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The nice thing about a website is how easy it is to change.
The hard thing about a life is how hard it is to change. And how easy for that change not to stick.
So when I change – when I grow as a person, lose some fears, embrace new beliefs, etc. – I want to make sure my environment reflects and supports those positive changes. Including my website.
You see, when people contact me for coaching, or consulting, or to attend a workshop, what they know (or think they know) about me comes from my marketing material. The book (AdWords For Dummies, for those of you who are here accidentally and have no idea who I am), the website, my contributions to blogs and interviews and other products and so on.
I don’t want to broadcast an outdated message and attract clients who won’t be in sync with my current reality.
Some of the stuff I’ve done is just out there, and can’t be put back in the bottle. You can see all the iterations of my first site, howieconnect.com, on the WayBack Machine at archive.org. Like snapshots from a childhood, there are versions that make me laugh, cringe, crow in pride, and shake my head in amazement in how far I’ve come.
There’s nothing wrong with improvement – in fact, I always take solace in the fact that when I create a new web page, it’s the worst it will ever be at the beginning. Improvement is inevitable if I ask for feedback and pay attention to it.
But just as I update my resume and wallet snapshots of my kids, I want to make sure that my website represents my current reality. Not just the details, but the heart of my business.
So today I’d like to share with you just a few questions I’ll be using over the next several weeks as I update and upgrade my marketing messages at askhowie.
Website "Marketing Makeover" Queries
Is this page telling the truth? Is it still technically accurate? Is it missing anything?
Is there anything misleading on this page?
Am I focusing more on my own needs or the needs of my prospects and clients? In other words, is this page motivated by service or selfishness?
Am I speaking with confidence? Do I deeply believe my own claims?
If someone just reads this page and doesn’t convert, are they still better off than when they started? (Thanks to my coach Christian Mickelsen for that insight.)
Does this page try to get the sale by appealing primarily to the "lower self" of the reader, or to their better nature? In other words, does it elevate or suppress consciousness?
Am I teaching a technique that, when applied, supports or raises the standards of my client’s industry?
Does this page sound like me today? If I wrote it today for the first time, what would be different?
Not the same as split testing
This process is not a scientific march to higher conversions. It’s not a technical fix to a poorly performing site.
Instead, it’s an acknowledgment of my personal discovery that my business is a projection of my self. A trailing indicator of the person I keep becoming.
And the Queries listed above are my queries, not necessarily yours. They reflect my own journey – into greater self-confidence and away from marketing "trips and tricks" that sometimes substituted for true connection during my business odyssey.
I’m sure I’m missing some pretty important questions. But I trust that the ones I’ve listed will move me and my website in the right direction.
So my question to you is – what are your big queries to ensure your marketing is in sync with your being?
Please post to comments, if you’re inspired to share. Otherwise, feel free to make this an internal process (or to ignore it completely and go on with your day;).