Have you ever been there? You're going away for the weekend and are looking for a nice place to eat, so you google something on your mobile. When you click on the search results, you first have to work your way through a number of dubious sites, which don't necessarily increase your appetite, to get to that one restaurant that does look slick. Judging by what you see and read, your mouth is watering already. Yes, book quickly!
Another example: you are looking for an accountant. Not the most exciting activity, but you do want to choose a reliable professional with peace of mind. So you orientate yourself online to bookkeepers in the area. You come across several sites, but instead of clarity about who is right for you, you only get more question marks. The information on the sites is far too vague, long and complicated. Let alone that you get a good feeling about the person you might hire for your financial affairs. Fortunately, you come across a site with a clear story that describes exactly what you are looking for. You are enthusiastic and quickly fill in the contact form. Fjuuuw, glad that you have found someone suitable!
What is a good website and how can I use it?
As an entrepreneur, you have probably come across this statement before: a powerful website is important for your business. Nice', you think, 'but what exactly is a powerful website and how do I set it up for my business? Easier said than done! It may seem complicated, but fortunately it doesn't have to be. The examples above show that your website is your most important business card, no matter what industry you are in. Think about how you are as an orientating consumer; 9 times out of 10 your search starts online. And when do you become enthusiastic and convinced? Exactly, when the whole picture of information and appearance is right.
Yet we still see a lot of websites that are similar, unclear or simply full of mediocre content. In any case, they do not convince. That's a shame! Of course, there are plenty of reasons for this. There are many entrepreneurs who are good at their jobs and spend a lot of time doing so. Or they choose the 'easy way', by basing a site on a standard WordPress template or letting their neighbour build a website. It may seem like a time- and cost-efficient solution, but your website will be far from standing out, let alone convincing. And if your most important business card doesn't convince your (potential) customers, how are you going to make money? Exactly, you won't.
Step by step to a good website
Don't panic, we've got your back. Because we think there are enough mediocre websites out there already, we wrote this article. In it, we explain to you step by step what you need for a good website that stands out and brings in customers. We make a distinction between two parts: your communication strategy, and how you translate this into a strong website. In this section, we focus on your communication strategy.
Step 1: a cast-iron pitch
You are probably good at telling people what you do and how you can help them. But can you do this in a minute or even a few seconds? That's how quickly your visitors decide whether they find your website relevant or not. So there is not much time.
A powerful way to get to the core of your business is the '3 beer coaster' method. A simple but effective approach that we learned from business coach Tibor. The name says it all - you have to answer three questions in one sentence per question, so that each answer fits on a beer mat. This forces you to make a choice, and choices are good. Because, to quote another oft-repeated marketing wisdom, 'he who does not choose, is not chosen'. After all, you cannot serve the entire world with your company. And that's a good thing, because that would be an impossible task. Let alone that you should explain it briefly and to the point on a website.
So make your choices! These are the three questions you need to ask yourself:
- Who is your ideal customer?
You probably have several target groups, but which one do you prefer to serve? This is the group you want to address on your website, so that you can attract as many people as possible. Be specific, because keeping it 'nice and broad' will only make sure that nobody feels addressed. - What problem do you solve for that customer?
Again, choose one, the most important one of course. If you really have several problems to solve, you can address them in step 2. - What is unique about your solution?
Why should someone choose you and not the competitor? This is where your distinctiveness comes into play - it lies in the way you solve the problem for your ideal client like no other. Make sure you focus on what is unique about your solution rather than what is unique about you as a person.
Step 2: A comprehensive mind map
Now that you have completed the three beer mats, you have a solid basis for your communication strategy. But your business is so much more than just three sentences. That is why in the next step you make a mindmap of everything that comes to mind when you think about your company. Write your company name in the middle of a large sheet, think out loud and write down everything on the sheet that you think is important to remember.
This mind map is a comprehensive overview of all things related to your brand identity. Not everything you write down will end up on your website, but it is the ideal basis for all your future communication. In addition, with a mindmap you can clearly brief your graphic designer, website builder or whoever you work with about what your company is all about.
Don't worry if your mind map seems extensive and perhaps even confusing. In step 3, you combine the three beer mats and your mind map into a clear communication model of only one page; the perfect summary.
Step 3: A bold communication plan
Okay, you know who you want to reach, what you can do for them and how you are different from 'the rest'. You also have a list of all the key words that describe your company. But how do you translate this into a unique story that concisely conveys what you want to get across? You summarise steps 1 and 2 by filling in the one-page communication model. A mouthful, but don't be fooled by the length of the name - this model is very effective:
Download all models at the bottom of this page.
This 'onepager', as this model is also called in flashy marketing terms, is the handhold you need for effective communication and building a good website. The 1-page communication model (also from Tibor.nl) is namely also the perfect structure for your homepage and further site structure. Bloomon and Swapfiets do it this way too.
How to concretely translate your communication strategy into a website will be explained with clear examples in part 2 of this article, to be published in April.
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We believe these are the three steps to a concise and effective communication strategy. This way, you are guaranteed to lay a solid foundation for a good website that tells your unique story and convinces (potential) customers.
