At Bourn Creative we approach websites differently — and we want you to think about your website differently too. We challenge you to stop thinking about the pages and the pieces you need to include in your site and how they are all going to fit together. That’s the old way of building websites.
Instead I want you to think about your site in a more strategic way. I know “being of service” to your clients and audience is important to you. I know you want to follow your passion, help others, and make a difference in the world. I know you want to change lives — and you can.
But I also know that to do all of those things, you also need to make money. As one of my premiere clients, Suzanne Evans always says, “Money isn’t everything, but it touches everything that is.”
This is why your website exists — to make money.
But the key to a wildly successful website that works when you’re not working is a seamless blend of sales conversion strategies and being of service to your audience. When you can meld these two concepts into a website, you will get more clients, shorten your sales cycle, help more people, and make more money.
First, I want to you think about your website as having four different sections, each with a different purpose:
Section 1: Know
This section of your website is dedicated to helping website visitors get to know you and your business. The “Know” pages of your site are designed to help people learn more about you and your background, what you do and how you do it, who you serve and why, and what results you get.
These pages answer all of the “What’s In It For Me?” questions your visitors have, and include your Home page, About page, Services page, Products page, Speaking page, and Contact page.
Section 2: Like
This section of your website is dedicated to forging a connection with your website visitors and building a relationship with them. The goal of the pages in this section is to help them learn more about you, form a connection with you, and start to like you – and the key is to get personal and to provide value!
These pages may offer glimpses into your personal life, showcase your personality, and offer your opinions; they include your About page, Media page, Portfolio page, and even a Photo Gallery. These pages are also your "education" pages, where you teach your audience something, help them, and provide real value; they often include How-to Articles, Blog Posts, Tutorials, Resource Lists, and more.
Section 3: Trust
This section of your website is dedicated to building credibility, reliability, and trust by positioning yourself as an expert, providing value and quality content, and showing a history of proven results.
Section 4: Money/Conversion
This section of your website is dedicated to getting your visitors to take a specific action – to click, register, enroll, sign up, buy, subscribe, download, opt-in, call, email, contact, submit, get instant access, join, or purchase.
The goal of these pages is to convert a new visitor into a client, customer, or subscriber that you can continue to market to, sell to, and work with in the future. They include your opt-in box/area, Sales pages, Landing pages, Squeeze pages, Contact page, Teleseminar/webinar registration pages, Free Offer pages, and Product pages.
Naturally Guide Visitors To Action
By applying the “know, like, and trust factor” to your website – and adding in the crucial step of conversion, you’re naturally leading your website visitors to the action you want them to take without icky in-your-face marketing tactics, ugly and cheap-looking blinking arrows, and giant, obnoxious call-to-action buttons. With this approach the natural flow of your website is crafted specifically to help your ideal clients self-select themselves right into your products, programs, and services without ever having to “sell” them.
As a result, your phone rings and your inbox is full of requests from new clients ready to get started and pay you what you’re worth … and nothing feels better than that!