4 Things to Do Before Building Your Website
"I need a website, like yesterday.", said every client ever.
Why that's totally OK and 4 things to do before you even think about a website.
If you're reading this and thinking ‘that is SO ME’- then girl, keep reading because this one is for you.
If it's not already apparent - I design and build websites. I'm here to tell you, 4 out of 5 clients I consult with do NOT need a website.......................YET.
Yes - a website is one (big) piece of the big marketing puzzle - and you will need one - but more importantly, it's an end product of a lot of preparation and planning.
SO HOW DO YOU KNOW If YOU’RE READY FOR A WEBSITE?
Check to see if you’ve completed these 4 important steps to take before jumping into the website game.
1. DEVELOP CORE BRAND MESSAGE
Getting really clear on your message will allow you to speak directly to your target audience. Establishing this should be number 1 on your list because it will influence everything you do or say as a brand. Plus, it makes coming up with social media post captions a breeze.
Core components to a brand message:
Target Audience – Who is your ideal client? Who are you speaking to with every blog post, Instagram story, Facebook live?
Brand Purpose - What’s your why?
Brand Pillars – What are the core values held by your brand?
Brand Statement – What you do, who you do it for, and how it benefits them.
Brand Name – What is your business going to be called?
Tagline - i.e. Just do it. (Nike); Expect More. Pay Less. (Target); Launch it, girl. (That’s mine!)
2. DEVELOP AN OFFER LADDER
An offer ladder refers to having multiple levels of offerings of varying involvement and price points. If you're like me, you want to help all of the people. But not everyone is going to be ready to make the investment required to work with you 1:1, and that is 1,000% OK. We all start somewhere, and you can help more people by creating offerings that meet them where they are.
Core components of an offer ladder:
High Ticket Offer: Highly involved, highly custom, highest price. (i.e. Custom Design, 1:1 Consulting, etc.)
Mid-Level Offer: Requires a lot of involvement while creating this offering, but can be repeated again and again with lower involvement. Cost is middle of the road to appeal to a broader market. (i.e. Workshops, Online Courses, etc.)
Low Offer: Requires less involvement to create, very useful and offers a quick win to audience, and is a great representative of your higher offers. (i.e. eBook, Workbook, etc.)
Freebie: Quick to create, likely a stripped down version of a paid offer. Free, but collect emails. Can be downloaded by people who are interested in what you have to offer, but want to take a deeper look on their own time. Offers a quick win. (i.e. Checklist, Template, Resource, List, etc.)
3. DEVELOP A CONTENT MARKETING PLAN
Guess what you’re reading right now? Content marketing (in the form of a blog post). Content marketing is (in my opinion) the queen of marketing. It comes in many forms – blog posts on your website, guest blog posts on other websites, social media posts and stories, vlogs, podcasts, and more.
Content marketing allows you to:
Demonstrate your expertise
Provide answers to questions that people are Googling
Attract your ideal client
Some preliminary questions to answer about your content marketing plan:
What’s your goal? Why are you putting content out into the world?
What useful information does your audience need that you have? – What are they typing into Google and Pinterest? What topics can you write about?
Where is your audience online? – Pinterest? Instagram? Snapchat? Linked In?
Core components of a content marketing plan:
Social media channels
4. DEVELOP YOUR VISUAL BRAND
Your visual brand allows you to snag the attention of your ideal client before you even say a word. It allows your audience to get to know you, like you, and trust you.
And guess what? It's not just about the logo. A visual brand should be consistent and cohesive across every visual component. Consistency establishes a professional image that your audience will begin to recognize without even seeing your name or logo.
Core components of visual branding:
Logo (primary logo and alternate logo)
Web Browser Favicon
Social Media Graphics and Templates
Brand Photography and a Collection of Stock Photos