Know - Like - Trust Website & Copy Workshop with Maria Saracen & Nikki Bonsol!
You re in the right place if You ve been procrastinating over building your website You ve gotten started but are feeling stuck & overwhelmed You want to your website to feel and sound more like you instead of just like everybody else Your website doesn t excite you and it s not attracting your ideal customers/clients or new subscribers
What you ll learn today: Why DIY-ing your website is a brilliant choice Why defining the purpose of your website is so important (and how to do it) What pages are essential to include in your website Maria s top tools for creating a Wordpress website How to establish the know-like-trust factor through your design AND copy
Stay until the end for An extra special offer for folks who are live on this call! A full Q&A session!
Who are we? Maria Saracen Nikki Bonsol
Maria PBS television producer for 16 years WordPress website designer for 12 Health Coach (thanks to major health crisis!)
Maria My #1 love helping other coaches, solopreneurs create their websites and grow big email lists.
MariaSaracen.com
What you ll learn today: Why DIY-ing your website is a brilliant choice Why WordPress rocks! Why defining the purpose of your website is so important (and how to do it) 5 ways to establish the know-like-trust factor with your site
Why is DIY-ing your website a brilliant choice?
The DIY advantage Saves you tons of $$$ on a designer Spending $2,000, $5,000 or even $20,000 on a website could be worth it WHEN your business is established and making money
The DIY advantage Most people starting businesses still need to get to know their ideal customer/client themselves who they TRULY want to serve the market - what are the trends, who is the competition?
The DIY advantage You can know all this in theory, but EXPERIENCE is the greatest (and real) teacher. I have changed direction SEVERAL times. And many of my clients have, too.
The DIY advantage DIY-ing your website keeps you from wasting money DIY-ing gives you control, now and in future (even if you get that $20,000 website) My good friend s analogy: not knowing how your website works when you own an online business is like not knowing how your oven works if you re a baker.
The DIY advantage A big hurdle: feeling like our skills and creativity are not good enough!
The DIY advantage All those beautiful websites we see and drool over! All those people like Marie Forleo and Derek Halpern whose websites we WISH we could have!
The DIY advantage They have EVOLVED over time. They never started out like that on day one!
The DIY advantage Internet Archive Wayback Machine https://web.archive.org
MarieForleo.com - 2001
MarieForleo.com - 2010
MarieForleo.com - 2011 (10 years into her biz)
The DIY advantage Brands EVOLVE Don t compare yourself to others but if you must, get the WHOLE picture! :) Don t spend a fortune before you TRULY know yourself and your business (unless you have a trust fund )
The good GREAT news It is easier than ever to have a beautiful site even with DIY In fact, the hardest part is choosing from all the options because we re spoilt for choice!!!
The good GREAT news 3 main contenders people ask me about Wix, Squarespace and Wordpress (WordPress.com and WordPress.org)
Wix Bandwidth refers to data transfer
Squarespace 20 pages Includes custom domain 3% sales transaction fee $144/year
Squarespace Unlimited pages Includes custom domain E-Commerce 2% sales transaction fee $216/year
Wix vs. Squarespace vs. Wordpress Wix Squarespace WordPress Most used Flexibility 25% of websites by far the most flexible ease of use (initially) Tie Tie cost $12.92/month = $155/ year for ONE site Business $216/year Personal $144/year for ONE site Siteground $95/year UNLIMITED sites + WP Theme ~ $70 TOTAL: $165
The good GREAT news WHY unlimited sites??? For sales pages - e.g. wordpresswebsiteinaweek.com Special programs - e.g. coachestoolkitgiveaway.com Other businesses I currently have 9 websites on ONE hosting plan that costs me $100/year!!!
The good GREAT news To do this with Wix or Squarespace, I would be spending a fortune!!!
Defining the purpose of your website Regardless of what website builder you choose you MUST know the purpose of your website.
Defining the purpose of your website For many of us, it is NOT simply to sell!!!
Defining the purpose of your website
Defining the purpose of your website BUT! If you re a coach or service provider The #1 purpose of your website is to capture emails so you can develop a relationship with your subscriber. It Takes 6 to 8 Touches to Generate a Viable Sales Lead. -Salesforce Blog Most people will NOT buy just by stumbling on your website the first time. It takes TIME and EFFORT to build a relationship with them.
Defining the purpose of your website Especially true if you sell services or products over $50 maybe even less.
How do you build the relationship? You may have heard of the Know-Like-Trust Factor People need to get to KNOW you so they LIKE you so they TRUST you and buy from you. Like going on a first date you don t kiss at Hello!
How do you build the relationship? So, to establish K-L-T, there are a few critical elements you should have on your website.
How do you build the relationship? #1 - Show off your uniqueness What s your you-ness? What makes you different? If you look like everyone else and say the same things you are NOT going to stand out We website visitors are curious creatures we want to know what you look like, who you are, why we should trust you! Give us the juicy details! No tiny headshots! No hiding!
How do you build the relationship?
How do you build the relationship?
How do you build the relationship? #2 - A delicious opt-in gift Give a gift that s so juicy, your website visitors can t help but jump on it! It HAS to be good because we re bombarded by freebies all the time. Good does NOT mean epically long - like an ebook - it can be a super-useful checklist that only took you a couple of hours to make.
How do you build the relationship? #3 - Social Proof Raving (and true) testimonials - photos and names to accompany them all the better! An As Featured By type section: e.g. Huffington Post, Forbes, MindBodyGreen etc.
How do you build the relationship? #4 - Blog Posts/Content Jam pack them with useful info, and make sure you infuse them with your unique style. People like Marie Forleo and Kris Carr have built online empires with fantastic videos, recipes and other content that they post on a very regular basis.
How do you build the relationship? #5 - Grrrrrrreat copy Possibly the MOST important thing above all else More important than design and photos and all that good stuff (which is STILL very important) The right words can move mountains Over to Nikki.
How to write true-to-you copy What I ll cover today: Why DIY-ing your copy is a good idea, too How to establish the know-like-trust factor through your copy 3 qualities of copy that connects How to structure your copy
Common myths that keep you from DIY-ing Myth 1: Copy doesn t matter: My site just has to look good. Myth 2: I can t write. I m a bad writer. Myth 3: I can just hire out and leave it to the experts.
Why writing your own copy is a good idea You are the face of your business: DIY-ing helps you nail your voice Saves money when you re starting out High quality copy is expensive If you grow to a place where you outsource your copy, you ll be excellent at quality control!
Establish Know/Like/Trust with your copy The three qualities of copy that connects:
Empathic Copy Why this is important: Empathy builds trust When your copy makes your clients feel like you really get them, you build credibility, trust and confidence in your skills more than simply listing your credentials ever would. It s how you get your Voice across: Because you have a unique style and voice, the way you express empathy is different from other people.
Empathic Copy How to write empathic copy: Reflect on your first consultation or session with a client. When you ask, What brings you here today? what do they say? (What are their exact words?) Reflect your client s words, emotions, and mood back to them in your copy. Imagine that what you write is having a conversation with your client. Try using their exact wording or paraphrase.
Copy That Sounds Like You Why is this important? Clients will like you for YOU: your unique blend of skills, passion, personality. Your copy gives potential clients a good feel for your style, so that no one is surprised in their first real session with you.
Copy That Sounds Like You How to write copy that sounds like you: If you don t know what makes you you, start by asking people: Ask colleagues, friends, or old clients (if appropriate) how they would describe you as a therapist in three words. Collect their responses and pull out common themes to learn more about how others perceive your style. (Exercise from life & biz coach, Marie Forleo)
Copy That Sounds Like You How to write copy that sounds like you (cont): If you know what your style is, but you re not sure how to communicate it in writing, try this: Ask a friend to interview you about your practice. Record the interview and listen back to it later. Pull out phrases from your interview to inspire your writing. When you re done with a first draft, read it out loud. Note the places that feel awkward to say and change the wording, or the punctuation to make it sounds more like you would say it.
Brave Copy Why this is important? People are usually afraid of being seen online. But being brave enough to be seen is how people get to know you. If we want our copy to make that human connection, we may have to be a little brave. As Brené Brown says, Vulnerability is the birthplace of connection.
Brave Copy How to Write Brave: Be brave with purpose Be mindful of those times when you re afraid. Pause. Instead of turning away immediately, ask yourself if being a little braver and being a little more vulnerable might really help your client connect with you and finally seek support for their issues.
Brave Copy Being brave might show up in different ways. Maybe it means being brave enough to publish a website in the first place. being brave enough to stick to your niche and not feel like you have to connect with everyone in order to have a successful biz. being brave enough to write a little less formally, to challenge the idea of what a professional sounds and looks like. being brave enough to tell your own story when you re worried people will criticize you, or if you re worried that no one will relate.
Structuring Your Copy Secret technique: Look at the pros! How do they organize pages? What kind of info are they sharing on each page? Create an outline & fill in with YOUR voice.
What you learned today Why DIY is the SMARTEST way to go when you re starting out You re learning vital information about yourself + your biz You re learning how to work your own website power!!! Saving a ton of $$$ for the 1001 other things you need to invest in
What you learned today Why WordPress is my favorite option of all: 25% of all websites = HUGELY popular platform TONS of flexibility and capabilities Easy to learn and use By far the most cost effective when you have multiple sites
What you learned today All about the Know-Like-Trust factor and how to implement it: #1 - By infusing your you-ness into your site #2 - By offering an irresistible opt-in gift #3 - By offering social proof #4 - By providing valuable content in your blog #5 - By writing fantastic, authentic copy
What you learned today What you learned about copy today: You CAN be a pro at your copy How to write brave, empathic copy that sounds like you How to structure your copy
Stay until the end for We ll be getting to the full Q&A session in a few minutes but first, we want to tell you about our exclusive offer and majorly AWESOME bonus!
What s next? You re ready to DIY! We hope this webinar has given you the motivation, strategy, & tools to FINALLY finish your site. But if you want extra support, we re really excited about this special course bundle we re offering just for folks who signed up for this call!
Wordpress Website in a Week Bundle! We re joining forces to bring you two courses at a big discount! (PLUS: a very special bonus ) Wordpress Website in a Week (by Maria Saracen) + Write Brave: A Copywriting Course for Healers (by Nikki Bonsol)
What you get Step-by-step guidance through the copy and design process = a no frustration zone! Over the shoulder design tutorials to make your site look bea- YOU-tiful. (Even on a shoestring budget.) Must-have pages, plugins and other assets to make your site work its bits and bytes off for you! Get clear on your Message, your Voice and have the 3 most important pages of your site (Home, About, Services) D-O-N-E! Lifetime access to all course materials. No stress, no rush. Phew!
WordPress Website in a Week Create a beautiful, responsive, money-makin website in 1 week or less!
What s inside? All the tech stuff to set up your site = no confusion, no stress! All the pretty stuff: color schemes, fonts, easy logo design to make your site look like a million bucks. All the psychological techniques to make your site hook, CONVERT and help you sell. All taught with step-by-step, over-my-shoulder videos + daily action plans
What s inside? BONUSES, BONUSES! BONUS #1 Divi WordPress theme* ($69 Value) BONUS #2 Opt-in gift workshop + design tutorial ($97 Value) BONUS #3 Must-have tools and resources guide ($27 Value) BONUS #4 Legal 101 interview with Attorney Lisa Fraley (priceless!)
BONUS #1 - Divi WordPress Theme! One of THE most popular WordPress themes of all time Easy, drag and drop builder Amazing built-in features like split testing, save custom colors, ready-to-go templates and more!!!
BONUS - Divi WordPress Theme! You get a personal license of the latest version, (use on as many of your own sites as you like!) All the how-to videos from Elegant Themes + a special features tutorial from Maria Does NOT include Elegant Themes tech support or ongoing updates
Write Brave for Healers
What s inside? 6 Modules to help you connect with your clients: Find Your Voice Define Your Message Refine / Edit Cohesive Copy Write Your Home Page Write Your About Page Write Your Services Page
What s inside? BONUS Blogging Marketing Plan course ($97)
Bundle Overview Wordpress in a Week Course ($247) Write Brave Course ($247) Bonuses: Divi WordPress theme ($69) Opt-in gift workshop + design tutorial ($97) Must-have tools and resources guide ($27) Blogging course ($97) Legal 101 interview with Attorney Lisa Fraley ($Priceless) Value: (+) Bundle Price: $345
How to Get the Bundle Just click the button under the video! or Go to: wordpresswebsiteinaweek/copywriting-bundle (Offer Ends: Friday, May 27th @ Midnight PST)
Q & A Time!