, whatever your business goals are you should have an action on your website that helps you achieve those goals. You may have 5 to 10 goals you should be able to come up with an action on your website that helps you make that happen.
Map Out Your Client's Journey on Your Website
Okay, so, the next thing you're going to do is craft your clients and journey. So, what happens when someone comes to your website, they go on a journey of you know navigating their way through your website. So, they come they come via Pinterest posts and they find your blog posts and they read that blog post and then at the bottom they see some other posts in that same category and they click that one, because that seems like it might help their problem also. And they read that and then they think “hey, this chick is pretty funny. I want to find out about her” so, they click your about page and they find out about you and you shared your family story and they're curious about you because now they've read a couple blog posts about you. You know they want to see kind of what else you talked about. So, they read your you know your personal family story and they find you interesting then they pop over and they check out your Instagram. Whatever this journey kind of is, of leading them from landing on your page for the very first time to hiring you. You control that.
Obviously, they do whatever they want. But the way you design your website helps to you know kind of corral people. Corral is a bad word, it makes us sound like cattle. But I don't mean that. It helps us to kind of force people to do what we want them to do. Then you land on your about page and you don't want them to go to your Instagram. You want them to check out your portfolio. So, you put a button a teaser of something that says “here's my portfolio” you know “this is what I offer” and you lead them down that journey of getting from landing on your page it's the first time to hiring you.
Put It All Together in A Plan
Okay, so then the final step is putting all of these together. You're gonna take your mission statement, you're going to take your list of goals and website actions and your client journey and you're gonna start creating the list of pages. I just do this on paper. “here's my home page and this is what I want” but “here's my about page and this is what I want.” You just the client journey map to tell you if you're going in the right direction. Is my purpose aligned with my goals and my client journey. And that's how you craft the page, like that's what tells you what sections you need what you need to include, that's it. That's how we get from you know ideas and goals and dreams of what we want to happen on our website to actually creating a strategic website that makes sense. And then you add in some details to make it pretty. Um, you know some really good detail.
The specific things that you need on each page is a little different for each kind of business and in the workbook the four steps to a more profitable website, I have included a bonus section that tells you exactly which pages you might need if you just have no clue, it tells you what to include on those pages. So, if you have no idea what even goes on at about page that's included. There's even a checklist that's gonna help you make sure you gather up all the stuff you need. So, that when you sit down to create your website or you're sending it off to a designer you have everything, because I know that's one of the hardest things when you're creating a website or updating a website is “what the heck even goes on it?” This strategic planner is gonna help you with that. So, download that it's totally free!