People often ask me why, as a small business coach, I specialize in working with creative professionals. The reply is, I love to see gifted individuals executed in their own work, as busy as they wish to be, and be compensated really nicely for what they do.
However, what I learned from my 15 years as an agent for independent copywriters, local SEO services, art directors and style illustrators is that ability and taste aren’t enough. If you’re going to acquire those coveted projects, you need to stand out, connect and be prepared to close the deal. If the mere mention of closing the deal makes your feel queasy, take a deep breath! I will discuss 4 easy-to-implement ways in which your site can assist you to do that. Prepared?
1) Feature language into your site
Even if your work is 100% visual, adding conveys your mission, language gives your work circumstance and helps clients get to know, enjoy and trust you. Bonus, if your text is keyword-loaded SEO rating will take advantage of a nice boost. Not a writer? No issue. Here are a few ways you can readily comprise language:
Nothing boosts your credibility more than having other folks say how wonderful you are. Sprinkle testimonials throughout your web site and be sure one is on your home page.
A positioning statement:
This is often 2, or a short paragraph -liner. Your aim will be to say what you do, who you do it for and what they get out of the process. For instance, mine is: “I help freelancers and creative entrepreneurs identify what makes them exceptional, create a clear marketing message and strategy, and get more clients”.
I had much rather read the narrative of someone’s than another dreary bio. Having said that, your story must have a purpose, structure and stream. Rambling childhood memories aren’t client captivating!
2) Present work that resonates with the customer you want to pull
I recently did one of her challenges and strategy day using a photo artist and a site VIP planning presenting and editing her work. We felt represented her vision and started out by choosing only the pictures that she actually loved. Sounds easy, right? But when variables such as what colors people in certain regions like and what you images you’ve got in inventory (and thus, are inspired to go) get involved, your eyesight can very quickly become clouded. Next we printed out the picture select and laid them out, left to right, on the floor (an old agent trick) to see how they flowed. We instantly saw that the edit would be much more impactful if we reversed the order. Funnily enough the opening picture was one she had initially felt ambiguous about, but made sense within context of the edit and flow.
Be objective, look at your work with fresh eyes and edit, edit, edit. Recruit an objective and constructive partner to help you if you can not do it alone.
3) Drive visitors to your website
Among the largest mistakes entrepreneurs and freelancers make is subscribing to the belief that if they build it, folks will come. It is a good idea, but regrettably it does not work that way. Prospective clients need several points of contact before they’re prepared to purchase, and therefore you must be consistently on their radar. I’ve tried every technique from cold-calls to promotional mailings, and the very best way I understand would be to share high-quality, high-value content with your prospects – no strings attached. Whether it’s a newsletter, blog, social media or give-away on your web site, building and nurturing your list is priceless.
4) Get clients to take action
One of the very first questions I ask my training clients is “what do you need people to do when they get to your website?” Replies range from a clean expression to “love the work”. If you don’t know what you want folks to do are they going to know what to do?
Here are a couple things that you might need them to do, along with suggestions of how to get them to do it:
Join your mailing list:
Create something helpful/educational/stunning that they could download once they subscribe. Make sure that the offering actually is of value and is associated with the services you offer. For example, I offer a free 5-step guide to building a thriving company that is creative.
Have a call to actions that clearly conveys what you need them to do and what they’ll get e.g. “for a free 20-minute consultation call me” or ” phone me to discuss your next effort”. Be sure that you include a link that takes them to your contact page or your on line calendar.
Take a look at your services:
You might create a ‘Work With Me’ button or link that takes them right to your services page. No matter your call to action is make it extremely simple for them to follow through on it.
5) Bonus tip: Have a submission form in your contact page.
If your contact page features just your email address and telephone number, your visitors finally need to seek out a pencil, write it down, open their e-mail, type it in… You get the point: the more obstacles there are between them and you, the less likely they are to make contact. Make it certainly easy!