Guess what? You (probably) don’t need a new website.
If your website isn’t aligned with how your customers want to engage with you and make decisions, they will arrive at your site and:
- Won’t understand what you do or if you can help them
- Can’t easily find and/or understand answers to their questions
- Won’t know how to move forward with you
- Choose the back button to your competitor
As a result, your credibility is shot and your marketing dollars are wasted. People do business with people they trust. Without a face-to-face connection, your website is your organization and must create trust.
As the website owner this can be frustrating. After all, you probably spent thousands of dollars on your website, maybe even recently. Yet you look at your analytics, or leads, or sales and see that your site isn’t contributing – and might even be a liability.
I want to save you from an expensive redesign. I’ll help you return your website to its freshly-launched state (or better) without throwing the whole thing out and starting over.
Why am I qualified to help?
I’ve worked in web since 1995 and part of my first job was giving people tours of this new thing called the World Wide Web. I have spent most of my career watching and learning how people behave on websites.
I’ve worked on hundreds of user experience projects for organizations like yours, who want their website to be an asset and help grow their business.
Over the years I’ve seen patterns of behaviour, and developed a process that gets to the heart of what your website is about – getting your customers to the right content at the right time in their decision making process. And most importantly – not getting in their way.
Clear Paths for Customers: 6 Steps to a High Performing Website
This online course enables small business owners to remove the roadblocks on their website that prevent customers from engaging, by learning how to create clear paths through content that align with the customers’ decision-making journey.
The results? In as little as 6-8 weeks you can reduce costs and increase revenue:
- Decrease reliance on external contractors and your IT team
- Increase your web savvy and gain confidence in your website decisions
- Reduce support calls and emails from customers
And most importantly,
- Attract a more qualified audience to your site and convert them at a higher rate
- Generate more leads, sales, registrations, donations, etc.
This course is all about enabling a trusted relationship to form on your website. It doesn’t matter if you’re an educator, a manufacturer, or if you sell consumer goods or professional services. Or who your audience is. Your website has to play the role of an in-person meeting to try and establish rapport and build a relationship.
You could go it alone…
You could learn to realign your website on your own – all of this information is freely available through Google searches and books and webinars and blog posts and conference material.
However, I have distilled over 25 years of experience into 6 modules that guide you step-by-step through a process that I have carried out for dozens and dozens of organizations.
This methodology works with any business. I’ve worked with a wide range of organizations:
- Custom orthotics manufacturer
- Senior home care services
- B2B SaaS company
- Architectural design firm
- Financial software
- Not-for-profit organizations
It works because it’s based on your customers. Their needs and behaviors are the foundation of the decisions you’ll make for your website.
What is user experience?
Understand the importance of your website in establishing trust with your audience and its role in creating customers and long-term relationships
Assess the UX of your website
Charting your customer’s journey
Understand the decision-making process of your customers – how and why they choose products or services like yours
Create an empathy map for your customer
Create a customer journey map
Mapping your content
Identify all of the content that should be on your site, to address your customers’ needs at each step of their decision making
Taking stock of your current site
Complete an inventory of what content you have now
Do a gap analysis to see what’s missing and what’s in excess, so you can move forward with the right content
Update your sitemap
Crafting the journey architecture
Identify clear paths through your content, designed to attract customers, persuade them to explore your site, and nudge them toward establishing a relationship with you
Write and place calls to action on your site
Measuring your success
Identify what behaviours on your site indicate it’s performing well
Create a measurement framework
Configure your site to track what’s important
All modules follow the same formula
- Start each module with a ~20 – 30 minute presentation where I teach the concepts – diving into the why, what and how. There are lots of examples along the way.
- Then, you get to put what you learned into practice for your own website. There are blank templates for you to print or complete online.
- You also get supporting documents. It might be a cheat sheet, a how-to guide, or a list of other great resources. (18 in all!)
- When you sign up you get access to the first module. A week later, the second module is made available to you, with the rest following on a weekly basis.
The modules build on each other. That means, to get the most out of the course, you have to complete the homework in one module before you carry on to the next. How long the homework takes depends on how big your site is, and if you’re working alone or with a team. Budget a few hours per module.
It may seem like a bit of work, but you’re not alone.
You also get:
- Access to a private Facebook group with other course participants. You can post questions, share your progress and experiences, and get feedback from me directly, as well as other people going through the course
- Two 1-hour live Q&A sessions with me per month for the first 3 months. You can submit your questions in advance and get direct feedback from me.
- Course material for 6 modules, including 6 videos, and 18 worksheets, checklists and guides
- 1-hour live Q&A sessions with me, twice per month for 3 months
- Membership in the Facebook community
I’m confident you’ll find tremendous value in carrying out these 6 modules for your own website. However, if for any reason you aren’t happy with the content and the potential upside for your business, you’re not stuck. Simply send me an email within the first 30 days and I’ll give you a 100% refund.
Frequently Asked Questions
Is the course online or in person?
The course is 100% online. When you sign up you’ll get access to an online portal where you’ll watch the webinars for each module and download the worksheets and other resources. And we’ll connect through the Facebook group.
How much does it cost?
The full course will all the modules and materials is $897 USD.
How much time do I need to invest?
How long the homework takes you is dependent on how big your website and organization are. I know you are all taking time out of running businesses to do this, so I have tried to make it bite-sized. If you could budget 2-3 hours of focused time for each module (each week?) that should be enough.
What if I’m unhappy? What’s your return policy?
If you aren’t happy, send me an email within the first 30 days and I’ll give you a 100% refund, and you can keep the materials.
Do the materials ever expire?
Your access to the online portal where the course materials are housed won’t expire, nor will your access to the Facebook group (unless you’re not playing nicely). That being said, the web changes and course material will become out of date over time. Updated materials are available through the Facebook community.
What website/technical knowledge do I need?
Administrator-level access to your content management system. You’ll need to do things like:
- edit text
- add buttons
- create new pages
- rearrange order in menus
- delete pages
Administrator access to Google Analytics or another analytics tool. Familiarity with your analytics tool is an asset.
Does it matter what content management system (CMS) I use?
No, my clients run WordPress, Drupal, Wix, Squarespace, Adobe AEM, to name a few. However, they are all a little different. Where one CMS may allow you to update a particular field in 1 step, another may be more complex.
Can my entire team take part in the course?
By all means! If you’d like to work through the course as a group, it’s a great learning experience. For some of the tasks, “divide and conquer” is a good approach. For others, being able to collaborate is beneficial. Those who work on your website now and/or interact closely with customers will be great contributors.
What if I need help?
The Facebook community will be your primary source of support. I am on there regularly, and other course participants are actively providing feedback. Post your questions and your progress – and offer help to others if you can.
What if I need even more help?
If you would like additional coaching and guidance to complete the course, I’m available for individual consultations or smaller group sessions. Reach out to me and we can see what works best for you.
What are you waiting for?
If you want to kick-start the performance of your website without investing in an expensive redesign project, and increase your web knowledge along the way, this course is the answer:
- Better quality visitors
- More conversions
- Your website will be an asset to your business.