Most clients begin a call with, “Am I ready to start creating a website?”
That’s the question I get from newbies as well as veterans.
The insider secret is: You may never feel ready. That’s the secret of almost anything in business and almost anything meaningful in life. I’m not a parent, but parents often resonate when I quote the saying, “If everybody waited till they were completely ready to have kids, none of us would ever be born.” (The same principle applies to dogs, in my experience. I never felt ready to adopt a dog, even when my first dog was thriving in my home.)
“Don’t I need to have a logo first? What about my colors? Photos?”
Answer: “No. No. and maybe.”
You don’t need a logo for a long time. I know some successful marketers who don’t have a logo at all. Some have a different logo for each product or service they offer. And they’re doing just fine, thank you very much.
In contrast, I know several people who fussed over design and color but who are barely scraping by.
Colors are easy to change. I don’t recommend investing in a high-powered, expensive header when you get started. Just put up your name, a description of what you are doing and (if possible) a photo
Oh yes… you probably do need a photo. But you don’t have to spend a fortune on studio portraits to start. Get someone to take a photo with a camera phone and get a low-end designer to fix it in photoshop. (I include this service with my copywriting services.) If your headshot doesn’t work, get some action shots and downplay your photo.
You can even use an old photo from the days when you worked for a company. College yearbook photo? Why not? One of the original marketing legends used a 30-year-old photo on his million-dollar website. Nobody called him on it.
“Don’t I need a web designer?”
Maybe. But a competent designer will tell you to write the copy and create the content first. That way the design will support your message and your website will be more powerful.
So… what do I need?
You’ll need some idea of your target market. You’ll need to answer the question, “How am I different from my competitors? What makes me the best choice?”
Your copywriter will probably ask you to share info about yourself and your ideal clients. Do you have some success stories? Do you know why you wanted to start the business? What drives your passion?
Go back to the 80/20 Rule.
Your website will use less than 20% of your information. Most of the background won’t be relevant to your goal of getting more clients and more business with your website.
Visitors won’t be studying your site with a fine-tooth comb. They won’t be analyzing every word on every page; they’ll skim for key points and email you if they need more detail.
Your copywriter (or business coach who knows copywriting) will get enough information for the website in 60-90 minutes. She may need to do some extra research, especially if you’ve been in business awhile or you’re not sure what the target market wants.
Your copywriter may advise that you aren’t ready for a certain type of program or offering. I once worked with a client who had been encouraged to start a high-end coaching program. Her business coach had created a timeline with elaborate logistics for announcements, launch dates and press releases. When we started to write the copy, we hit a wall. My client had a timeline in place, but she didn’t have a clear idea of what she was offering or what the benefits would be. We were able to help her maximize the value of her time and money.
Ready to start? Begin with an Espresso Consultation to assess what you need.