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🤔 What makes up a good website?

A good design? Nice colors? Pretty pictures? A well-thought-out brand?

What if none of that mattered? 🤯 All this stuff is important but…

Today we’re talking about what is necessary to build a website/design for your visitor’s digital experience so that you can get more inquiries and book more clients 💰

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🏛🖥 Website

You need to make your website about the SINGULAR visitor – not you!

You MUST ask these questions:

1. Who are you talking to? Talk to one person.
   – How many times on your website do you say “Me, I, Myself” as opposed to “You”
   – Do the research on who that person is. Create buyer personas (give them a name, age, etc. – aka demographics)
   – 📚 MUST-READ: Building A Story Brand by Donald Miller
2.  What are they trying to accomplish?
3.  How can you help them?
4.  What “path” can they follow to get what they’re looking for?

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🏛💼 Portfolio

• Include images everywhere
• Show images 1-at-a-time
• Show full sets or stories, not a “best of” album
• Don’t overwhelm
• Show what you want to shoot
• Remove the “story” that you have about images (the copy)
• Tell stories with images
• Keep color and B&W together

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🏛🔑 Overall Key Points

• Keep it simple
• Call to action (CTAs) on each page!
  – Have a global “Get Started” button
• Put your phone number on your site
  – Have a separate business phone number
  – Tools: Google Business Phone Number; Text Now app; Ooma
• Guide your visitors
• Simplify the nav
• Pick a primary goal
• Sprinkle testimonials THROUGHOUT your website – don’t have a separate “Reviews” page
• Reach out for testimonials = you guiding the conversation (but don’t put words in their mouth) – instead, find out what makes you different!
  – Get 1 long-form and a few short-liners. Put in a google doc and review with your clients to make sure it’s OK
  – Transition Interviews: map out your customer journey – at each milestone/point do a transition interview to gain positive and negative feedback (record with permission)
• Hire a copywriter!! Communicate consistently!
• Having video testimonials = FIRST, where is this video going on your page? SECOND, guide the questions = get specific (don’t give generic questions because you’ll get generic answers – aka, “How did you like your experience” a no, no!)
• Show your face as a photographer! Let them get to know you – build that connection immediately!

🔑 BIGGEST TAKEAWAY: KNOW WHO YOU ARE TALKING TO!

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💭 Room Questions & Discussions

• 💭 Pricing on a website?
  – Have a ball-park, starting price, display the benefits (don’t give everything)
  – Pricing = logical mindset but your website = emotional mindset
  – Frame your price = gives value
• 💭 Too many CTA’s?
  – Yes. Don’t have too many distractions or too many options (the paradox of choice).
  – Each page needs to lead to the next!
  – “Find out more about our process” button instead of “Contact Us Now” x4 (esp if you have a Contact form page)
  – Try: Next & Previous CTA’s (Step 1, 2, 3, 4… Book)
• 💭 Being friends with clients?
  – Relationships are #1. But don’t mistake that for being BFFs (you still can and it sometimes happens). In terms of your website, potential clients aren’t coming to find a friend. They have a problem that needs to be solved (photos), your copy needs to resolve this!
• 💭 What if I offer different markets of photography (wedding vs newborn)
  – What makes them different? How can you let them self identify?
  – Provide different URLs (Ex. BryanPhotos.com/commerical/ – so these clients don’t even see wedding content)
  – When you INDEX these pages, Google will more likely pull these pages compared to your main page!!
  – Don’t design or build your website for SEO (what SEO actually means, Google is trying to give relevant results to its users based on their needs) = DESIGN for people!
  – Use SEO in blogs, marketing, Youtube, etc. instead!

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✏️ 4 Tips for Copywriting

1. Put it all in one place – it gives you a holistic view (makes sure pronouns, flow, the story is consistent)
2. Use a tool called Grammarly (not just spelling mistakes – advice for tone, intent, run-on sentences)
3. Read your copy OUT LOUD to yourself
4. Read it OUT LOUD to someone you know

Or hire someone to do it! Make sure this person knows you = remain authentic!

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📢 Easton Reynold’s Take

@eastonreyolds

Marketing to Millenials vs to Boomers is DIFFERENT

• Use to be portfolio heavy… not anymore! The focus is now on…
• What is the experience like working with you? Why is it different than working with the thousand other options?
• Use video to (80% more likely to engage, 60% more likely to convert)
• Don’t rely on SEO!

Easton’s Company👉 The Art of 6 Figures

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🔗 References + Links

• 📚 If your website was an employee, would you fire it? By Allan Burg
• 🤖 HotJar or Mouseflow: see how users experience your website (what they click, how they scroll, etc.)
• 🔈 Share audio for social for testimonials with Wavve
• 📚 Building A Story Brand by Donald Miller
• ☎️ Text Now
• ☎️ Ooma
• 📚 Influence by Robert B. Cialdini
• 🎥 Starts with Why? by Simon Sinek

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👋 Follow Bryan, Nathan, and Sprout Studio

• Bryan
• Nathan
• Sprout Studio