Beauty Posse Website Makeover Guide

Transcription

1 FERRARIO COLLECTIVE Beauty Posse Website Makeover Guide by Renae Ferrario & Dolly Heart Be prepared for 2018 with your website makeover styling guide to strategically turn your visitors into clients. more asses in your chair &business mastery

2 Let s get started! So... You re a self-employed hairstylist, small beauty business or creative entrepreneuer gaining momentum in your business, but just can t crack the code on how to get (more) clients and keep them coming consistently, right? Naturally, we think the next step to getting more exposure beyond social media is to, well, build a website. **Which is actually out of sequence** More on that later, but for the sake of this Website Makeover Guide we ll talk about your *current* website. So... we decide to build a website, but get distracted with those pretty little shiny objects like making sure it s optimized for SEO, blogging, running ads, ranking on Google, etc., etc. because that s what *the gurus* say to do. We painstakingly spend too much money, stay up late grinding away at it, bleed over every detail, watch every guru tutorial and have multiple wine influenced melt-downs until it feels *purrrfect*. We get so anxious about launching as if the world is going to come running straight for us sprinkling us with glitter so we make sure everything is just right. Oh, and we can t forget the public announcement so our current followers know we re about to go *legit*. Then the big day comes. And nothing happens...no inquiries. No subscribers. No new clients. Nothing. Business as usual. Well that was underwhelming. So we ve just spent a lot of money and lost a lot of sleep, for what? There are multiple mistakes that most beauty entrepreneurs and creative business owners make on their websites and in their marketing efforts that they don t even realize. That s because we re focusing on the wrong things and we re missing the most important elements. Remember when I mentioned sequence?

3 >>The BIG Sequence:<< If you ve built a website and you aren t seeing the results you expected to see, it s most likely because your marketing components are out of sequence and you probably weren t ready for a website to begin with. >>The LITTLE Sequence:<< If you ve already got your market dialed in AND have a website that isn t converting, it probably just needs a little sequence makeover. If you re stuck in the big sequence, we may be able to help if we re a good fit to work together. Just reach out to us at Today, I ll walk you through the things that you need on your website to start seeing the results you want, so use this guide as a checklist. Of course, every industry needs different things, but these principles can be applied in many ways. Use them with yours in mind and implement this checklist and see what happens. Let s do this! oxo

4 1. Specialized Solution Strategy Most of us are too attached to our own offers and passions that we miss the blindspots and pitfalls of unclear language so we want to be sure to have one ultra-specific, clear message. Most businesses and entrepreneurs are offering too many things. Hone in on your ideal audience and specialize in one solution (offer) that speaks to them. And that brings me to your SSS... SSS - Specialized Solution Strategy (cousin of the elevator pitch): One clear, ultra-specific message of the benefits and results a customer achieves by using your product or services. Ask yourself if you are a service provider or a solution provider. Having EXTREME clarity and simplicity is key in the way you describe your business and will set you far above those who think they need to explain everything in great detail. Skim out all the details & then skim some more. You won t like it, but it will be effective, you ll see. **You should be able to tell people what you do and how you can improve THEM or their business in one sentence.** Use this structure to craft your SSS and put this on your home page. 1. Name or name of company 2. What you do 3. The benefits/results you provide your exact brand avatar ex: Ferrario Collective is a web and marketing company who empowers individual beauty businesses and independent entrepreneurs in the lifestyle space to gain momentum and grow their businesses faster by generating more qualified leads through their online presence. This may take you awhile to find the words to put it simple and clear, but once you have it use the elements from this sentence to create your home page title and sprinkle this info throughout your page.

5 2. THEM Focused If your website is all about YOU, what YOU do and what YOU love, then there s a problem. It isn't getting the attention of your ideal prospect. Does your headline capture this? If it's too broad it won't reach THEM in a meaningful way and THEY will be tempted to leave. A you-focused website will show less conversions and interest from visitors that could be your perfect client. Your website should answer these 5 questions in 5 SECONDS: 1. What do you have to offer ME? 2. How can you help ME? 3. What action should I take? 4. Why should I move forward with you? 5. Will I remember you? Your clients and potential clients want to know what you do for THEM and why it matters to THEM. What kinds of benefits THEY will get and why THEY should move forward with what you have to offer. There's much more to transforming a website from a simple online brochure to a customer generating machine, but these principles alone can change the way your prospects view your authority and you ll start seeing immediate results. Posse Tip: Take full advantage of the tagline and header image because it becomes your SSS.

6 Posse Challenge: 5 Second Rule Have someone who doesn t know your business look around your Home Page for 5 seconds. Then, shut it down and see if they can tell you what exactly it is you do and HOW you can help them.

7 3. Address their PFDDs If your content isn't speaking to your market's PFDDs then you re most likely sending them to your competitor. We have to dettach from telling ourselves our product or service is the best out there, because that s just not how it works. Your potential customer either has a problem or desire or both that needs to be resolved, but they need to believe that your product or service can solve it. A LOT of websites are doing this wrong. For example: Health coach websites should talk about the pain of having an unhealthy body or lifestyle and what the cost of them staying where they are could do to their life. Talk about the possibility of the loss of life, relationships, embarrassment, clothes not fitting, the muffin top, etc. The painful things nobody wants to talk about. A salon website or hairstylist s message should address the pain of having the worst looking hair on the block. Raised eyebrows from the husband who used to be attracted to you, the product hoarders who try everything to plump their fine hair or defrizz their puffball, not enjoying going out with friends because they re embarrassed of the way they look and how you SOLVE this problem for THEM. A tattoo artist s message could address So what are the PFDDs? - Pains - Frustrations - Dreams - Desires Give them hope that you have the answer and start by reassuring them first on your website. They ll pay attention and stick around if they get the sense that you understand what they re needing help with. Posse Tip: Some *issues* or pains can also equate to a desire or a dream. Just depends on how you word it.

8 4. Build Trust Including customer testimonials can enhance your authority & trust and show your visitors that what you have to offer really works. If you can get video testimonials they can be a powerhouse of credibility. Use testimonials that speak to the *possible objections* of your prospective customers. For example: If price is a factor, make sure you feature a testimonial that says what a great investment the product or service was. Or how much ROI (in dollars or personal acheivements) somebody has made working with you. This does 2 really great things for you: 1. Allows your users to validate your offer on their own before even getting to you. 2. You are curating your clientele without all the hard work of hiring and firing. These visitors will become your best clients! Posse Tip: If you ve worked with notable businesses or are featured in articles, be sure to feature their name or logo to give your business external cred.

9 5. Guide Them to Take Action One of the most common reasons websites fail is they don t tell people what to do next as they move through your site. Website users are kind of like children... you have to hold their hand and guide them. Strong CTA s are an essential part in the conversion path and lead generation process. The Calls-To-Action (buttons) need to be obvious. Keep it consistent. Make it a color that pops from the rest of the color palette. Put it on every page. Use an action word and keep it short. At the very least, 3 CTAs should be on your home page. 1 above the fold, 1 in the middle and 1 at the end of the page. This will make your website s effectiveness shine like diamonds. I d bet big money on sites with consistent Calls To Action. Why? Because they work.

10 Posse Challenge: Testimonials & CTAs 1. Begin gathering testimonials, written and video 2. Add a CTA - Maybe it s an invitation to *follow* you on Instagram, or a *book now* button to schedule an appointment with you, or a *view now* button to your portfolio or to *download* something of value (like this guide). The options are endless. Make it shine!

11 6. Design Formula You know how some websites just look good? You obsess over every pixel and every detail and still, nothing you do makes it look professional like those sites. Consistency and Simplicity is the key - This may sound boring, but it s highly effective. Color Formula: 1. Primary Color 1 2. Primary Color 2 (optional) 3. Shade of Black 4. Shade of White 5. Secondary Color 1 (optional) 6. Secondary Color 2 (optional) Ferrario Collective s Color Formula: Primary 1 Primary 2 Shade of Black Shade of White Secondary 1 Secondary 2 #5270fe #00d0dc # #f4f8fa # #ff017f + #d9e021 Content Widths: Stay consistent with your content widths and don t use more than 2. If you re unsure, a good choice that most websites use are: 1. Wide: 1100px 2. Narrow: 960px Fonts: Fonts with mutliple weights are easiest to use and provides consistency. To be safe, use Google Fonts as they are web-safe fonts. 1. Primary Font (body) 2. Secondary Font (headings, buttons, etc.) (optional)

12 Checklist Establish your SSS One clear message that speaks to THEM not YOU Address the PFDDs Build trust & authority Guide your audience to TAKE ACTION Implement your personalized Design Formula

13 That s it for now, oxo. If you need more help, here s what you can do next: Want help transforming your website visitors into buyers and loyal clients and create a marketing plan just for you or your business? Let s jump on a call and see if we re a good fit!