You can have the best product or service in the world, but if the way you present it online is crap, then your customers are gonna opt for your subpar competitor with the better website.
A professional, well-crafted website is a must-have for solopreneurs. In this post we'll explore the compelling reasons why your website is the most crucial investment you can make as a solopreneur.
Why is it important to have a website?
Your website is...
your virtual storefront
the GLOBAL face of your biz
your 24/7 365 salesperson - the hardest working member of your team!
Unlike traditional brick-and-mortar businesses, your website is ALWAYS open. Potential clients can learn about your services, browse your portfolio, and make inquiries at any time, from anywhere in the world.
It helps you
tell your story and control your narrative
establish credibility in your brand
build trust with potential clients
expand your reach to new customers
move visitors through a funnel/conversion track.
generate leads
achieve income
build meaningful connections
unlock a world of opportunities.
The Harsh Truth
For businesses of all sizes, people will make assumptions about you based on your website.
They will judge your ability to do your job/provide your service based on your website.
They will judge the quality of your product based on your website.
Some may make negative assumptions based on your website's presentation, visuals, copy and navigation.
Judgements that you're inexperienced or unprofessional, flaky, vague, or confusing.
In contrast here are some positive assumptions people can make based on their experience of your website:
This website is so easy to navigate and use, so their tech will be great for my customers
The copy is clear and full of personality, so they'll be easy to work with
This person seems really knowledgeable, so they're probably worth the price
I can see prices on their site, so I can trust they are honest and transparent.
They seem like they will really understand my needs and care about fixing my problems
What first impression would you rather make?
Your Investment
There is no one price fits all in branding or web design. Because all businesses are at different points in their journey and have different needs, the value of a website can differ hugely from one business to another.
Websites are extremely variable products with a wide range of aesthetics, formats, functions etc. As such, it can be difficult to narrow a flat rate.
A simple 1 page website could cost you anywhere from $500 - $3500 to outsource, while a more complex site with e-commerce capability could cost up to $25,000 or more! As you can see, there is a MASSIVE range depending on industries and niches.
All that being said, a website is still usually a minimal expense considering it's longterm ROI. Remember, if your website is done right it will make you 10x that in a matter of weeks. And typically, the less you pay now, the more you’ll pay later.
On a Budget?
What if you aren't in a position to make this investment in your business at this time? There are always other alternatives. You could DIY your website with a pre-built template for under $100 but if you've never done it before expect many many (hundreds!) of hours of work, stress, and frustration ahead of you!
I personally designed my own websites when I first started out in biz, never having done one before. I taught myself because I love honing new skills and I genuinely enjoy the creative process. Sometimes it's fun to learn the hard way :)
PRO TIP: Don't forget, You can/should write your website off on your taxes!
Dispelling Myths & Misconceptions
You may hear of some influencers or coaches taking the stance against having a website. They claim that having a website can be
a waste of time and resources since you can grow business through referrals or social media
misleading if you've reached your capacity and can't take on more clients
And while those are all reasonable arguments, these points only tell one side of the story. In reality:
You never know when you’ll need a new source of leads. As such, it's important to have a website with strong domain authority in place when the time comes.
Websites don't have to be expensive, time-consuming or difficult to maintain if designed strategically off the bat
For many small businesses, the goal of a website isn’t vanity metrics ( tons of organic traffic) but rather to legitimize your business and showcase your expertise
Algorithms change. Your website (and their inbox) are actually the only places where you have total control over what your customers and prospects see from you. A website with an easy email opt-in and an email marketing strategy with consistent send rate will get you further in the long run than being dependent on a fickle, ever-changing social platform.
What is included in a successful website build?
Designing and launching a customized functional, and user-friendly website for a small business involves multiple phases to ensure a successful and professional online presence.
Phase 1: The Prep & Planning
Needs Assessment - Defining goals and objectives and direction for the website.
Understanding of functionality & Features
Outline the site structure, layout, navigation, components required.
Market Research
Brand themes, voice and visuals
Target audience, pain points, etc
Geographic location
SEO Keywords
Industry trends
Competitor sites
Onboarding - collecting brand assets, images, and key information
Core Pages
Brand - colors, logo, fonts, icons, etc
Home Page - copy, links,
About - History/Bio, Mission, Vision, Values, Team, Images
Products/Services - descriptions, process, images, pricing, reviews/testimonials, downloads/resources, faqs
Contact - email, hours, location, social links etc
Legal - Privacy Policy, Terms & Conditions of Service, Disclaimer
Supplementary Pages & Sections
Blog - articles, news, announcements
Events Calendar
FAQ
Careers
Resources
Booking/Reservation
Additional Customer Reviews/Client Testimonials/Case Studies
Other Inclusions & Features:
Content Pillars- Recent Blog Feed
Media Mentions ("As Seen In/On")
Quality Promise/ Guarantee
Industry Statistics
Trust Seals/Badges
Totals (Likes, Subscribers, Followers, Customers)
Professional Affiliations or Associations
Awards/Recognition Certifications/ Credentials
Partnerships or Collaborations
Email Opt-In ("Become a subscriber to...")
Group Membership ("Join me in an online community of...")
Pop-ups or Opt-ins for Lead Generation
Direct-to-Map Links
Phase 2: The Build
Development
Domain Registration with GoDaddy
CMS Web Hosting with Wix
Design - branding vice and visual, imagery, navigation menu and buttons
Content/Copywriting
Drafting
SEO headings, meta tags,
wireframing
Security - SSL certificate
Technical/ User Experience - functionality, mobile-responsive
Lead Generation - email subscriber opt-ins, gated content, memberships
Integrations- any necessary plugins or third-party tools.
Tracking tools- set up Google Analytics & Search Console Integration, plus automated reporting
Phase 3: Dev-Site Testing
Testing for functionality, usability, load time, device & browser compatibility etc
Continued tweaks to content, copy, links etc
Implementing Feedback & Revisions
Phase 4: Soft Launch
Going live
Marketing and promotion on social media, email etc
Gathering user feedback and making improvements.
Phase 5: On-going Monitoring and Maintenance
Regularly monitoring for website performance, traffic, and user behavior.
Updating content and features as needed.
Performing routine maintenance tasks and security checks.
Analyzing website analytics to identify areas for improvement
Implementing SEO strategies to enhance visibility and stay ahead of ever-changing algorithms
Optimizing user journeys and conversion paths
Continued tech support as problems arise
Phase 6: Final Delivery & Off-Boarding
Transfer of hosting, ownership and ongoing subscriptions as needed
Training on how to maintain formatting standards, functionality, etc.
Wrapping It Up
As a web development professional, I encourage you to view your website as an investment, not just a cost. DIY website builders are convenient and affordable, but if you're not experienced in web development they'll result in design and functionality issues, such as broken links and inconsistent layouts, which can end up costing you (money, and customers) more than it saves.
You get what you pay for and web design is no exception! Building a custom, professional website take a LOT of hours from someone with a specialized skill set. It’s very worth the investment if you take your business seriously.
It's up to you. Do you want your biz to thrive? Do you want to be successful in sales? Do you want to project a professional image?
If the answer is yes, you need a website that will allow you to meet those goals. You deserve a website that matches your business’ size, vision, and budget.
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I've been doing this for over 5 years, and I've seen first hand how a professionally-designed site can really make a difference. That's why I'm here, offering great design at a fair price.
For solopreneurs just starting out, a beginner website with Wix is perfect. I specialize in right-sized, tailor-made Wix websites because they offer user-friendly interfaces and beautiful, functional and customizable templates. I'd love to help you optimize your website and take your business and brand to the next level! From branding to build to SEO, we can make it happen in alignment with your unique vision and values.
Erin Ratliff is a holistic business coach and organic growth & visibility marketer serving energy-sensitive, earth-loving, heart-led soul-preneurs, self-starters, and founders with the mission of personal and planetary healing.
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