DON’T BE DISMISSIBLE
Caring about saving money and having
a DIY attitude are admirable qualities.
But when it comes to building your
website, those exact characteristics
(or whatever is keeping you from
creating an amazing website) are
keeping you from getting hired. Your
potential clients look at your website
with the same dismissive tendencies
you have for sites that don’t live up to
your standards. They surf around, get
frustrated they can’t find what they’re
looking for, and click to another site.
As if this weren’t bad enough,
think of all the work you did to get
them there in the first place. Maybe it
was the investment you made in SEO
and SEM. Perhaps it was all the time
you spent growing your social media
presence. Maybe it was the books you
wrote, the blog posts you uploaded,
your videos, or all the pro bono
speeches you’ve given. Regardless,
they’re there because of your hard
work, and it’s a shame you don’t get
an inquiry and a gig.
MAKE IT ALL ABOUT THEM
If this sounds familiar, bear with me. All
you have to do is change the orientation
of your site from a recap of everything
that makes you wonderful to a concise
offering of how you can make your
potential clients’ lives better.
This is easier said than done.
But if your website is merely an
expanded version of your Facebook
page—here I am being awesome,
here’s another picture of me being
awesome, here’s someone giving me
an award for being awesome—then
you have some work to do.
Start a blog and make sure you
have a plan to update it regularly.
Create onsite content to get people
to your site from social media,
email, or other drivers.
Get an SEO audit to improve
content, quality of your images,
and your rankings.
Add more video.
Be sure you’re responsive
(optimized for mobile).
Add tools such as online
scheduling, “call now”
functionality, and easy email to
make it easier for your customers
to interact with you.
BRUCE TURKEL, CPAE, makes brands more valuable.
He has created campaigns for American Express, Miami,
Discovery, Hasbro, Bacardi, and more. Bruce appears on Fox,
MSNBC, and CNN, as well as in Fast Company, New York
Times, and Forbes. He has published five books on branding.
Find him at Bruce Turkel.com.
Why not introduce yourself to
your audience by telling them what’s
in it for them? Why not show them
that hiring you will make them better at their job, better at their hobbies, better at their lives, or whatever
it is you offer?
Because when you make this
seismic shift and create an “all about
them” website, you’ll find that people will interact with it in a different
I’m not saying that all you need to
do is change a few words and a few
photos and call it a day. Instead, you
have to rethink the way your potential customers will interact with your
site and how you can give them what
Companies such as Amazon,
Apple, and American Express spend
thousands of dollars and hours
making sure their GUIs (
graphical user interfaces, pronounced
“gooeys”) are as easy to navigate
as possible. They test every image
they upload to find which ones generate the most responses. And they
copy-test every word they write to
make sure the text is as compelling
as possible. While you don’t have to
go to this extreme effort, it makes
sense for you to ask a few people
to run through your site while you
shut your mouth and watch over
What you’ll discover is that
no one uses your site the way you
expect. But if you reconfigure your
web presence to meet their needs,
you’ll also find that your customers
will be much more likely to inquire
about hiring you. ■
6 WAYS TO