1 Comment

  1. Dan Richards
    April 24, 2019 @ 8:03 pm

    Great article thanks Joseph; it’s a good conversation to have. I would add a couple of thoughts too:

    – speak to the reader, not about yourself. You wouldn’t harp on about yourself for 5 minutes if you were stood making conversation (I hope!) so don’t do it on a website either. We’ve found a good ‘rule of thumb’ is 1:4. 1 mention of ‘me, i, our, we etc’ to 4 mentions of ‘you, your etc’. It’s not a mathematical equation, just a guide to sense check 🙂

    – totally agree regards stories and testimonials, especially if they’re short and easy to consume; focus on the need and the outcome.

    – video can be great also, it can really help get over personality.

    – ‘call to action’ (CTA). only having a ‘free consultation’ or ‘book a meeting’ type next step is, for most visitors to a website, like asking someone to marry you while on a first date 🙂 Too much, too soon! Have some great soft offers that create value (and collect data) for the 80-90% of people not yet ready to buy/meet with you.


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