Jennifer Bourn, Author at Bourn Creative

Create An Effective Content Marketing Plan At Content Camp

March 29, 2021 Jennifer Bourn

What do blogging, podcasting, attracting clients, acquiring customers, growing a YouTube channel, building an email list, and establishing a social following have in common?

Content.

No matter what your goal is, if you want to grow your business, gain visibility, and expand your brand:

You need to create high-quality, strategic content on a regular basis. Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%) according to Aberdeen.
You need to market that content to gain as much visibility and website traffic as possible. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads according to DemandMetric.
You need people who engage and interact with your content to take action. Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%) shares Aberdeen.

Selling A Million Dollars In Design Side Projects

May 18, 2017 Jennifer Bourn

Development is clear cut. It works or it doesn’t. The code is well-written or it’s a mess. Design on the other hand, is subjective, with the success of a project often based on the client’s ideas, perceptions, opinions, and personal experiences of what good design is.

Jennifer Bourn (that’s me) is founding partner and lead designer of Bourn Creative. While she spends her days designing high-end, complex, custom WordPress sites and brand suites, she has also sold well over a million dollars in just side projects and add-ons ranging from in price from $75-$3,000 — and the journey has been good, bad, and at times, down right ugly.

Jennifer recently teamed up with iThemes Training to deliver a free webinar called Selling a Million Dollars In Design about selling design services that skips the hype and sugar-coating, and gets right to the mistakes made, lessons learned, and business practices implemented over the 12 years Bourn Creative has been in business.

Crafting High-Converting Client Contracts For Web Work

June 11, 2015 Jennifer Bourn

In my last article for the GoDaddy Garage, I shared the benefits of using a Crafting High-Converting Client Contracts For Web Work — should give you a solid foundation to see where your contract can be improved.

If you’re on the client-side of things, you may be looking at a contract from a potential service provider, wondering if it is any good, or if they really are the best choice. This post should help you evaluate a contract for a potential service provider, and ensure you are asking the right questions.

Remember, the ultimate goal is to make your contract easy to understand and to eliminate any roadblocks to decision-making, and to make your potential client feel comfortable and safe.

How To Plan A Blog Post In 10 Minutes

April 20, 2015 Jennifer Bourn

Every website owner loves the idea of a blog. They love hearing about how adding a blog to your website is one of the fastest and easiest ways to increase traffic, improve search engine rankings, build a big email list, gain expert positioning, and attract new clients.

They love the impact it can have on their social media content strategy and they love that blogging for business is free — it doesn’t add another monthly bill. But blogging isn’t really free — it takes time, energy, focus, and commitment.

As a result, end though website owners love the idea of blogging for business, they are not using their blogs! Often nothing new has been published since the site originally went live, or it’s been three, six, or even twelve months since any new content has been added. Yikes!

In my latest article for CoSchedule, How To Plan A Blog Post In 10 Minutes So You Can Write It Better And Faster, I address the biggest hurdle business blogs face — creating content and planning posts.

In this article, I walk you through how to plan a blog post in 10 minutes or less so you can write it better and faster — without stress, frustration, or overwhelm. Plus, I know you don’t need another cookie cutter formula that doesn’t work, so I’m going to walk you through FIVE different approaches to planning and writing blog posts so you can choose the one that works best for you.

Here’s the entire article:

WordCamp San Francisco 2014: Champion Purpose Driven Design in Client Work

October 27, 2014 Jennifer Bourn

WordCamp San Francisco — the event, the talks, the people, the fun — was amazing.

I was honored to be selected as a speaker for the flagship WordCamp event and to give a talk alongside some of the most talented people I know and new people I was lucky to meet.

This year, WordCamp San Francisco did something a little different. Instead of each session featuring one speaker, giving a longer talk, they peppered in lightning talk sessions throughout the event, each featuring short 5 minute talks by three different speakers. I spoke in the design and business lightning talk session with Taylor Aldridge and Tracy Levesque.

My five minutes were dedicated to designers and encouraging designers to champion their design and be the expert they are hired to be.

In a world where web design can quickly turn to web decoration, designers are problem solvers who must not only lead clients through the creative process, but protect the integrity of the solutions they deliver. With an abundance of options readily available, it is imperative that designers step up and become the voices of, and champions for purpose driven design, where each element has a specific purpose and only the elements needed to compel action are included. No more, no less.

How To Design A Website Header (And What Should Go In It)

April 9, 2014 Jennifer Bourn

A website header is the area is one of the most valuable areas of your website. It runs across the top of the page and appears on every page of your website, except on sales or landing pages templates that have it removed.

The purpose of your website header is to promote your brand and make your site instantly recognizable to those who are already familiar with you. For many businesses, the header is the perfect place to efficiently and effectively convey exactly what your site is about and what your business does.

How to Create A Highly Effective Website Home Page

April 5, 2014 Jennifer Bourn

While many visitors may enter your website for the first time through a blog post, your Home page is the virtual front door of your website and the main door into your site for the rest of the world. When someone visits your site directly through your main URL, your Home page is the first page of your website they will see.

The Home page represents the very first opportunity you have to make an impression. So visitors need to be able to quickly figure out — in just a few seconds — if they are in the right place, and if your site is what they have been looking for.

Defining the purpose of your website, and in turn the purpose of your Home page is the first step in creating a strategy that will attract your ideal clients and customers to your website.

7 Ways To Alienate Your Designer & Go From Client to Contract

May 15, 2013 Jennifer Bourn

In a perfect world, working with your designer would be a perfect partnership of creativity, communication, and collaboration — at least that is what designers strive for. But that’s not always the case…

A designer begins every project excited about what they will create and about bringing the client’s vision to life — they wouldn’t have accepted the project is they weren’t. They are excited about solving problems, helping their clients succeed, and building a new relationship or strengthening an existing one. They value their client and look forward to becoming their long term creative partner.

Designers have so much pride in their work and so much invested in their clients’ success, that they will often bend over backward, throw in extra work, and go above and beyond your contract just to make sure the final result is as good as it can possibly be. Mainly because the success of your project puts their reputation on the line.

But occasionally, a switch gets flipped, and the dynamics of the relationship change. Something happens, or several things happen, that cause a designer to shift the way they view a client and a project.

It’s the critical point where a client stops being a client and starts being a contract that needs to be fulfilled — where a designer throws their hands in the air and gives up trying to make it totally awesome, and instead just wants it to be good and done.

Marketing Tips to Position You As An Expert

January 24, 2013 Jennifer Bourn

These days everyone wants to be an expert. Heck, everyone thinks they are an expert. I even think some people just wake up and decide to call themselves an expert out of the blue just because they can.

But what about those who want to become a true expert, a real expert, a respected expert? How to they become known as an expert? How to they get other people to say they are an expert and endorse them — instead of them saying it about themselves?

Here are 5 marketing tips to help you become a respected, go-to expert:

5 Important Marketing Tips Small Businesses Must Understand

January 22, 2013 Jennifer Bourn

Lately I’ve written a lot of posts about marketing and I’ve provided you with a lot of tips on marketing strategies, including:

While all of these tips can help you build a successful small business, there are some marketing tips and strategies that every small business needs to understand — The small business marketing basics if you will. The 5 marketing tips I outline below can help you avoid marketing disasters and set you up for marketing success:

5 Marketing Tips for Successful Follow Up

January 11, 2013 Jennifer Bourn

Studies show that about 40-50% of all inbound sales leads are never followed up on. That equals A LOT of conversations, potential business deals, opportunities to help left hanging, and too many lost possibilities, all due to follow up failure.

Yes you’re busy, but you should never be too busy to follow up with those you have connected with and met. You should never be too busy to keep a sales conversation going. And you should never be too busy to make good on a promise you made.

Follow up is important — it’s your opportunity to build on your first impression and create a lasting impression, to show the other person you do care and you can be counted on, and to add value to your growing relationship.

Here are 5 marketing tips to help you fix your follow up:

What Your “WordPress Consultant” Isn’t Telling You (About WordPress)

November 12, 2012 Jennifer Bourn

So I’ve got a pet peeve! I get irritated when people who need help turn to consultants — supposed experts — for help and are misled or fed incorrect or outdated information simply because the consultant doesn’t know the answer and they don’t want to admit it.

This drives me especially CRAZY in the WordPress world. Lies, myths, untruths, and false information about WordPress is being fed to business owners left and right — and it’s perpetuating false beliefs.

Let me explain. I LOVE WordPress — all of our sites are built for WordPress and I love the fact that it allows our clients to have total control over their websites. But this ability comes at a price. Now anyone can open a hosting account, install a theme, and plop in a custom header can call themselves a WordPress web designer or WordPress consultant. There are even some calling themselves WordPress developers that can’t even read PHP!

Why? Because WordPress is a “Hot Topic” for entrepreneurs who want to start online businesses. And for some, these so-called “Hot Topics” mean easy and fast cash.

4 Steps To Get More Sales Using Your Autoresponder System

October 15, 2012 Jennifer Bourn

This is a guest post from my friend and brilliant business coach, Sue Painter. Sue is one of Michael Port’s Book Yourself Solid Coaches, a coach for Ali Brown’s Elevate program, and a successful entrepreneur. I always appreciate Sue’s perspective on business and marketing. We use follow up sequences (autoresponders) heavily in our business and when we were creating several new ones earlier this year, Sue reviewed and provided feedback on almost every one, ensuring what we create is easy to understand and easy to use!

In this guest post, Sue shares 4 steps on how you can use autoresponders to get more sales and more clients — Enjoy!

How to Leverage Your Opt-In Offer for Increased Profits

September 17, 2012 Jennifer Bourn

Imagine this: You spend hours researching your ideal client and weeks creating the perfect irresistible free offer or ethical bribe. You finally put the opt-in offer up on your website and work like crazy to promote and market it, driving loads of traffic to your website. You’re thrilled because lots of people opt-in for the offer and join your list.

Sounds pretty good right? But the next step is where most business owners fail. What happens after someone opts-in?

How to Get The BEST Business Headshots

March 1, 2012 Jennifer Bourn

WooHoo! We just had new photos done! We love them and Kelli Hansen over at Hansen’s Photography couldn’t have been more awesome. We were in and out with individual head shots and a couple of us together in just over an hour!

It didn’t take long because we came prepared! Often head shots and photos cause delays and problems during the design phase, so this is the perfect opportunity to share some tips with you. Here are 4 must-have tips for getting great business head shots that have flexibility of use for the future built in!

4 Keys to Landing Pages that Clinch Conversions Every Time

February 19, 2012 Jennifer Bourn

If you’ve been thinking of your landing page a just a holding area where your website visitors can launch browsing excursions to all the other areas around your website, I’d like to change your way of thinking. You do not want your visitors to leave your landing page to browse your website. Your landing page isn’t just a portal or a launch pad. It’s the first place you’re going to clinch a conversion and win a new customer.

If you haven’t been thinking of your landing page as a place where you land conversions, your strategy may need some revising. Here are five keys to creating a landing page that does what it’s supposed to do – win customers.

4 Things You Must Know When Creating Your Irresistible Free Offer

January 18, 2012 Jennifer Bourn

Now that you know the 8 components of a successful website opt-in box, you have all the information you need to create an awesome opt-in box. But, even though your opt-in box has all the right pieces and works the right way … it may not actually work to build your list?

What?!

If your free offer — the thing you’re giving away for free in exchange for their name and email address — isn’t what your visitors want or need, they won’t sign up and enter their name and email, even if your opt-in box is awesome!

When Your Website Home Page Isn’t The Entry Point

May 11, 2011 Jennifer Bourn

Your home page is one of the most critical pieces of your website, and if you use a squeeze page, splash page, or some other form of home page with little-to-no content, you’re shooting yourself in the foot!

Search engines value high quality, relevant content and links. That means that content and links into your website are the top things they are looking for when they are scanning websites and indexing pages to include in the search results.

To search engines, your home page is considered the main page and entry point of your website, so it needs to include valuable, relevant, high-quality content.

If you really want to benefit from high organic search engine rankings, you MUST put effort into your home page. Now I’m not talking about putting a lot of effort into writing your home page content once and not touching it again for months at a time. I’m talking about tweaking and testing different headlines, keyword combinations, bold text, and even the design of your home page.

Planning a Successful Small Business Website

March 18, 2011 Jennifer Bourn

Often when we start working with a new client, they are anxious to get their site up quickly and want to jump into the website design process and get started right away. But design isn’t the first step in the process of creating a successful small business website. Before we get started on the design of any client site, we first need to work with our clients to plan the site.

Planning a small business website can be a daunting task, but it will make a huge difference in your conversion rates, sales, and results you see from the site.

Here is a list of things you need to take into consideration and plan for before you get started on the design of your website:

A Website Footer Is For More Than Your Copyright Notice

February 21, 2011 Jennifer Bourn

I guarantee that if you browse the internet for any length of time, you’ll notice that while some websites put a lot of information in their website footer, most simply use it as a space to put their copyright notice and maybe, just maybe if you’re lucky their contact information.

Like your website sidebar, the footer of your website is a very powerful part of your site that can make a big difference in your search engine rankings and how your website visitors move through your website, yet it is one of the most under-utilized tools.

Before I share with you some ideas on how you can leverage your website footer to improve your website and search engine rankings, I want to cover some of the biggest mistakes website owners make when it comes to their website footer: