CTC Ep. 45 | Website Not Converting? Here's the Structure You're Missing

Kris: [00:00:00] Welcome to from Click to Client, where we transform a confusing message into a clear, compelling story that sells. I'm your host, Chris Jones, StoryBrand marketing expert. I'm here to help you attract more dream clients with the power of story.

Speaker: Today we're gonna talk about how to turn your website into a client generating machine Using StoryBrand, your website should act as your top sales employee, and if it is not doing its job, I'm gonna break down the exact structure that I use to fix that for good. I'm gonna be answering today some of the most common questions that I get.

So let's dive in. In the last episode, we talked about the importance of a three step plan, and at this point I've walked you through. How to communicate the problem that you solve and really let them be clear on what you are gonna provide for them. What is the bright future that is in store for [00:01:00] them if they work with you?

So you've worked through your three step plan, and I don't want you to skip that part. So if you haven't listened to that, go back to the last episode and check that out. Once your plan is in place on your website, it's just three simple steps. It begins with the main call to action. And then step two is always engaging in work with you.

And then step three is all about that happy end result that they're gonna get. So what is the carrot at the end of this? And you need to remind their brain that that isn't. So far off, it's not gonna be as hard or as complicated as they might think it will be. The reason the plan is so important is that it queues up you calling them to action.

So when they read the plan, you essentially are calling them to action at that point. So that means. They're gonna click on that button. That is the next step to engaging with you. For most coaches and consultants, that would be [00:02:00] booking a call with them. It might also mean buying your course, joining your program, but these days people are really.

Hesitant to just hand over their money and they typically need a call with you, even a short one, um, before they're gonna decide to move forward. So the next step for you on your website is to get really clear on your call to action. Um. The mistake that I see a lot is that you have multiple calls to actions and it might be learn more, check it out, let's connect.

and what you're really doing is putting the burden on the visitor to figure out what they need to do next. And if you're gonna step into this story as a strong guide. You don't want it to be a choose your own adventure experience for them. You want to very clearly with the call to action button, tell them what the next step they need to do.

And I want you to, to, once you get clear on this button, [00:03:00] I want you to repeat this through the page. Pretty much in every section of the page needs to end with the call to action. but especially the end of the plan needs to end with that call to action. So. A good call to action is always showing them that if they click on that call to action, they're gonna get a benefit from it.

So, for example, the call to action on my website is book a money making and messaging call. Prior to that, I had my main call to action, which was book a Clarity Call. And while that does infuse a little bit of a benefit to it, I will tell you the minute I changed my call to action to book a money making messaging call my, my calendar started to get booked out.

So that's really, you know, a tangible change when you implement this approach. So, for example, I'm working with, a leadership consultant right now, and his main call to action is book your leadership strategy session. When you use [00:04:00] words like strategy in your, in your call to action, that really shows value, it shows that they're gonna walk away from this call with.

Something tangible, something of value, they're gonna have insight around a strategy. And so they're much more likely to click on the call to action if you do infuse a benefit into it in that way. And this does not mean that you have to give away free coaching calls. It really is an opportunity for you to get on a call with them, for you to listen to what they're struggling with and, and also for you to walk them through your process.

just. Them understanding what your process is is a huge benefit to them for, to have them understand how it's gonna work, um, what working with you is gonna look like. That is a huge Ben benefit. That is them beginning to understand the strategy that they're gonna be able to implement. So, again, a great example of that is book your leadership strategy session or book your time management [00:05:00] breakthrough call.

something along those lines is gonna be way more effective for you than learn more. Or, let's connect or contact me. You can really. I think it's really clear the difference between those two things. So we wanna repeat that call to action throughout the page because we never know at what point in the page they're gonna be ready to take action.

So don't feel like you have to use your call to action sparingly. Be abundant with it. Put it in every section on your page. So. Part of the plan allows them to really understand what's gonna happen after they click on that call to action, so they know, okay, first I'm gonna have this strategy call with you, and then the plan shows them what it's gonna be like to engage with you, and then they understand by step three they're gonna get to experience that happy

end result and engaging with you, of course, is gonna be more complex like that. The, the, the details of step two don't need to be, you don't need to be too detailed in this section. You just need to [00:06:00] show them that work with me one-on-one to get the support that you need, will work through the things that, are keeping you stuck and we're going to move forward and get you to a better place.

So. that is the key behind your call to action. The other thing to keep in mind for the call to action is, to make it the brightest color in your palette. If you have a neutral palette of beige and grays and blacks and whites. There's no problem with having that as your palette, but I would really encourage you to pick a bright color so that button pops off the page.

The call to action is the whole point. Everything we do in in telling your story is in service of them clicking on the call to action. So we want that to be a nice, bright color that their eye naturally gravitates toward. So. If they have read the plan and they have not clicked on the call to action yet, I like to follow this section with testimonials and [00:07:00] testimonials.

That's an overused word, but really testimonials are proof that you know what you're doing. They're proof that you have solved this problem for other clients andSomebody who's visiting your page, it's very natural for them to hesitate before they click on the call to action because they're moving into new territory.

And so we really wanna reassure them that this is gonna be be worth their while. Number one, they're gonna get a benefit. They're gonna get a benefit from talking with you regardless of, of if they work with you or not. and number two, they're reassured when you follow that call to action with three very short, brief testimonials proving that you have solved this problem for other people that are in their position.

So you really wanna follow it up, follow it up with. Building trust. another thing that you can follow up the plan with is really an infographic showing your unique way of doing this. This is like. I believe in the power of, of a, [00:08:00] an infographic that shows your signature approach or your unique way of doing things.

This is a way for you to stand out from all your competitors, and if you don't feel like you have your own unique way of doing things, trust me, you do. You just haven't identified. Yet, most of my clients come to me and they say, I don't really have my own unique way of doing things. I think I just do things like everybody else.

And I say, no, you don't. We work through the Mining for Gold process, which is me really digging into their business, digging into them, as a coach or consultant, digging into their clientele and really uncovering what is their unique way of doing things. AndIf you don't feel like you have any unique process, one way to uncover it would be, what are the three things that you combine or that you bring to the table?

What are the three ingredients that come together that allow you to get the results that you get? After that section, we want to have a section that [00:09:00] talks about what's at stake. If they do nothing, if at this point on the page they have not taken action yet, this is a, a point where you gently put your hand on their back as a coach, as a consultant, and you just share with them if you don't take any action.

Nothing's gonna change, and things are gonna pretty much stay the way they are. If your clients are on the verge of burnout or if your clients are struggling with their weight, or if your clients are, um, having di difficulty professionally getting their team to rally around their vision. If they don't do anything, if they don't get help, if they don't get guidance, or if they don't get your support, a year is gonna go by and they're gonna be exactly where they are now.

So a great example of this. This is a, a recent project that I've been working on with a, a really incredible coach and consultant named Mel and our What's at at stake section [00:10:00] reads like this. Don't risk being comfortably miserable a year from now. His clients are miserable, but they've gotten comfortable with the misery.

It's kind of like that, that frog in boiling water. And this happens kind of in every area of life where our clients or our heroes have been struggling with the thing that they're struggling with for so long. That they've gotten used to it and they've gotten kind of comfortable with the misery of it.

So we wanna gently put our hand on their back and say something like, don't risk being exactly where you are a year from now. So for Mel, it was, don't risk being comfortably miserable a year from now. And then we always follow that up with together will. Overcome this challenge and get you to a point of success.

So for Mel, we've got together we'll remove the obstacles, holding your organization back and replace them with proven best practices so you can lead with confidence and deliver [00:11:00] results what they, what his clients want more than anything. Is to lead with confidence and deliver results. So we, we infuse those benefits throughout the page so their brains constantly know exactly what's in it for me, what's in it for me, what's in it for me?

Our brains are, are asking that question all the time, and it's not because. We're selfish or narcissistic. it's just because that's how our brains are wired. We're wired to wanna survive and thrive. And when your messaging is constantly telling them, this is how I'm gonna help you survive and thrive, your.

Page is gonna become in your website as a whole, is gonna become much more effective at getting people to click on, on the call to action. So for the what's at stake section, I want you to answer the question, what really happens if your potential client does nothing? What's their life gonna look like?

And we don't need to be pushy in this [00:12:00] section. We don't need to be. Overly doomsday, but we want to be gently honest with them. again, imagine putting your hand gently on their back and just reminding them of what is true and what's gonna happen if they don't take any action. So. When you go to a movie, for example, every movie has stakes and usually at the be, well, always at the beginning of a movie, a hero is introduced.

A hero has a problem they don't know how to solve, and then they meet a guide who can help bring them to success. And we follow in StoryBrand, we follow that, that same flow if there is nothing at stake. Then there is no story. if this were not part of every movie, you would get up after five minutes of watching the movie and leave.

You would leave the theater, you would turn the TV off. Stakes are the thing that keep our brains engaged in the story, and when it comes to your website, stakes are [00:13:00] the thing that are gonna really keep them. On the page, keep them engaged in your story, and that's really what we wanna do. So typically after the stakes section, the natural question that they're gonna have is.

Okay. I'm, I'm ready to take action. I'm in, how do I work with you? And that's when we wanna move into your suite of offerings. And every coach, every consultant needs a suite of offerings. And typically they begin with a very, like a low, lower budget, low stakes engagement. Of like a 90 minute intensive or a one month engagement.

It doesn't cost too much money. It's great for people who are on a budget or people who are really cautious, they're really unsure, um, and maybe not, not ready to fully dive into a bigger engagement with you. So we wanna make the tier one of your suite of offerings veryEasy to engage with. So for my client, Mel, we have his lower ticket [00:14:00] is a strategic leadership intensive, and this is, done via Zoom.

It's done in a day. it's deep engagement with him and it allows him to get to know the client and for him to really move the needle for them in a bite sized. Chunk. and so lots of people are gonna get, engage with him in that way. tier two is a little bit of a deeper engagement for a lot of coaches.

The tier two, of your suite of offerings is gonna be a group program. It might be a longer engagement, it might be a, a three, four, or five month engagement with a group, a cohort of people who are navigating this same challenge. And then tier three of your suite of offerings is gonna be a higher ticket.

And this is typically, again, your, everyone's business is different, so yours might be different from this, but this is kind of. What happens for most coaches is that their tier three offering is one-on-one. It's a longer engagement, so it might be a six month engagement, it might be [00:15:00] one-on-one work together.

It doesn't necessarily have to be every week. You can choose the pace at which you wanna work with your clients, so a nice like range of prices. And usually that middle tier is the one that people gravitate to. So. Your tier one might be more of like a $2,500 engagement. Tier two might be more of a $5,000 engagement, and tier three might be a $10,000 engagement.

So that's kind of how those all flow together. what I wanna, what I wanna walk you through next is. How does this all work together? So over the course of a few episodes, I have walked you through all the components that you need on a StoryBrand website, we start with that header section that communicates what you do, how it's gonna make my life better, and what you want me to do next with that really clear, bright colored call to action.

Then we move into the problem section really articulating their problems. So. Really, they can feel seen and [00:16:00] heard and not alone in their struggle. Most importantly, when we can articulate their struggle, well, they automatically think that we are the best ones to solve it.

And so when they have that feeling, they get very engaged in this story. And then we immediately wanna follow that up with what does their life look like? After they've worked with you, after they've engaged with you, what is their life gonna look like? So we wanna paint a picture of a brighter future. So I'm kind of walking you through the order of the homepage from top to bottom. I'm a big believer in a one page website, and when I say that, it doesn't mean you only have to have one page on your website. What it means is that on one page, a visitor can gather all the information that they need to confidently take that next step to work with you. So often we, our upper navigation is. Just abundant with, lots of different pages. And what we end up doing is sending people on a scavenger hunt to go gather the information they need in order to understand [00:17:00] what it is that you do and how you work with your clients. So I'm a big believer in having your homepage do all that heavy lifting.

For you. So ultimately all they have to do is scroll down the page. When someone's on your page and they're on their phone, looking at it via mobile. moving from page to page to page is very, very clunky, clunky. The scrolling action as they move down the page is very comfortable and very easy for them to do so they're gonna be scrolling down the page and the story is gonna unfold for them little by little as they scroll back in the day.

The websites were just done differently. The more pages that you had, the more credibility you had, the more you were a real business if you had more pages. And that has completely, completely shifted. So what I do with my homepage now is instead of having your testimonials be. On a completely different page and siloed away, on a page that they might [00:18:00] not ever go to or get to.

I integrate the testimonials on the homepage. Instead of your about page being on a separate page, I integrate that into the homepage, so all of it is there. Instead of your services being on a completely different page, we're gonna integrate that on to your homepage. So from top to bottom, I'm gonna walk you through each.

Section of what needs to be on your page. The each of these are the components of story. Every component of story is like an ingredient in a big pot of chili. You can't pour chicken stock into a pot and heat it up and say, Hey, everybody, come, come to dinner. It's time to eat chili, but it's really chicken stock.

You have to have all the ingredients of chili in the pot. That are cooked together to make the pot of chili. And the same goes with your story. You have to have every component of story on your page in order to tell a very clear and compelling story. [00:19:00] And if you're not familiar with StoryBrand, I'm just gonna walk you through what those components are.

So It's gonna begin with the hero. We're gonna identify who the hero is. We're gonna identify the problem that they have. We're going to introduce you as the guide. As the guide. You're gonna give them a plan, the plan's gonna call them to action, and then when they click on that call to action, they're gonna be brought to success.

And also you're gonna help them avoid failure. So all of those are kind of. Individual ingredients that need to be on your page. So for example, from top to bottom, I'm gonna walk you through Mel's. Website, the very beginning, that header section we've got. I help leaders build winning teams, strengthen culture and drive tangible revol, and drive tangible results, clear the roadblocks, and implement proven strategies that help your organization thrive.

So that's the header we've just communicated in five seconds, what does he do? How's it gonna make my life better? And what do you want me to do next? That clear call to [00:20:00] action is there. At that first section book your leadership strategy session or whatever your call to action is in that bright color.

So that is the first section on your page. Then we move into the hero's problem. We, we, for Mel, we talk about the overarching problem, which is many leaders invest in books, programs, and methodologies that. That aren't solving the real problems. So, and then we move into some deeper nuances about what they're struggling with.

I'll give you a few, for example. Are you struggling with watching team conflicts destroy productivity and morale? Are you struggling with feeling frustrated that applied advice isn't delivering actual results? Are you struggling with an unhealthy culture that's draining your energy? Are you seeing problems constantly rise to your level instead of being solved below you? And then we move into the success section. So reassuring their brain, what's in it for them? [00:21:00] What's in it for them? What's in it for them? We don't want to hide this information. No one's going to engage with your page if you don't make it blatantly obvious what's in it for them. So. I like to move into this section with a philosophical statement that gets people really ral rallied around your greater vision.

For Mel, we've got, you deserve a simple path to reaching your full potential as a leader while unlocking greatness and others. This is a philosophical statement. philosophical statements are really a great way to move into your success section. It's a great way to put. The stake in the ground around what you believe they deserve.

And so we wanna have that right up top. Then we move into introducing Mel as the guide, and we do this with a video, having a video of you on your page. Absolutely essential. And it's such a great way to stand out from all your competitors. Most people don't have a video because. It's hard, [00:22:00] uh, recording a video of yourself is hard and uncomfortable for most coaches and consultants, and often we don't know what to say.

And so what I do for my clients is I actually write that script for them. It doesn't have to be long. It's just about a minute, minute and a half long script, but so much comes through in video. That just doesn't come through in still photography in a, in a short video. They can get a sense of your confidence, your warmth, your empathy, most importantly, and all of that can come through on a very short video. I have found when my clients integrate this video on their page, conversions double. If not more. So that is an absolute, non, non-negotiable. You've gotta have a video on your page. Um, I always follow this section with a written few paragraphs that, again, talk about. You as the guide. Who are you?

Why are you qualified? How much empathy do you have for your client? [00:23:00] The, the best way to step into this story as the guide is to really lead with empathy. Really confident guides don't need to brag or boast. They have such compassion and such empathy for their hero. They lead with that and within that, your confidence really shines.

So following the video, we have a written version of you leading with empathy. For Mel, it was, I get it. Spinning your wheels with strategies that don't end up working in the real world is frustrating. And then we talk about him, his understanding of the problem, why it shouldn't be this way and the experience that he has.

The other thing people really wanna know is what makes your approach unique? What are three things that make your approach different from everybody else? So that is all part of the guide section. And then we, we kind of end that section with. More authority. How many years have been, have you been doing this work?

What kind of credentials do you have? Um, how many clients have, [00:24:00] have you served? We don't need to go heavy handed on this one. We just want them to check that box in their brain that you know what you're doing. Following the guide section is the plan. Now that you've entered into this story as the guide, your job is to call them to action, and the best way to call them to action or inspire them to take action on the page is to give them a very clear and simple plan.

This is where that three step plan comes in. For Mel, it is step one. Book your leadership strategy session, and we have a description underneath that. Step two, get one-on-one consulting. And then we follow that with a one sentence description, and then step three, experience real results. So they know that there's the a carrot at the end of this and that the finish line is insight and they're very, very likely at this point to click on that call to action.

So we wanna follow that plan with a bright button. Then we follow that section with testimonials that build trust and [00:25:00] show proof that you have. Solved this problem for many other clients. You don't need a ton of testimonials. You just need about three to really instill trust and confidence in the, in the potential client's mind.

Then I like to follow this with a, a beautiful infographic, a visual that shows your unique approach. What are the three things that come together to make you unique, to get that, get your clients' results? So for Mill, we have the effective leader framework, an uncommon sense approach to breakthrough results, and we've got.

You know, a Venn diagram here. So we've got clarity, which is diagnose the problem quickly. We've got culture, build a unity and high performing teams, and then we have courage, make the hard calls with confidence. So the three kind of magic ingredients that he uses, our clarity, culture, and courage, [00:26:00] and they work beautifully in an infographic.

Okay. And then we follow this section with what's at stake. If they do nothing for him, we've got don't, don't risk being comfortably miserable a year from now. How powerful is that? Right. That is, if they haven't clicked on the call to action yet, they're very likely to do it at this stage where we introduce.

The stakes, and then I follow this with your suite of services for him. He's got his low ticket, which is the one day intensive. Then we have the corporate fixer intensive, which is an onsite engagement. And then for him, the third tier is. Actually, 'cause he works one-on one-on-one with all of his clients.

So the third tier for him, the third tier, the third tier for him is a leadership keynote speaking, and that starts at $15,000 for him. Um, Mel has a book, so we feature the book on this page [00:27:00] and that helps build authority and also gets people to buy his book. And then we have his freebie or his lead magnet.

So some people are really gonna resonate with you, resonate with what you have to say, wanna be in your world. They might not be ready to take action. If they're not, then we want to. Offer them up a freebie or really a short training, a five minute training of a micro problem that you can solve for them.

So for Mel, we've got five culture killers every leader must avoid in five minutes. Um, so this is gonna be a five minute training that's gonna help the viewer spot subtle mistakes that weaken teams and learn how to prevent. And learn how to prevent them. So, um, that's where we end the page. Also, the freebie is great as a popup, so I like to have it on the page.

I also like to have it as a popup. Popups are kind of annoying, honestly. I know you, you know that, but they work, um, [00:28:00] and they really help people who aren't quite ready to book a call with us. Get to know us better, especially when we deliver the freebie via video. So it doesn't need to be long. It doesn't need to be overly detailed.

Just as long as they can walk away from watching the video with one aha or a few tangible things that are gonna help them solve a micro problem, they're gonna have the experience of you solving a micro problem for them, which is gonna build a lot of confidence. That you can solve much larger problems for them.

So that is step by step, section by section what you need on your homepage to get it working. For you to start booking your calendar out with, with calls with potential clients. Andthem booking a call with you is gonna be the fastest.

Path to profits. People are holding onto their money a little bit more than they ever have. Almost every client I talk to has been burned before, and people are done with that. They don't wanna be burned and they need to build trust. So everything we do [00:29:00] throughout the page is about building resonance, building trust, really cultivating connection.

And then they do need to get on a call with you. Most often. They need to get on a call with you if they're going to agree to work with you. So I hope that has been helpful. Um. This has been so much fun for me to walk you through like all the things that you need on your page to really turn your website into a top sales employee.

It should be your most powerful marketing tool. And remember, think of your marketing as a universe. The sun is at the center of the universe and all the planets kind of circle around the universe. So your website is the center of your marketing universe. And everything you do needs to point back to your website, but what's the point?

Sending people to your website if it is not set up to sell for you. So the planets around the sun, um, could be any kind of marketing activity that you find to be fun. It could be being on a [00:30:00] podcast or having your own podcast. It could be posting on LinkedIn. It could be in person networking events. It could be posting videos on YouTube.

It could be blogging, it could be email marketing. Most of the people I talk to. Feel like they need to be on all the planets, but they don't. You need to pick two planets, two planets that you really enjoy doing that don't feel like homework, that actually feel life giving and fun to you. For example, my planets that I really lean into as far as how to drive traffic to my website.

Our podcasting. Obviously I have my own podcast, but I love to to be a guest on podcasts because it allows me access to a completely different audience, and I get to borrow trust from the podcast host. They've spent the time building their audience, and then I come on. And I get to talk about the things that I love to talk about, which is story and how to tell a really powerful, compelling story in your business.

And then all those people listening, not [00:31:00] all of them, but many of them end up booking calls with me. So one of my planets is. All about podcasting and another planet is email marketing, and this is just me growing my list actively and staying in touch with everybody. On my list regularly. Those are my two planets.

I find them to be very fun, pretty easy. And, but that being said, you can pick your own planets. Um, the key with picking your planet is just make sure you're constantly pointing people back to your website. Once you get it tuned up with a powerful story, you're gonna feel much more confident sending people there.

So, alright, I hope this has been helpful and thank you for being here.

Kris: Is your website turning away Potential clients? I can help you turn that around. Book a moneymaking messaging call with me today and we'll transform your story into your most powerful sales tool. That's all for this episode of From Click to Client. Don't forget to subscribe and follow. I'm Chris [00:32:00] Jones and I'll see you next.