I know what you're thinking.
'Narrow my audience? Are you crazy? I read this blog to get more customers, not less!'
Just hear me out. There is a common misconception that more visitors = more subscribers = more sales.
In most cases this just isn’t true.
In today’s website review video you’ll learn how to embrace your point of difference. When it’s done right, this allows you to attract more of your ideal customers, and get the most out of each new lead.
(But wait, there's more!) To give you a better idea of what this advice looks like in practice, we’ve done something a little different. We’re not just reviewing this homepage. We’ve completely remade it.
Let's take a look at a general overview of the original site, and then get into the main points of improvement so you can apply the same principles to your business.
Bodamaestra is a wedding planning service that caters to a very specific audience. Can you guess who that audience is from the homepage alone?
The Power of Embracing Your Niche
BodaMaestra is the site for wedding planner Esme Krahn. She offers something a little different from other wedding planners. Here's an exert from her About Page:
She is a bilingual wedding planner that specializes in authentic Latino weddings.
This is a powerful Unique Selling Proposition if I ever did see one. But does she mention it anywhere on her homepage?
Unless you're sifting through the sidebar with a magnifying glass, not really, no.
It's hard to go against the urge to please everyone when making a website. You don't want to turn any visitors off by targeting your message too specifically. This leads to the curse of generality; catering to many, but resonating with none.
Attracting the Right Visitors
Now it is true that by calling out your point of difference and targeting your audience more specifically, you'll be alienating some of you visitors.
At the start this might pinch a little, but in the long run it's far better for your business.
- The more you acknowledge and publicize your niche, the easier it is for your target audience to find you. General traffic may decrease but quality traffic will increase.
- Quality traffic is much more likely to convert, since you specialize in exactly what they're looking for.
- If you have a speciality and don't call this out at the start, the more a visitor finds out about your product or service, the more they’ll realize it’s not quite for them. The earlier they find this out the better. It saves you time and resources trying to convert unsuited visitors into customers.
In Esme's case, her homepage attracts those who are seeking a general wedding planner, but the more you read into her services and the further you delve into her about page, the more you realize her main focus is creating Latino weddings.
By omitting her niche from the main page of her website, she's losing her chance to connect with her target audience. By focusing on this niche elsewhere in her website, she's losing unsuited visitors who thought she was a general wedding planner. This creates a lose/lose for her lead generation.
Turning Quality Traffic into Quality Leads
Now that your traffic is more targeted to suit your niche, you want to convert as many of those highly suited visitors into leads as possible.
Esme has a great Call to Action on her site. If you're interested in her services you can book a free consultation. This is a great next step in the sales funnel.
But what if a visitor isn't ready to take the next step? What if they've just started looking around, or they're not even sure if they want a wedding planner yet?
For these visitors booking a consultation, even if it's free, can seem like too much of a commitment.
Since this is the only Call to Action on the homepage, Esme could be losing countless qualified visitors because they're not quite ready to commit to the next step.
As part of our remake we included a Multi-Step Lightbox that gives new visitors a chance to show their interest, without having to sign up to a full consultation.
If a visitor clicks on the 'I'm just looking for some ideas' option, they're offered a free guide on a wedding planners top tips for planning a wedding. This opt in was already on Esme's site, hidden deep within the About Pages.
Getting those visitors who don't want to book a consultation onto an email list gives Esme the chance to:
- Build relationships with visitors who are undecided or just aren't ready to commit yet, by sending out regular valuable content.
- Stay at top of mind of those couples who are planning their own wedding, incase they decide they need a wedding planner after all. This is perfect for Esme's Partial Wedding Planning and Day Of Wedding Services.
- Direct traffic to, and offer promotions on, the products she currently has in the sidebar on her homepage, allowing her to take them off the homepage and add them to a separate dedicated 'Shop' page.
- Collect out of area leads if she decides to branch into online consulting or information products.
Increasing the Value of Each New Lead
To ensure your niche is as profitable as it can be, make sure those who are picking up what you're putting down have as many chances to buy from you as possible.
In Esme's case, once she starts making a name for herself as a Latino wedding planning expert, she'll start attracting Latin-American couples in all situations and locations (through Google searches, directories, blog articles about traditional Latin weddings in the United States etc).
In order to make full use of all that targeted traffic we recommend she consider expanding her services to accommodate Latin-American couples who want a traditional wedding but don't live in the area, as well as those who cant afford a wedding planner but still want some advice.
Adding online consulting to her services or creating a paid information product about planning your own traditional hispanic wedding in the States would help her serve more people within her niche.
Theory into Practice - The Remake
So what would Esme's homepage look like if she put all this audience sifting, niche juicing theory into practice? Let's take a look.
This is our remake of Esme's site, created with our very own (you guessed it) Thrive Architect.
Killing Two Birds With One Stone Through Personal Branding
If you run a service or consulting business, a handy reputation building shortcut is to promote yourself as the personal brand, instead of having a separate business name.
Using your own name as the business name means you only need to build traction, reputation and SEO behind one title, rather than your own name as the provider of the service and your company's name. This is especially helpful in reviews and industry directories.
Using Translation to Boost Convenience and SEO
One of Esme's main strengths is that she's bilingual. This is perfect for couples who may not be fluent in English, or who have family that only speak Spanish.
Adding a translation plugin to the website not only gives Esme a chance to make her site more accessible to Spanish speaking couples and their families, it also ensures her content shows up in search results for both languages. This feature, available in certain translation plugins, allows translated pages to be indexed by search engines. This can be a powerful way of generating traffic for your niche.
We'd Love to Hear From You
I hope you got some value out of today's website review and remake.
Do you have a service or consulting business with a certain speciality? How has your experience been niching down?
If you have questions or comments, let us know below.