Your website is the cornerstone of your online business, but the struggle to get it right is real. Join Angela as she shares insights on crafting a website that captures your audience's attention, strikes the perfect balance, and converts visitors into satisfied customers.
Specifically, Angela shares:
How content plays into creating a winning website.
Her easy 3-part formula for creating a high-converting website.
Costly mistakes to avoid when creating your website.
Angela Frank is a fractional CMO with a decade-long track record of generating multimillion-dollar marketing revenue for clients. She is the founder of The Growth Directive, a marketing consultancy helping brands create sustainable marketing programs.
Her new book Your Marketing Ecosystem: How Brands Can Market Less and Sell More helps business owners, founders, and corporate leaders create straightforward and profitable marketing strategies.
Angela is the host of The Growth Pod podcast, where she shares actionable tips to help you build a profitable brand you love.
Transcripts
Angela Frank:
The big question is, how do we as entrepreneurs build wildly successful, profitable businesses without hustle, culture, burnout, or venture capital? That is the question, and this podcast will give you the answers. Welcome to The Growth Pod. I'm Angela Frank, your host.
I've been a growth marketer and entrepreneur for over eight years, and I've been responsible for generating millions of dollars in sales for the companies that I've worked with. Today, we're discussing my secret formula for a winning website. We can all agree that a website is the most important thing for online businesses.
But what should be on it? When I first started my business, I built over 10 websites for the same business, trying to get it just right.
I tried different hosting platforms, landing page builders and cart pages, but still nothing felt quite right. I find that many of my clients have the same feeling. It's not quite right. I don't think my website is good.
What improvements should I make to my website? I have felt this. Maybe you have felt this. For websites, less is more.
You're better off on focusing on a limited amount of quality content over a larger amount of content that you created to make your website feel like a big corporation's website. So when building your website or auditing your existing one, use this formula. Pain plus solution plus form equals customers.
Let's break down what that means. Pain is the pain that your customers have that your product or service solves.
So, for example, if you have a weight loss product, your pain that you're solving is that your customers are overweight. Maybe they want to feel better, Maybe they want to look better. You will know what the pain that your product solves.
For me, my pain is my customers want to bring in clients at a lower cost or they really don't know how to bring in more customers. So that is the pain that I solve. The solution is your product. So how do we position our product as the solution to the customer's pain?
Now, this does not need to be the backstory of your product and all of this crazy stuff. Your solution should really speak to how it solves your customer's pain. So, for example, let's say that you're a counselor or a therapist.
You solve the pain of your client's mental health issues or stress that they're going through. Let's say you're a stress therapist. So I've been really stressed out before and sometimes it feels like there's not much I can do.
And so you're going to say how you can help me deal with my stress. So for example, you could Say you know, my tested methods have helped 100 clients overcome their stress.
I will teach you three simple tricks to overcome your stress. Things like this, you're speaking to the customer and how you can solve their pain. Form.
The form part of the equation means how can customers get in contact with you. So there's going to be two different routes you can take.
If you're a product based business, you're going to send people to your products so they can add them to their cart and check out. For a service based business, you want to capture these people as a lead and then put them through your sales funnel.
So form could literally be a form on your website where they give you your email. However, it could be as simple as you know the form that your products take on the website. So pain plus solution plus form equals customers.
Now let's talk about some of the biggest misses that I see people making on their websites on a regular basis. One, Too much information. Information overload. I have a pain that I need to solve and I cannot figure out how to solve it on your website.
I'm leaving your website. Number two. Me, me, me, me, me. I go to your website, I only hear about you. I don't care about you. I want to hear about me as somebody who is in pain.
I want to hear about the solution to my problem. It's great if you have a lot of research and things that went into that.
But speak to how that helps your customers solve their pain, not about how great you and your company are for doing all this research up front and putting together these great products. That's awesome. That will come through if you are able to solve your customers pain quickly and effectively.
They want to know if your product is a solution for them. If you are talking all about you and not about them, they are going to leave your website and find somebody who looks like they care more about them.
Number three, not making your products easily accessible. So this is the form. This is a mistake on the form part of the secret formula. So let's talk about a real life example.
Last week I was shopping for a sauna.
Now a sauna is a little bit of a higher ticket item and I was on the Sunlighten sauna website and I could not find the price of the sauna without filling out a lead form. I don't recommend this. It buries the information that your customers want behind a lead form. You're not giving them anything for it.
Pricing is not something that you would give in exchange for an email. It's something that's readily available on all of the competitors websites.
Number two, I was looking at two different saunas and I had to fill out two different lead forms for each of the saunas to see the pricing. Ultimately I went with a competitor. We went with a cheaper sauna that was easier for me to buy.
So this is also applicable if you are a service based business. You need to give the solution to your customers pain as simply as possible. Now that's not saying that you can never collect an email.
That's not what I'm recommending. Just you don't need to bury it behind a bunch of steps.
If somebody is trying to come to your website and buy a product, they should be able to buy the product.
If somebody is looking for the next step to get in contact with you for your consulting services or to book with your practice, they should be able to do that as soon as they want to. Pain plus solution plus form equals customers. That is the secret formula for a winning website.
That's all great, but what does a website look like when it's a winning website?
I recommend if you are building a website from scratch, you focus on one page, your homepage, and make it in a landing page style that speaks to your customer or client's pain the solution that you offer and then encourage them to take the next step with a call to action. Either to fill out that form or to go to your product page. That's really all you need for your website. You do not need a huge about us page.
You do not need a huge blog. Eventually you can build out these things on your website.
But just to get started, one page speaking to pain plus solution plus form is all you need get you customers. I hope you enjoyed this episode of The Growth Pod. I look forward to seeing you in the next one.
