Ultimate Website Creation Roadmap
Hi, I’m Eivind!
I'm a web designer from Oslo, Norway, I help businesses like yours clarify their brand messaging and build custom websites so they can increase their online presence, own their niche, and grow their business.
Before I started my own business a few years ago, I received an email from a client. It went something like this:
"Good day, Eivind." I have a new project for you. We are creating a new website for (client name). Here is a link to their previous website. The logo and design elements can be found here. I allocated 20 hours to the project. Please notify me when you have completed the homepage. "
This is not how it works.
I remember sitting there in stunned silence. I was paralyzed by the short timeframe and total lack of planning. The fact that this was a high-end client irritated me. You begged to work with this type of client. I did my best to please my boss and finish the project on time. But my options were limited. It was a fantastic project that deserved a lot more time and effort. It was a totally squandered opportunity. With such a short timeframe and no plan, it is impossible for a web designer to make a significant impact. Worse, the business owner was completely unaware...
Your website could be worth more than its weight in gold. It is the first impression your customers have of you.
The issue is that far too many businesses are receiving bad advice. Some of the advice borders on the criminal. Your website is a tool that can help you achieve your business objectives. It's just one piece of a much bigger picture. When you understand how your website fits into the larger picture, you'll be better informed and able to make better decisions, achieve better results, and communicate more effectively with your web designer. You can reach me at post@eivindholum.com. Eivind, soon. P.S. It goes without saying that I didn't last long at that job....
BIG PICTURE STRATEGY
01. Understanding the Customer Journey
A website is simply a tool to help you achieve your business objectives. When you understand the customer journey, you'll be able to see how your website fits into the bigger picture and what tactics you'll need to employ to meet your business objectives. Consider it a road map for the future.
The customer journey is the process of converting a total stranger into a devoted fan. Marketing's goal is to intentionally move customers from one stage to the next. The customer journey is not an accident for successful businesses; it is planned. When you understand the customer journey, you can identify any bottlenecks that are impeding the flow of your customers and devise strategies to move them along.
You can't turn a stranger into a raving fan overnight, but you can move them from one stage to the next. Personal and business relationships are very similar. Asking for the sale too soon in a relationship is analogous to proposing marriage on the first date. It's just odd. The customer feels threatened when the relationship moves too quickly. Slow down, and don't be pushy.
Commitment takes time in a relationship. Why? Because commitment is the first stage of a relationship in which a calculated risk is taken. They have a stake in the outcome. The key is to move your customer from one stage to the next at the natural, healthy pace of a relationship. Subtly and smoothly, business is a never-ending process of guiding your customer through their customer's journey.
02. The Bigger Picture
On a daily basis, it's easy to get bogged down in the particulars. You may zoom out and take in a much wider view of things thanks to the customer journey. Starting a blog post before you write one You must decide what your business goals are before you start gathering email addresses or posting on Instagram. You may employ the proper strategies when you are clear about your goals.
03. Web Designer Talking About Marketing
It’s the same for your website. Before you design and build your website you first need to choose your business goals. When you know what you want to accomplish you’ll be able to add the right elements and components to your website.
By providing this information upfront you’ll be more informed, make better decisions and be able to communicate better with your web designer
THE CUSTOMER JOURNEY | Before Purchase
STEP 1 — RAISE AWARENESS
Your people are currently unaware of your existence. At this point, you must approach total strangers. The issue you solve and the remedies you offer are unknown to these strangers. You must therefore inform them of the issue and the fact that you have a remedy at this point. Your goal is to convince individuals that you can move them from the intended "after" condition to the desired "before" state. This can be accomplished through paid or unpaid social media, paid or organic search results on Google, or traditional advertising.
STEP 2 — DRIVE ENGAGEMENT
The audience is aware of your existence at this point. Great. However, it is insufficient to convince them to buy it. Here is where you need to engage them and get their attention. By offering value, typically in the form of amusement, motivation, or instructive material, one can convert total strangers from awareness to engagement (aka content marketing). This can be done through internet videos, podcasts, blogs, and social media.
STEP 3 — BUILD SUBSCRIBERS
At this point, you want to convert your audience from "aware and engaged" to a subscriber (aka lead). Anyone who has agreed to speak with you on the phone is a subscriber. It now refers to an email subscription. In order to entice your readers to subscribe to your email list, you must first provide them with something of value. Using a lead magnet, often known as a free PDF download, is a common strategy. Another strategy is to provide an introductory discount (great for eCommerce stores). Reaching this point in your connection is crucial because you can now carry on with the conversation with more information and offers. You must maintain contact in order to build a strong relationship.
STEP 4 — CONVERT & MONETIZE
The next stage is to encourage your customers to climb the value ladder incrementally now that you have their email address. Get your customers to make a commitment. a modest commitment. This can entail spending money or time. Risk must be minimal. You can advertise a free consultation or a cheap product or service here. Membership schemes achieve this by providing a low introductory price for the first month (just $1). The initial objective is not to turn a profit, but rather to change the relationship from one of prospect to one of client. It shouldn't be costly or dangerous. Your clients have either made a low-ticket purchase from you or invested time in learning from you.
The Value Ladder
First and foremost, ensure that your customer receives value from their first experience or purchase with you. If they haven't, they're unlikely to continue. This stage is all about convincing your customers to buy high-ticket items, sign up for subscriptions, or become repeat buyers. Some of your leads and customers will be ready to purchase at this point. This can be accomplished through sales funnels, e-commerce sites, and email sales campaigns. Unfortunately, many businesses begin and end their marketing at this stage. Asking a complete stranger to make a large, risky investment in a brand they know nothing about is the equivalent of proposing marriage on the first date. Low success rate! Being pushy is a problem. Steps have been skipped, and trust has not been established. Yet. Before I go any further, I want to emphasize that it is entirely possible to sell to complete strangers online. I do this all the time with Facebook and Instagram ads. However, trying to sell a high-priced item to a complete stranger takes a little more time and effort.
STEP 5 — PROMOTERS
The process does not end with the purchase. You want to stay in touch with your customers and turn them into repeat buyers. If you've worked hard to create your customer journey, you'll discover that some of your customers are eager to buy more, and repeatedly. Through testimonials and customer stories, your best customers recommend your company.
These customers defend you on social media and tell their family and friends about you. If you've done your job well, you'll attract customers who will gladly promote your company on your behalf. These individuals write blog posts and upload YouTube videos about your products and services. Lululemon (a fitness apparel brand, for example) has YouTubers who actively create online videos reviewing their products.
Example Sales Funnel
So, what does it look like in real life?
To help you understand the process, I've created an example sales funnel. It's just an example, and my advice is to tailor it to your specific business requirements. A Facebook ad campaign (or social media post) that sends users to a landing page or website. This could be as simple as an Instagram post encouraging people to click on the link in your bio.
When a visitor arrives at your landing page, they enter their name and email address in order to receive their freebie. This could be a discount or some kind of downloadable pdf. It could also be a series of emails with educational content. After entering their email address, they will receive an automated email with a link to download the pdf.
Following the initial email, they will receive an automated email nurture campaign in which you introduce yourself and provide additional helpful free content. Then you'd start advancing them up the value chain by introducing your products and services.
Before You Start
When a customer becomes interested in you, they will seek more information. This is where your website enters the picture. Your website could be worth more than its weight in gold. The issue is that too many businesses get their websites wrong and don't know why. Your website is not a place to brag about yourself. It is a location where you can sell your customers a product or service that solves their problems and improves their lives. Before you rush off and begin building your site, you must first ensure that your brand's foundations are solid.
01. Narrow down your niche
First and foremost, you must determine your niche. Who are your supporters? You end up helping no one if you try to help everyone. This is because your brand messaging becomes hazy. The more specific you are, the better. Choosing a specific niche allows you to cut through the clutter and be heard. You want your audience to read your message and think to themselves, "That's me!"
03. Brand messaging
You may now create your brand messaging now that you are aware of your niche, the issue you address, and the solution you offer. The primary message you want to convey through your website is this. What is the most important fact you want visitors to your website to understand about you? What are the changes, effects, or results you are assisting your audience with achieving? How will their lives be altered if they buy your products or services?
A website's words can sell things. Even if your website is visually appealing, it won't sell anything if the content isn't compelling. Before moving further, it's essential that you are very clear about the message you want to convey to your audience. Don't be ambiguous; be clear. The last thing you want is to invest thousands of dollars in a website only to have visitors wonder what the hell you're selling when they get there.
04. Products and services
After that, create a list of all the goods and services you want to offer today and in the future. Make sure you describe your offer in detail. What qualities and advantages are there? What distinguishes it from your rivals? What is the cost? What outcomes did other former clients obtain? Take note of any references. List any questions that come up frequently.
05. What else do you need?
domain name, legal documents (privacy policy, terms and conditions), and email marketing software so you may send automated email campaigns. Headshots and other expert brand graphics. understanding of your rivals to avoid having a website that resembles theirs.
02. Problems and Solutions
Next, you should be very clear about the problem you're solving and the solutions you're offering. stating the issue adds added worth to your products. You always want to send the underlying message: You know this problem you're having? I can help with your solution. Just click this button to "purchase now." However, you must first be certain of the specifics before you can proceed. Being evasive will not help you. What challenge are your consumers facing, exactly? How does this manifest itself in their daily lives? What unfavorable feelings are they experiencing as a result of this persistent issue? How will you resolve this? What outcomes might customers expect if they buy your goods or service? What will happen to their lives if they purchase your goods or services? What else is their life going to undergo as a result of their finally winning this battle?
The "traditional way" of creating content, according to a few social media posts I recently came across, is to call attention to your clients' concerns, and that it's shady or pushy. The opposite is true, as you can see. Any firm exists to solve problems for customers. Without discussing that issue, no one will understand your motivation for existing.
Many firms find it difficult to acquire detailed responses to these inquiries. This is because you excel in this field and it is your area of expertise. Give these answers your full attention and time. questions. Messaging that is unclear might result in lost sales and confused customers. Your consumers will find it difficult to appreciate your worth, and you will find it difficult to sell anything if you are not clear about the problem you have.
