Lemme guess. You’re SO psyched about starting your new business and you’re totally ready to go. You start thinking about logo design, and tag lines, and websites. In fact, you’re OBSESSED over logo design, and taglines, and websites. You feel like this is the obvious first step.
Nevermind that you’re totally stuck with the rest of your business. You don’t know what to write about on your blog, or how to position yourself, or how to explain what you actually sell. You’re writing and re-writing all your content because you’re not sure if it sounds right.
And you have about 10 potential taglines that you could use, and you’re obsessed with choosing the perfect one, and it’s stressing the crap out of you. In fact, you’re in tagline choosing hell and it’s holding you back from doing anything else in your business (been there – I spent months agonizing over the perfect logo and tagline, and it totally held me back from actually moving forward with my business. I even went to far as to pay for logo design and business cards for a business I didn’t even really have yet. I figured that was how to start a business. I was dead wrong).
So I’ll get right to the point.
You likely need to back it up a lot.
Unless your business is super solid and you are crystal clear on what you do, who you work with, and how you do it, any efforts to build a website or come up with a great logo are a massive waste of your time.
Here’s why: Whatever you create won’t mean anything to anyone unless you are clear. You will end up creating a run of the mill website in a sea of other run of the mill websites, and no one will find you, or give a damn. Not to be mean… but it’s kinda how the internet works.
But the good news is that if you just slow it down a little, you can get the clarity you need to move forward confidently with your new website.
Here are the pieces you MUST be clear on before you can create anything in your business, especially a website:
WHAT you do.
WHO you do it for.
HOW you do it.
Until you know these 3 things inside and out, you’ll be hard pressed to have anything in your business feel easy.
WHAT you do:
Literally, what do you do? If you’re a coach, saying ‘I coach people” isn’t enough. What problem do you solve? What do you offer people that they can’t get somewhere else? This is where you get to blend all your past expertise and training with what you really LOVE and care about, and smash it all up into something that actually helps people achieve some kind of result. Make it tangible and easy to understand. Don’t say things like “I empower people to live their most authentic lives”. What the hell does that really mean anyway? Being specific and clear is the key to creating website content that people actually pay attention to. Make sure you talk about tangible results that real people can identify with.
WHO you do it for:
Your ideal clients – who are they? And more important, what do they need from you? You need to get all up into their heads and get clear on what they are wanting in regards to whatever problem you are solving for them. When you do this, you’re able to get super clear on your website and in your tagline, because you can speak directly to this person instead of having to guess about what they want to see. Don’t go around saying you can help everybody. No one will listen. And trust me, you don’t want to help everyone. Be picky and let yourself ONLY work with the people that excite you. Rule everyone else out. Yes, it means you might lose potential clients, but it will pay off by getting you known for what you do among your target group of people. Be specific about WHO your people are, and them market directly to them. It sounds basic, but it’s probably the one thing that will make writing for your website SO much easier. In fact, it will make EVERYTHING in your business so much easier.
HOW you do it:
What methods do you use to help people with their problems? How do you get them from where they are to where they want to be? I love the analogy of a bicycle wheel. If you picture a wheel, you have your WHAT/WHY at the hub. The bigger picture message that you give a crap about. The thing that you help people with. And then you have all the spokes that radiate out from the center hub. These are all the ways you work with people and bring your message to the world. There could be an infinite number of ways, but I’d recommend you choose just a few to start with. Do you coach? Do you lead retreats? Do you teach? Do you sell things? Be clear about exactly how you work with people to get them their results, and your job will be SO much easier because people will actually understand what you do.
If you’re doing it all backwards and trying to build a website before you have clarity, you’re wasting your time and money. This is a challenge for coaches in particular, because we go through coaching school thinking our business will be “coaching”, when in fact coaching isn’t really a business in and of itself at all. If you’re a coach and you’re like “What the hell does she mean? What am I supposed to do then!?”, you might want to check this out.
And for everyone else – I urge you to get clear before you jump into business training and business building. It’s the only way you will actually create something that gets noticed.
PS. I teach a class called Uncage Your Business that helps you solve all of this (including how to package it all up and create killer content that gets you clients) – click here to learn more. We start in September!