Day 10: Roll Out The Welcome Mat
Welcome back to Business Vacation 🍹
The email series where I show you how to set up your business to sell without you in 15 days.
We've reached the final five days.
Which means it's time to talk about your website.
Because once someone has clicked your ad, downloaded your free thing, read a few emails and started thinking, yeah... this person might actually know what they're talking about, they're probably about to do what every potential buyer does.
Go lurking on your website.
And today, we're starting with your homepage.
Roll out the welcome mat.
It's time to be the super sweet drunk girl in line at the bathroom who compliments your shoes, helps you fix your red lipstick and becomes your new best friend for the rest of the night.
You always remember your bathroom bestie.
The impression she leaves sticks.
Your homepage works exactly the same way.
People land on it and, within seconds, they've already decided whether they're going to keep looking around or quietly reverse out of your business without so much as a courtesy wave.
Which means I'm about to say something that will upset approximately everyone who's ever lovingly built a fourteen-section Squarespace homepage.
Your homepage is not your whole website.
Stop trying to fit the kitchen sink on it.
Nobody lands on your homepage hoping to read every service, every qualification, every testimonial, every framework and every thought you've had since starting your business.
They just want to know they're in the right place.
That's it.
Three questions.
Why am I here?
Why should I trust you?
What do I do next?
If your homepage answers those three things, congratulations.
It's doing its job.
If it's trying to answer another forty-seven questions before anyone's even scrolled, we've got a problem.
Your homepage is the front door.
Not the lounge room. Or the kitchen. And definitely not the garage where you've been storing every idea you've ever had because you couldn't bear to throw it away.
The front door.
Invite people in.
Make them feel like they're in the right place.
Then point them towards the room they actually came to visit.
Your services.
Your sales page.
Your enquiry form.
Or your free thing if they're interested but not quite ready to buy.
Permission to stress less about your tagline while we're here.
Seriously.
It's not getting tattooed on your forehead. It isn't being carved into your gravestone. It doesn't have to perfectly summarise the complexity of your existence in six clever words.
Its job is much simpler than that.
Get the right person to read the next line.
Then stop talking about yourself.
I know.
Harsh.
But people don't land on your homepage desperate to discover you're an award-winning, certified, internationally accredited, holistic this-that-and-the-other.
They want the thing.
Lead with the thing they want.
Then explain why you're the person who can help them get it.
Your turn.
Open your homepage and look at the very first screen.
Before anyone scrolls, can someone answer these three questions?
Why am I here?
Why should I trust you?
What do I do next?
If not...
Start deleting.
Not adding.
Deleting.
Because your homepage isn't there to say everything.
It's there to make the right person think:
Yep.
I'm in the right place.
Want my help setting up your Business Vacation Build?
This is my done-for-you sales path project for business owners who have an offer they’re ready to sell, but need the path between first interest and purchase to work harder.
I’m opening 10 private spots.
We’ll map, write, and rebuild the path your offer needs so people can understand what you sell, want it, trust it, and take the next step without you manually dragging every sale over the line.
If you already know this is what you need, book a Business Vacation Strategy Call here >>>
Tomorrow, we're talking about your About Page. Because people aren't visiting it to read your autobiography.
They're trying to work out whether you're the person they trust enough to pay.
Til Soon,
Elizabeth