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In our fast-paced world, people don't have time to leisurely read every word on a website. Instead, they prefer to scan for the essential information they need. It's a behaviour that has gained popularity, and it's vital for you as a small business owner to understand and embrace this trend too. In this article, we'll explore why people scan websites, how it impacts user experience, and why working with a professional designer who understands scannability is a game-changer for your website. Scanning vs. Reading: The Numbers Let's dive into some eye-opening statistics that highlight the prevalence of content scanning over reading: Speedy Visitors: Research shows that the average visitor spends a mere 15 seconds on a webpage. In such a short time, they're unlikely to read the whole page, but they can easily scan for key points. The F-Shaped Pattern: Eye-tracking studies have revealed that users follow an "F-shaped" pattern when scanning web content. They focus on the top, then skim down the left side, paying special attention to headings, subheadings, and bullet points. Bounce Rates: A high bounce rate, meaning the percentage of visitors who leave after viewing just one page, is often linked to a website's inability to engage users through scanning. The average website has a bounce rate of around 50%, emphasising the need for better user engagement. Why Scannability Matters Understanding the shift towards scanning is crucial, and here's why scannability is crucial for your website: Attention Span: In today's fast-paced world, users need to find what they're looking for quickly. A scannable webpage helps users locate information in a snap, keeping them engaged with your content. User Experience: Improved scannability means a better user experience. Visitors who can quickly access the information they need are more likely to stay longer, reducing bounce rates and increasing conversions. SEO Benefits: Search engines consider user engagement when ranking websites. Scannable content with well-placed keywords, headings, and bullet points can boost your SEO and improve your search rankings. Mobile Optimisation: Scannability is even more critical for mobile users who browse on smaller screens. A designer who understands mobile design can ensure a smooth experience for this growing audience. How a Designer Can Help To make your website more scannable and user-friendly, it's essential to work with a designer who knows the ins and outs of web design. Here's how a skilled designer can assist you: Layout and Visual Hierarchy: Designers create a clear visual hierarchy with headings, subheadings, and bullet points, making it easy for users to spot crucial information quickly. Readability: Designers select the right fonts, text sizes, and line spacing to enhance readability. This ensures that users can quickly grasp the content they're scanning. Consistency: Designers maintain a consistent and intuitive design throughout your website, making it easy for users to navigate and scan different pages with ease. Mobile Responsiveness: A good designer optimises your website for various devices, ensuring it remains scannable and user-friendly on both desktop and mobile platforms. Incorporating Scannability for Website Success In a world where people scan instead of read, understanding and embracing scannability is key. Working with a designer who appreciates this behaviour and can enhance your website's readability and structure is a wise investment in your online success. By catering to the needs of today's web users, you can keep them engaged, reduce bounce rates, and ultimately achieve your website's goals. Caitlin Pieters is a Website Designer and Creative Strategist based in Nottingham, UK. She loves working with small business owners who need a website that connects and converts. For curated tips and guidance on all things website design and creative strategy, sign up to her monthly newsletter here!

Have you been toying with the idea of bringing in a professional website designer but wondering if it's truly worth the investment or if the timing is right? Your online presence is more than just a website; it's a dynamic reflection of your evolving brand. In this guide crafted for self-employed women, coaches, and passionate service providers, we'll explore five unmistakable signs that reveal it's time for that transformative collaboration. Let's unravel the mystery and discover how a skilled designer can elevate your brand to new heights! 1. Outdated and Misaligned Branding If your current website feels outdated and disconnected, it's a clear indication that your business has outgrown its existing website. As your coaching or consultancy business grows and evolves, it's essential for your website and branding to reflect this transformation. It's time to refresh and update your website, reflecting your brand and demonstrating that you’re invested in your business. Collaborating with a professional website designer will enable you to modernise and revitalise your online presence, aligning it with your current identity. This will create an authentic connection with your audience, ensuring that your website accurately represents your brilliance, passion, and dedication. With an updated website and branding, you can confidently attract the right clients and take your business to the next level. This alignment between your website and your personal brand will boost your confidence, allowing you to promote yourself more freely without fear of judgment. 2. Unprofessional Appearance In the world of coaching and consulting, trust is the foundation of meaningful connections. People prefer to collaborate with those they not only know and like but, most importantly, trust. Consider this: if your website looks like a DIY job or gives off an amateurish vibe, it sends unintended messages. It might convey a lack of investment in your business or, inadvertently, suggest that you're cutting corners by handling the design yourself. While a DIY website is acceptable in the early stages, perceptions matter in the world of business. First impressions are powerful, and it can be both frustrating and disheartening when your hard work and expertise go unnoticed because they are overshadowed by the appearance of an unprofessional-looking website. Don't let your hard work and expertise go unnoticed. Invest in a professional website design that truly represents the excellence of your work and positions your business as a leader in your industry. 3. Struggling to attract new clients Struggling to attract and book new clients is a clear indication that something needs to change with your current website. It can be discouraging when potential clients don't fully understand the value you provide or the benefits of working with you. This can lead to missed opportunities and a lack of growth for your business. By collaborating with a professional website designer, you can overcome this challenge and create a website that accurately reflects your expertise, attracts more clients, seizes new opportunities, and grows your business. 4. Website Embarrassment If sharing your website brings a twinge of shame or embarrassment, you're not alone. This reluctance might be more than just discomfort—it could be a missed opportunity. Potential clients, contacts, and collaborators could be encountering your site and forming impressions that don't align with who you are as a professional or the excellence of your work. When your website accurately portrays your passion and dedication, it becomes a valuable asset that opens doors and connects with the people who matter most. With the guidance of a professional website designer, sharing your work becomes a source of pride. It's not just a website; it's a reflection of your dedication and excellence. Enjoy confidently sharing your website, knowing it shows you off in the right light and appeals to your dream customers. 5. Procrastination and Delayed Updates If you've been repeatedly telling yourself, "I need to update my website," for an extended period without taking action, it's a clear sign that it's time to collaborate with a professional website designer. Procrastination and delayed updates can hinder the growth and success of your coaching or consultancy business. By working with a professional designer, you can overcome the inertia and finally give your website the attention it deserves. They can help you transform your outdated website into a modern and effective online presence that reflects your current brand and attracts the right clients. Don't let procrastination hold you back from reaching your full potential. Take the step to collaborate with a professional website designer and bring your vision to life. So, are you ready to hire a professional website designer? Transform your website with a professional website designer. Say goodbye to an outdated online presence and embrace a website that truly represents your brilliance, passion, and dedication. Collaborating with a professional may sound daunting, but when you find the right designer to work with who has experience working in your niche, and you get along well with, then you can’t go far wrong. Read our article on how to find the right website designer to work with, and get started. And if you’d like to book a call with me to find out how we can work together, check out my packages here and book a call I’d love to chat! Caitlin Pieters is a Website Designer and Creative Strategist based in Nottingham, UK. She loves working with small business owners who need a website that connects and converts. For curated tips and guidance on all things website design and creative strategy, sign up to her monthly newsletter here!

LinkedIn is an excellent platform for any professional or service provider looking to connect with potential clients and grow their business. It can help build credibility, enhance brand awareness, and foster trust through social proof. However, whilst LinkedIn is an invaluable tool, it doesn’t replace the need for a personal website. A personal website serves as a powerful communication tool that allows you to connect with your audience on a deeper level, resulting in a stronger community and increased client engagement. Here’s why. Creating a Personal Brand Experience Having your own website allows you to guide your potential clients on a personalised journey that LinkedIn's standardised format can't fully achieve. Your website is a platform where you can create an immersive experience of your brand. When potential clients visit your website, they gain an authentic understanding of who you are and what you believe in. It's an opportunity for them to experience your brand in its truest form, without the constraints imposed by a standard social media format. Having your own platform allows you to craft an experience specifically designed for visitors, deepening their bond with your brand. It’s a tool that can greatly enhance your professional image, enhance your credibility, and ultimately, draw in and convert new clients. Your website is also your personal showcase. It's where you can highlight your unique value proposition, express your brand identity, and communicate what differentiates you from the competition. Boosting Your Professional Image While LinkedIn is a valuable tool for building professional credibility, a website can amplify this credibility even more. Beyond simply providing business information, a website serves as a tangible demonstration of your commitment to your industry and your profession. It sends a signal to potential clients that you are serious about your business and invested in their needs. More than just a digital brochure, a website creates an immersive brand experience, enabling you to establish a meaningful connection with potential clients. It's a platform where you can differentiate yourself, stand out from the crowd, and present yourself as a professional. Investing in a professional website shows your dedication, professionalism, and belief in your business. It indicates that your business is thriving and capable of serving clients' needs. In essence, a website is a meaningful investment in your professional future and a clear demonstration of your dedication and commitment. Establishing Your Expertise and Sharing Valuable Content Through Blogging Creating valuable content on your own website, such as blogs, vlogs, or podcasts, allows you to showcase your expertise and provide value to your customers. By regularly publishing insightful content, you not only demonstrate your thought leadership but also give your audience a reason to visit your site. This content can be shared on social media and newsletters, driving more traffic to your website. This strategy not only enhances your online visibility and SEO but also fosters trust, establishes authority, and deepens your connection with potential clients. Introductory Offers Potential clients usually want to be sure you're the right fit before they commit. There are many ways to do this, depending on who your clients are and what you do. A great way is to give them a taste of your services. This could be a workshop, an e-book, a free class, a special introductory offer, or a downloadable guide related to your work. Using your website, you can easily add these offers to the client's journey. This helps your clients go from their current problems to the results they want. Think of these offers as stepping stones that let potential clients see your skills and understand how you can help them reach their goals. Building Your Email List Having your own website also opens up the opportunity to create a community and grow an email list. Unlike LinkedIn, where connections and communications can be more transient, establishing an email list on your website provides a direct line to your audience. With an email list, you can regularly engage with your clients and potential clients by providing updates, sharing useful resources, or offering exclusive deals, you can gradually create a stronger connection with your audience over time. It's also a fantastic way to keep your audience engaged with your brand, build rapport, and nurture potential clients through the sales funnel. By providing relevant and valuable information, and addressing their specific needs and concerns, you build trust and a strong relationship with your audience. This process increases the likelihood of converting potential clients into actual customers and grow your business. Maintaining Control Over Your Online Presence While LinkedIn allows for creating articles and posts, they don't offer the same control and personalisation that a personal website does. Building your business primarily on social media platforms is akin to building on rented land – you're at the mercy of these platforms' algorithms and policies. If any of these platforms were to go down or if their algorithms change, your connection with your contacts could be jeopardised. Therefore, having your own website (and an email list!) is essential for maintaining control over your online presence and ensuring long-term connectivity with your audience. SEO Opportunities While LinkedIn is a great tool for boosting your visibility, it doesn't quite stack up when it comes to search engine rankings. A well-optimised website, on the other hand, can stand out in search results, making it more likely for potential clients to discover your business. SEO is like the beacon that guides people to your digital doorstep. With a well-optimised website, you increase your online visibility, making it easier for potential clients to find you. So, when it comes to expanding your reach and attracting clients, having both a LinkedIn profile and a personal website forms the ultimate combo, ensuring you're found by the right people at the right time. So, what's the verdict on Website vs. LinkedIn? While LinkedIn is great for connecting and increasing your visibility, it has its limitations. This is where having your own personal website comes into play. Your website is your professional platform, where you can showcase your style, create a polished image, and offer a tailored experience for your visitors. But that's not all. It's also the place to highlight your expertise, provide a glimpse of your skills, capture email addresses, and have full control over your online presence. In summary, the winning approach for attracting and converting clients involves having both a LinkedIn profile and a personal website. Together, they form a well-rounded combination that addresses all your needs. Caitlin Pieters is a Website Designer and Creative Strategist based in Nottingham, UK. She loves working with small business owners who need a website that connects and converts. For curated tips and guidance on all things website design and creative strategy, sign up to her monthly newsletter here!

Defining your unique value proposition is like discovering a hidden treasure within your business. It's not about creating something new; it's about uncovering what has always been there and showcasing it to the world. In this article, we'll take a different approach. Instead of giving you a step-by-step guide, we'll embark on a journey of exploration and self-discovery together. Through a series of 10 essential coaching questions, we'll dive deep into the heart of your business, uncover your strengths, and refine your unique value proposition. These questions are more than just prompts; they're the keys that will unlock the full potential of your brand and its value to your customers. So, grab a notebook, get ready to reflect, and let's define what truly sets your business apart. Unique Value Proposition Questionnaire These questions will help you uncover your unique value proposition Personal Story: What personal experiences, challenges, or triumphs have shaped my journey as a small business owner? How do I believe my unique life story contributes to the value I offer? Specialised Expertise: What am I passionate about? What unique skills, knowledge, or experience do I possess that sets me apart as a [coach/consultant/wellness practitioner/service provider]? How do I excel in my niche? Niche: What are the specific industries, types of organisations, or niches that I specialise in or am particularly interested in working with? Client Transformation & lasting impact: What specific transformations or positive changes do my clients experience after working with me? How do I empower them to achieve their goals and aspirations, and what is the lasting impact of my services on their lives? Differentiating Approach: How does my approach differ from my competitors? What unique elements do I offer that sets me apart? Client-Centred Approach: How do I tailor my services to the individual needs and aspirations of each client? In what ways do I make them feel heard and valued? Personalised Guidance: How do I provide personalised guidance and support to my clients? How do I adapt my services to their unique circumstances? Authentic Connection: How do I connect with my clients on a personal level? What makes my approach genuine and relatable? Tailored Offers: How do I offer tailored programmes and services to cater to the specific needs and goals of each client? Empowering Mindset: How do I instil an empowering mindset in my clients, helping them overcome challenges and achieve their fullest potential? Value Proposition Formula: Crafting a clear and compelling value proposition is essential for showcasing the unique value you offer to your clients. Here's a simplified formula to help you create an impactful value proposition: I help [target audience] achieve [specific outcome] through [unique approach or expertise] so that they can [benefit or transformation]. Let's break down how to use this formula: Target Audience: Identify your ideal client or target audience. Who are they, and what are their needs, desires, and pain points? Specific Outcome: Describe the specific outcome or result that your clients will achieve by working with you. What positive changes will they experience? Unique Approach or Expertise: Highlight what makes your services unique. This could be your specialised skills, personal approach, or any distinctive aspects of your services that set you apart. Benefit or Transformation: Explain the benefits or transformations that your clients will experience as a result of your services. How will their lives or businesses improve? Now, let's put it all together using a fictional example: Example Value Proposition: "I help busy professionals (target audience) regain work-life balance (specific outcome) through mindfulness coaching and personalised strategies (unique approach) so that they can reduce stress, improve productivity, and lead more fulfilling lives (benefit or transformation).” This formula simplifies the process of crafting a value proposition by focusing on the key elements that make your service unique and valuable to your clients. It clearly communicates who you help, what you help them achieve, how you do it differently, and the benefits they'll gain. Feel free to customise this formula based on your unique insights and experiences gathered from the coaching questions. Here are a few more examples to inspire you: Formula 1: "I provide [product or service] for [target audience] to [solve a problem] with [unique approach], resulting in [benefit]." Example: "I provide financial consulting services for small business owners to streamline their financial processes with personalised strategies, resulting in increased profitability." Formula 2: "Empower [target audience] to [desired outcome] through [unique method] and [key benefit]." Example 2: "Empower new parents to establish healthy sleep routines for their infants through gentle sleep coaching methods, ensuring well-rested and happy families." Formula 3: "Offer [product or service] that [unique selling point] to help [target audience] achieve [benefit]." Example 3: "Offer eco-friendly cleaning products that are free of harsh chemicals to help health-conscious consumers maintain a clean and safe home environment." Formula 4: "I'm a [title] who [unique approach] to help [target audience] [desired outcome]." Example 4: "I'm a life coach who combines mindfulness practices and positive psychology to help individuals rediscover their life's purpose and find lasting happiness." These formulas provide different structures for creating value propositions, allowing you to choose the one that best suits your style and the message you want to convey. Customise these templates based on your answers to the coaching questions and the unique aspects of your services. Remember, a strong value proposition clearly communicates the unique value you offer and resonates with your target audience. It sets you apart from competitors and positions you as the ideal solution to your clients' needs. Caitlin Pieters is a Wix Website Expert based in Nottingham, UK. She loves working with small business owners who need a website that connects and converts. For curated tips and guidance on how to build your brand on Wix, sign up to the Level Up monthly newsletter.

Are you ready to take your coaching practice to the next level and tap into the lucrative world of corporate coaching? In today's competitive landscape, a strong brand identity and effective marketing strategies are the secret ingredients to stand out from the crowd. But here's the game-changer: website design and branding. These two powerful tools can make all the difference in successfully transitioning from 1-on-1 coaching to working with organisations. Corporate coaching is all about providing coaching services to businesses and their employees, with a focus on enhancing leadership skills, improving team dynamics, and driving organisational growth. In this blog post, we will reveal the secrets to successfully repositioning your coaching brand for the corporate coaching market. These branding and marketing strategies that I'm sharing with you today are strategies to help you reach your full potential and bag those dream clients and organisations you've had on your vision board for years! Identify Your Unique Value Proposition: Your unique value proposition is the essence of what sets you apart in the world of organisational coaching. It represents what you bring to the table, your secret sauce, and your transformative power. Repositioning your coaching brand for success in the corporate coaching market requires a thoughtful and strategic approach. In order to differentiate yourself from other coaches and attract organisations looking for an exceptional coach, you need to develop a strong and compelling unique value proposition. This will help you stand out and highlight the benefits you can provide to potential clients. Reflect on your coaching journey and identify the unique experiences, skills, or insights you have gained from your 1-on-1 coaching practice Embrace your passion and expertise in areas such as leadership development, team dynamics, or cultural transformation Gather feedback from past clients to understand what they found most valuable in your coaching Study your competition and highlight what sets you apart from other corporate coaches Consider specializing in a niche within organizational coaching to address specific challenges Share your personal story to connect with potential clients on a deeper level Craft a clear and compelling unique value statement that conveys what you offer and how it benefits clients By following these steps, you can create a strong and differentiated brand that attracts corporate clients and positions you as an extraordinary coach in the market. To learn more, check out my article on Creating Your Unique Value Proposition. Refine Your Brand Identity: Creating a strong brand identity for your coaching practice is all about reflecting your coaching philosophy and values consistently. From your logo and colour palette to your messaging and tone of voice, it's important to maintain consistency. This will help you establish a memorable and trustworthy image. As you shift from individual coaching to organisational coaching, it's essential to update your brand accordingly. Make sure to refresh your logo, colour palette, and visual assets to align with your new focus. And don't forget to update your brand messaging to highlight the value you can bring to businesses and teams. Update Your Website: Your website is often the first impression potential clients have of your coaching services. Invest in rebuilding or updating your website so that it looks professional, aligns with your brand, showcases your expertise, and provides a seamless user experience. An appealing, user-friendly website can significantly boost your credibility. Tailor Your Marketing Strategy: To effectively address the needs and challenges faced by organisations, focus on creating content that showcases your expertise in areas such as leadership development, team building, and cultural transformation. This can include blog posts, case studies, and whitepapers that provide valuable insights and actionable advice. Find out where the decision-makers hang out (IRL and online), and use platforms like LinkedIn and professional networks where potential clients often seek coaching services. Highlight your expertise, credibility, and the results you have achieved for clients to establish your reputation. Entice potential clients with valuable free resources such as e-books, webinars, or downloadable guides related to corporate coaching. This not only showcases your expertise but also builds your email list for future marketing efforts. By aligning your content and marketing strategy with the needs of organisations, you can position yourself as a valuable resource and attract corporate clients to your coaching practice. Don’t forget to consider the diverse range of decision-makers, including C-suite executives, HR professionals, L&D managers, department heads, and team leaders, who play a key role in selecting coaching services. Build a Professional Network: Establishing connections within the corporate world can lead to valuable opportunities. Attend relevant industry events, collaborate with HR professionals, and partner with businesses to gain exposure in the corporate coaching market. Networking is crucial in the corporate coaching world. Attend industry events, join relevant professional associations, and connect with HR professionals and decision-makers in companies. Your network can provide you with valuable leads and opportunities. Success in the corporate coaching market may not happen overnight. Building a strong brand and client base takes time and persistence. Keep refining your approach and strategies as you go along. For more branding, marketing strategy and website design tips, sign up to my monthly newsletter!

Building Trust and Connection with Your Ideal Client Have you ever had an amazing experience where a business went the extra mile to understand your needs and make you feel valued? How did that make you feel? These moments of truly being seen and heard as a customer create a deep sense of trust and loyalty. As a business owner, building this trust and connection with your ideal client can have long-lasting effects. "People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies." This quote from Blair Warren highlights the power of understanding and meeting the needs of your ideal client. When you have a genuine bond with your ideal client, it leads to enthusiastic testimonials, repeat customers, and positive referrals from word-of-mouth. In fact, word-of-mouth referrals are still the most effective form of advertising for small business owners. Working with people who truly value and appreciate your services boosts your confidence as a small business owner. It creates a win-win situation where you feel fulfilled, and you're motivated to go the extra mile for your grateful customers. Your Business Exists to Serve Remember, your business exists to be of service to people. It's not just about making money; it's about making a difference in their lives. When you know who your ideal client is, you can build your business in response to their needs. Your business should revolve around your customer. After all, no customer means no business! By shining the spotlight on your ideal client, you can focus all your energy on meeting their needs. Suddenly, everything falls into place, and running your business becomes much easier. Your ideal clients hold the key to your business success. They shape your services, products, branding, and website. To truly connect with them, you need to understand them on an emotional level. You must know what they want and need, so you can provide a solution to their problem. As a problem solver, your goal is simple: to provide a solution for your ideal client's wants, needs, desires, frustrations, or aspirations. And they will be happy to pay for it! The Power of Understanding and Fulfilling Your Ideal Client's Needs Envision Your Ideal Client: Take the time to dive deeper into your ideal client's wants, needs, desires, and psyche. Understand them on an emotional level to build your business in response to their needs. Identify Their Goals and Aspirations: Understand what your ideal client wants to achieve in their personal or professional life. Tailor your offerings to help them reach those goals. Address Their Pain Points: Pinpoint the challenges and frustrations your ideal client faces. Identify their pain points and struggles. Develop solutions and strategies to alleviate their problems and make their lives easier. Know Where They Hang Out: Determine the online platforms, communities, and social media channels where your ideal client spends their time. Engage with them on these platforms to build relationships and establish your brand presence. Speak Their Language: Use the language, tone, and style that resonates with your ideal client. Understand their communication preferences and adapt your messaging accordingly. Show them that you understand their unique needs and perspectives. Craft Personalised Offerings: Develop products, services, or experiences that specifically cater to your ideal client's needs and desires. Tailor your offerings to provide maximum value and address their individual requirements. Continuously Refine and Adapt: Stay connected with your ideal client and gather feedback. Adapt your offerings based on their evolving needs and preferences. Continuously refine your ideal client avatar to ensure it accurately represents your target audience. By following these 7 steps, you can get more clarity around your ideal client and improve your messaging, marketing, website, and brand identity. Remember, when you niche down, your message becomes clearer, attracting the right audience for your business. Understanding Your Ideal Client on a Deeper Level Now that you understand the importance of your ideal client, let's explore how to define them. While it may be tempting to say, "everyone is welcome!" this approach leads to bland messaging that resonates with nobody. The more specific you are about who you're speaking to, the more people you will attract. It may seem counter-intuitive, but when you niche down, your message becomes clearer. To create an ideal client avatar, envision a single person who represents your entire target market. This avatar can be based on someone you know or an imaginary person. Sometimes, it might even be an earlier version of yourself! Keep this ideal client in mind when creating services, products, branding, designing your website, or writing content for your business. By doing so, you'll streamline your messaging and attract the right audience. Instead of relying on traditional demographic questions, these deeper questions will help you gain a true understanding of your ideal client's motivations, desires, and challenges. By focusing on these aspects, you can create a more meaningful connection with your audience. Deep questions to define your ideal client: What are their biggest dreams and aspirations? How can your business support and encourage them in achieving those goals? What are their deepest fears and insecurities? How can your products or services alleviate those fears and provide a sense of security? What are their core values and beliefs? How does your brand align with those values and beliefs? What are their pain points and frustrations? How can your business address and solve those challenges? What are their desired outcomes and results? How can your offerings help them achieve those desired outcomes? What are their passions and interests? How can your business tap into those passions and create engaging experiences? What are their preferred communication channels? How can you effectively reach and engage with them? What are their unique preferences and styles? How can your branding and messaging resonate with their individuality? What are their long-term goals and aspirations? How can your business support them throughout their journey? By truly understanding your ideal clients needs and going the extra mile to meet them, you can create enthusiastic testimonials, repeat customers, and positive word-of-mouth referrals. Your business exists to serve your customers, and by focusing on their needs, you can create a win-win situation where both parties benefit. So, keep nurturing that bond with your ideal client and watch your business thrive! If you're interested in learning more about building your brand on Wix, sign up for our newsletter! Stay updated with valuable tips and insights to elevate your brand's presence on the platform.

As a coach or service provider, your website is a powerful tool for connecting with your target audience and attracting potential clients. However, it's important to remember that your website is not about you—it's about your ideal client. By turning the spotlight to shine on your client, rather than on yourself, you can create a more effective and engaging website that speaks directly to their needs and desires. In this article, we will guide you through the what, why, and how of creating a client-centric website, providing practical steps to improve the copy and content on your small business website. Why Focus on Your Ideal Client? Understanding and catering to your ideal client is essential for building a successful coaching or service-based business. By putting your ideal client at the centre of your website, you demonstrate that you truly understand their challenges, desires, and aspirations. This creates an immediate connection and builds trust, making it more likely that they will engage with your services. The What: Identifying Your Ideal Client To create a client-centric website, it is important to go beyond surface-level understanding of your ideal client. Delve deeper into their beliefs, core values, and emotions regarding their current situation. By demonstrating a genuine understanding of their challenges and desires, you can make them feel truly seen and heard. This will establish a stronger connection and build trust, increasing the likelihood of them choosing to work with you. To create an even more welcoming and connected website, you may want to explore adding these elements to enhance its client-centric approach. The Why: Benefits of a Client-Centric Approach By shifting the focus to your ideal client, you can create a website that speaks directly to their needs and desires, providing several valuable benefits: Enhanced Connection: When your website directly addresses your ideal client, they feel understood and connected to your brand. This deep connection increases their likelihood of engaging with your services and becoming a loyal customer. Effective Messaging: A client-centric website ensures that your messaging is clear, concise, and impactful. By addressing your ideal client's pain points and offering tailored solutions, you quickly communicate the unique value you provide, making it easier for visitors to understand and relate to your offerings. Increased Conversion Rates: By tailoring your website to your ideal client, you attract high-quality leads who are more likely to convert into paying clients. When you focus on their specific needs and position yourself as the solution they've been searching for, you create a sense of trust and credibility, increasing the chances of conversion. By implementing these strategies, you can transform your small business website into a highly valuable, client-centric platform that attracts and converts your ideal clients. Remember, it's not about you—it's about shining the spotlight on your client and providing them with the solutions they seek. The How: Steps to Create a Client-Centric Website Research and Empathy: Dive deep into understanding your ideal client's needs, challenges and desires. Conduct surveys, interviews, or market research to gather insights and develop a persona that represents your ideal client. Tailor Your Messaging: Craft compelling copy that speaks directly to your ideal client. Instead of constantly referring to "me, myself, and I," prioritise using the word "you" to turn the sentence around and make it about your client. Use their language, address their challenges, and highlight the benefits and solutions you offer. Make it clear that you understand their unique struggles and can help them overcome them. Visual Storytelling: Use visuals that resonate with your ideal client. Choose images, colours, and fonts that align with their preferences and reflect their aspirations. Visuals can evoke emotions and create a connection before your ideal client even reads a word of your copy. Avoid Overusing Personal Photos: When designing your website, it's important to strike a balance between personal branding and client-centricity. While including some photos of yourself can help establish trust and credibility, using too many personal photos may shift the focus away from your ideal client. Instead, choose the right photos for your website by ensuring they align with your ideal client's preferences and aspiration. They want to imagine what it's like working with you, so imagery that they can insert themselves into or that represents them is the way to go. Client-Centric Navigation: Design your website's navigation with your ideal client in mind. Make it easy for them to find the information they need and guide them through a seamless user experience. Focus on the actions you want them to take, such as contacting you or signing up for your services. Social Proof and Testimonials: Showcase social proof, such as testimonials or success stories, to build trust and credibility. Your ideal client wants to see that others have benefited from your services and achieved the results they desire. Continual Improvement: Regularly review and analyse your website's performance. Collect feedback from your clients and website visitors to identify areas for improvement. Make adjustments to your copy, visuals, and user experience to ensure your website remains client-centric and effective. By following these steps, you can transform your small business website into a client-centric powerhouse that attracts and converts your ideal clients. Remember, it's not about you—it's about shining the spotlight on your client and providing them with the solutions they seek. Are you a small business owner building your brand on Wix? Join the club and sign up to my monthly newsletter for free tips and advice! Caitlin Pieters is a Wix Website Expert based in Nottingham, UK. She loves working with small business owners who need a website that connects and converts. For curated tips and guidance on how to build your brand on Wix, sign up to her monthly newsletter Build

I know you care deeply about your clients, and you want them to have a positive experience with your brand. That's why it's so important to create content that is easy to read, visually appealing, and looks professional. One of the easiest ways to do that is to ensure that you create a smooth user experience on your website. You want your audience to be able to easily read and absorb all the good content and copy you’ve poured your heart into, right? Well people tend only absorb about 20% of the copy on a website page. So here are some tips to help you create a better user experience to keep your clients happily engaged, so that they end up reading your content and feeling connected to you. This is where your sales will come from! By thoughtfully choosing how to align your website text, you have the opportunity to create an environment where your ideal client feels valued, connected, and fully immersed in your message. Let's explore how each text alignment style can contribute to the overall experience your clients have while engaging with your content and, ultimately, enhance your online presence. Centre-Aligned Text Centre-aligned text offers a balanced and symmetrical appearance. It can draw attention and make a statement, making it effective for headlines or short and impactful messages. However, it's important to consider readability, as it can be more challenging to read for longer paragraphs or extensive content. Benefits of Centre-Aligned Text: Visual Impact: Centre-aligned text creates a focal point and can make a bold statement Creative Design: It can contribute to the overall aesthetic, especially for websites with a creative or artistic theme Factors to Consider: Readability: Centre-aligned text can disrupt the natural flow and scanning patterns of readers, especially for longer paragraphs Consistency: Ensure consistent and purposeful use throughout the website to avoid a confusing user experience Perfect Places to Use Centre-Aligned Text: Headlines: Centre-aligned text can grab the reader's attention and make a bold statement Short and Impactful Messages: Use centre-aligned text to emphasise and create a focal point for short and impactful messages Here's an example of centre-aligned text as a heading Here's an example of centre-aligned text as a paragraph. You can see it's not that easy to read. Chupa chups cupcake marshmallow marshmallow bear claw tiramisu. Chocolate cake cupcake jelly beans pastry sweet gummi bears marzipan shortbread. Muffin brownie lemon drops jelly-o candy dessert macaroon bonbon croissant. Jelly beans macaroon caramels bonbon marshmallow cake cake cake. Gummies caramels danish oat cake oat cake croissant. Cheesecake jelly beans apple pie cake jelly beans gummi bears chocolate bar bonbon gummi bears. Soufflé tiramisu icing cheesecake cake. Left-Aligned Text Left-aligned text, also known as ragged-right text, is the most common and widely accepted text alignment. It aligns the text along the left margin while leaving the right margin uneven. Benefits of Left-Aligned Text Readability: Left-aligned text prioritises the readability of your content. By ensuring a consistent starting point for each line, it helps readers maintain focus and effortlessly follow through the text. This thoughtful alignment reduces eye strain and allows for easy scanning and comprehension of the content, resulting in a more enjoyable and engaging experience on your website. User Experience: Choosing left-aligned text demonstrates your care for your clients and their reading experience. It creates a more organic and familiar reading experience, resembling the way we read in books and other printed materials. This alignment provides a comfortable and enjoyable reading experience for your audience. When to Use Left-Aligned Text Left-aligned text is ideal for conveying information and body text on websites, such as paragraph text. It provides a clean and organised look, making it easier for users to read and comprehend the content. When using left-aligned text for paragraph content on websites, it is recommended to have a minimum of 3-4 lines of text. This helps create a visually pleasing and balanced layout while still providing enough content for users to engage with. Specific Examples of Informative Content As a small business owner, you can use left-aligned text to convey information about your products or services in an organised and visually appealing way. Consider using left-aligned text for: Paragraph text Product descriptions Service details Blog posts Your newsletter Here's an example of left-aligned text as a heading Here's an example of left-aligned text as a paragraph. You can see it's much more natural and easier to read than centre-aligned text. Cake wafer tootsie roll jelly shortbread cotton candy topping powder. Pastry macaroon pastry danish oat cake lollipop jelly beans gummi bears. Danish jelly jujubes pie jelly jelly-o. Pudding jelly beans bonbon dessert jelly cupcake bonbon. Bear claw cookie cookie pudding chupa chups danish gingerbread gummies donut. Bonbon cookie carrot cake sesame snaps pie caramels lemon drops candy canes chocolate. Right-Aligned Text Right-aligned text, also known as ragged-left text, can add visual interest and emphasise specific content on your small business website. It offers a unique visual presentation and can be effective in certain scenarios. However, it's important to note that right-aligned text should be used sparingly and with caution, as it requires a good understanding of design principles. Designers sometimes have the freedom to break traditional rules for the sake of creativity and uniqueness. However, it's crucial to have a strong grasp of design fundamentals before experimenting with right-aligned text. It's recommended for experienced designers who can ensure readability and maintain a positive user experience. Key Considerations for Right-Aligned Text: Visual Hierarchy: Right-aligned text can break away from the conventional left alignment and help draw attention to important content. Creative Design: If you have a solid design background and want to add a touch of creativity or uniqueness to your website, right-aligned text can contribute to the overall aesthetic. However, it's essential to keep in mind the following factors: Readability: Right-aligned text can be more challenging to read, especially for longer paragraphs or extensive content. User Experience: Ensure that right-aligned text does not hinder the overall user experience and readability of your website. By using right-aligned text thoughtfully and purposefully, experienced designers can create a visually appealing design that effectively communicates the intended message. Remember that prioritising readability and user experience should always be the primary focus when deciding on the text alignment for your small business website. Here's an example of right-aligned text as a heading Here's an example of right-aligned text as a paragraph. You can see it's harder to read than left-aligned text. Wafer soufflé lollipop tootsie roll gingerbread sweet tiramisu icing muffin. Bear claw tiramisu pie icing lollipop wafer gingerbread cupcake. Brownie cheesecake chupa chups gummies croissant. Halvah chupa chups donut chupa chups cookie candy wafer. Justified-Aligned Text Justified text is another text alignment option you can consider for your small business website. With justified text, the spaces between words and characters are adjusted to create a clean and even appearance across the entire width of the paragraph. Benefits of Justified Text: Polished Appearance: Justified text provides a professional and clean look, as it fills the entire width of the paragraph. Readability: The even spacing in justified text can enhance readability, especially for longer paragraphs or extensive content. Factors to Consider: Hyphenation: Justified text may require hyphenation to maintain a consistent appearance. Ensure that hyphenation settings are appropriately adjusted to avoid awkward line breaks. Word Spacing: Be mindful of excessive word spacing, as it can negatively impact readability. Adjust word spacing settings as needed to maintain legibility. Best Use Cases for Justified Text: Body Text: Justified text can be suitable for longer paragraphs or articles where a polished and formal appearance is desired. Printed Materials: Justified text is commonly used in printed materials such as brochures, magazines, or books. Here's an example of justified text as a heading Here's an example of justified text as a paragraph. You can see how the spacing is adjusted to create a clean and even appearance across the entire width of the paragraph. Cake wafer tootsie roll jelly shortbread cotton candy topping powder. Pastry macaroon pastry danish oat cake lollipop jelly beans gummi bears. Danish jelly jujubes pie jelly jelly-o. Pudding jelly beans bonbon dessert jelly cupcake bonbon. Bear claw cookie cookie pudding chupa chups danish gingerbread gummies donut. Bonbon cookie carrot cake sesame snaps pie caramels lemon drops candy canes chocolate. Wafer sesame snaps chocolate cheesecake tiramisu toffee. Pudding caramels macaroon candy chocolate chocolate cake. Text alignment on your small business website So there you have it! If you want to create an engaging and delightful experience for your dream customers, carefully choose how your text appears on each section of your website. Use centre-aligned text for impact, and stick with left-aligned text for any chunks of text longer than 3 lines. Steer clear of right-aligned text unless you've given real thought to breaking the 'rules' and the consequences thereof ;) When deciding on text alignment, always consider the nature of your content, readability, and user experience. Here's to creating a visually appealing and user-friendly website that captivates your audience and leaves them wanting more! Are you a woman entrepreneur with a Wix Website? Want to take your business to new the next level? Join our community of ambitious women entrepreneurs and receive valuable resources and actionable tips to improve your website and grow your business. Caitlin Pieters is a Strategic Wix Website Designer based in Nottingham, UK. She helps ambitious women entrepreneurs take their online presence to the next level through 1:1 work and group coaching programmes. For curated tips and guidance on how to build your brand on Wix, sign up to The Level Up Newsletter, a monthly round-up of tips and advice.

If you're a small business owner, specifically a coach or consultant, who has built your website and brand on Wix, you already know how important it is to have a strong online presence. When it comes to your website, making the right decisions is crucial, whether you're revamping it or building it from scratch. As a service-based business owner, you may be facing a common dilemma: should you change your domain name and/or business name during this process? And when it comes to naming your business, should you use your own name or a business name? We understand that these decisions can be challenging. In this article, we'll explore key factors that will help you make the right choices for your service-based business. We'll provide friendly and clear guidance tailored specifically to coaches, consultants, and other service-based business owners like you who have built their websites and brands on Wix. Using Your Own Name: A Personal Touch Using your own name as the business name for your Wix website has unique advantages. It adds a personal touch that is often associated with authenticity and trust. Customers find it easier to connect with a business named after an individual, as it gives a human face to the brand. If you have a strong personal brand or reputation in the coaching or consulting industry, leveraging your name can instantly enhance your credibility and recognition. Advantages of Using Your Name: Personal Branding: By using your own name, you reinforce your personal brand and position yourself as an expert or professional in your field Authenticity and Trust: Clients appreciate dealing directly with individuals, and using your own name conveys authenticity and sincerity Memorability: Personal names are often easier to remember, especially if you have a unique or memorable name. Establishing yourself as the go-to person in your niche: Using your own name can help you become the trusted authority in your industry. Flexibility to evolve and adapt: When you use your name and surname as your website address (e.g., yourname.com), this gives you the freedom to transition to different business offerings without needing to change your domain. This approach allows you to maintain consistency and recognition while adapting to the evolving needs of your business. Choosing a Distinct Business Name: Brand Identity and Versatility On the flip side, opting for a distinct business name allows for greater creativity and flexibility in building a brand identity. A unique business name can be more memorable, distinctive, and versatile. It opens up possibilities for creative branding strategies, including memorable logos, taglines, and visuals that embody your business's essence. Advantages of Choosing a Distinct Business Name: Brand Versatility: A unique business name offers more creative options for designing a versatile brand identity, accommodating future expansions or pivots. Scalability: A distinct business name can help in scaling your business and entering new markets without being confined to a personal association. Protection: Using a unique business name ensures the protection of your brand through trademarks and legal measures. Consistency and Recognition: A distinct business name provides stability and avoids potential disruptions to your online presence and communication channels as your business grows and evolves. Personal Comfort: Finding Authenticity and Confidence Take a moment to deeply reflect on your intentions and motivations. Are you considering using a business name as a way to 'hide' behind it, creating a sense of separation between your personal identity and your business? It's important to be honest with yourself and acknowledge any feelings of hesitancy or insecurity. Rather than hiding, find ways to step out of the shadows and own your space as a small business owner. However, if it makes sense for you to go with a brand name (because you have a team or you’re an agency, for example), then having a unique and memorable business name can be a strategic choice. As a small business owner with a brand name, you may need to work a bit harder to establish and maintain memorability. But by putting in the effort, you can create a distinct brand identity that resonates with your target audience and sets you apart in the market. Remember, the key is to find authenticity and confidence in whichever naming approach aligns best with your long-term vision and goals. Making the Decision: Considerations and Reflection Consider how your domain name and business name align with your brand identity and reflect your unique value proposition. Reflect on your business goals, target audience, industry, and personal preferences when deciding between using your own name or choosing a distinct business name. Understanding your brand identity and considering your ideal client's preferences will help you make informed decisions that align with your long-term business goals and vision. These considerations are crucial in establishing a strong online presence and attracting the right audience for your services. Key Considerations for Choosing the Right Domain and Business Name: Branding and Identity: Consider how you want to position your business in the market and the image you want to convey to your audience. Your domain name and business name should align with your brand and reflect your unique value proposition. Think about your ideal client, the services you offer, the message you want to convey, and how your chosen names can support that message. Your Ideal Client: Your ideal client plays a crucial role in shaping your business decisions, including your domain and business name. Consider their preferences, expectations, and the industry norms. How will they perceive and connect with your chosen name? Is it more important to be relatable and trustworthy on a personal level, or do you need a larger brand with a unique and memorable business name? What will help you stand out more to them? Scalability and Future Growth: Consider whether your chosen business name fits your long-term growth and scalability goals. Think about the future vision for your business and decide if your chosen names will remain relevant and scalable as your business grows. SEO and Online Presence: Changing your domain name can affect search rankings and traffic, as search engines need time to recognize and index the new name. Consider the alignment of your current domain with your services and industry and how a domain name change can enhance online visibility. Incorporate relevant keywords or industry terms for better search engine results and make it easier for potential clients to find you online. Additionally, ensure that your new domain name is easy to remember and spell, and avoid using special characters or numbers that may confuse users. Consistency and Recognition: Changing your business and domain name can impact consistency and recognition. Evaluate the trade-offs between maintaining familiarity and embracing change. Consider the impact of a name change on brand recognition and carefully weigh the pros and cons. Legal Considerations: Do proper research to make sure there are no trademark conflicts or legal problems with your chosen business and domain name. Register a unique name to keep your brand safe and talk to legal experts to make sure you follow intellectual property laws. Reflect on these key considerations based on your business goals, target audience, industry, and personal preferences when deciding between using your own name and choosing a distinct business name. Embrace the Evolution: Be Prepared to Adapt! As an entrepreneur and business creator, you have the unique ability to adapt and grow with the ever-changing business landscape. Choosing the right domain and business name is important, but it's not the only factor for success. It's perfectly fine to change your mind down the road, as it shows that you are responsive to your clients' needs and willing to evolve over time. Embrace the uncertainty and embrace change as part of your entrepreneurial journey. Recognise that your brand will evolve and expand, just like you. Every decision you make presents an opportunity to redefine yourself and your business, aligning with the wants and desires of your clients. Trust in your ability to navigate the path ahead and have confidence in your personal growth. Remember that it's not just about the name you choose, but the passion, resilience, and determination that you bring to your entrepreneurial journey. Are you a small business owner building your brand on Wix? Join the club and sign up to my monthly newsletter for free tips and advice!

Why Brand Identity Matters Brand identity is the foundation of your business, regardless of its size. It’s what makes you unique and helps you stand out from the crowd, making it easier for your audience to recognise and connect with you. But what exactly is brand identity? It's the way you look and feel to other people. Visual elements, such as your logo, colour palette, font choices and photography are important elements that make up your brand identity, along with tone of voice and messaging. The overall brand experience and how you make your customers FEEL is what matters most. And you can evoke emotion through these visual elements including personal brand photography. Building Trust and Connection Through Personal Brand Photos on Your Website Trust and connection are at the heart of meaningful relationships, whether in personal or professional spheres. So when it comes to your business, these elements are equally vital. Your personal brand is how you present yourself to the world, and it plays a pivotal role in attracting opportunities, building strong connections and achieving your goals. Personal brand photos are a visual embodiment of your personal brand. Here's why they are essential in building trust and connection: Authenticity Personal brand photos that capture your true personality, values and passions are brilliant for building trust. In today's marketing landscape, authenticity is key. We want to connect with real people, not personas. By featuring real people, products, or behind-the-scenes glimpses of your business, you can convey authenticity and build trust and credibility. Differentiation In a crowded online marketplace, it is more important than ever to differentiate yourself. Personal brand photos that are visually appealing and on-brand are a powerful tool to achieve this. When customers see unique and memorable images, they are more likely to remember your business. A distinct visual style can make your brand instantly recognisable and communicate your brand's values and personality. Storytelling Brand photography is an effective way to tell your unique story visually. These photos can showcase your journey, experiences and accomplishments, creating a powerful narrative that resonates with your audience. By carefully curating your brand photos, you can narrate your brand's journey, values and culture visually, allowing you to evoke emotions and forge a deeper connection with your audience. Professionalism Selfies or low-quality images can appear cheap and unprofessional, and may turn potential clients away. Instead, if you're wanting to look professional and be taken more seriously online, using high-quality images can give off the right impression. You're showing that you're invested in your business and take it seriously. This can boost your credibility and make you stand out. Consistency Your brand photos should align with your overall visual style, creating a cohesive look across your website and other marketing materials. This consistency reinforces your brand's image in the minds of your audience, making it easier for them to recognise and remember you. When it comes to personal brand photos on your website, it's important to consider the types of photos that can strengthen your brand identity. The six essential types include: Portrait Photos: Clear, high-resolution headshots and portraits are crucial for introducing yourself to your audience. They establish a personal connection right from the start. Lifestyle Shots: Showcase your day-to-day life and activities. These photos offer a glimpse into your personality and help your audience relate to you on a personal level. Work Environment: If applicable, share images of your workspace or professional environment. It provides insight into your work ethic and commitment. Product or Service Photos: If you offer products or services, high-quality images of what you provide are essential. Ensure they align with your brand's style and message. Behind-the-Scenes: People love to see the human side of your brand. Share candid shots of your team, work process, or moments of creativity. Testimonials and Client Interaction: Include photos of you interacting with clients, or showcase testimonials alongside your images. It adds credibility and trustworthiness. By including these types of photos, you can create a strong and recognisable brand identity that resonates with your audience. Finding the Right Photographer To harness the power of personal brand photos, you need a skilled photographer who understands your vision and can bring it to life. Here are steps to finding the right photographer: Define Your Vision: Before seeking a photographer, clarify your vision. What message do you want to convey through your personal brand photos? What style and mood do you want to capture? Having a clear vision will guide your photographer selection. Research Photographers: Look for photographers who specialise in personal brand photography. Explore their portfolios to ensure their style aligns with your vision. Check reviews and ask for recommendations within your network. Request references from past clients to gauge the photographer's professionalism and ability to deliver on their promises. Schedule Consultations: Reach out to potential photographers for consultations. Discuss your vision, goals and expectations. Don't hesitate to ask questions about the photographer's equipment, editing process, and turnaround time. A good photographer will listen attentively and offer creative input. To sum it up, personal brand photos can help you establish a strong and recognisable brand identity that resonates with your target audience. By investing in high-quality, on-brand photos that showcase your authenticity, differentiation, and professionalism, you can build trust, connection, and recognition with your audience. Remember to define your vision, research photographers, and select the ones that best align with your brand's style and message. With the right photographer, you can bring your vision to life and create a personal brand that stands out from the crowd! 🙌 Are you a small business owner building your brand on Wix? Join the club and sign up to my monthly newsletter for free tips and advice!

In our previous blog post, we discussed the value of having a newsletter for your small business, and how newsletters are such great tool for building relationships with your audience and growing your business! But, how do you get people to subscribe to your newsletter in the first place? That's precisely what we're here to explore in this sequel! Writing a Newsletter Your Ideal Client Wants to Read Creating valuable content that speaks directly to the needs and desires of your ideal client is a powerful way to entice people to sign up for your newsletter. By crafting content that they want to consume, you show them that you understand their needs and desires. Which builds trust. When your audience feels connected to you on an emotional level, they start to see and believe that you have the knowledge, skills, and experience to help them overcome any challenges they may be facing. And if you consistently provide valuable content, people will be more likely to sign up for your newsletter as they perceive it as a valuable resource and a source of connection. Understanding Your Ideal Client Take some time to really understand your ideal client. What motivates them? What worries them? What are their goals and aspirations? Once you have a clear picture of who they are, you can tailor your newsletter content to their specific interests and needs. This will make your newsletter more appealing and increase the likelihood of people signing up. Remember, your newsletter is more than just a marketing tool. It's a valuable resource and a way to connect with your audience. By understanding your ideal client, tailoring your content, and consistently providing value, you can create a newsletter that people will love. Tailoring Your Content Once you have a clear picture of your ideal client, you can tailor your newsletter content to their specific interests and needs. Here are some content ideas: Behind-the-Scenes Insights: Share your journey, challenges, and triumphs to inspire your clients and make you relatable Educational Content: Offer educational content that helps your readers learn new skills or gain new insights, and provide practical tips, guides, and actionable advice to address help them overcome something specific Client Success Stories: Shining a spotlight on your clients is a great way to showcase the results they've achieved from working with you, and give your audience a glimpse into what their life could look like too Q&A Sessions: Host Q&A sessions with your readers to answer their burning questions and provide personalised advice Product/Service Updates: Keep your audience informed about new products or services you're offering and how they can benefit from them. Consider offering exclusive deals just to your audience to make them feel valued and appreciated Collaborations: Collaborate with other businesses or experts in your industry to provide unique and valuable content to your subscribers Industry News and Trends: Keep your readers in the loop with the latest industry trends and insights and share your expert opinion on the challenges and opportunities that come with it to help your subscribers stay ahead of the curve Entertaining Content: Provide light-hearted and entertaining content to build a connection with your clients When you choose content ideas that align with your brand personality, resonate with your ideal client and provide valuable content consistently, you can build a loyal and engaged subscriber base that will support your business over time. Remember, your newsletter is a powerful tool for not only building your brand but also establishing yourself as an expert in your industry. By providing value and connecting with your readers on a personal level, you can create a loyal following that will support your business for years to come. Naming Your Newsletter to Build a Community Around Your Brand One way to position your brand and build a community around it is by choosing the right name for your newsletter. Your newsletter's name is a crucial element of creating a sense of belonging and community around your brand. To choose the right name, consider the following tips: Reflect Your Brand Identity: Choose a name that aligns with your brand's tone and values Highlight Your Niche: Use your newsletter's name to make your niche clear Create a Sense of Exclusivity: You can use words like "exclusive," "insiders," or "VIP" to make subscribers feel like part of an exclusive club Inject Personality: Use a pun, a play on words, or a catchy phrase to make your brand more memorable and relatable Evoke Emotions: Use a name that evokes the emotions you want your subscribers to associate with your brand Keep It Clear and Concise: Make sure your newsletter's name is easy to remember and type Ask for Feedback: Gather feedback from a small sample of your audience Legal requirements: Ensure that your newsletter complies with legal requirements and best practices such as only adding subscribers to your mailing list if they have explicitly give their consent, and keeping it easy for them to unsubscribe at any time. By choosing the right name for your newsletter, you can create a sense of exclusivity, make your brand more memorable and relatable, and evoke the emotions you want your subscribers to associate with your brand. Frequency and Consistency To make sure your newsletter becomes a valued part of your ideal client's inbox, it's important to understand their preferences. Take the time to consider whether they would prefer a weekly dose of inspiration, a monthly deep dive into practical tips, or a quarterly recap of your journey. Also consider the natural seasons and cycles of your own business and industry. Perhaps a termly newsletter makes more sense, or even one tied in with the Seasons of the year. Equally important is to be realistic with yourself and what you have time for. There's no point in over-committing and then dropping the ball. Your clients want to know that you're reliable and consistent. Would YOU subscribe to your newsletter? If not, you're doing something wrong - get back to the drawing board ;) Align your newsletter with your ideal client's expectations and create a newsletter that they look forward to receiving. Are you a small business owner building your brand on Wix? Join the club and sign up to my monthly newsletter for free tips and advice.

Are you a small business owner who has built their website on Wix and is considering adding a newsletter to your marketing strategy? With so many channels vying for attention, it can be tough to cut through the noise. But fear not, we're here to help! In this post, we'll explore the benefits of starting a newsletter for your small business and how you can make it work for you. By the end of this article, you'll gain a deeper understanding of the value of building a genuine connection with your ideal client through your newsletters. Your Business Newsletter is a Powerful Tool Newsletters are a great way to stay top of mind with your audience, but they are also so much more than that. By consistently providing valuable content, refining your messaging and engaging with your audience, you can establish trust and foster a genuine connection with your ideal client. This helps you build a loyal following that's invested in your brand's success. Here are a few reasons why newsletters are a powerful tool: They help you build a community around your brand They drive traffic and sales to your website They provide valuable analytics and insights They can help you refine and update your messaging as you gauge what resonates and what doesn’t Email marketing has been shown to have a high return on investment (ROI) for small businesses, with some studies estimating a return of $36 for every $1 spent. By using newsletters as a marketing channel, small business owners can build genuine relationships with their audience and grow their business. Newsletters are a valuable tool for businesses looking to connect with their audience and increase sales. How to Use Your Business Newsletter to Connect with Your Audience Now that you know why newsletters are so important, let's explore how you can use them to connect with your audience on a deeper level. Build a Community Around Your Brand Your newsletter is a great opportunity to build a community around your brand. By sharing your story, insights, and expertise in a conversational tone, you're inviting your subscribers to join you on a journey. Drive Traffic and Sales to Your Website One of the biggest benefits of a newsletter is that it can drive traffic and sales to your website. By including links to your latest blog posts, products, or services, you're giving your subscribers a reason to click through and engage with your brand. Make sure to include clear calls-to-action and other conversion-focused elements to guide your subscribers through the funnel. Analytics and Insights for Continuous Improvement Newsletters provide valuable analytics and insights that can help you improve your communications over time. By tracking metrics like open rates, click-through rates, and conversions, you can see what's working and what's not. Use this data to inform your future newsletter strategy and continue to tweak and update your messaging so that it truly resonates with your audience. Improve Your Messaging Your messaging is super important to get right. You want to connect with your clients on an emotional level, showing them empathy and that you truly understand them and what they're going through right now (as it relates to your business). You have the skillset and experience to help them get from Point A (where they are stuck right now), to Point B (where they want to be). Consistent Communication is Key One of the most important things you can do with your newsletter is to provide consistent communication. By showing up in your audience's inbox on a regular basis, you're building a relationship based on trust and reliability. Make sure to provide valuable content that your audience will find interesting and informative. Choosing the Right Platform for Your Newsletter When it comes to starting a newsletter, choosing the right platform is crucial. There are many options available, each with its own set of features and benefits. Some popular choices include MailerLite, Flodesk, Active Campaign, Mailchimp, ConvertKit and Wix Email Marketing. Consider factors like ease of use, pricing, and integrations with other tools you use. Once you've found the right platform, you'll be able to create beautiful newsletters that engage and delight your subscribers. Wix Email Marketing is a great place to start if you're new to list building, and the free plan is usually enough to get you started. From there, you can upgrade to a better Email Marketing plan on Wix, or you can switch over to a more robust system like MailerLite or one of the others, depending on what functionality you need. How to Write a Newsletter: Guidelines When it comes to writing a newsletter, here are some guidelines to keep in mind: You can choose to include a variety of content or focus on a specific topic Experiment with buttons and links to see what your audience engages with most Consider including a personal update, latest free content, blog posts, upcoming events, client spotlights, and shine theory Test having just one link versus multiple links in your email Keep track of your statistics to see what content resonates with your audience and adjust accordingly. Remember to keep your newsletter consistent and informative to build a loyal following. How Often to Send Your Newsletter The frequency of your newsletter should depend on your audience, your industry, and the seasons and cycles of your business. Be realistic about what's manageable for you, and experiment to find the sweet spot. Some popular options include weekly, monthly, termly, and seasonal. Whatever you choose, make sure to keep it consistent so your audience knows when to expect your updates. Sold yet? If you're considering adding a newsletter to your marketing efforts, you don't want to miss the next blog post which is all about how to get people to sign up to your newsletter in the first place. Are you a small business owner building your brand on Wix? Join the club and sign up to my monthly newsletter for free tips and advice