On this week’s Dear Katie, I’m answering a question that a lot of firm owners have: I’ve heard people say you don’t need a website today. What are your thoughts? 

My view?

Let’s talk about it.

Sure, people run a business without a website, but think about how you begin searching for services or professionals.

Most likely, you go online, search for a plumber, an electrician, a landscaper, etc.

You can have a Google Listing, but the majority of owners have a website where they funnel their traffic to..

From the website, a person can:

• Book a call
• Learn more about your services

So, yes, you should have a website that helps convert traffic into leads and clients. 

That being said, what is on your site matters a lot. 

You don’t want someone to visit your website and then just leave. You want them to take the next step, such as schedule a call with you.

So, how can you make your website as effective as possible?

To go through an entire website would make this newsletter entirely too long. 

So, instead, I’m going to focus on how to make your website’s home page effective so that people take action when they land on it. 

After all, your homepage is what visitors see first, and it needs to make a good first impression.

At Leaders Online, we tend to follow the StoryBrand framework. 

You can get the book on Amazon if you want to know more, but I’ll give you a crash course by showing you how Patrick Accounting does it.

Hero/Header

Your “hero” or “header” is the first thing people see when they land on Patrick’s website. You want your header to be clear and concise.

Let’s take a look:

Immediately, Patrick’s clear and concise messaging lets me know that they are an outsourced accountant and bookkeeper who works to drive businesses forward. 

I can even schedule an appointment with them by clicking on the “Let’s Chat” button.

Highlight Your Value Stack

Your value stack comes next. What is your value stack? It’s the reason people come to you and secure your services. For Patrick Accounting, their team supports you and frees up your time. 

Their services help you be more profitable with less worry.

They also offers a fixed flat fee that’s perfect for small business budgets.

Copy shines on the value stack. Add descriptive, active verbs to showcase the benefits of working with you. 

Patrick Accounting did it so well:

The Stakes

In this section, the goal is to outline what your clients stand to lose if they don’t work with you. Highlight the problems they will face and the things that will keep them up at night. 

Now is your opportunity to connect with the visitor and show them that you understand their problems and concerns.

Here’s how Patrick Accounting handles this section:

Value Proposition Section

Now that the visitor knows what you do, the benefits you offer and the stakes of not working with you, it’s time to dive a little deeper into your value proposition.

Expand on how the potential client can benefit specifically from choosing your firm. Focus on the outcomes, and keep the points succinct.

Outcome is the key word here. Many firms make the mistake of focusing on their services, but it’s the outcome that people really care about.

The Guide

There are two essential things to highlight in the guide section:

1. Authority to show them that you can solve their problem. Highlighting experience, certifications and notable clients are great ways to demonstrate authority.
2. Empathy to show them that you understand their problem. For example, you may mention how overwhelming tax planning can be.

The Plan

In this section, the goal is to explain how people can start working with you. Make it as simple as 1-2-3 to show potential clients that it’s so easy to work with you.

Here’s how Patrick Accounting does it:

Testimonials and Trust-Builders

Potential clients need to know that they can trust you, and that you get results. To win their trust, incorporate testimonials that address common client pain points and highlight successful outcomes. 

Also, be sure to include any awards, partnerships or recognitions that will enhance your credibility. 

(Note: You may have already done some of this in the Guide Section.)

Patrick Accounting shares a testimonial from one of their clients:

If you’re looking to get more reviews, check out my guide here.

Lead Magnet Section

If visitors aren’t ready to book a call, you still want to be able to:

1. Capture their information, so you can stay in touch
2. Offer them something of value

That’s where a lead magnet comes into play. In short, you’re offering something valuable to the person in exchange for their information.

What can you offer as a lead magnet? 

Ask yourself: What is something my ideal clients would find valuable? 

Maybe it’s a template to create a cash flow forecast, a tax guide or even a tech stack. 

Here’s Patrick Accounting’s lead magnet (a tax deduction guide).

The Junk Drawer (The Footer)

The footer of your site can be used as you wish and is the ideal place to share links and less critical information. 

This area is commonly used to share privacy policies, social media icons and secondary services. 

It’s called the “junk drawer” because it’s the place to tuck away necessary but non-primary information and keep your main pages uncluttered.

Here’s Patrick Accounting’s footer:

In a nutshell: Yes, your website does matter, but what’s on your website is just as important. 

Following the structure above is a great place to start. From there, you can optimize your content for search engines and answer engines.

And if you need any help with your website (from creation to optimization), reach out!

And, that’s a wrap on this Dear Katie question.

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Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!

Katie