Would you love to have more people see you as an expert in your field of work?
Do you want to stand out amongst the crowd & have the edge over your competitors?
Do you want to gain more trust and turn those cold leads into people ready to pay for your services and products?
Well your website is the perfect platform for furthering your profile and showing your target audience just how much value you can offer them and how much you really know your stuff!
Check out the following tips for some ideas on how you can optimise your website so that it makes you look more like a pro and will get on your way to winning more clients, winning bigger projects and perhaps even some pretty sweet PR opportunities such as invites to guest blog and appearances on podcasts!
1. Publish case studies on your website.
Case studies are a great way to show what kinds of projects you’ve worked on, how you work and most importantly, what results you have produced for your clients. After all, it’s results that your clients are paying you for!
By setting up a section for case studies, you’re going beyond just showing a gallery of photos – photos on their own won’t do much.
But photos with a story of the process, testimonials, videos and stats – now that paints a much more compelling message.
When writing up your case studies, plan out a layout/structure to follow for all case studies which includes some or all of the following:
- Heading – this can be the name of the project or the client you worked with (or both).
- Subheading – this is a very short sentence summarising the project and/or who you worked with.
- Problem statement – write up a paragraph explaining the client’s problem/why they came to you in the first place.
- Process/what you did – talk about what you actually did to help. Where did you start? What did you do? What was the solution you came up with? Try and write this up in a way that’s easy to follow – this may require using bullet points or using a combination of headings, paragraphs, images, stats & graphics/illustrations to make it readable.
- Results – what was the outcome? What did you achieve for the client? Did you help them make $x in sales. Did you help them save x amount of time? Did you improve the way they work?
- Photos – depending on the type of work you do, you could show “before” photos, followed by photos taken while you did the work and then the final “after” photos. This is a great way to show a transformation and really bring your audience along the journey.
- Video – video can be even more powerful than photo with showing a journey and transformation. Video is also a great way to show a testimonial from happy clients.
- Testimonials/Reviews – if the client gave you a written testimonial, be sure to show this too! Or as mentioned above, try and see if you can get a past client to leave a video testimonial which you can post both on your website and on your social media platforms.
2. Publish blog posts on your website
Blogging does take commitment and it does take time, especially if it means pushing out quality content but it is SO worth it, especially if you blog about topics and issues that are important to your target audience (but are still somehow relevant to your work) and especially more so if you can find a bit of a different angle from what everyone else has published.
When blogging, we always advise you to be consistent. How consistency looks is up to you – it could be a weekly post, a fortnightly post or even just a monthly post. Whatever the case, just be consistent so that people know when to expect content from you. [And yes we do see the irony in giving this advice, given that there isn’t much of a consistent pattern with our posting over the last few years!]
Blogging is also great for SEO. Last year we published this post containing a comprehensive audit checklist for your website, which is quite highly ranked on Google when you search “website audit checklist” or “website audit checklist 2020” (i.e. it shows up on the 1st page!)
When trying to come up with ideas for blog posts keep these things in mind:
- Does this post address a problem my target audience has (that I can help to solve)?
- Does this post show my thought leadership and further help me to come across as an expert?
- Will my target audience find this post useful/valuable/entertaining/insightful?
At Moolah Digital, we have really only started implementing our own blog/content strategy. And as part of this strategy, we have identified our goal.
That goal? To help our target audience (i.e. business owners with big dreams & goals) by opening their minds to the possibilities that an incredible website can bring them if they’re willing to think a little outside of the square.
This is in stark contrast to our earlier days when we thought blogging should be about providing DIY website tips. The problem with this is that we were attracting people to our website who just wanted to DIY but not actually pay someone to build their website. Be sure to keep this in mind when blogging!
How to come up with ideas for blog posts
As we mentioned a bit earlier, a good place to start is to think about whether something you write is relevant to what you do but will also help to solve a problem your audience currently has.
For example, we decided to write this blog post because an issue we’ve come across (both with our clients and admittedly ourselves) is that we want to be seen as LEADERS in our industry and to be seen as someone who really knows their stuff – but their website doesn’t reflect this (even though there’s huge potential for it to do so).
Also think about common questions customers (or leads) tend to ask you and think about how these can be turned into blog posts. For example, a very common question we get is: “How long will it take to complete this project?”
Currently, we have the answer to this in our proposal and FAQ page. But we could turn this into a really comprehensive blog post that walks people through the process, how we work, what we require from our clients which will help to answer this question. This way instead of just saying something like “4 to 6 weeks” or “it depends”, readers gain a true appreciation of what is required to get a website launched and what could potentially delay the timing.
Also, are you a regular social media poster? If so, maybe look at the things you’ve posted about. What got the most engagement? What got the most comments? Maybe you could turn these posts into longer blog post pieces! This is a great way to save time, because you’ve already got a topic idea and you’ve already got the bones of the article – you just need to flesh it out a bit more.
Block out some time to sit and brainstorm as many topic ideas as you can now – this will save you a whole lot of time down the track when it comes to actually writing – you’ll have ideas ready for you to run with.
Guest blogging (in this case, inviting someone to write a blog post for your website) is also a great way to add some interesting content that’s complimentary to your expertise. It also saves you time writing a post. Plus it’s a great way of getting extra traffic to your website provided that the guest blogger promotes the post in their networks.
For example if you’re an interior designer, you could invite a landscape designer who could blog with tips on how to make sure your outdoor space compliments your indoor space.
Display testimonials throughout your website
Usually we tend to just display testimonials on our home page and then forget about it. However, people generally tend to look at more than just the home page and may not necessarily scroll far down enough to read these testimonials. Therefore, make sure to also display testimonials on the following pages:
- About page
- Services pages
- Case study pages
- If you sell products online, make sure to use a review widget so customers can leave their reviews.
- A dedicated testimonials page is also good if you have A LOT of testimonials and/or testimonials in different formats such as text and video.
Testimonials and reviews are great social proof and help build trust with your audience that you know your stuff and that it’s worth parting with their hard-earned moolah to work with you.
Set up a resources section on your website
Setting up a section with resources that people can access (whether free or paid or a combination of both) can be another great way to further establish yourself as an expert who is willing to help others. It’s a great way to grow your email list and resources can be provided in a variety of different formats.
You don’t necessarily need to use a standard PDF file. You could provide resources in the form of Canva templates, Trello boards, Clickup spaces, a Google sheet, a Pinterest board or a YouTube video.
So what kind of resources should you create exactly? We do advise you to try and stay clear of anything that will help people do a DIY version of your service. For example if you’re a website designer, we wouldn’t recommend providing a resource on how to create your own website in Squarespace – after all, that would make your services redundant (unless you made this a paid resource).
Instead, come up with resources that will help potential customers get themselves prepared to work with you. For example, if you’re an interior designer then you might want to create a resource to help people start creating a Pinterest board of kitchens they like as a first step to get ready to work with you. If you’re a web designer, you could create a checklist of things someone might need to get ready before they hire a web designer to work with them.
You could then integrate with your email marketing platform (whether that’s Mailchimp, ActiveCampaign, Klaviyo or Flodesk) so that people need to sign-up and join your email list before they receive access to the resource. Or you could use an eCommerce plugin if you want people to pay for your resources. Or you could simply just provide links for people to directly access these (although we don’t *really* recommend this because you want to ideally capture and nurture any leads you get from having downloadable resources).
As you can see, there are SO many possibilities when it comes to optimising your website and levelling it up so that in turn, you level-up and go from a run-of-a-mill service provider, to a true expert.
And there’s nothing complicated to it at all – it’s just simply investing the time to create strong content that really shows you, your brand and your work in the best light possible.
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