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You've spent money, time and energy working on your website to get it
just perfect. You're so excited to go live and receive your first sale/lead.
Month after month passes and nothing is happening. You're not
making money and you're feeling like your website is a hassle. You've
followed all the guides that told you to offer something for free and
update your blog often. WTH, you've even become immersed in social
media marketing. What's going on?
I've seen this happen so many times! Heck, I've been there before.
You've made a mistake that your designer didn't tell you about. The
book you read on how to create your WordPress site didn't mention it.
It's the biggest mistake you can make when designing your website.
BIG MISTAKE ALERT:
YOU DESIGNED YOUR WEBSITE BASED ON WHAT YOU
LIKE AND NOT FOR YOUR “PERFECT CLIENT” AND
THEIR LIKES.
This is the most common mistake made by both experienced website
designers and DIY entrepreneurs. Your website is usually the first place
a person explores when they want to learn more about you and your
company. The goal for any website is to connect with your visitors.
Whether it means providing valuable content or an interactive forum,
you want your visitors to feel at home when they come to your website.
Now if you didn't design your website with your “perfect client” at the
forefront, then you are not attracting those clients.
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Let me tell you a bit about the planning that went behind the color
scheme at http://www.WebDesign59.com.
When I sat down to develop our color scheme, I followed the exact
“perfect client” formula I share with you below. Our color scheme has a
lot of meaning behind it. The dark blue represents life purpose and
contribution. Most of our clients come to us when they are ready to
step up and live their passion/calling. It also represents the values we
stand by in our business; trust, dignity and authority. Our business
model was built on gaining our clients trust over a 2-year period. We
wanted to be viewed as a company that creates a family/team
relationship with each and every client we have. We take pride in what
we do and we make it very clear that we enjoy sharing our expertise.
We also incorporated light blue which symbolizes cleanliness, and
dependability. We strive to create clean websites that incorporate
modern design elements.
The colors I chose are bright, energetic and add a level a playfulness to
our design. I specifically chose these colors because the clients we work
with, our “perfect clients”, have specific qualities that match the colors.
They are attracted to our color scheme/website, then attracted to work
with us because they feel as though we understand them, and we do.
We know our “perfect clients” before we begin working with them, just
like they know us before they begin working with us. Our color scheme
does that for us. What does yours do for you?
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Next, you'll find a few tips to get you started building the right
foundation for your website.
YOU MEAN PERFECT CLIENTS REALLY DO EXIST? WAIT, AND I
CAN CHOOSE THEM?!
TIP #1 – CREATE YOUR PERFECT CLIENT LIST TO
DETERMINE EXACTLY WHO YOU ARE DESIGNING FOR.
It’s kind of hard to believe the term “perfect client” when I’m sure you’ve
had your fair share of “imperfect” ones. The truth is, I've been there
too. I knew a client wasn't the right client for me and I wasn’t the right
designer for them. Then the fear crept in. What if there are no more
clients this month and this is the best I can get?!
After a few headache clients, I vowed to never take on a client that
didn’t fit a list. I called it my perfect client list. This list went beyond
target markets (gender, age, income levels, etc) and focused on feelings.
Mainly, client attributes that made me feel good.
Here’s a shortened version of how I have my perfect clients discover
who their perfect clients are:
Take a piece of paper and fold it in 1/2 and then 1/2 again (this will give
you 4 equal boxes). Title the boxes Who, What, How, and Why.
Begin filling in each box by answering the questions below:
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WHO WOULD BENEFIT THE MOST FROM YOUR
PRODUCTS/SERVICES?
Entrepreneurs? Busy moms? Men under 25? Gray haired men? Are they
married? Divorced? Living a bachelor lifestyle? How old are they?
Describe personal characteristics. Are they funny? Serious? Tech savvy?
Appreciative? Confused? Describe your perfect client in as much detail
as possible. If you have to, break it down to the types of socks they
wear!
WHAT FEELINGS WILL YOUR CLIENT EXPERIENCE
FROM YOUR PRODUCTS/SERVICES?
Will they feel refreshed? Will they feel awakened? Healthy? Free?
Relaxed? Secure? Make a list of at least 5 feelings, if not more, your
perfect client would experience.
*EXTRA TIP: IF YOU FIND YOURSELF GETTING CAUGHT UP IN THE “I
DON’T KNOW” GAME, MAKE A LIST OF ALL THE FEELINGS YOUR PERFECT CLIENTS HAVE NOW (THEIR WORRIES/CONCERNS/FEARS) AND
THEN WRITE THE OPPOSITES.
HOW DO YOUR PERFECT CLIENTS MAKE YOU FEEL?
This is one of my favorites. Be honest and make it fun. Do they make
you feel creative, inspired, energetic, valued, respected or at ease? Get
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really clear on this one because it’s the magical one. Again, come up
with at least 5.
NOW WALK AWAY FROM YOUR LIST FOR 5 – 10 MINUTES AND
DO SOMETHING ELSE COMPLETELY UNRELATED. THIS WILL
GIVE YOU TIME FORGET EVERYTHING YOU JUST WROTE
DOWN.
After your break, think about your perfect client again. See them in
your mind and then review your 3 boxes. Make changes as necessary.
You might find after your short break, you wrote things down that you
can remove or you want to tweak some areas. This is perfectly fine.
Next, get a new piece of paper and title it, My Perfect Client. Step by
step, write sentences for each word, phrase or description you wrote
down.
After you have your list. Review it again. If it makes you feel wonderful
then move to the next step. If not, tweak it until you feel really good
about this client.
Lastly, go back to your 4 box paper and under the heading “Why”
answer this question:
WHY IS THIS MY PERFECT CLIENT?
Again, be honest and have fun! There are no right and wrong answers.
Just tell yourself why you would love working with this person you have
just created.
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Once you have the answer and it feels awesome, write it at the bottom
of your paper titled “My Perfect Client” and then sign and date it. I keep
my perfect client list on the wall in front of my desk. I refer to it often
when deciding if I should work with a client or not.
Once you know who your perfect client is, create your website for
THEM. Choose colors & fonts for them. Write to them in your
marketing materials, write to them on your website and write to them in
your proposals. When speaking to a potential client, see if they make
you feel the way you described they would in your list.
* EXTRA TIP: NEVER BE AFRAID TO DECLINE A POTENTIAL CLIENT IF
IT DOESN’T FEEL RIGHT. REFERENCE YOUR PERFECT CLIENT LIST OFTEN, TRUST YOUR FEELINGS AND GO FROM THERE. IF YOU LET AN
“IMPERFECT” CLIENT SLIP THROUGH THE CRACKS, DON’T BE TOO
HARD ON YOURSELF! THE MORE PERFECT CLIENTS YOU GET, THE
EASIER IT WILL BE TO TELL THEM APART!
MEH, I ALREADY KNOW THAT!
TIP #2 – FORGET WHAT YOU KNOW AND WHAT YOU
THINK YOU KNOW – RESEARCH IS INVALUABLE.
As if you didn't already know, the internet is PRICELESS. Within a few
seconds, you can answer almost any question you may have.
Companies spend hundreds of thousands of dollars, every single year,
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to do complex case studies, surveys and research. Guess what? After
the research is complete, they generally PUBLISH the results. If that's
the case, then are you using this information to help with design
aspects of your website?
Let's say your “perfect client” is a PROFESSIONAL woman who is 40
years old. A quick Google search helped to get me started with the
basics.
TIPS FOR SEARCHING: KEEP IT SIMPLE BUT SPECIFIC. HOWEVER, IF I
NEED A DETAILED REPORT, I WILL ADD THE KEYWORD “CASE STUDY”
OR “SURVEY” TO FINE TUNE MY SEARCH.
SEARCH TERM #1: “PROFESSIONAL WOMEN
FAVORITE COLOR”
Typically, what you think you KNOW is most women love the color pink.
Yet, after reading some of the surveys that have been done,
professional women prefer the colors blue, green, purple and
turquoise. This gives me a starting ground for my color scheme.
SEARCH TERM #2: “CASE STUDY BEST FONT FOR
WOMEN OVER 40”
The search revealed that over the age of 40, larger font is preferred. I
have a few options from here. First option, if my target includes
younger individuals as well, I can create the option for users to adjust
their font on the screen. Second option, just use a larger font.
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These two quick searches have shown what our “perfect client” NEEDS
from a website.
EXTRA TIP: SEARCHES ARE NOT LIMITED TO JUST COLOR SCHEMES
AND FONT SIZE. YOU CAN SEARCH BEST LAYOUT, IMAGES, PLUG-INS,
ETC. BE CAREFUL NOT TO GET OVERWHELMED WITH TOO MUCH
INFO BECAUSE YOU MIGHT STOP YOURSELF FROM MOVING FORWARD. MY ADVICE IS TO DO ENOUGH RESEARCH TO GET STARTED. IF
YOU START WITH A GOOD FOUNDATION, YOUR FUTURE CHANGES
WILL BE NO HASSLE!
“EXCUSE ME, DO YOU MIND IF I ASK YOU A FEW QUESTIONS?”
TIP #3 – SURVEY YOUR WEBSITE VISITORS AND GET
TO KNOW WHAT THEY WANT.
Who better to tell you what they want than your website visitors?
Asking questions helps you understand their desires and preferences.
It also gives you a leg up on your competition! Who doesn't want that?
Start by asking yourself what the goal of the survey is:
• Do you want to know how they like your website?
• Do you want to know how they rate the quality of your content?
• Do you want to know what is lacking from your site?
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Once you've decided what the goal is, ask questions focused on
achieving that goal. When creating your questions always keep in mind:
simple but specific. I would personally limit your survey to 5 questions (4
yes or no questions and 1 detailed question).
It's always a great idea to offer something FREE to visitors taking your
survey. This will increase submissions AND it's a great way to say
thanks for helping out.
Once your survey is up and running, use the information you receive to
make your visitor's experience better. Isn't that what it's all about
anyway?
QUICK TIP: IF YOU ARE WORKING WITH A DESIGNER, ASK THEM TO
CREATE A FORM TO SURVEY YOUR CUSTOMERS DIRECTLY ON YOUR
WEBSITE. IF YOU ARE DOING IT YOURSELF, I RECOMMEND USING A
FREE SERVICE LIKE HTTP://WWW.SURVEYMONKEY.COM/ TO EASILY
CREATE YOUR OWN SURVEY TO DISPLAY ON YOUR SITE.
Now that you have the basis for a solid foundation, build on it. Keep
your “perfect client” on your mind every time you do anything that
includes your website or marketing materials. This will allow you to
speak directly to them.
Pay it forward! Share this with your friends, business associates or
anyone else you think will benefit from the info.
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DO YOU HAVE SPECIFIC WAYS YOU CONNECT WITH
YOUR “PERFECT CLIENTS”? WE WOULD LOVE TO
HEAR ABOUT THEM!
Connect with us on Facebook (http://www.Facebook.com/WebDesign59)
and share with our fans how you connect. You might help someone
else in the process! We look forward to meeting you :)
ABOUT THE AUTHOR
HI! MY NAME IS RACHEL WOODS. I AM THE OWNER AND AWARD
WINNING LEAD DESIGNER AT WEBDESIGN59.
I have specialized in website makeovers for
over 14 years. When it comes to designing, I
have a unique gift that allows me to step into
the shoes of your perfect client. Keeping your
perfect client in mind, I design/layout a
website specifically for them.
I believe in pushing the boundaries and not
following the rules all the time. With my
"screw it" type attitude, this unique pay per
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month website design idea was born. I previously worked with many
high end clients as a freelancer. While I loved designing, I hated having
to constantly concern myself with where my next project would come
from. Simultaneously, I had a deep passion to work with smaller
businesses who couldn't always afford my fees.
I began noticing a lot of the larger companies, such as Microsoft &
Adobe, were beginning to incorporate a pay per month system. The
programs that used to cost hundreds of dollars (Office & Photoshop)
were now available to anyone for a low monthly fee. This got me
thinking and after a few brainstorming sessions with my fiancé,
WebDesign59.com's concept was born.
The best part of my job goes beyond just the wow factor when my
clients see their new websites. It is the confidence they gain when they
have a website that supports their business goals, truly showcases who
they are and what they do, and looks freaking fantastic. You can find
me sharing my expertise wherever I go. I am a proud member of
Toastmasters International and love to speak in front of any size group.
I have 3 absolutely gorgeous daughters and they definitely keep me on
my toes. I like to say I am on a constant self-discovery journey and
enjoy learning new things about myself. Most of those aha moments
come when I am indulging in a bubble bath with my favorite glass of
wine.
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My mission is to help entrepreneurs, who are passionate about their
business, take their business to the next level.
Website Makeover Expert™ & Brainstorming Extraordinaire
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