Speaker 1: Your website is either making you money or secretly costing
you clients. And if you think that a sleep design
is enough, I want you to think again. Chris Jones
is here to reveal the three biggest website mistakes that
are repelling potential buyers and the tiny story driven shifts
that turn your site into a client magnet. Welcome to
the Superhuman Selling Podcast. Your website is either making you
money or secretly costing you clients. And if you think
that a sleep design is enough, I'm going to invite
you today to think again. Chris Jones is here to
reveal the three biggest website mistakes that are repelling your
potential buyers and these tiny story driven shifts you can
make that will turn your site into a client magnet.
Who doesn't want that? Chris Jones, Welcome to the podcast.
I am so excited to have you and just to
be in your energy. You are a brilliant, brilliant marketer, strategist.
You're an amazing human being. You're an incredible mama, and
I just love and adore you and I'm so excited
to have you on today, So welcome to the show.
Speaker 2: Ellie's The feeling is completely mutual and I am thrilled
to be here today.
Speaker 1: Yes, and you were on like years ago. I mean
it's been it's been a minute. I was thinking about
that this morning, just about, oh my gosh, how much
has changed You've got so we can't even talk about
You've got cool projects and the works that if people
follow you and we'll link all of your social they'll
get to like see as things happen. But I know
you've got really incredible things in the works. You're a
strategic storyteller at Red Doors Stories, and I know that
your whole focus is around empowering business owners to show
up confidently online through really simplified messaging, clean design, and
a clear marketing road app as well. So again, everyone
needs this, everyone wants this. One of the things that
I know you do in your zone of genius and
I want to ask you about, is that you've helped
clients go from struggling to being fully booked. And you
even have shared about having a client who went from
thirty K to three hundred K months using your website method,
which is a big deal and I feel like any
of us would be excited for that. So for that client,
what was the shift that they made, that you helped
them make for that growth.
Speaker 2: You know, the beautiful thing about story is it doesn't
matter what phase of business you're in, right even if
you're making thirty k months, that's wonderful. These guys, it
was a crypto company, and they were right at the
thirty k a month area arena. And really we applied
the same story driven Prince that I apply to all
my client's websites. So what we shifted for them was
really connecting with the visitor. When somebody comes to your website,
you don't want to talk all about yourself. I liken
your website to like a first five minute coffee date.
If you were to sit down with somebody, you wouldn't
launch into a soliloquy about everything about you. You would
sit down and you'd take a moment to really connect
with them. And that's what we did on their website.
We really made their visitor, their ideal client, the hero
of their story, and we took the time to connect
with them to really articulate the struggles that they're going
through and truly help them feel seen and heard and
not alone in their struggle. And just doing that one thing,
we did a more to their website. But just doing
that one thing on your website can make all the difference.
And it goes from like landing on a website and
you know, not feeling a connection to landing on a
website and having it feel like a really warm, welcoming hug.
That's really what we want when it's done, well, that's.
Speaker 3: What it feels like.
Speaker 1: That makes so much sense. And I think a lot
of times we miss the context of things and we think, oh,
because it's online, like I don't have to think about
the human experience. I think about people in the crazy
dms they send on social media where hey, let me
try to pitch you something right away. And the analogy
I often give with that is it's kind of like
in a networking event's sitting down and just immediately trying
to sell something, which is literally what you were saying
here in website context, which is so powerful. So we're
gonna have fun. We're going to do a fun little
game here called the Website Confessional, and we're going to
call out some of the biggest website mistakes that are
costing business owners sales. And so I would love to
hear your perspective on this because I know you have
a perspective and oftentimes see mistakes business owners making that
they don't really realize, and you just spoke to one
of them. So if you can elaborate it, like, what
is the number one mistake that you see over and
over with business owners making on their websites.
Speaker 2: Well, the number one mistake I see is that a
business owner, you know, starts their own business and they're like,
I've got to get a website up, and I've got
to get it up fast, and I need an online presence.
So they go to Wix or squarespace and they pick
a template that's really beautiful and they kind of follow
the lead of what the template tells them to do.
And I really love Squarespace, I love Wix. I love
the cloud builders that really make it easy for us
as a business owner to have a website. But those companies,
they're in the business of a brochure website, meaning just
kind of a static, pretty website that doesn't actually work
for you, when what a business owner needs is really
an effective website. They need a tool, They need their
website to act as their top sales employee so they
can really focus on the work that they love. To
do and just send everybody to their website knowing with
confidence that it's going to sell for them.
Speaker 1: That makes yeah, it makes perfect sense. Right. So, and
I think when we're building a brand and when we're growing,
especially with AI, it's like it's so easy to just
plug and play things. Okay, I need a site, let
me just get it done. I need social media, let
me get it done. We take the heart out of it, right,
we take the connection out of it. So I appreciate
even you with what you do saying don't just get
it done, like, make sure that you're intentional about it.
I'd love to hear your perspective on kind of these
three different scenarios mistakes that people will make with their sites.
So the first is what some might call like the
corporate snoozefest. Right, so it's cold, it's in personal tone,
what you know, what would you say to someone who's
doing that? And is this something you see a lot?
Speaker 2: I think the key to really good copy is that
it's it feels like you're they're meeting you in person, right,
it should really feel like.
Speaker 3: An extension of you.
Speaker 2: So when you read the language on your website, does
it really feel like something that you would say, it's
so refreshing when we go to a website and the
tone feels conversational and personal and not overly analyzed and
corporatized and professionalized. Like some casual tones really allow that
human nature and that heart to come forward, and without it,
you just kind of miss.
Speaker 3: An opportunity for a connection.
Speaker 1: What would you say to someone who maybe has what
we might call like a mystery website right where it's
super unclear what they do or sell. I feel like
you're going to have a strong opinion on this one.
Speaker 2: Use storytelling, you know, just don't look at your competitors
for inspiration. Just really tune into your own self and
really understand what you're doing. Talk to your clients and
think about client calls that you've had with potential clients
or your clients. Really hone into their words. What are
the things that they're complaining about to you in their words,
and that can really help guide you toward.
Speaker 3: The language that you want to use on your website.
Speaker 1: Hmm okay, I love that. And then the final one is,
let's say it's like an endless maze right where there's
so many pages, there's no real clear call to action.
I'm assuming you see this one all the time? How
you all the time?
Speaker 3: Yeah?
Speaker 2: I liken this to somebody landing on your page and
or your website, and you're you're sending them on a
scavenger hunt to go to multiple pages to scroll, to
try and figure things out and to really work hard
to understand what it is that you do and how
you can help them. And the human brain just will
not do that. I mean, number one, we're inundated with
information coming at us from every angle, so we have
to be really clear and concise and simple and direct
in our language. And then the other thing is just
you want to meet them where they are, so you're
really when you send them on a scavenger hunt, you're
really you're forcing their brain to burn a lot of
calories and order to get you and our brains. They
will deny that. They will say, no, this is not
the best use of my time. The other thing it
does is it undermines you as an expert. If someone
lands on your page and you're not clear about what
you do, then you're not going to be the right
guide or the right coach or the right professional to
solve my problem because you're unclear about what you do,
so how could you effectively help me?
Speaker 1: That's a really good point, and that's probably I would
imagine even like a subconscious decision that someone is making
in the moment. They're not even realizing it, but if
they don't feel clear when they land on your site,
they're probably looking for clarity themselves. I hadn't thought about
it that way, So they're going to be probably say no,
their brain's going to reject it.
Speaker 2: And in addition to that, subconsciously their experience, right, you
only have one chance to make a first impression. Experience
on your website is unconsciously representative of what it's going
to be like to work with you.
Speaker 3: So if it's effortful.
Speaker 2: And confusing and complicated it and there's lots of copy
I have to sift through, that's going to tell me
that working with you is also going to be that way.
Speaker 1: That is a great way. I don't think I've ever
heard someone say it that way, but it makes so
much sense, which is part of why I know you
incorporate a lot of neuroscience and just psychology into what
you do. I want to ask you, so this is
so fun because I feel like we're getting just this
like mini masterclass on website designed. People are already probably saying,
oh my gosh, there's a lot I can take away
from this. So you teach something called the homepage test,
where we want to make sure that people are hooked
within five seconds. So I'd love to go a little
deeper into what should be on our homepage and how
to how we would approach. So if someone lands on
your website, what should they know instantly within five seconds?
Speaker 2: Within five seconds, you have to communicate what you do,
how it's going to make my life better, and what
you want me to do next that first section on
your homepage. If you can't communicate those three things in
five seconds, most likely people are going to bounce. I
really liken this too. Driving down the freeway at ninety
miles per hour with the billboard on the side of
the freeway, you know, if the billboard has too many
words or is too poetic or too clever or too cute,
like we are not going to read it. You have
got five seconds to really make that connection the visitor
is what they're trying to figure out right off the bat,
is am I in the right place? So don't overthink
this section make it so simple that a caveman could
grunt what you do to another caveman and both of
them clearly understand what it is that you do. That's
really one of the most important things that you can do,
because if you do that right, you've just earned a
little bit of trust, and you've just earned a little
bit of time. So if they land there and they're like, Okay,
I'm in the right place, they're going to scroll down
the page and you're going to have an opportunity to
really continue that connection with them and really nurture that
relationship so they can get the confidence that they need
and or in order to click on your call to action.
Speaker 1: That makes total sense, And I love the caveman test
do because I think a lot of times we think
about it from our perspective, We think about our website
or copy from our perspective, and it's like, well, of
course it makes sense. But if someone's never been in
your energy, they don't know what you do there for
the first time. To your point, the brain wants to
conserve calories, it doesn't want to have to think too hard,
So we got to make it so easy and simple,
and that's actually a great service to other people. You
spoke just now about calls to action, and that's actually
something I wanted to ask you about too. So what
is the difference, Like, how do we know if we
have a strong call to action on our site or
a weak one. How would you say we can distinguish
between them?
Speaker 2: Oh my gosh, there's so much you can do in
a very short amount of time to tune up your
calls to action. They need to be number one actionable.
So they need to start with an actionable word, whether
it's book a call, schedule a call, take the quiz,
whatever it is that you want them to do, you
want to start with an actionable word.
Speaker 3: Most of my clients.
Speaker 2: Are service providers, so their main call to action is
to get on a call with them. And so the
way we make this more compet is we weave in
a benefit into the call. So for my own call
to action, for example, is book a money making messaging call.
So you know that when you get on this call
with me, it's going to be valuable to you, whether
you work with me or not. You're going to walk
away with insights and action items that you can implement
right away. And that's a really good example of a
good call to action. When I tuned up my own
call to action, my bookings doubled literally overnight. Yeah before
I had and it wasn't it wasn't terrible before, but
it was vague. It was book a Discovery caller. I
think actually it was book a Clarity Call. Nothing wrong
with that. But the more tangible you can be with
the benefit that they're going to get on the call,
and that doesn't mean you need to give away a
free coaching call. You can really just begin to walk
them through what it's going to look like to work
with you, and what the steps are that they need
to do next. Even that's of huge value to them.
So you really want to weave the benefit into the
call to action. And if if the call to actions
a little bit long, that's okay, it will work.
Speaker 1: Huge difference right between book a Clarity caller discovery call,
which is what everyone says, versus what do you say
a money making book.
Speaker 2: A money making messaging call. I'm a making messaging call. Yes,
I'd love alliterations. You need to do that in the calls.
Speaker 1: Yeah, we are going to so we're gonna have some fun.
I'm going to be vulnerable and allow you to give
me some feedback on my side. And I'll say a
few things with this. So one, I know it means updating.
We had a really you know, brilliant talented designer come
in and build it about four years ago, and I
haven't really changed a lot in terms of mess j
on the site since then, and so I think this
will be a fun opportunity for people to hear in
real time, like here are some of the tweaks. Here
are some of the things that will make a big difference.
And one thing I'll say to our listeners is if
you are listening to this on audio, totally great, but
be sure you're subscribed on YouTube because you can actually
see when we're doing visuals like this. So we'll have
a visual of the site pulled up. But Chris, are
you game for a little real time website on it?
I'm going to take notes and then I'm going to
try my best not to make changes before this episode
comes out so that people can see. Yeah, so it's
the lease art you dot com and maybe you share
with me you know what's working, what's missing, and is
there one tweet like what's the one tweak that you
see that you think can make the biggest difference, and
I think that everyone could benefit from this.
Speaker 2: I love doing I love doing this kind of work.
So when I land your page, there's a wonderful video
of you. You're doing a lot of things right right.
The video is kind of in the background. It's got
this blue kind of tone on top of it that
allows me to be able to read the main headline.
The main headline is the most important part of the
page because again, if we lose them here, we've just
lost a potential client. So we really want to get
this right. And the things that I would do for
your site would be so the video.
Speaker 3: People have a.
Speaker 2: Lot of opinions about video, and video can be used
in beautiful ways on your website and can really show
like this video shows your energy, your enthusiasm, it shows
that you're a thought leader in this space. But the
rapid motion of the video is competing with the words, right.
I doesn't know where to go. Should I be watching
this video and lots of movement and action in the video,
or should I be focusing on the words.
Speaker 3: The words are also.
Speaker 2: Moving, and so my brain is a little bit overwhelmed.
And you are the opposite of that. Having known you
for many years, that is not what you're about. And
that's the first impression that I'm that I'm getting here
is just there's too much movement and I can't quite
just calmly arrive and digest the message without competing factors.
So the way that I would resolve that, because I
do really like the video and I think it builds
your authority, I would turn that video into slow motion,
like down to like zero point two five speed, so
it shows you walking on stage, but it's not as
like a frenetic multiple cuts type of movements. I think
just that would change the vibe of the website in
a big way. And then I would remove the animation
that happens here with the it's time to achieve. It
says it's time to achieve more quantum leaps, it's time
to achieve record breaking sales goals. So it's just taking
me time to digest this message, and this is going
to get missed because people are going to keep moving
down the page after five seconds. So I would remove
that animation and just say it very clearly, it's time
to achieve quantum leaps and record breaking sales goals. And
simple headline, and then I think the sub headline is lovely.
I really love the subhead In this section, we're trying
to achieve three things. What do you do, how's it
going to make my life better? And what do you
want me to do next? So that what do you
do is really captured in the subheb. The subhead that
you have, Alice Archer, empowers entrepreneurs and sales professionals to
revolutionize how they sell, explode their income, and achieve quantum
leaps in all areas of life. So strong, we've woven
in the benefits you've talked about how you do this
your area of.
Speaker 3: Expertise super clear.
Speaker 2: And then below that you have kind of a bar
of logos of companies that you've been featured in like Forbes, Sales,
Sales Force, all of those wonderful authority builders really really
beautifully done. The piece about what do you want me
to do next? I'm is a little bit vague here.
So you've got you've got five sales scripts to increase
your close rate fifty percent or more magnet, and you've
had this lead lead magnet for a while because I've
downloaded it myself. But when you find something that works,
you stick with it, and people really need help in
this area. So I love the lead magnet that you
have here.
Speaker 3: It feels to.
Speaker 2: Me a little bit premature to introduce that lead magnet.
I first, I'm still first wanting to know, like, do
you understand my problem? Do you care about my success?
What's my life going to look like after we've worked together?
And all of those things are going to help me
feel connected to you and really answer the three questions
that I have in my brain at this point, which
are what's in it for me? What's in it for me?
And what's in it for me? And so by really
leading with showing me that you understand my struggle and
where I'm stuck and what I'm frustrated by, and then
following that with what is my life?
Speaker 3: What does my life look like after working with you?
Speaker 2: These are not features of working with you, it's benefits
that my life is going to experience after working with you.
And then as we move down the page, you start
here with a problem headline, which is does making the
money you actually want feel like a constant struggle? I
love this headline because it really identifies the problem that
you know. I want to make more money, but it
feels like a constant struggle you're naming that. I don't
know if I would pose this as a question. I'm
not against it, but I might just state it like,
this is a fact for many entrepreneurs making the money.
Or you work with employed people too, so you know
so for many women making the money you actually want.
Speaker 3: Feels like a struggle.
Speaker 2: That's a statement, that's a truth, that's a reality, and
it's stronger than a question. Again, I'm not against questions,
but it does cause my brain to need to burn
more calories versus a statement. And then that's followed by
for fairly long paragraphs of copy, and I can tell
without reading all the copy, I can tell that it's
beautifully written. It's just that people don't read websites anymore.
Speaker 3: They scan them.
Speaker 2: So I would recommend like cutting that down to half.
And our brains really love bullet points. So if it's
in a paragraph, a long paragraph, see if you can't
challenge yourself to converting that into bullets. Bullets allow our
eyes to enter in and exit out, enter in and
exit out without committing to reading a long body of copies,
So that could make shifting those four paragraphs into bullet
form could make this section be way more digestible for
the human brain. And then you have the next section
is really a question, which is are you ready to
blow your mind with what's possible in a year. I
would love to see you shift this into more of
a philosophical statement, putting your stake in the ground around
what you believe is true or what you believe they
deserve right, you deserve. You deserve to blow your own
mind in the next twelve months.
Speaker 3: You deserve a clear path to.
Speaker 2: I love this line. You know you weren't born to
play small, So how can we shift that in to
more of a like a that could be a great
philosophical statement. I believe you weren't born to play small.
This is really this gets people to rally around our
bigger vision. And then and then you have services here corporate.
You've got three buckets, corporate consulting, private and group coaching,
and then speaking in interviews. So what's happened here is
you've you're introducing yourself as the guide, showing your areas
of service. And there this is a very important part
of the page, but I would push it down below.
Prior to this, we really need to outline the benefits
of this. So what are the three big benefits to
when you don't play small anymore, when you have blown
your own mind in the next twelve months, what's your
life like? Wake up excited, you know about the day
because you know money is coming to you in every moment.
Pull up, you know, log into your bank and see
you'll be able to word this better because of writing
on the fly is always hard.
Speaker 1: But you can come a spot here. But this is
so good.
Speaker 2: Yeah, you know, log into your bank account and be
astounded by the amount of money in there, and you know,
make decisions, make do the things that you want to
do without any kind of limited thinking or restrictive thinking
around money. So those are kind of three, you know,
off the cuff huge ways. So that that answers that
question that my brain is having around what's in it
for me? What's in it for me? What's in it
for me? Now I know very clearly. Now I'm invested
in you. Now at this point, I actually am asking
the question, Okay, who's behind all this? I'm in, I'm engaged,
I'm in Who's behind all this? And then you get
to come into this story about the third of the
way through as the guide, as the Yoda, or as
I'm trying to think of a modern day example, but
you know, as like as Hamage in Hunger Games was
the guide to Catnus. Guides don't need to be perfect.
They don't need to brag, they don't need to boast.
They just need to step into this story with endless
empathy because they understand the struggle so deeply that their
clients are going through, so they can just step in
and be like, I get it. You know, feeling feeling
stuck or feeling limited around your money mindset is really hard.
Speaker 3: It's so simple, just like this is.
Speaker 2: This is kind of back to that coffee conversation that
you would have with someone.
Speaker 3: I get it. You know, this is hard.
Speaker 1: This is brilliant. I have just taken so many notes
on what you're sharing, and what I love too is
none of it requires like a huge overhaul. It really
is simple tweaks, but with just a different perspective, which
you're so brilliant at providing. So I would love if
you could share because people are again they're listening and
they're saying, okay, I want I want Chris to do
that from my side I need to connect with her.
Please share with everyone where they can go to get connected,
how they can you know, look at working with you,
and just all the ways to dig into your work
even more.
Speaker 2: Well, everything about me, what I'm doing. Booking a call
with me can be found on my website read doorstories
dot com, and you can book a money making messaging call.
I will pull up your web site during the call
and we'll walk through it and kind of figure out
where are the holes in your story, what are the
elements that you can plug up right away? So I
would encourage those calls are free. I would encourage anybody
to go to my website and book a call. I
also have on the website a free guide that shows
you how to really change the lens that you look
at your business with. So how can you shift from
being the hero of your own story to being the
guide and the story and really positioning your clients.
Speaker 3: As the hero of the story.
Speaker 2: That's what's going to turn your website into your top
sales employees. So I have a free guide called how
to write Compelling Copy in five minutes Flat. I also
just came out with a book, so if you can't
afford to work with me one on one. My rates
are very reasonable. But if for some reason you're in
a phase of business where you need to why things,
I would highly recommend getting my book. It's called from
Click to Client. It's almost out. You can go to
my website and go to the book tab and get
on the on the wait list to be notified.
Speaker 1: So exciting and congrats. By the way, huge like huge accomplishment.
We will link everything in the show notes, and I
highly encourage so everyone go grab Chris's book as well
as book the session and go to her So I mean,
I know everything will be clear and easy to follow,
and you will see how you see in real time
what Chris has taught us today too, So it'll be
a beautiful opportunity to see this and witness this. Thank
you again, I so appreciate it, and just even on
the spot, the feedback the advice that you gave was
really powerful. So I appreciate you, Chris. I appreciate you
coming in and sharing your brilliance here Zone of Genius
with our audience because everyone here who's listening is looking
to make a greater impact in the world and looking
to really connect authentically with their followers and with the
people they are called to serve. To you, my listener,
I want to thank you for listening to the Superhuman
Selling podcast and I want to remind you to trust
yourself on your path to success. Your desires are green lights,
leading you and everyone around you to a brighter future.
To see you on the next episode.