Analysis of target audience and competitors
Posted: Tue Jan 21, 2025 6:22 am
EXIT POINT: often there are several, and they depend on the path the reader took. That is why there is much more logical work on such a site than on a landing page (you need to write down all the necessary sales chains and integrate them into the site so that the client does not get confused).
That is, the page is made in such a way that, if necessary, advertising traffic can be launched there (from social networks or contextual advertising).
From the editors: In fact, here is a pool of tasks that an expert (helping practitioner) faces when promoting their services:
Development of a content strategy, content plan
Working with analytics tools
Analyzing the effectiveness of your work
Selecting formats and types of content for tasks
Creation of sales texts, copywriting and editing
Concept and application of content distribution principles
Understanding the principle of SEO promotion
Development, creation and launch of special projects
Organization of the work process
Solving Business Problems with Content Marketing Tools
There are two ways to go: 1. hire specialists, 2. take the qatar email list course yourself once, figure it out and act independently, or delegate some of the tasks, but only with a full understanding of how to do it.
And you can figure it out in MAED on the course “Content Marketing”
How to create a website prototype and write text
We determine the necessary blocks and the structure as a whole
For a landing page, work begins with formulating an offer and building a content plan with a funnel to the exit point. You can use various formulas to write the text and work out the structure of the site, for example, AIDCA:
Attention
At the initial stage, we draw attention to what we want to say.
Interest (interest)
The second stage, the main goal of which is to prove that the offer will be of interest to a specific person
Desire
The third stage, at which we must warm up the client to the state of “I want it!”
Confidence (trust)
The fourth stage, which distinguishes the selling formula (model) AIDCA from AIDA. These can be reviews from authoritative (and not so authoritative) people, official research results, comparisons with competitors, and so on. Even mentioning non-critical shortcomings can increase the level of trust, since the person will see that they are being played openly with them.
Action
The last, fifth stage of the formula, again coinciding with AIDA. We also call the person to the desired action. The difference is that in the AIDCA formula this happens after receiving an additional trust limit.
As for formulas with the “pains” of the target audience, be careful, this technique, from my point of view, is not suitable for an expert’s landing page.
WRITING text for an expert's website
If we are talking about text for a multi-page site, then we begin this step by working on the general structure and planning the menu.
Here it is important to take into account that it is possible to go even to the most distant page of the site from the main page, and also that the reader understands these transitions. In my practice, there was a case when an expert had an important internal landing page hidden under a button called “join”, but it was not clear what exactly, and the transition to this page was not provided in the menu.
Blocks that are important to include on the main page of the site:
Clear positioning. Preferably on the first screen. For example, "stylist for men".
Coordinates by which the target audience will know that this offer is for them (without “pain”, but the problem must be outlined). For example, “we work with teenagers, help people with addictions, restore emotional stability”
Getting to know the expert and his credentials.
List of tasks that the expert solves (answer to the target problem).
Offer: there will be several of them here, so you need to think about whether these will be plates with an exit to each service on the internal page, or you can place it on the main page (sliding panels, pop-up windows, for example).
To make it clear, here are some examples:
An example of implementing different offers on banners with access to internal pages
An example of implementing multiple offers on one page using tabs and sliding panels
Offer is translated from English as "offer". In marketing and sales, this is the basis of a commercial proposal: what exactly we offer with detailed terms of delivery (service, product, access) and what the user needs to do to get it (pay, register)
The exit to each service should be supplemented with a target action button and an explanation of what will happen if you click on it. Inside each service, the format and work program (if any) + price should be specified.
Reviews, cases (if there are many of them, I recommend showing some of them on the main page, and posting the rest on separate internal pages)
Blog (optional).
Lead magnet (free offer: sample of training materials or any other gift for subscription) (optional). For example, a training video, a large guide to download and study, a checklist to check.
When you work out the structure of the site, you will understand how many pages you will have and approximately what text should be on each. But! At this stage, I also highly recommend working with an SEO specialist.
Many people ignore SEO and do not understand the meaning of search engine optimization. And in vain.
An SEO specialist will help to form the semantic core of the site, select keywords of the widest possible frequency range (which is very difficult to do on your own), give the correct technical task to the copywriter with the required number of occurrences of keywords and types of occurrences. In other words, he will help the search engine see and evaluate your site well.
But if the budget is tight, you can plan the keywords yourself using the Yandex.Wordstat service , enter them into the text, and then don’t forget to list them in the site’s admin panel, in special windows for SEO (available in all site builders).
The collection of suitable keys for search engines looks something like this
Having fussed a bit with the keys, in a couple of years you will get a bonus – your blog articles will be shown in the search results in the top lines of Yandex without any capital investments on your part. I know this for sure, because I did the same thing a few years ago and was pleasantly surprised that this way is also quite effective (even without any delegation to “special SEO promotion”)
Now you have a structure, keywords, an understanding of what and where to write. Let's get down to the texts.
SEO is an abbreviation for the English term "Search Engine Optimization". To place sites higher or lower on the search results page, search engines do not use random mechanisms, but clear algorithms based on the assessment of various factors.
Common mistakes when preparing text for a website
Selling to yourself. When an expert does not see the true need of the audience and comes up with problems based on their level of development in their niche. In this case, the reader will not recognize themselves in the text.
Mythical "pains" and vague answers to them . Promises of love/happiness/health as benefits and obvious things that can be obtained for free by googling a couple of articles on the Internet.
Misunderstanding of what stage of the funnel the site or landing page is at. Hence the "dumping" of information on the reader the size of Wikipedia or a short "greedy for words" text in favor of the myth "long texts are not read."
It also happens that a web designer interferes in the process of working with text: “Remove this text, it doesn’t look good here.” And it’s good if he discusses this, and doesn’t quietly remove “ugly paragraphs” (I’ve also seen this in practice).
What to do to avoid mistakes?
delegate to a copywriter and work on the text together;
write the text yourself and hire an experienced editor to…work on the text together.
In both cases, the participation of the assisting practitioner (expert) in creating texts for your site is maximum. No one but you will correctly present your expertise. The rules of joint work should be agreed upon "on the shore", before the start of cooperation. Here it is important to stop in time, and not to drown in edits. Remember that the site is a living organism, you will be changing something all the time. And by the way, if you do not launch the site on time, you will miss out on clients, competitors will overtake you. So, in joint work on texts, dynamics are very important, give feedback quickly.
Special control is needed here. The meaning is first, the packaging is second.
Here the dear editors chime in and report that in MAED, almost every course has a block on creating landing pages and websites on Tilda.
Here is the address to see what they are giving at a discount
What about website design for an expert?
I won't urge everyone to rush to web designers, since everyone has different starting capabilities and different budgets. I am absolutely sure that a good expert site can be assembled on the same Tilda independently. Moreover, I have seen how even those who opened Tilda for the first time (conditionally) only yesterday do it.
Some tips on working with website layout and design for independent work:
1. Draw a schematic of the future website or landing page by hand on a sheet of paper. This will make it easier for you to visualize it and find the necessary blanks-blocks in the constructor.
2. If you want to replicate someone else's website, don't use complex designs as a basis . You won't be able to replicate it well anyway, and such work will take up a ton of your time and nerves.
3. Don't create a wild "multitude of colors" on your site. Clean, minimalist pages always look more expensive and neater than brightly colored ones. Leave complex combinations of four or more colors to professionals. For independent work, choose two or three main colors. It is better to take them from ready-made palettes than to invent them yourself. You can see good selections of palettes with color numbers here: https://color.romanuke.com/.
4. I won't talk about the quality of the photos - it's clear that we only take good ones. Sources can be different. Of course, it's better when you have your own photo shoot for the site. But if you don't have one - no problem, stocks with free photos and illustrations will help out. If you plan to put some image on the entire screen, then choose a picture size of at least 2500 pixels wide.
5. Follow the rules of alternating bright and light (white) blocks so that they do not visually merge into one canvas.
6. Keep "air" on the site - free spaces between blocks. And make sure that they are the same everywhere, on all blocks.
7. If you work with Tilda , use ready-made templates. They were developed by professional web designers specifically to help you. I also have a secret life hack for working with templates - mix blocks. This is very convenient, because templates, as a rule, already have all the beautiful block settings written in.
See for yourself - watch the online intensive course on creating a website on Tilda.
What to look for when delegating work on a website
This is important, so I repeat: if you are good at forming thoughts in text form, then it is better to write texts for key blocks yourself. Often, even a good copywriter cannot put into the text all the professionalism in the subject and knowledge that you have. Then you can always have the finished text corrected by a professional. This will cost less than writing from scratch.
Conduct a preliminary market research yourself or order it from a specialist. You will thank yourself for this work later.
Ask the contractor for a portfolio. Pay attention to how the works posted there are similar and different. In 99% of cases, they will do the same for you (exception: large web studios, where several different web designers and layout designers are involved in the work).
Don't skimp on delegating. It's better to draw a website yourself than to take it to someone who will do it worse than you could do. That's why it's very important to look at the portfolio (see point above). As a last resort, if the budget is tight, do everything yourself, then take it to a good studio for an audit and finish the page according to the audit - the result will definitely be better than when ordering a website from a non-professional.
You can't work on a website right up to the deadline. There is a strange belief in some circles that "putting together a website on a constructor is a matter of five minutes." But this is not true. In a conventional five minutes, landing pages are put together either for regular clients whose requirements are already known and worked out in practice, or for a client who has already agreed to everything (the deadlines burned out yesterday), or if you are lucky and the designer immediately "got the concept." In all other cases, set aside at least a month for this work (if we are talking about a turnkey website). So that you are guaranteed to get quality work.
How to provide detailed technical specifications?
Let's calculate who you need ideally:
— SEO specialist. For a website on a constructor, too.
— Designer. They give him a prototype (even if it’s handwritten), texts (already checked and approved)
— Copywriter/editor/proofreader. This can be one person.
The good news is that you can find contractors who do all this on a turnkey basis. In any of the three cases, when you give the task to a specialist, tell them:
You need a website for what?
Who is your target audience (your customers)?
How do you plan to bring people to the site? How will you build a sales funnel?
What sites in your niche do you like and why, what sites do you absolutely dislike and why?
What target action should a website visitor ideally perform: where to click on what links, what to order/buy/download?
Prepare references for the designer - links to websites you like and screenshots of individual blocks that you consider successful and would like to use.
Also, if this is a personal site, schedule a photo shoot so that you have ready material for the designer.
Discuss the structure of the text, the theses, and the understanding of the task with the copywriter, so there will be fewer edits.
Try to answer these questions immediately after reading the article. This will get things moving.
If you don't have the money for specialists, but you need a website, hire an editor to correct your texts, make the website on a constructor (you'll have to learn, there are a lot of training videos). Figure out hosting, domain.
Myths about "selling" sites
I want to dispel the myth that someone can determine how well a particular site sells at first glance. Only graduates of website building courses who have not encountered reality say this. But the reality is that you will initially move forward in working on a site based on marketing analysis, intuition, courage and ... endless testing and honing of site blocks.
It is impossible to know 100% for sure what will work for your target audience and what will not. I have seen terrible sites in terms of design and usability with cosmically high conversion. And vice versa: a well-groomed and beautiful site reads like a song, but does not sell. In this case, you should always start from the main question: "Have you hit the target audience?", and if yes, then look/test what else the problem might be.
For me, the definition of content for a selling website is:
— the description of the product/service is clear and concentrated;
— the text covers the target audience’s needs;
— the benefits of the product/service are as clear as possible;
- the offer looks really valuable (even if it is free);
— the site leads the reader to a clear exit point (action button)
A selling website is a website where a person is NOT abandoned halfway through.
A website is a platform where you play by your own rules. Social networks are platforms where you play by someone else's. This means that you can be banned, your account can be deleted. Anything can happen, and you will be powerless, your content will disappear, you will lose money and time. Therefore, your website is the basis of any business.
Let go of perfectionism in small things
I often see how people get “driven”: with excessive immersion in design, going into working with the creative USP, searching for “those very” images on stocks, etc.
This way the site will never be born.
Set a deadline that is acceptable to you, create a solid backbone, and release the site to the world. Keep in mind that your expert site is not set in stone. You can always improve something in it as it works, and in the meantime it will be regularly bringing you money.
And finally, some excellent advice on working on a website from my colleague, Yulia Tretyakova, whose post I recently caught on Facebook. This post reflects all the pain of those who are going through the quest of creating their own website on their own:
“What you need to be prepared for if you decide that you need a website:
Damn perfectionism. What am I still struggling with? The desire to do everything perfectly. Perfect texts, perfect blocks, perfect layout, perfect color selection, perfect everything, not a mosquito can get its nose under it. The thing is that perfect is a very relative joke. Each person has their own boundaries of perfection, and sometimes they retreat impossibly far. And you, like a hedgehog in the fog, walk and walk to these invisible limits. Walk and walk. And the perfect never comes.
Seek professional support. If you are good at texts, for example, but not so good at visuals or layout, take help from the audience. We live in a wonderful time when help, support and attention from specialists can be bought or exchanged for what you can do. Consultations and training pay off instantly (and my clients confirm this). And the information remains forever. Yes, you can figure out HTML on your own, yes, graphic editors work wonders, but to master all this to a professional level, you need three lives. And we have one life.
References are a great thing. The best thing I did to get things moving was to collect references. Graphic elements, font pairs, design, palettes and shades. Collect everything in one folder, it will help you understand what you want on the site, what you like. References are a support for the designer, if you take the help of the audience. It will be easier for him to offer some options, and things will go faster.
Not all at once. I am a very impatient person. As soon as I saw the layout of the future pages, my imagination rewound me several months ahead. I imagined how deftly and quickly I throw links into chats as soon as the conversation turns to my services, how listeners from conferences go to the site where everything about me is written so beautifully, how I blog, how cool my menu and site navigation work. But... Not all at once. The site teaches humility. For example, to put together a consultation page, it took cases To put together cases, it took time To allocate time, it took to refuse a couple of projects To refuse a couple of projects, I had to cry from hopelessness and fall into apathy a couple (dozens) of times.
In short, no matter how you look at it, it’s simply unrealistic to show the entire site at once, all so incredibly thought out down to the smallest detail. That’s why I’m just making page after page and going to roll them out one by one, rather than stunning you with beauty and perfection all at once….”
And these are the comments to the post:
As you can see, most of us are tested by perfectionism and procrastination. But if you close your eyes and just calmly do the job step by step, everything will work out.
I really liked Yulia’s phrase: “The site teaches humility.”
It perfectly reflects the entire layer of work that you will have to shovel through. Yes, it will not be easy. But the result will definitely please you. As my other colleague, Natalia Barmina, says: “Packaging is extremely important, because it is what sells like God”. And everyone who has gone through the path of that very “self-packaging” will 100% agree with this.
Where to study?
An Internet marketer can't do without content - it is one of the most important marketing tools. That is why we included in the course program an extensive block not only on website development and optimization, but also on creating a content strategy.
Learn how to create text, video and graphic content, develop a content plan and plan promotion budgets, set up effective email marketing. You will also study chatbots, messengers, CPA networks, working with opinion leaders and reputation management.
Internet Marketer Course from Scratch
That is, the page is made in such a way that, if necessary, advertising traffic can be launched there (from social networks or contextual advertising).
From the editors: In fact, here is a pool of tasks that an expert (helping practitioner) faces when promoting their services:
Development of a content strategy, content plan
Working with analytics tools
Analyzing the effectiveness of your work
Selecting formats and types of content for tasks
Creation of sales texts, copywriting and editing
Concept and application of content distribution principles
Understanding the principle of SEO promotion
Development, creation and launch of special projects
Organization of the work process
Solving Business Problems with Content Marketing Tools
There are two ways to go: 1. hire specialists, 2. take the qatar email list course yourself once, figure it out and act independently, or delegate some of the tasks, but only with a full understanding of how to do it.
And you can figure it out in MAED on the course “Content Marketing”
How to create a website prototype and write text
We determine the necessary blocks and the structure as a whole
For a landing page, work begins with formulating an offer and building a content plan with a funnel to the exit point. You can use various formulas to write the text and work out the structure of the site, for example, AIDCA:
Attention
At the initial stage, we draw attention to what we want to say.
Interest (interest)
The second stage, the main goal of which is to prove that the offer will be of interest to a specific person
Desire
The third stage, at which we must warm up the client to the state of “I want it!”
Confidence (trust)
The fourth stage, which distinguishes the selling formula (model) AIDCA from AIDA. These can be reviews from authoritative (and not so authoritative) people, official research results, comparisons with competitors, and so on. Even mentioning non-critical shortcomings can increase the level of trust, since the person will see that they are being played openly with them.
Action
The last, fifth stage of the formula, again coinciding with AIDA. We also call the person to the desired action. The difference is that in the AIDCA formula this happens after receiving an additional trust limit.
As for formulas with the “pains” of the target audience, be careful, this technique, from my point of view, is not suitable for an expert’s landing page.
WRITING text for an expert's website
If we are talking about text for a multi-page site, then we begin this step by working on the general structure and planning the menu.
Here it is important to take into account that it is possible to go even to the most distant page of the site from the main page, and also that the reader understands these transitions. In my practice, there was a case when an expert had an important internal landing page hidden under a button called “join”, but it was not clear what exactly, and the transition to this page was not provided in the menu.
Blocks that are important to include on the main page of the site:
Clear positioning. Preferably on the first screen. For example, "stylist for men".
Coordinates by which the target audience will know that this offer is for them (without “pain”, but the problem must be outlined). For example, “we work with teenagers, help people with addictions, restore emotional stability”
Getting to know the expert and his credentials.
List of tasks that the expert solves (answer to the target problem).
Offer: there will be several of them here, so you need to think about whether these will be plates with an exit to each service on the internal page, or you can place it on the main page (sliding panels, pop-up windows, for example).
To make it clear, here are some examples:
An example of implementing different offers on banners with access to internal pages
An example of implementing multiple offers on one page using tabs and sliding panels
Offer is translated from English as "offer". In marketing and sales, this is the basis of a commercial proposal: what exactly we offer with detailed terms of delivery (service, product, access) and what the user needs to do to get it (pay, register)
The exit to each service should be supplemented with a target action button and an explanation of what will happen if you click on it. Inside each service, the format and work program (if any) + price should be specified.
Reviews, cases (if there are many of them, I recommend showing some of them on the main page, and posting the rest on separate internal pages)
Blog (optional).
Lead magnet (free offer: sample of training materials or any other gift for subscription) (optional). For example, a training video, a large guide to download and study, a checklist to check.
When you work out the structure of the site, you will understand how many pages you will have and approximately what text should be on each. But! At this stage, I also highly recommend working with an SEO specialist.
Many people ignore SEO and do not understand the meaning of search engine optimization. And in vain.
An SEO specialist will help to form the semantic core of the site, select keywords of the widest possible frequency range (which is very difficult to do on your own), give the correct technical task to the copywriter with the required number of occurrences of keywords and types of occurrences. In other words, he will help the search engine see and evaluate your site well.
But if the budget is tight, you can plan the keywords yourself using the Yandex.Wordstat service , enter them into the text, and then don’t forget to list them in the site’s admin panel, in special windows for SEO (available in all site builders).
The collection of suitable keys for search engines looks something like this
Having fussed a bit with the keys, in a couple of years you will get a bonus – your blog articles will be shown in the search results in the top lines of Yandex without any capital investments on your part. I know this for sure, because I did the same thing a few years ago and was pleasantly surprised that this way is also quite effective (even without any delegation to “special SEO promotion”)
Now you have a structure, keywords, an understanding of what and where to write. Let's get down to the texts.
SEO is an abbreviation for the English term "Search Engine Optimization". To place sites higher or lower on the search results page, search engines do not use random mechanisms, but clear algorithms based on the assessment of various factors.
Common mistakes when preparing text for a website
Selling to yourself. When an expert does not see the true need of the audience and comes up with problems based on their level of development in their niche. In this case, the reader will not recognize themselves in the text.
Mythical "pains" and vague answers to them . Promises of love/happiness/health as benefits and obvious things that can be obtained for free by googling a couple of articles on the Internet.
Misunderstanding of what stage of the funnel the site or landing page is at. Hence the "dumping" of information on the reader the size of Wikipedia or a short "greedy for words" text in favor of the myth "long texts are not read."
It also happens that a web designer interferes in the process of working with text: “Remove this text, it doesn’t look good here.” And it’s good if he discusses this, and doesn’t quietly remove “ugly paragraphs” (I’ve also seen this in practice).
What to do to avoid mistakes?
delegate to a copywriter and work on the text together;
write the text yourself and hire an experienced editor to…work on the text together.
In both cases, the participation of the assisting practitioner (expert) in creating texts for your site is maximum. No one but you will correctly present your expertise. The rules of joint work should be agreed upon "on the shore", before the start of cooperation. Here it is important to stop in time, and not to drown in edits. Remember that the site is a living organism, you will be changing something all the time. And by the way, if you do not launch the site on time, you will miss out on clients, competitors will overtake you. So, in joint work on texts, dynamics are very important, give feedback quickly.
Special control is needed here. The meaning is first, the packaging is second.
Here the dear editors chime in and report that in MAED, almost every course has a block on creating landing pages and websites on Tilda.
Here is the address to see what they are giving at a discount
What about website design for an expert?
I won't urge everyone to rush to web designers, since everyone has different starting capabilities and different budgets. I am absolutely sure that a good expert site can be assembled on the same Tilda independently. Moreover, I have seen how even those who opened Tilda for the first time (conditionally) only yesterday do it.
Some tips on working with website layout and design for independent work:
1. Draw a schematic of the future website or landing page by hand on a sheet of paper. This will make it easier for you to visualize it and find the necessary blanks-blocks in the constructor.
2. If you want to replicate someone else's website, don't use complex designs as a basis . You won't be able to replicate it well anyway, and such work will take up a ton of your time and nerves.
3. Don't create a wild "multitude of colors" on your site. Clean, minimalist pages always look more expensive and neater than brightly colored ones. Leave complex combinations of four or more colors to professionals. For independent work, choose two or three main colors. It is better to take them from ready-made palettes than to invent them yourself. You can see good selections of palettes with color numbers here: https://color.romanuke.com/.
4. I won't talk about the quality of the photos - it's clear that we only take good ones. Sources can be different. Of course, it's better when you have your own photo shoot for the site. But if you don't have one - no problem, stocks with free photos and illustrations will help out. If you plan to put some image on the entire screen, then choose a picture size of at least 2500 pixels wide.
5. Follow the rules of alternating bright and light (white) blocks so that they do not visually merge into one canvas.
6. Keep "air" on the site - free spaces between blocks. And make sure that they are the same everywhere, on all blocks.
7. If you work with Tilda , use ready-made templates. They were developed by professional web designers specifically to help you. I also have a secret life hack for working with templates - mix blocks. This is very convenient, because templates, as a rule, already have all the beautiful block settings written in.
See for yourself - watch the online intensive course on creating a website on Tilda.
What to look for when delegating work on a website
This is important, so I repeat: if you are good at forming thoughts in text form, then it is better to write texts for key blocks yourself. Often, even a good copywriter cannot put into the text all the professionalism in the subject and knowledge that you have. Then you can always have the finished text corrected by a professional. This will cost less than writing from scratch.
Conduct a preliminary market research yourself or order it from a specialist. You will thank yourself for this work later.
Ask the contractor for a portfolio. Pay attention to how the works posted there are similar and different. In 99% of cases, they will do the same for you (exception: large web studios, where several different web designers and layout designers are involved in the work).
Don't skimp on delegating. It's better to draw a website yourself than to take it to someone who will do it worse than you could do. That's why it's very important to look at the portfolio (see point above). As a last resort, if the budget is tight, do everything yourself, then take it to a good studio for an audit and finish the page according to the audit - the result will definitely be better than when ordering a website from a non-professional.
You can't work on a website right up to the deadline. There is a strange belief in some circles that "putting together a website on a constructor is a matter of five minutes." But this is not true. In a conventional five minutes, landing pages are put together either for regular clients whose requirements are already known and worked out in practice, or for a client who has already agreed to everything (the deadlines burned out yesterday), or if you are lucky and the designer immediately "got the concept." In all other cases, set aside at least a month for this work (if we are talking about a turnkey website). So that you are guaranteed to get quality work.
How to provide detailed technical specifications?
Let's calculate who you need ideally:
— SEO specialist. For a website on a constructor, too.
— Designer. They give him a prototype (even if it’s handwritten), texts (already checked and approved)
— Copywriter/editor/proofreader. This can be one person.
The good news is that you can find contractors who do all this on a turnkey basis. In any of the three cases, when you give the task to a specialist, tell them:
You need a website for what?
Who is your target audience (your customers)?
How do you plan to bring people to the site? How will you build a sales funnel?
What sites in your niche do you like and why, what sites do you absolutely dislike and why?
What target action should a website visitor ideally perform: where to click on what links, what to order/buy/download?
Prepare references for the designer - links to websites you like and screenshots of individual blocks that you consider successful and would like to use.
Also, if this is a personal site, schedule a photo shoot so that you have ready material for the designer.
Discuss the structure of the text, the theses, and the understanding of the task with the copywriter, so there will be fewer edits.
Try to answer these questions immediately after reading the article. This will get things moving.
If you don't have the money for specialists, but you need a website, hire an editor to correct your texts, make the website on a constructor (you'll have to learn, there are a lot of training videos). Figure out hosting, domain.
Myths about "selling" sites
I want to dispel the myth that someone can determine how well a particular site sells at first glance. Only graduates of website building courses who have not encountered reality say this. But the reality is that you will initially move forward in working on a site based on marketing analysis, intuition, courage and ... endless testing and honing of site blocks.
It is impossible to know 100% for sure what will work for your target audience and what will not. I have seen terrible sites in terms of design and usability with cosmically high conversion. And vice versa: a well-groomed and beautiful site reads like a song, but does not sell. In this case, you should always start from the main question: "Have you hit the target audience?", and if yes, then look/test what else the problem might be.
For me, the definition of content for a selling website is:
— the description of the product/service is clear and concentrated;
— the text covers the target audience’s needs;
— the benefits of the product/service are as clear as possible;
- the offer looks really valuable (even if it is free);
— the site leads the reader to a clear exit point (action button)
A selling website is a website where a person is NOT abandoned halfway through.
A website is a platform where you play by your own rules. Social networks are platforms where you play by someone else's. This means that you can be banned, your account can be deleted. Anything can happen, and you will be powerless, your content will disappear, you will lose money and time. Therefore, your website is the basis of any business.
Let go of perfectionism in small things
I often see how people get “driven”: with excessive immersion in design, going into working with the creative USP, searching for “those very” images on stocks, etc.
This way the site will never be born.
Set a deadline that is acceptable to you, create a solid backbone, and release the site to the world. Keep in mind that your expert site is not set in stone. You can always improve something in it as it works, and in the meantime it will be regularly bringing you money.
And finally, some excellent advice on working on a website from my colleague, Yulia Tretyakova, whose post I recently caught on Facebook. This post reflects all the pain of those who are going through the quest of creating their own website on their own:
“What you need to be prepared for if you decide that you need a website:
Damn perfectionism. What am I still struggling with? The desire to do everything perfectly. Perfect texts, perfect blocks, perfect layout, perfect color selection, perfect everything, not a mosquito can get its nose under it. The thing is that perfect is a very relative joke. Each person has their own boundaries of perfection, and sometimes they retreat impossibly far. And you, like a hedgehog in the fog, walk and walk to these invisible limits. Walk and walk. And the perfect never comes.
Seek professional support. If you are good at texts, for example, but not so good at visuals or layout, take help from the audience. We live in a wonderful time when help, support and attention from specialists can be bought or exchanged for what you can do. Consultations and training pay off instantly (and my clients confirm this). And the information remains forever. Yes, you can figure out HTML on your own, yes, graphic editors work wonders, but to master all this to a professional level, you need three lives. And we have one life.
References are a great thing. The best thing I did to get things moving was to collect references. Graphic elements, font pairs, design, palettes and shades. Collect everything in one folder, it will help you understand what you want on the site, what you like. References are a support for the designer, if you take the help of the audience. It will be easier for him to offer some options, and things will go faster.
Not all at once. I am a very impatient person. As soon as I saw the layout of the future pages, my imagination rewound me several months ahead. I imagined how deftly and quickly I throw links into chats as soon as the conversation turns to my services, how listeners from conferences go to the site where everything about me is written so beautifully, how I blog, how cool my menu and site navigation work. But... Not all at once. The site teaches humility. For example, to put together a consultation page, it took cases To put together cases, it took time To allocate time, it took to refuse a couple of projects To refuse a couple of projects, I had to cry from hopelessness and fall into apathy a couple (dozens) of times.
In short, no matter how you look at it, it’s simply unrealistic to show the entire site at once, all so incredibly thought out down to the smallest detail. That’s why I’m just making page after page and going to roll them out one by one, rather than stunning you with beauty and perfection all at once….”
And these are the comments to the post:
As you can see, most of us are tested by perfectionism and procrastination. But if you close your eyes and just calmly do the job step by step, everything will work out.
I really liked Yulia’s phrase: “The site teaches humility.”
It perfectly reflects the entire layer of work that you will have to shovel through. Yes, it will not be easy. But the result will definitely please you. As my other colleague, Natalia Barmina, says: “Packaging is extremely important, because it is what sells like God”. And everyone who has gone through the path of that very “self-packaging” will 100% agree with this.
Where to study?
An Internet marketer can't do without content - it is one of the most important marketing tools. That is why we included in the course program an extensive block not only on website development and optimization, but also on creating a content strategy.
Learn how to create text, video and graphic content, develop a content plan and plan promotion budgets, set up effective email marketing. You will also study chatbots, messengers, CPA networks, working with opinion leaders and reputation management.
Internet Marketer Course from Scratch