Feb 28, 2019
Are you struggling to grow your
music studio? Do you need more students...today? Your website is
most likely the culprit.
It's true. Your website could
actually be hurting your business. If your website does not follow
the basic rules of messaging and design you could be leaving money
on the table. You could be confusing website visitors who aren't
clear as to what they are suppose to do when they land on your
site.
In this episode I lay out a
simple plan that will help turn your website into a selling
machine.
What is the purpose of website?
- It’s
not to provide lots of information
- It’s
to persuade the website visitor to opt in: to give you their email
and phone number
- It’s
to make a sale
- It’s
to get permission to market to your prospects: educate them and
provide value to them
- Your
website is a hub - all online and offline marketing leads back to
your website.
How do people behave on a website?
- What
are people doing before they make it to your website? (social
media, surfing)
- We
think people want access to information: Many business create
websites like a brochure with lots of information. The modern
website functions more like a business card or short
pamphlet-Remember what’s the purpose? To get visitors to opt
in.
- People want to be guided and lead through your
website. They don’t want to have to guess where to go and what to
click.
- When
people land on your website they have 3 questions.
- What
is this?
- What’s in it for me?
- What
I am supposed to click?
- People don’t read your copy-they scan
it
- Use
headlines-bullet points-short paragraphs
- Avoid
wall of text-no one reads it-too much work-if it takes more than 20
seconds to read they won’t read it.
Basic design concepts
- Hire
a professional
- Design like a billboard
- Single image: Fills up the entire frame: no
border
- Music
school: Happy kid playing instrument
Avoid: slide shows, images of
instruments, it says we sell instruments, image of
yourself
- Logo
in upper left hand corner
- 3-5
menu options across the top-about, lessons,
contact
- Call
to action button in the upper right hand corner
- Call
to action button in the center towards the bottom
- CTA=action oriented (start today, play music
now, Play music today, yes, I’m ready to play)
AVOID: Contact us, (delay,
another step) request info (we’ll email you stuff aka
junk)
- Featured message: (tag) this is what we do -
this is how it will enhance your life (learn to play music-it’s
easier than you think)
How do people find you and what
are they doing before they land on your site
- Ads
- Social media
- Have
multiple tabs open-one tab is social media/email
- They’re addicted to both. They want to hop back
and check every minute or so.
- Time
is tight-can’t afford to have any fat-or “happy talk” (small
talk)
Featured web sites
Lincoln School of Music
Web Maestra
Dave Simon’s Music Enterprise
Show Credits
Intro music:
Dusted by
Fojimoto
Transition music: Levi
Simon
Outro music:
Rain and Revolution by
City Breathing