Website to Wonderful, 4: Creating easy paths for prospects
Fasten up, this is a long post on the subject of emotional landscaping. First: how exactly do you turn a prospective customer into a paying one? And down below, my take on how it works for all you good people selling coaching and counselling as opposed to widgets. You can find previous posts in the series here: Website to Wonderful, 1: Makeover Edition (Introduction) Website to Wonderful, 2: How not to make your visitors’ eyeballs bleed Website to Wonderful, 3: Designing your site with real users in mind If you like it, tweet it, bookmark it, share it with your friends. If the...
Read MoreInterlude: We Are Not The Customers You Are Looking For
(Website to Wonderful will resume next week) It’s hard when your face doesn’t fit. Especially when you’re the eager customer. I got an email recently from a clothes store that I love, with an invitation for customers to take part in a market research exercise at my nearest branch. I got terribly excited, but then I realised they were looking for people a lot younger than me to take part. That was a little bit sad-making. I loved the brand, but I really wasn’t a core customer to them. I even wrote a little note explaining my passion and begging to be let in, but nothing...
Read MoreA beginner’s guide to feedback
I’m a huge fan of The Apprentice. (Don’t know if you get this outside the UK – reality TV show about would-be entrepreneurs, working on new money-making ‘tasks’ every week) The Apprentice is highly instructive on many levels, but I’m particularly enthralled by the candidates’ approach to customer research. Every week, the candidates will usually talk to a small group of potential customers about their ideas. And each week I watch, slack-jawed, as the candidates utterly fail to listen to the customers. Ever. People struggle with feedback In the case...
Read MoreManifesto
Some of us find it quite simple to put our real organisations and authentic selves online.
Others - well, let's just say that some of us can't bear to look at our own websites.
My mission is to help you transform your online presence so that other people understand and appreciate what you really have to offer. So that you can achieve what you want - whether that's better engagement, more readers, or more sales.