If you're a solopreneur or small business owner and you're the one doing most of the work on your website, today's video is for you.
In researching conversion optimization and doing many website reviews, I've noticed a common trend that leads to a big mistake. Watch the video to see how something that might seem harmless at first can actually be a considerable (self-imposed) road block for the success of your business.
Here are the 3 important points summarized:
1) Bring Your Value to the World
Your business can only ever succeed if it is built to deliver some form of value to the world. Your website's job is to communicate what that value is, who it's for and to deliver that value effectively.
In other words: a fantastic product is pointless if no one's using it.
The greatest service in the world has no value if no one's being served.
The best content is wasted if it has no audience.
This is why your website needs to be effective, above all else. And that's why...
2) How You Feel Doesn't Matter
Your personal preferences should take a back seat when it comes to optimizing your business and your website. In fact, we can narrow it down further: when it comes to driving your business forward and selling, your personal preferences might be deceiving you.
I've noticed that the areas where people tend to have the most qualms - interruptive opt-in forms, long sales pages, auto-play videos etc. - all have a commonality...
They're all related to "pulling the trigger".
Your business' overall direction, the quality of what you create and the way you treat your customers and audience can (and should) all be informed by your character and your own preferences. But don't let your preferences get in the way of building an effective website.
3) Spend Your Time Wisely
It's a real shame to see someone who has a brilliant (potential) business to share with the world spending forever spinning their wheels.
Deciding on a shade of purple for your button isn't as important as getting new clients.
We all love customization options and believe me when I say that I'm more than familiar with perfectionism. If you want to bring your business' value to the world, you need to overcome the endless tinkering.
Look at this website you're on right now.
This is my website.
Do you think I'm 100% happy with everything about this site?
I could spend the better part of a day just compiling a list of all the small changes I'd like to make and I could keep a large part of our team busy with optimizations, tweaks and improvements for weeks, if I let my perfectionism run rampant.
But you can watch the videos here, you can read the text and it looks nice enough. In the meantime, the Thrive Team is focused on creating more and better products, because that's just a better use of everyone's time.
If you'd like a simple framework that helps you make sure the changes you make to your site actually matter, take a look at this post.
Over to You
This has been an usual post for the Thrive Blog, as it's more of a rant and also more personal. I hope you can tell that I'm not just preaching from a high horse, I'm talking about issues that I personally had to overcome (and often still struggle with) as well.
I'd love to know your thoughts and reactions to this post. Leave a comment below to let me know what you think.