Lesson One: Clarity, Benefit, and Action

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Hi! I’m Sarah Gershone from Strong Roots Web Design. Thank you so much for being with me today. I’m excited to jump right in to our mini course.

In this course, my goal is going to be to give you suggestions and techniques that are concrete and actionable. By the end of these classes, I want you to feel really empowered to move forward with making decisions and planning strategies for your website that are going to really help you to build a successful website that helps your private practice to really flourish.

So, I want to start off by introducing you to something which I like to call The Reverse ABC’s of Web Design. So, these are three kinds of fundamental principles that I think that we always want to keep in mind when working on a website and when planning a website.  And kind of overarching goals that we’re going to always have.

So, those three goals are Clarity, Benefit, and Action.

Let’s jump in and talk a little bit more in depth about clarity and what that means.  Creating Clarity for website is extremely important and the main reason for this is I’m sure you realize that in today’s world there is so much distraction. When a person comes to visit your website, we’re always competing to keep their attention with the other things that are in their environment. Whether that’s their cell phone or their e-mail, or it might even be the 500 other websites that popped up in Google when they did a Google search, we want to make sure that the moment that they get to your website, we’re giving them cues that are both visual and also content-based cues to tell them  “You’re in the right place. What you’re looking for is here.”

So, that as soon as they come to your website, as soon as it pops up on their screen, they feel this  “Ah, yes!” Like, “This is where I want to be. This is where I want to spend some time and really get more information.”

In concrete terms, what does clarity means?

Number one: It means that text-heavy webpages don’t work.

What that means is that even if you have beautiful content, even if it’s extremely well written, if the website visitor sees really think paragraphs of text on the screen before you’ve really earned their trust and given them a reason to really invest their time in reading the content in your website, you’re gonna lose them almost immediately.

            Number two: It means that Headlines Matter.

As much as you don’t want to hear this and I don’t want to hear it either, studies show that the vast majority of people who visit a websiteonly read the headlines.

So, that’s okay because now we know and that means that we can use the headlines really effectively and we have to really strategize and pick what words go in those headlines and what those headlines say, So that even if they’re just skimming the headlines, they’re still going to get the main of the message that you’re trying to get across.

Number three: It means Generic Websites won’t cut it.

And the reason for that is that if your website looks  just like all the other websites that are out there, Or if your website doesn’t really tell them anything or give them anything that they will respond to in a strong way and very immediately. So, the website’s not going to keep their attention long enough for your message to get through

If your website is bland and it doesn’t tell them what’s unique about you, you’ll lose that visitor before they have an opportunity to really find out what they can gain from working with you.

And Number four: It means that Brand Matters.

Everything that you use in your website from colors, images, even the fonts that are displayed,

they’re all going to be a part of helping to create this feeling of connection that the visitor needs to have with you, in order to really spend time on your page and in order to take that next step forward in the process of working with you.

That brings us to the second benefit, the second category, the second principle: and that is Benefit.

When a new visitor comes to your website, we want to be able to articulate a benefit that they’re going to experience from working with you that is both number one: Concrete; and number two: Short Term So, to kind of explain what this means is that, even if long term, a person who’s working with you could experience some really incredible benefits in the moments that the website visitor first arrives at your page those long term benefits are going to seem very far-fetched and perhaps unachievable to them.

What we need to do is to really articulate them something that they could hope to experience in the short term in order to motivate them to actually take the leap and move forward in working with you.

Depending on what your specialty and also what your brand is, you would have to, you know, think specifically in your situation what that might be

An example might be, if you know, for marriage counselor, they might say, “After your first session, you’ll leave with several techniques to help reduce this particular problem that you’re experiencing in your relationship.”

Or for a Physical Therapist, it might be “Most patients after four sessions could expect to experience this kind of relief.”

Whatever fits for what you provide. This isn’t about being salesy. It’s about giving the website visitors something concrete and something real that they can really relate to so that they can take that step to motivate them to take that step to move forward in contacting you.

And, that leads to the third principle which is Action. So, the thing is that at the end of the day, your website isn’t a business card or a resume your website is a tool. An extremely powerful tool that we want to use to guide the website visitor into taking a specific action. So, if someone comes to your website and looks around and then clicks away, even if they had overall a positive experience on your website, the chances are 9 times out of 10, you’re never going to see that visitor again

You’re going to lose them in the sea of the internet. So, we need them before they leave to take a concrete step to connect with you. And then, you’ll have the foundation for turning that visitor into one of your patients. So, we’re going to talk about that more and that process in the next video.

Thank you so much for spending some time with me today. I’m looking forward to speaking with you more in the next class.

Thank you so much and take care! Bye.