1 00:00:00,160 --> 00:00:03,560 Speaker 1: Your website is either making you money or secretly costing 2 00:00:03,600 --> 00:00:06,160 you clients. And if you think that a sleep design 3 00:00:06,240 --> 00:00:09,439 is enough, I want you to think again. Chris Jones 4 00:00:09,480 --> 00:00:12,160 is here to reveal the three biggest website mistakes that 5 00:00:12,199 --> 00:00:16,600 are repelling potential buyers and the tiny story driven shifts 6 00:00:16,600 --> 00:00:30,760 that turn your site into a client magnet. Welcome to 7 00:00:30,760 --> 00:00:35,439 the Superhuman Selling Podcast. Your website is either making you 8 00:00:35,520 --> 00:00:40,000 money or secretly costing you clients. And if you think 9 00:00:40,039 --> 00:00:42,240 that a sleep design is enough, I'm going to invite 10 00:00:42,280 --> 00:00:45,960 you today to think again. Chris Jones is here to 11 00:00:46,000 --> 00:00:49,719 reveal the three biggest website mistakes that are repelling your 12 00:00:49,719 --> 00:00:53,399 potential buyers and these tiny story driven shifts you can 13 00:00:53,439 --> 00:00:56,600 make that will turn your site into a client magnet. 14 00:00:57,039 --> 00:01:00,679 Who doesn't want that? Chris Jones, Welcome to the podcast. 15 00:01:00,799 --> 00:01:03,880 I am so excited to have you and just to 16 00:01:04,000 --> 00:01:10,040 be in your energy. You are a brilliant, brilliant marketer, strategist. 17 00:01:10,120 --> 00:01:13,079 You're an amazing human being. You're an incredible mama, and 18 00:01:13,120 --> 00:01:15,200 I just love and adore you and I'm so excited 19 00:01:15,200 --> 00:01:17,480 to have you on today, So welcome to the show. 20 00:01:17,599 --> 00:01:21,879 Speaker 2: Ellie's The feeling is completely mutual and I am thrilled 21 00:01:22,079 --> 00:01:23,120 to be here today. 22 00:01:23,359 --> 00:01:26,599 Speaker 1: Yes, and you were on like years ago. I mean 23 00:01:26,640 --> 00:01:28,920 it's been it's been a minute. I was thinking about 24 00:01:28,920 --> 00:01:32,400 that this morning, just about, oh my gosh, how much 25 00:01:32,400 --> 00:01:35,560 has changed You've got so we can't even talk about 26 00:01:35,560 --> 00:01:38,280 You've got cool projects and the works that if people 27 00:01:38,400 --> 00:01:40,400 follow you and we'll link all of your social they'll 28 00:01:40,400 --> 00:01:42,599 get to like see as things happen. But I know 29 00:01:42,680 --> 00:01:46,159 you've got really incredible things in the works. You're a 30 00:01:46,159 --> 00:01:48,879 strategic storyteller at Red Doors Stories, and I know that 31 00:01:49,480 --> 00:01:52,719 your whole focus is around empowering business owners to show 32 00:01:52,799 --> 00:01:58,719 up confidently online through really simplified messaging, clean design, and 33 00:01:58,760 --> 00:02:03,799 a clear marketing road app as well. So again, everyone 34 00:02:03,879 --> 00:02:07,200 needs this, everyone wants this. One of the things that 35 00:02:08,120 --> 00:02:10,400 I know you do in your zone of genius and 36 00:02:10,479 --> 00:02:13,319 I want to ask you about, is that you've helped 37 00:02:13,319 --> 00:02:15,919 clients go from struggling to being fully booked. And you 38 00:02:15,960 --> 00:02:19,159 even have shared about having a client who went from 39 00:02:19,479 --> 00:02:23,919 thirty K to three hundred K months using your website method, 40 00:02:23,960 --> 00:02:26,680 which is a big deal and I feel like any 41 00:02:26,680 --> 00:02:29,759 of us would be excited for that. So for that client, 42 00:02:29,840 --> 00:02:32,479 what was the shift that they made, that you helped 43 00:02:32,479 --> 00:02:33,560 them make for that growth. 44 00:02:33,639 --> 00:02:36,599 Speaker 2: You know, the beautiful thing about story is it doesn't 45 00:02:36,639 --> 00:02:40,599 matter what phase of business you're in, right even if 46 00:02:40,599 --> 00:02:45,159 you're making thirty k months, that's wonderful. These guys, it 47 00:02:45,199 --> 00:02:49,879 was a crypto company, and they were right at the 48 00:02:49,919 --> 00:02:57,840 thirty k a month area arena. And really we applied 49 00:02:58,080 --> 00:03:02,000 the same story driven Prince that I apply to all 50 00:03:02,240 --> 00:03:06,240 my client's websites. So what we shifted for them was 51 00:03:06,319 --> 00:03:11,560 really connecting with the visitor. When somebody comes to your website, 52 00:03:12,240 --> 00:03:15,840 you don't want to talk all about yourself. I liken 53 00:03:16,479 --> 00:03:19,680 your website to like a first five minute coffee date. 54 00:03:20,280 --> 00:03:22,680 If you were to sit down with somebody, you wouldn't 55 00:03:22,800 --> 00:03:28,520 launch into a soliloquy about everything about you. You would 56 00:03:28,520 --> 00:03:31,479 sit down and you'd take a moment to really connect 57 00:03:31,599 --> 00:03:35,039 with them. And that's what we did on their website. 58 00:03:35,120 --> 00:03:41,159 We really made their visitor, their ideal client, the hero 59 00:03:41,479 --> 00:03:43,879 of their story, and we took the time to connect 60 00:03:43,919 --> 00:03:47,919 with them to really articulate the struggles that they're going 61 00:03:47,960 --> 00:03:53,919 through and truly help them feel seen and heard and 62 00:03:54,120 --> 00:03:59,080 not alone in their struggle. And just doing that one thing, 63 00:03:59,400 --> 00:04:04,080 we did a more to their website. But just doing 64 00:04:04,120 --> 00:04:07,479 that one thing on your website can make all the difference. 65 00:04:07,560 --> 00:04:12,280 And it goes from like landing on a website and 66 00:04:13,080 --> 00:04:16,600 you know, not feeling a connection to landing on a 67 00:04:16,600 --> 00:04:20,759 website and having it feel like a really warm, welcoming hug. 68 00:04:21,040 --> 00:04:24,120 That's really what we want when it's done, well, that's. 69 00:04:23,920 --> 00:04:24,759 Speaker 3: What it feels like. 70 00:04:25,439 --> 00:04:28,120 Speaker 1: That makes so much sense. And I think a lot 71 00:04:28,120 --> 00:04:32,199 of times we miss the context of things and we think, oh, 72 00:04:32,240 --> 00:04:35,319 because it's online, like I don't have to think about 73 00:04:35,360 --> 00:04:38,680 the human experience. I think about people in the crazy 74 00:04:38,759 --> 00:04:42,120 dms they send on social media where hey, let me 75 00:04:42,160 --> 00:04:45,040 try to pitch you something right away. And the analogy 76 00:04:45,079 --> 00:04:46,519 I often give with that is it's kind of like 77 00:04:46,519 --> 00:04:48,839 in a networking event's sitting down and just immediately trying 78 00:04:48,879 --> 00:04:51,160 to sell something, which is literally what you were saying 79 00:04:51,160 --> 00:04:57,199 here in website context, which is so powerful. So we're 80 00:04:57,240 --> 00:05:00,319 gonna have fun. We're going to do a fun little 81 00:05:00,360 --> 00:05:05,399 game here called the Website Confessional, and we're going to 82 00:05:05,519 --> 00:05:09,920 call out some of the biggest website mistakes that are 83 00:05:10,040 --> 00:05:13,319 costing business owners sales. And so I would love to 84 00:05:13,319 --> 00:05:15,480 hear your perspective on this because I know you have 85 00:05:15,519 --> 00:05:20,199 a perspective and oftentimes see mistakes business owners making that 86 00:05:20,240 --> 00:05:23,839 they don't really realize, and you just spoke to one 87 00:05:23,839 --> 00:05:26,240 of them. So if you can elaborate it, like, what 88 00:05:26,360 --> 00:05:29,759 is the number one mistake that you see over and 89 00:05:29,839 --> 00:05:32,519 over with business owners making on their websites. 90 00:05:33,279 --> 00:05:36,279 Speaker 2: Well, the number one mistake I see is that a 91 00:05:36,319 --> 00:05:40,199 business owner, you know, starts their own business and they're like, 92 00:05:40,480 --> 00:05:42,639 I've got to get a website up, and I've got 93 00:05:42,639 --> 00:05:45,800 to get it up fast, and I need an online presence. 94 00:05:45,839 --> 00:05:50,360 So they go to Wix or squarespace and they pick 95 00:05:50,399 --> 00:05:54,360 a template that's really beautiful and they kind of follow 96 00:05:54,439 --> 00:05:57,399 the lead of what the template tells them to do. 97 00:05:58,319 --> 00:06:03,120 And I really love Squarespace, I love Wix. I love 98 00:06:03,160 --> 00:06:05,920 the cloud builders that really make it easy for us 99 00:06:06,000 --> 00:06:10,720 as a business owner to have a website. But those companies, 100 00:06:11,199 --> 00:06:14,800 they're in the business of a brochure website, meaning just 101 00:06:14,879 --> 00:06:18,560 kind of a static, pretty website that doesn't actually work 102 00:06:18,639 --> 00:06:22,480 for you, when what a business owner needs is really 103 00:06:22,519 --> 00:06:26,000 an effective website. They need a tool, They need their 104 00:06:26,040 --> 00:06:30,040 website to act as their top sales employee so they 105 00:06:30,120 --> 00:06:33,600 can really focus on the work that they love. To 106 00:06:33,639 --> 00:06:37,879 do and just send everybody to their website knowing with 107 00:06:38,040 --> 00:06:41,000 confidence that it's going to sell for them. 108 00:06:41,160 --> 00:06:44,720 Speaker 1: That makes yeah, it makes perfect sense. Right. So, and 109 00:06:44,759 --> 00:06:46,920 I think when we're building a brand and when we're growing, 110 00:06:47,399 --> 00:06:49,839 especially with AI, it's like it's so easy to just 111 00:06:49,920 --> 00:06:51,800 plug and play things. Okay, I need a site, let 112 00:06:51,839 --> 00:06:53,319 me just get it done. I need social media, let 113 00:06:53,399 --> 00:06:56,759 me get it done. We take the heart out of it, right, 114 00:06:56,800 --> 00:06:59,040 we take the connection out of it. So I appreciate 115 00:06:59,519 --> 00:07:02,959 even you with what you do saying don't just get 116 00:07:02,959 --> 00:07:05,680 it done, like, make sure that you're intentional about it. 117 00:07:06,759 --> 00:07:08,800 I'd love to hear your perspective on kind of these 118 00:07:08,839 --> 00:07:13,839 three different scenarios mistakes that people will make with their sites. 119 00:07:13,839 --> 00:07:17,120 So the first is what some might call like the 120 00:07:17,160 --> 00:07:22,240 corporate snoozefest. Right, so it's cold, it's in personal tone, 121 00:07:22,480 --> 00:07:24,800 what you know, what would you say to someone who's 122 00:07:24,839 --> 00:07:26,800 doing that? And is this something you see a lot? 123 00:07:27,000 --> 00:07:29,680 Speaker 2: I think the key to really good copy is that 124 00:07:29,759 --> 00:07:34,279 it's it feels like you're they're meeting you in person, right, 125 00:07:34,319 --> 00:07:35,639 it should really feel like. 126 00:07:35,639 --> 00:07:36,600 Speaker 3: An extension of you. 127 00:07:37,000 --> 00:07:39,920 Speaker 2: So when you read the language on your website, does 128 00:07:39,920 --> 00:07:43,720 it really feel like something that you would say, it's 129 00:07:43,759 --> 00:07:46,279 so refreshing when we go to a website and the 130 00:07:46,319 --> 00:07:52,120 tone feels conversational and personal and not overly analyzed and 131 00:07:52,279 --> 00:07:59,160 corporatized and professionalized. Like some casual tones really allow that 132 00:07:59,360 --> 00:08:04,759 human nature and that heart to come forward, and without it, 133 00:08:04,879 --> 00:08:05,959 you just kind of miss. 134 00:08:05,800 --> 00:08:07,279 Speaker 3: An opportunity for a connection. 135 00:08:07,600 --> 00:08:10,240 Speaker 1: What would you say to someone who maybe has what 136 00:08:10,360 --> 00:08:13,079 we might call like a mystery website right where it's 137 00:08:13,120 --> 00:08:16,199 super unclear what they do or sell. I feel like 138 00:08:16,199 --> 00:08:18,319 you're going to have a strong opinion on this one. 139 00:08:19,000 --> 00:08:23,560 Speaker 2: Use storytelling, you know, just don't look at your competitors 140 00:08:23,680 --> 00:08:27,319 for inspiration. Just really tune into your own self and 141 00:08:27,560 --> 00:08:32,200 really understand what you're doing. Talk to your clients and 142 00:08:32,399 --> 00:08:36,080 think about client calls that you've had with potential clients 143 00:08:36,200 --> 00:08:41,279 or your clients. Really hone into their words. What are 144 00:08:41,320 --> 00:08:44,759 the things that they're complaining about to you in their words, 145 00:08:44,879 --> 00:08:48,360 and that can really help guide you toward. 146 00:08:48,240 --> 00:08:50,360 Speaker 3: The language that you want to use on your website. 147 00:08:50,480 --> 00:08:55,200 Speaker 1: Hmm okay, I love that. And then the final one is, 148 00:08:55,279 --> 00:08:57,919 let's say it's like an endless maze right where there's 149 00:08:58,039 --> 00:09:02,000 so many pages, there's no real clear call to action. 150 00:09:02,360 --> 00:09:04,759 I'm assuming you see this one all the time? How 151 00:09:04,759 --> 00:09:06,799 you all the time? 152 00:09:07,240 --> 00:09:07,559 Speaker 3: Yeah? 153 00:09:07,840 --> 00:09:11,840 Speaker 2: I liken this to somebody landing on your page and 154 00:09:13,159 --> 00:09:16,559 or your website, and you're you're sending them on a 155 00:09:16,600 --> 00:09:22,080 scavenger hunt to go to multiple pages to scroll, to 156 00:09:22,240 --> 00:09:26,279 try and figure things out and to really work hard 157 00:09:26,320 --> 00:09:29,320 to understand what it is that you do and how 158 00:09:29,320 --> 00:09:33,000 you can help them. And the human brain just will 159 00:09:33,039 --> 00:09:35,759 not do that. I mean, number one, we're inundated with 160 00:09:35,840 --> 00:09:39,480 information coming at us from every angle, so we have 161 00:09:39,559 --> 00:09:43,120 to be really clear and concise and simple and direct 162 00:09:43,720 --> 00:09:47,519 in our language. And then the other thing is just 163 00:09:47,720 --> 00:09:50,679 you want to meet them where they are, so you're 164 00:09:50,799 --> 00:09:55,120 really when you send them on a scavenger hunt, you're 165 00:09:55,159 --> 00:09:58,840 really you're forcing their brain to burn a lot of 166 00:09:58,879 --> 00:10:04,279 calories and order to get you and our brains. They 167 00:10:04,360 --> 00:10:06,720 will deny that. They will say, no, this is not 168 00:10:06,759 --> 00:10:09,279 the best use of my time. The other thing it 169 00:10:09,320 --> 00:10:13,960 does is it undermines you as an expert. If someone 170 00:10:14,039 --> 00:10:17,559 lands on your page and you're not clear about what 171 00:10:17,600 --> 00:10:19,799 you do, then you're not going to be the right 172 00:10:20,159 --> 00:10:23,320 guide or the right coach or the right professional to 173 00:10:23,399 --> 00:10:26,879 solve my problem because you're unclear about what you do, 174 00:10:27,159 --> 00:10:29,759 so how could you effectively help me? 175 00:10:30,000 --> 00:10:32,480 Speaker 1: That's a really good point, and that's probably I would 176 00:10:32,480 --> 00:10:36,080 imagine even like a subconscious decision that someone is making 177 00:10:36,120 --> 00:10:39,919 in the moment. They're not even realizing it, but if 178 00:10:39,960 --> 00:10:42,759 they don't feel clear when they land on your site, 179 00:10:43,200 --> 00:10:46,960 they're probably looking for clarity themselves. I hadn't thought about 180 00:10:46,960 --> 00:10:49,559 it that way, So they're going to be probably say no, 181 00:10:49,600 --> 00:10:50,879 their brain's going to reject it. 182 00:10:51,360 --> 00:10:56,519 Speaker 2: And in addition to that, subconsciously their experience, right, you 183 00:10:56,559 --> 00:11:00,519 only have one chance to make a first impression. Experience 184 00:11:00,600 --> 00:11:05,960 on your website is unconsciously representative of what it's going 185 00:11:06,039 --> 00:11:07,120 to be like to work with you. 186 00:11:07,759 --> 00:11:10,360 Speaker 3: So if it's effortful. 187 00:11:09,879 --> 00:11:14,120 Speaker 2: And confusing and complicated it and there's lots of copy 188 00:11:14,159 --> 00:11:16,960 I have to sift through, that's going to tell me 189 00:11:17,039 --> 00:11:19,440 that working with you is also going to be that way. 190 00:11:19,559 --> 00:11:21,960 Speaker 1: That is a great way. I don't think I've ever 191 00:11:21,960 --> 00:11:24,879 heard someone say it that way, but it makes so 192 00:11:25,039 --> 00:11:27,840 much sense, which is part of why I know you 193 00:11:27,879 --> 00:11:33,919 incorporate a lot of neuroscience and just psychology into what 194 00:11:33,960 --> 00:11:36,679 you do. I want to ask you, so this is 195 00:11:36,720 --> 00:11:38,840 so fun because I feel like we're getting just this 196 00:11:39,039 --> 00:11:44,399 like mini masterclass on website designed. People are already probably saying, 197 00:11:44,399 --> 00:11:46,039 oh my gosh, there's a lot I can take away 198 00:11:46,039 --> 00:11:50,279 from this. So you teach something called the homepage test, 199 00:11:50,440 --> 00:11:53,080 where we want to make sure that people are hooked 200 00:11:53,080 --> 00:11:56,000 within five seconds. So I'd love to go a little 201 00:11:56,039 --> 00:11:58,279 deeper into what should be on our homepage and how 202 00:11:58,320 --> 00:12:02,519 to how we would approach. So if someone lands on 203 00:12:03,320 --> 00:12:07,639 your website, what should they know instantly within five seconds? 204 00:12:07,919 --> 00:12:11,320 Speaker 2: Within five seconds, you have to communicate what you do, 205 00:12:11,960 --> 00:12:14,720 how it's going to make my life better, and what 206 00:12:14,759 --> 00:12:18,320 you want me to do next that first section on 207 00:12:18,360 --> 00:12:22,159 your homepage. If you can't communicate those three things in 208 00:12:22,240 --> 00:12:25,679 five seconds, most likely people are going to bounce. I 209 00:12:25,879 --> 00:12:30,519 really liken this too. Driving down the freeway at ninety 210 00:12:30,559 --> 00:12:33,519 miles per hour with the billboard on the side of 211 00:12:33,559 --> 00:12:36,679 the freeway, you know, if the billboard has too many 212 00:12:36,720 --> 00:12:40,919 words or is too poetic or too clever or too cute, 213 00:12:41,000 --> 00:12:43,039 like we are not going to read it. You have 214 00:12:43,120 --> 00:12:48,000 got five seconds to really make that connection the visitor 215 00:12:48,360 --> 00:12:52,159 is what they're trying to figure out right off the bat, 216 00:12:52,240 --> 00:12:57,360 is am I in the right place? So don't overthink 217 00:12:57,519 --> 00:13:01,360 this section make it so simple that a caveman could 218 00:13:01,360 --> 00:13:04,360 grunt what you do to another caveman and both of 219 00:13:04,399 --> 00:13:07,919 them clearly understand what it is that you do. That's 220 00:13:07,960 --> 00:13:10,639 really one of the most important things that you can do, 221 00:13:10,759 --> 00:13:14,320 because if you do that right, you've just earned a 222 00:13:14,360 --> 00:13:16,960 little bit of trust, and you've just earned a little 223 00:13:17,000 --> 00:13:20,559 bit of time. So if they land there and they're like, Okay, 224 00:13:20,639 --> 00:13:23,039 I'm in the right place, they're going to scroll down 225 00:13:23,080 --> 00:13:25,879 the page and you're going to have an opportunity to 226 00:13:26,360 --> 00:13:30,559 really continue that connection with them and really nurture that 227 00:13:30,600 --> 00:13:35,159 relationship so they can get the confidence that they need 228 00:13:35,240 --> 00:13:37,639 and or in order to click on your call to action. 229 00:13:37,879 --> 00:13:41,720 Speaker 1: That makes total sense, And I love the caveman test 230 00:13:41,759 --> 00:13:43,519 do because I think a lot of times we think 231 00:13:43,519 --> 00:13:47,039 about it from our perspective, We think about our website 232 00:13:47,120 --> 00:13:49,120 or copy from our perspective, and it's like, well, of 233 00:13:49,159 --> 00:13:52,159 course it makes sense. But if someone's never been in 234 00:13:52,200 --> 00:13:55,200 your energy, they don't know what you do there for 235 00:13:55,279 --> 00:13:57,879 the first time. To your point, the brain wants to 236 00:13:57,879 --> 00:14:00,519 conserve calories, it doesn't want to have to think too hard, 237 00:14:00,639 --> 00:14:03,039 So we got to make it so easy and simple, 238 00:14:03,080 --> 00:14:07,320 and that's actually a great service to other people. You 239 00:14:07,480 --> 00:14:10,080 spoke just now about calls to action, and that's actually 240 00:14:10,120 --> 00:14:13,840 something I wanted to ask you about too. So what 241 00:14:13,960 --> 00:14:16,159 is the difference, Like, how do we know if we 242 00:14:16,279 --> 00:14:19,360 have a strong call to action on our site or 243 00:14:19,399 --> 00:14:23,080 a weak one. How would you say we can distinguish 244 00:14:23,120 --> 00:14:23,480 between them? 245 00:14:23,639 --> 00:14:26,279 Speaker 2: Oh my gosh, there's so much you can do in 246 00:14:26,759 --> 00:14:30,039 a very short amount of time to tune up your 247 00:14:30,080 --> 00:14:34,960 calls to action. They need to be number one actionable. 248 00:14:35,440 --> 00:14:39,080 So they need to start with an actionable word, whether 249 00:14:39,159 --> 00:14:43,519 it's book a call, schedule a call, take the quiz, 250 00:14:43,679 --> 00:14:45,879 whatever it is that you want them to do, you 251 00:14:45,919 --> 00:14:47,960 want to start with an actionable word. 252 00:14:48,440 --> 00:14:50,360 Speaker 3: Most of my clients. 253 00:14:49,960 --> 00:14:54,279 Speaker 2: Are service providers, so their main call to action is 254 00:14:54,320 --> 00:14:57,559 to get on a call with them. And so the 255 00:14:57,600 --> 00:15:01,879 way we make this more compet is we weave in 256 00:15:02,039 --> 00:15:06,279 a benefit into the call. So for my own call 257 00:15:06,320 --> 00:15:10,000 to action, for example, is book a money making messaging call. 258 00:15:10,720 --> 00:15:14,879 So you know that when you get on this call 259 00:15:14,919 --> 00:15:18,279 with me, it's going to be valuable to you, whether 260 00:15:18,320 --> 00:15:20,639 you work with me or not. You're going to walk 261 00:15:20,720 --> 00:15:26,159 away with insights and action items that you can implement 262 00:15:26,240 --> 00:15:28,919 right away. And that's a really good example of a 263 00:15:28,960 --> 00:15:31,360 good call to action. When I tuned up my own 264 00:15:31,399 --> 00:15:38,200 call to action, my bookings doubled literally overnight. Yeah before 265 00:15:38,200 --> 00:15:40,759 I had and it wasn't it wasn't terrible before, but 266 00:15:40,840 --> 00:15:44,399 it was vague. It was book a Discovery caller. I 267 00:15:44,399 --> 00:15:47,759 think actually it was book a Clarity Call. Nothing wrong 268 00:15:47,840 --> 00:15:52,279 with that. But the more tangible you can be with 269 00:15:52,320 --> 00:15:55,320 the benefit that they're going to get on the call, 270 00:15:55,480 --> 00:15:57,159 and that doesn't mean you need to give away a 271 00:15:57,159 --> 00:16:00,639 free coaching call. You can really just begin to walk 272 00:16:00,679 --> 00:16:03,759 them through what it's going to look like to work 273 00:16:03,799 --> 00:16:06,360 with you, and what the steps are that they need 274 00:16:06,399 --> 00:16:10,000 to do next. Even that's of huge value to them. 275 00:16:10,159 --> 00:16:13,200 So you really want to weave the benefit into the 276 00:16:13,279 --> 00:16:15,440 call to action. And if if the call to actions 277 00:16:15,480 --> 00:16:19,159 a little bit long, that's okay, it will work. 278 00:16:19,320 --> 00:16:22,519 Speaker 1: Huge difference right between book a Clarity caller discovery call, 279 00:16:22,519 --> 00:16:25,240 which is what everyone says, versus what do you say 280 00:16:25,240 --> 00:16:27,159 a money making book. 281 00:16:26,879 --> 00:16:31,240 Speaker 2: A money making messaging call. I'm a making messaging call. Yes, 282 00:16:31,320 --> 00:16:35,879 I'd love alliterations. You need to do that in the calls. 283 00:16:35,960 --> 00:16:40,440 Speaker 1: Yeah, we are going to so we're gonna have some fun. 284 00:16:40,519 --> 00:16:43,240 I'm going to be vulnerable and allow you to give 285 00:16:43,279 --> 00:16:47,480 me some feedback on my side. And I'll say a 286 00:16:47,519 --> 00:16:51,559 few things with this. So one, I know it means updating. 287 00:16:51,600 --> 00:16:55,120 We had a really you know, brilliant talented designer come 288 00:16:55,120 --> 00:16:56,960 in and build it about four years ago, and I 289 00:16:56,960 --> 00:17:00,200 haven't really changed a lot in terms of mess j 290 00:17:00,480 --> 00:17:03,879 on the site since then, and so I think this 291 00:17:03,919 --> 00:17:07,200 will be a fun opportunity for people to hear in 292 00:17:07,279 --> 00:17:09,799 real time, like here are some of the tweaks. Here 293 00:17:09,799 --> 00:17:12,599 are some of the things that will make a big difference. 294 00:17:12,720 --> 00:17:16,240 And one thing I'll say to our listeners is if 295 00:17:16,279 --> 00:17:19,519 you are listening to this on audio, totally great, but 296 00:17:19,559 --> 00:17:21,920 be sure you're subscribed on YouTube because you can actually 297 00:17:21,960 --> 00:17:24,880 see when we're doing visuals like this. So we'll have 298 00:17:24,920 --> 00:17:27,599 a visual of the site pulled up. But Chris, are 299 00:17:27,640 --> 00:17:31,319 you game for a little real time website on it? 300 00:17:31,640 --> 00:17:33,759 I'm going to take notes and then I'm going to 301 00:17:33,839 --> 00:17:36,519 try my best not to make changes before this episode 302 00:17:36,559 --> 00:17:42,519 comes out so that people can see. Yeah, so it's 303 00:17:42,559 --> 00:17:44,359 the lease art you dot com and maybe you share 304 00:17:44,359 --> 00:17:47,519 with me you know what's working, what's missing, and is 305 00:17:47,559 --> 00:17:49,640 there one tweet like what's the one tweak that you 306 00:17:49,680 --> 00:17:51,599 see that you think can make the biggest difference, and 307 00:17:51,640 --> 00:17:54,480 I think that everyone could benefit from this. 308 00:17:55,200 --> 00:17:57,680 Speaker 2: I love doing I love doing this kind of work. 309 00:17:58,079 --> 00:18:02,960 So when I land your page, there's a wonderful video 310 00:18:03,160 --> 00:18:05,319 of you. You're doing a lot of things right right. 311 00:18:05,400 --> 00:18:08,960 The video is kind of in the background. It's got 312 00:18:09,000 --> 00:18:13,119 this blue kind of tone on top of it that 313 00:18:13,240 --> 00:18:17,039 allows me to be able to read the main headline. 314 00:18:17,599 --> 00:18:22,200 The main headline is the most important part of the 315 00:18:22,240 --> 00:18:25,759 page because again, if we lose them here, we've just 316 00:18:25,880 --> 00:18:29,440 lost a potential client. So we really want to get 317 00:18:29,440 --> 00:18:33,240 this right. And the things that I would do for 318 00:18:33,359 --> 00:18:36,680 your site would be so the video. 319 00:18:37,799 --> 00:18:38,480 Speaker 3: People have a. 320 00:18:38,440 --> 00:18:42,519 Speaker 2: Lot of opinions about video, and video can be used 321 00:18:42,599 --> 00:18:45,599 in beautiful ways on your website and can really show 322 00:18:45,680 --> 00:18:49,599 like this video shows your energy, your enthusiasm, it shows 323 00:18:49,640 --> 00:18:54,799 that you're a thought leader in this space. But the 324 00:18:55,799 --> 00:18:59,640 rapid motion of the video is competing with the words, right. 325 00:19:00,160 --> 00:19:02,319 I doesn't know where to go. Should I be watching 326 00:19:02,359 --> 00:19:06,119 this video and lots of movement and action in the video, 327 00:19:06,440 --> 00:19:08,319 or should I be focusing on the words. 328 00:19:08,640 --> 00:19:10,079 Speaker 3: The words are also. 329 00:19:09,880 --> 00:19:14,599 Speaker 2: Moving, and so my brain is a little bit overwhelmed. 330 00:19:14,799 --> 00:19:18,519 And you are the opposite of that. Having known you 331 00:19:18,559 --> 00:19:21,559 for many years, that is not what you're about. And 332 00:19:21,599 --> 00:19:24,880 that's the first impression that I'm that I'm getting here 333 00:19:25,000 --> 00:19:29,319 is just there's too much movement and I can't quite 334 00:19:29,480 --> 00:19:34,880 just calmly arrive and digest the message without competing factors. 335 00:19:35,559 --> 00:19:38,759 So the way that I would resolve that, because I 336 00:19:38,839 --> 00:19:41,880 do really like the video and I think it builds 337 00:19:42,039 --> 00:19:46,279 your authority, I would turn that video into slow motion, 338 00:19:46,720 --> 00:19:50,759 like down to like zero point two five speed, so 339 00:19:50,839 --> 00:19:53,599 it shows you walking on stage, but it's not as 340 00:19:53,680 --> 00:19:58,319 like a frenetic multiple cuts type of movements. I think 341 00:19:58,640 --> 00:20:02,359 just that would change the vibe of the website in 342 00:20:02,400 --> 00:20:07,920 a big way. And then I would remove the animation 343 00:20:08,799 --> 00:20:13,200 that happens here with the it's time to achieve. It 344 00:20:13,240 --> 00:20:18,880 says it's time to achieve more quantum leaps, it's time 345 00:20:18,920 --> 00:20:23,920 to achieve record breaking sales goals. So it's just taking 346 00:20:23,960 --> 00:20:27,279 me time to digest this message, and this is going 347 00:20:27,319 --> 00:20:30,039 to get missed because people are going to keep moving 348 00:20:30,039 --> 00:20:33,759 down the page after five seconds. So I would remove 349 00:20:33,799 --> 00:20:36,720 that animation and just say it very clearly, it's time 350 00:20:36,759 --> 00:20:42,519 to achieve quantum leaps and record breaking sales goals. And 351 00:20:43,279 --> 00:20:48,440 simple headline, and then I think the sub headline is lovely. 352 00:20:49,119 --> 00:20:52,000 I really love the subhead In this section, we're trying 353 00:20:52,039 --> 00:20:54,680 to achieve three things. What do you do, how's it 354 00:20:54,759 --> 00:20:56,400 going to make my life better? And what do you 355 00:20:56,440 --> 00:20:59,119 want me to do next? So that what do you 356 00:20:59,240 --> 00:21:04,640 do is really captured in the subheb. The subhead that 357 00:21:04,680 --> 00:21:09,400 you have, Alice Archer, empowers entrepreneurs and sales professionals to 358 00:21:09,519 --> 00:21:14,720 revolutionize how they sell, explode their income, and achieve quantum 359 00:21:14,839 --> 00:21:19,720 leaps in all areas of life. So strong, we've woven 360 00:21:19,759 --> 00:21:22,279 in the benefits you've talked about how you do this 361 00:21:22,680 --> 00:21:23,839 your area of. 362 00:21:23,759 --> 00:21:25,440 Speaker 3: Expertise super clear. 363 00:21:25,319 --> 00:21:29,640 Speaker 2: And then below that you have kind of a bar 364 00:21:29,799 --> 00:21:35,880 of logos of companies that you've been featured in like Forbes, Sales, 365 00:21:36,279 --> 00:21:41,119 Sales Force, all of those wonderful authority builders really really 366 00:21:41,160 --> 00:21:45,079 beautifully done. The piece about what do you want me 367 00:21:45,160 --> 00:21:49,279 to do next? I'm is a little bit vague here. 368 00:21:50,039 --> 00:21:55,960 So you've got you've got five sales scripts to increase 369 00:21:56,160 --> 00:22:01,200 your close rate fifty percent or more magnet, and you've 370 00:22:01,200 --> 00:22:04,000 had this lead lead magnet for a while because I've 371 00:22:04,119 --> 00:22:07,839 downloaded it myself. But when you find something that works, 372 00:22:08,400 --> 00:22:12,200 you stick with it, and people really need help in 373 00:22:12,240 --> 00:22:18,359 this area. So I love the lead magnet that you 374 00:22:18,480 --> 00:22:19,079 have here. 375 00:22:20,119 --> 00:22:21,119 Speaker 3: It feels to. 376 00:22:21,079 --> 00:22:27,000 Speaker 2: Me a little bit premature to introduce that lead magnet. 377 00:22:27,079 --> 00:22:30,920 I first, I'm still first wanting to know, like, do 378 00:22:31,000 --> 00:22:34,880 you understand my problem? Do you care about my success? 379 00:22:35,119 --> 00:22:38,960 What's my life going to look like after we've worked together? 380 00:22:39,559 --> 00:22:42,079 And all of those things are going to help me 381 00:22:42,160 --> 00:22:46,400 feel connected to you and really answer the three questions 382 00:22:46,440 --> 00:22:48,680 that I have in my brain at this point, which 383 00:22:48,680 --> 00:22:50,759 are what's in it for me? What's in it for me? 384 00:22:50,920 --> 00:22:54,480 And what's in it for me? And so by really 385 00:22:54,559 --> 00:22:59,839 leading with showing me that you understand my struggle and 386 00:23:00,039 --> 00:23:02,799 where I'm stuck and what I'm frustrated by, and then 387 00:23:02,920 --> 00:23:05,319 following that with what is my life? 388 00:23:05,599 --> 00:23:08,079 Speaker 3: What does my life look like after working with you? 389 00:23:08,359 --> 00:23:12,880 Speaker 2: These are not features of working with you, it's benefits 390 00:23:12,920 --> 00:23:17,680 that my life is going to experience after working with you. 391 00:23:18,920 --> 00:23:24,279 And then as we move down the page, you start 392 00:23:24,279 --> 00:23:27,160 here with a problem headline, which is does making the 393 00:23:27,200 --> 00:23:31,559 money you actually want feel like a constant struggle? I 394 00:23:31,640 --> 00:23:36,400 love this headline because it really identifies the problem that 395 00:23:36,880 --> 00:23:38,559 you know. I want to make more money, but it 396 00:23:38,599 --> 00:23:42,720 feels like a constant struggle you're naming that. I don't 397 00:23:42,759 --> 00:23:47,799 know if I would pose this as a question. I'm 398 00:23:47,839 --> 00:23:50,480 not against it, but I might just state it like, 399 00:23:50,640 --> 00:23:55,319 this is a fact for many entrepreneurs making the money. 400 00:23:55,519 --> 00:23:59,960 Or you work with employed people too, so you know 401 00:24:00,039 --> 00:24:04,160 so for many women making the money you actually want. 402 00:24:04,319 --> 00:24:05,480 Speaker 3: Feels like a struggle. 403 00:24:05,680 --> 00:24:09,519 Speaker 2: That's a statement, that's a truth, that's a reality, and 404 00:24:09,559 --> 00:24:13,839 it's stronger than a question. Again, I'm not against questions, 405 00:24:13,880 --> 00:24:17,519 but it does cause my brain to need to burn 406 00:24:17,519 --> 00:24:23,160 more calories versus a statement. And then that's followed by 407 00:24:24,240 --> 00:24:29,920 for fairly long paragraphs of copy, and I can tell 408 00:24:30,240 --> 00:24:33,240 without reading all the copy, I can tell that it's 409 00:24:33,799 --> 00:24:38,640 beautifully written. It's just that people don't read websites anymore. 410 00:24:39,119 --> 00:24:40,839 Speaker 3: They scan them. 411 00:24:41,039 --> 00:24:46,759 Speaker 2: So I would recommend like cutting that down to half. 412 00:24:47,000 --> 00:24:51,279 And our brains really love bullet points. So if it's 413 00:24:51,279 --> 00:24:54,279 in a paragraph, a long paragraph, see if you can't 414 00:24:54,359 --> 00:24:58,400 challenge yourself to converting that into bullets. Bullets allow our 415 00:24:58,440 --> 00:25:01,759 eyes to enter in and exit out, enter in and 416 00:25:01,880 --> 00:25:06,079 exit out without committing to reading a long body of copies, 417 00:25:06,119 --> 00:25:10,279 So that could make shifting those four paragraphs into bullet 418 00:25:10,319 --> 00:25:14,000 form could make this section be way more digestible for 419 00:25:14,079 --> 00:25:17,200 the human brain. And then you have the next section 420 00:25:17,599 --> 00:25:21,759 is really a question, which is are you ready to 421 00:25:21,799 --> 00:25:25,200 blow your mind with what's possible in a year. I 422 00:25:25,240 --> 00:25:29,599 would love to see you shift this into more of 423 00:25:29,640 --> 00:25:33,680 a philosophical statement, putting your stake in the ground around 424 00:25:33,720 --> 00:25:37,480 what you believe is true or what you believe they 425 00:25:37,559 --> 00:25:42,880 deserve right, you deserve. You deserve to blow your own 426 00:25:42,960 --> 00:25:47,640 mind in the next twelve months. 427 00:25:48,599 --> 00:25:51,400 Speaker 3: You deserve a clear path to. 428 00:25:55,039 --> 00:25:57,240 Speaker 2: I love this line. You know you weren't born to 429 00:25:57,799 --> 00:26:00,119 play small, So how can we shift that in to 430 00:26:00,160 --> 00:26:02,000 more of a like a that could be a great 431 00:26:02,079 --> 00:26:07,079 philosophical statement. I believe you weren't born to play small. 432 00:26:08,319 --> 00:26:11,480 This is really this gets people to rally around our 433 00:26:11,519 --> 00:26:18,599 bigger vision. And then and then you have services here corporate. 434 00:26:18,759 --> 00:26:22,880 You've got three buckets, corporate consulting, private and group coaching, 435 00:26:23,079 --> 00:26:27,440 and then speaking in interviews. So what's happened here is 436 00:26:27,839 --> 00:26:35,119 you've you're introducing yourself as the guide, showing your areas 437 00:26:35,119 --> 00:26:37,799 of service. And there this is a very important part 438 00:26:37,839 --> 00:26:40,359 of the page, but I would push it down below. 439 00:26:41,039 --> 00:26:45,640 Prior to this, we really need to outline the benefits 440 00:26:45,680 --> 00:26:50,920 of this. So what are the three big benefits to 441 00:26:52,359 --> 00:26:56,200 when you don't play small anymore, when you have blown 442 00:26:56,279 --> 00:26:59,559 your own mind in the next twelve months, what's your 443 00:26:59,599 --> 00:27:03,920 life like? Wake up excited, you know about the day 444 00:27:04,079 --> 00:27:07,200 because you know money is coming to you in every moment. 445 00:27:08,839 --> 00:27:14,240 Pull up, you know, log into your bank and see 446 00:27:15,480 --> 00:27:18,759 you'll be able to word this better because of writing 447 00:27:18,839 --> 00:27:20,400 on the fly is always hard. 448 00:27:20,200 --> 00:27:22,720 Speaker 1: But you can come a spot here. But this is 449 00:27:22,759 --> 00:27:23,160 so good. 450 00:27:23,440 --> 00:27:26,720 Speaker 2: Yeah, you know, log into your bank account and be 451 00:27:27,039 --> 00:27:32,559 astounded by the amount of money in there, and you know, 452 00:27:33,839 --> 00:27:37,519 make decisions, make do the things that you want to 453 00:27:37,640 --> 00:27:42,319 do without any kind of limited thinking or restrictive thinking 454 00:27:42,359 --> 00:27:45,559 around money. So those are kind of three, you know, 455 00:27:46,000 --> 00:27:49,160 off the cuff huge ways. So that that answers that 456 00:27:49,279 --> 00:27:51,640 question that my brain is having around what's in it 457 00:27:51,720 --> 00:27:53,559 for me? What's in it for me? What's in it 458 00:27:53,599 --> 00:27:56,960 for me? Now I know very clearly. Now I'm invested 459 00:27:57,839 --> 00:28:02,440 in you. Now at this point, I actually am asking 460 00:28:02,480 --> 00:28:06,599 the question, Okay, who's behind all this? I'm in, I'm engaged, 461 00:28:06,640 --> 00:28:09,799 I'm in Who's behind all this? And then you get 462 00:28:09,839 --> 00:28:12,160 to come into this story about the third of the 463 00:28:12,160 --> 00:28:18,720 way through as the guide, as the Yoda, or as 464 00:28:19,119 --> 00:28:21,079 I'm trying to think of a modern day example, but 465 00:28:21,240 --> 00:28:26,599 you know, as like as Hamage in Hunger Games was 466 00:28:26,680 --> 00:28:31,519 the guide to Catnus. Guides don't need to be perfect. 467 00:28:31,680 --> 00:28:34,079 They don't need to brag, they don't need to boast. 468 00:28:34,200 --> 00:28:38,720 They just need to step into this story with endless 469 00:28:38,799 --> 00:28:42,960 empathy because they understand the struggle so deeply that their 470 00:28:42,960 --> 00:28:45,359 clients are going through, so they can just step in 471 00:28:45,400 --> 00:28:49,039 and be like, I get it. You know, feeling feeling 472 00:28:49,240 --> 00:28:56,039 stuck or feeling limited around your money mindset is really hard. 473 00:28:56,559 --> 00:28:59,119 Speaker 3: It's so simple, just like this is. 474 00:28:59,359 --> 00:29:03,000 Speaker 2: This is kind of back to that coffee conversation that 475 00:29:03,039 --> 00:29:04,000 you would have with someone. 476 00:29:04,079 --> 00:29:05,720 Speaker 3: I get it. You know, this is hard. 477 00:29:05,839 --> 00:29:09,759 Speaker 1: This is brilliant. I have just taken so many notes 478 00:29:10,000 --> 00:29:12,039 on what you're sharing, and what I love too is 479 00:29:12,920 --> 00:29:16,319 none of it requires like a huge overhaul. It really 480 00:29:16,440 --> 00:29:23,640 is simple tweaks, but with just a different perspective, which 481 00:29:24,480 --> 00:29:28,640 you're so brilliant at providing. So I would love if 482 00:29:28,640 --> 00:29:30,640 you could share because people are again they're listening and 483 00:29:30,680 --> 00:29:33,279 they're saying, okay, I want I want Chris to do 484 00:29:33,319 --> 00:29:36,200 that from my side I need to connect with her. 485 00:29:37,359 --> 00:29:40,720 Please share with everyone where they can go to get connected, 486 00:29:40,799 --> 00:29:44,240 how they can you know, look at working with you, 487 00:29:44,559 --> 00:29:46,960 and just all the ways to dig into your work 488 00:29:47,039 --> 00:29:47,559 even more. 489 00:29:47,799 --> 00:29:51,000 Speaker 2: Well, everything about me, what I'm doing. Booking a call 490 00:29:51,039 --> 00:29:55,000 with me can be found on my website read doorstories 491 00:29:55,519 --> 00:29:58,599 dot com, and you can book a money making messaging call. 492 00:29:58,720 --> 00:30:01,079 I will pull up your web site during the call 493 00:30:01,160 --> 00:30:03,519 and we'll walk through it and kind of figure out 494 00:30:04,000 --> 00:30:06,200 where are the holes in your story, what are the 495 00:30:06,200 --> 00:30:09,920 elements that you can plug up right away? So I 496 00:30:09,960 --> 00:30:14,279 would encourage those calls are free. I would encourage anybody 497 00:30:14,359 --> 00:30:17,200 to go to my website and book a call. I 498 00:30:17,240 --> 00:30:21,200 also have on the website a free guide that shows 499 00:30:21,240 --> 00:30:24,920 you how to really change the lens that you look 500 00:30:24,960 --> 00:30:28,279 at your business with. So how can you shift from 501 00:30:28,319 --> 00:30:30,519 being the hero of your own story to being the 502 00:30:30,559 --> 00:30:35,039 guide and the story and really positioning your clients. 503 00:30:34,799 --> 00:30:36,480 Speaker 3: As the hero of the story. 504 00:30:36,519 --> 00:30:40,400 Speaker 2: That's what's going to turn your website into your top 505 00:30:40,440 --> 00:30:43,839 sales employees. So I have a free guide called how 506 00:30:43,839 --> 00:30:47,599 to write Compelling Copy in five minutes Flat. I also 507 00:30:47,920 --> 00:30:51,440 just came out with a book, so if you can't 508 00:30:51,480 --> 00:30:53,680 afford to work with me one on one. My rates 509 00:30:53,720 --> 00:30:58,119 are very reasonable. But if for some reason you're in 510 00:30:58,160 --> 00:31:01,000 a phase of business where you need to why things, 511 00:31:01,119 --> 00:31:05,799 I would highly recommend getting my book. It's called from 512 00:31:05,839 --> 00:31:09,000 Click to Client. It's almost out. You can go to 513 00:31:09,039 --> 00:31:11,599 my website and go to the book tab and get 514 00:31:11,599 --> 00:31:14,160 on the on the wait list to be notified. 515 00:31:14,279 --> 00:31:18,880 Speaker 1: So exciting and congrats. By the way, huge like huge accomplishment. 516 00:31:19,880 --> 00:31:23,240 We will link everything in the show notes, and I 517 00:31:23,319 --> 00:31:28,119 highly encourage so everyone go grab Chris's book as well 518 00:31:28,160 --> 00:31:30,359 as book the session and go to her So I mean, 519 00:31:30,440 --> 00:31:32,759 I know everything will be clear and easy to follow, 520 00:31:32,799 --> 00:31:35,880 and you will see how you see in real time 521 00:31:36,279 --> 00:31:38,599 what Chris has taught us today too, So it'll be 522 00:31:38,599 --> 00:31:42,599 a beautiful opportunity to see this and witness this. Thank 523 00:31:42,640 --> 00:31:45,640 you again, I so appreciate it, and just even on 524 00:31:45,680 --> 00:31:49,799 the spot, the feedback the advice that you gave was 525 00:31:50,000 --> 00:31:54,480 really powerful. So I appreciate you, Chris. I appreciate you 526 00:31:54,519 --> 00:31:58,119 coming in and sharing your brilliance here Zone of Genius 527 00:31:58,519 --> 00:32:01,440 with our audience because everyone here who's listening is looking 528 00:32:01,480 --> 00:32:03,640 to make a greater impact in the world and looking 529 00:32:03,680 --> 00:32:07,720 to really connect authentically with their followers and with the 530 00:32:07,759 --> 00:32:11,640 people they are called to serve. To you, my listener, 531 00:32:11,640 --> 00:32:14,799 I want to thank you for listening to the Superhuman 532 00:32:14,839 --> 00:32:18,400 Selling podcast and I want to remind you to trust 533 00:32:18,440 --> 00:32:22,880 yourself on your path to success. Your desires are green lights, 534 00:32:22,960 --> 00:32:26,440 leading you and everyone around you to a brighter future. 535 00:32:26,799 --> 00:32:37,480 To see you on the next episode.