My Website from Zero to, hopefully, Hero!

[Al Whitton]

Hi guys,
I was originally posting under the 'is it possible to make a living' thread, but felt it was hijacking the original thread so am starting a fresh.

Basically my marketing skills need to get better. I created a site - www.westessexhypnotherapy.co.uk but it got me no responses, but I was lucky enough to have some solid input form grumphypnotist who informed me of some things that were so obvious it made me feel dumb for not realising them myself!

So I'm about 60% thru those changes, and welcome the insight and experience and wisdom for me to be able to get some clients. I know I can do the stuff, I have solid testimonials, but was unable to use the site to get any business from it.

I'm going to use this thread as an open tracker of the work I do on it - hopefully some other people might benefit from the information gleaned from you guys.

My outstanding actions from grumpys list are as follows - after these are doneI'm going to clean up and ensure there is good and apppropriate keywords on EVERY page then embark on learning about google adwords and run some split test campaigns - tho i only just about know what these are just at this minute. I'm under some increasing pressure at home to come up with the goods - so I'll be active to ensure I make it:
Anyway, thanks for any feedback and I hope this is helpful to the community - lol even if from a how NOT to do it!

Al


2) link to stop smoking page is broken.


8) your personal background is interesting and impressive. but it's buried under-the-fold after a lot of apologetic text about "oh, we don't like to talk about ourselves..." even though it is on the About Me page. If someone is clicking to the About Me page, I think they would want you to get to the point and give them the information they are looking for.

9) the Contact Us page seems incomplete - esp. Our Work section

10) copy on front page seems to lack focus on solving people's problems. Instead there is some history about NLP and how it started in California in the 1970's. Who cares? Quite a lot of generic "dream your perfect life" and "get the life you deserve" and "transform your life" verbiage. None of that convinces me that you can solve my problems.


12) Target audience seems unidentified. Is it someone who would relate to your business background? Or your martial arts background? Or people who would be excited by the combination of "Neuropsychology combined with Ancient Wisdom"? What does that mean exactly? And why should it matter? I mean, are you claiming that you as the hypnotist, not only are an expert in neurology and psychology, but also will teach your clients Ancient Wisdom? Do you think clients who want to stop smoking or improve performance are interested in going to see someone who will instruct them in the ways of the Ancient Wise Ones?

[the grumpy hypnotist]

Dear Sir,

You are an unusual human being. You ask for advice and feedback, and not only do you openly consider the feedback without getting angry and defensive, but you actually take action (and quickly)! Your demonstrated ability to course-correct is destined to lead to success.

Regards,
A Concerned Citizen

[Susan French]

Dear Concerned Citizen,

I love you. You are so funny and quite correct.

Susan

the grumpy hypnotist said:

Dear Sir,

You are an unusual human being. You ask for advice and feedback, and not only do you openly consider the feedback without getting angry and defensive, but you actually take action (and quickly)! Your demonstrated ability to course-correct is destined to lead to success.

Regards,
A Concerned Citizen

[Al Whitton]

LOL.

Grumpy you git!

You got me scared there for a min, until i reread 3 times.. ;-)

Thanks, I feel better for doing the changes.
While it's far form perfect, like u said the only way is up - please god!

[Kathleen Hanover]

Yes, you are to be commended for your openmindedness. :) I hope your ego is feeling strong...because I have some more things for you to think about.

First off, the middle of your first screen of content is the "sweet spot." that's where the visitor's eye goes first. That's where you have 2.5 seconds to convince them that they've come to the right place and that you're the right person to help them.

Let's say I'm desperate to stop smoking because I've just seen a parent die from lung cancer, and my kids are begging me to stop, and I've tried and failed several times before, and nicotine gum makes me sick, and I'm DESPERATE to stop smoking. I have money in my wallet right now that I'm about to spend on a box of nicotine patches. I don't care *how* I stop smoking right now. I'm just desperate to stop. And I have money to spend to do it.

What do you have in your "sweet spot" that says I have come to the right place, and you can help me with my problem? Is the copy in your sweet spot about you, or is it about me?

I analyzed your sweet spot copy and came up with these statistics:

Your Customer Focus Rate: 10.00% (1 customer-focused words)
Your Self Focus Rate: 90.00%

The subliminal message I get is that you don't care about me, you care about you.
I also don't see anything in your sweet spot that says you can help me, personally. You mention vague "other people" but how am I to know I'm one of those people?

Remember, we as human beings are inherently self-centered. We can't help it. You have 2.5 seconds to convince me that you understand my problem, have helped others solve it, and can help me solve it. Then maybe another few seconds to get me to pick up the phone.

Have fun! :)

Kathleen
Seeing the world through marketing-colored glasses

silverback said:

LOL.

Grumpy you git!

You got me scared there for a min, until i reread 3 times.. ;-)

Thanks, I feel better for doing the changes.
While it's far form perfect, like u said the only way is up - please god!

[Joshua Houghton]

Hi Silverback,

I agree completely with Grumpy Hypnotist. You are a strange person, but in a good way. Most people who request feedback never take it or never use it. Being open to feedback and not getting mad at the feedback you receive is a wonderful and rare to find trait.

I agree both with grumpy and Kathleen and will add a few little tips myself. As Kathleen mentioned the middle of the screen is a sweetspot and especially anything above the fold. As humans, we want results fast or we want the information fast. I would move the about me information on the main page to a different page personally. I noticed you had an about page. I would move that information there. The other thing when your page loads and please keep in mind I use Firefox and I'm on a smaller monitor at the moment. Your font you use above the fold and on the mainpage seems very cluttered. Mainly the contact information at the top and all the bold statements within the copy. Maybe tone them done just a bit. It gives your site a cluttered and rushed look in my opinion. Its sort of big and bulky. Please keep in mind that it could just be my broswer, but I'll check when I get home as well.

I get the exact same impression when I visit your page. The first thing I see is about you and not the potential client. When I built sites I like to built them with the frame of mind of what would a potential client need to see for them to give me a call. It's all about providing solutions. If you have the solution to your potential clients problem then you may be one step closure to receiving a call. I would see if you could remove the date as well as it's not needed. Your prospect wants help, not the date! I believe your using a blog as your template though and some of them are built in. So depending on your Html abilities you can remove this yourself have someone else for you.

The other thing I notice is the sidebar to the left which has all the certifications. Once again, this makes it seem like all about you. I know the idea behind it is to show you are experienced and professional, but the certifications really don't mean much to the client. You would be best served by removing those images and just including a few of the organizations you belong too on your about me page in a text format. I would then used the freed up room on the main page as more copy that deals with the issue of helping the potenital client.

On the about me page you have the images of who you belong too and such. I would recommend removing them and just start telling people who you are starting at the top. Remember if they have to scroll to find the infromation you already lost them 9 times out of ten. I would also find a way for you to move your picture up near the top of the about me page somehow. People like to know you are a real person behind the computer. A study was done that showed a better conversion for people who had a photo of themselves on the about me page. Nothing big, nothing fancy and not directly to the top. Maybe wrap your text to the left with a photo on the right with the text wrapped around it.

Overall, your off to a good start and better then most people who never even get a site running. While having a site up doesn't mean your going to get tons of traffic it's still a start. Well done and I look forward to seeing your site once you have made all the changes you feel are needed.

Btw, love your post too @Grumpy Hypnotist. You inform while making me laugh. A very rare trait

Kathleen Hanover said:

Yes, you are to be commended for your openmindedness. :) I hope your ego is feeling strong...because I have some more things for you to think about.
First off, the middle of your first screen of content is the "sweet spot." that's where the visitor's eye goes first. That's where you have 2.5 seconds to convince them that they've come to the right place and that you're the right person to help them.
Let's say I'm desperate to stop smoking because I've just seen a parent die from lung cancer, and my kids are begging me to stop, and I've tried and failed several times before, and nicotine gum makes me sick, and I'm DESPERATE to stop smoking. I have money in my wallet right now that I'm about to spend on a box of nicotine patches. I don't care *how* I stop smoking right now. I'm just desperate to stop. And I have money to spend to do it.

What do you have in your "sweet spot" that says I have come to the right place, and you can help me with my problem? Is the copy in your sweet spot about you, or is it about me?

I analyzed your sweet spot copy and came up with these statistics:

Your Customer Focus Rate: 10.00% (1 customer-focused words)
Your Self Focus Rate: 90.00%

The subliminal message I get is that you don't care about me, you care about you.
I also don't see anything in your sweet spot that says you can help me, personally. You mention vague "other people" but how am I to know I'm one of those people?

Remember, we as human beings are inherently self-centered. We can't help it. You have 2.5 seconds to convince me that you understand my problem, have helped others solve it, and can help me solve it. Then maybe another few seconds to get me to pick up the phone.

Have fun! :)

Kathleen
Seeing the world through marketing-colored glasses

silverback said:

LOL.

Grumpy you git! You got me scared there for a min, until i reread 3 times.. ;-)

Thanks, I feel better for doing the changes.
While it's far form perfect, like u said the only way is up - please god!

[Al Whitton]

Blimey, thank you all so much!

This place is now officially me new home!
Firstly let me preframe this scribble with merely saying, it's prolly the decades of martial arts that enables me to take feedback from peers and thos with greater skill and apply to self. If I don't then I'll die on my feet.
So there's that and the fact that I want to provide for my children.

I have to reread all your posts about a few more times so i fully understand them, and I DO NOT want the site to be about me - but about how the visitors can get help.

I think I have sor tof misunderstood the social marketing internet thing, I kind of thought it was about subtly promoting yourself. I am so pleased to say that there is still a long way to go and excited at the prospect of both the journey and the destination.

You guys, are in serious danger of becoming highly trusted and respected friends right now!.

OK Ineed to take all this stuff in right now.. Back when my brain is fed and digested all the info.

Love to you all and when you're in london, look me up.

Back in a little while.

Pax Vobiscum

[Cynthia Cameron]

Kathleen,
Thanks for sharing the "sweet spot". As my previous career as a web designer I know that "area" is to capture the client but love the tag "sweet spot". It made me smile.

Cheers Cynthia

Kathleen Hanover said:

Yes, you are to be commended for your openmindedness. :) I hope your ego is feeling strong...because I have some more things for you to think about.

First off, the middle of your first screen of content is the "sweet spot." that's where the visitor's eye goes first. That's where you have 2.5 seconds to convince them that they've come to the right place and that you're the right person to help them.

Let's say I'm desperate to stop smoking because I've just seen a parent die from lung cancer, and my kids are begging me to stop, and I've tried and failed several times before, and nicotine gum makes me sick, and I'm DESPERATE to stop smoking. I have money in my wallet right now that I'm about to spend on a box of nicotine patches. I don't care *how* I stop smoking right now. I'm just desperate to stop. And I have money to spend to do it.

What do you have in your "sweet spot" that says I have come to the right place, and you can help me with my problem? Is the copy in your sweet spot about you, or is it about me?

I analyzed your sweet spot copy and came up with these statistics:

Your Customer Focus Rate: 10.00% (1 customer-focused words)
Your Self Focus Rate: 90.00%

The subliminal message I get is that you don't care about me, you care about you.
I also don't see anything in your sweet spot that says you can help me, personally. You mention vague "other people" but how am I to know I'm one of those people?

Remember, we as human beings are inherently self-centered. We can't help it. You have 2.5 seconds to convince me that you understand my problem, have helped others solve it, and can help me solve it. Then maybe another few seconds to get me to pick up the phone.

Have fun! :)

Kathleen
Seeing the world through marketing-colored glasses

silverback said:

LOL.

Grumpy you git!

You got me scared there for a min, until i reread 3 times.. ;-)

Thanks, I feel better for doing the changes.
While it's far form perfect, like u said the only way is up - please god!

[Craig Eubanks]

Hi Al,

I'm glad you are open to advice. Shows you have one of the qualities of successful entrepreneurs which is "learn from your mistakes". In it's most advanced form, this is known as "testing".

As one of my mentors, Dan Kennedy, likes to say... "the secret is to fail faster".

So, here is my advice to you... I tell this to a lot of people, but very few bother to do it...

Ready?

Here you go...

STUDY THE CLASSIC DIRECT MARKETING BOOKS

For about $100 you can get the best marketing education possible sent right to your door from Amazon.

These are the same books that every top marketing guru you've ever heard of, has on their book shelf, dog-eared and falling apart.

If the top money guys all have them, don't you think you should too?

Here's a short list of essential reading for ALL Entrepreneurs

"Tested Advertising Methods" -by John Caples

"Scientific Advertising" -by Claude Hopkins

"How To Write A Good Advertisement" -by Victor Schwab

"Ogilvy on Advertising" David Ogilvy

"Triggers" by Joe Sugarman

"The Robert Collier Letter Book" -by Robert Collier

"Break-Through Advertising" -by Eugene M. Schwartz


And I also recommend you read "Think & Grow Rich" by Napoleon Hill and "The Ultimate Sales Letter" by Dan Kennedy.

If you will bother to do this, you will understand more about marketing and selling than 95% of people in business.

So, you might be thinking... what the hell does this have to do with your website?!?

Good question.

Here's the answer: When you understand the fundamental principles of marketing, you will look at your website with fresh new eyes. And you'll look at other websites through a very different lens. You'll be able to figure out why your website doesn't convert, because you'll understand what works in selling.

"The Principles of Marketing Never Change" ~Dan Kennedy

Note: There is a video on my blog of Dan Kennedy talking about the topic of how the fundamental principles of marketing never change. It's worth watching. You can find it here: Video - The Principles of Marketing Never Change

As a bootstrap entrepreneur, you need to be self-sufficient and self-reliant. And the most important job you have is to market your services. You can be the best damn hypnotist in the world, but if you suck at marketing... you'll starve.

Do yourself a favor and buy at least the first 3 books on the list above.

You'll be glad you did.

Cheers,

Craig Eubanks


~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The Internet's #1 Marketing Resource**
exclusively for Hypnosis Professionals!

http://HypnosisMarketingTips.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
** Google search ranking Oct 2007 - May 2009
Yahoo search ranking Dec 2007 - Apr 2009

[Craig Eubanks]

Hi Al,

I forgot one thing you also will find useful. I have posted an article in the Internet Marketing for Hypnotists Group here on Hypnothoughts, that outlines a very fundamental equation for success in the world of online marketing.

This article goes over the basic formula for Internet business. It will help you understand why your website isn't converting.

The article is called: Internet Marketing 101: Traffic + Conversion = Profits

It's basic, which is where most people make their mistakes.

Cheers,

Craig Eubanks


~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The Internet's #1 Marketing Resource**
exclusively for Hypnosis Professionals!

http://HypnosisMarketingTips.com
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
** Google search ranking Oct 2007 - May 2009
Yahoo search ranking Dec 2007 - Apr 2009

[Antonio]

Hey Whittons...its Antonio. One thing I would suggest for your site (considering it looks like a wordpress site) is to use a tag cloud kind of like this http://www.idratherbewriting.com/2009/02/19/rotating-flash-tag-clou... in the "GET HELP" section on the right hand side. Then create posts for each one of the issues (smoking, weight loss, etc.) so that when someone clicks one of the tags it will take them to all the posts related to that.

also, I think you might be better off to have your audio intro play automatically. This way people are kind of "forced" to listen to it. Just my opinion.

[Antonio]

Hey remember I told you that you would love this place :D :D

silverback said:

Blimey, thank you all so much!

This place is now officially me new home!
Firstly let me preframe this scribble with merely saying, it's prolly the decades of martial arts that enables me to take feedback from peers and thos with greater skill and apply to self. If I don't then I'll die on my feet.
So there's that and the fact that I want to provide for my children.

I have to reread all your posts about a few more times so i fully understand them, and I DO NOT want the site to be about me - but about how the visitors can get help.

I think I have sor tof misunderstood the social marketing internet thing, I kind of thought it was about subtly promoting yourself. I am so pleased to say that there is still a long way to go and excited at the prospect of both the journey and the destination.

You guys, are in serious danger of becoming highly trusted and respected friends right now!.

OK Ineed to take all this stuff in right now.. Back when my brain is fed and digested all the info.

Love to you all and when you're in london, look me up.

Back in a little while.

Pax Vobiscum

[Kathleen Hanover]

Hi Antonio, Al had his audio playing automatically, and we talked him out of it. Although Al has a lovely voice, it was intrusive and the audio restarted every time you returned to the home page. :)

Personally, I hate auto-play multimedia files because I dislike not being given a choice when I come to a website to accomplish a task. And personally, I hate audio and video as a way of relaying basic information (especially in the absence of a written version of the info.) I am busy; I'm almost always multitasking; I'm kinesthetic; and I can't "skim" an audio or video to see if it's relevant. Plus, unlike copy, audio and video by their very nature aren't keyword-rich (except in alt-tags and descriptions.) While this is my bias, there is some usability research to back this up.

And speaking of the principles of marketing (hat tip to Craig), here's another bit to consider.

Just imagine what someone would come to your site to accomplish, and remember--they may not find you by searching for "hypnotherapy." In fact, they may not even know that hypnosis could cure them of their ills. It may be much more likely that a client will find you by searching for "stop smoking" or "lose weight" or "sleep aids" or "improve golf game" or something like that. Those are client-centered ways of looking at problems.

The you-centered way is to talk about all your NLP and hypnosis skills and certifications. Those may be important if a client is comparing you to another hypnotherapist but they may not make any difference if the client is comparing you to nicotine patches or gum.

Does that make sense?

Craig has shared a list of some of the seminal marketing books. They're classics and every entrepreneur should read them.

I have a few of them on my list, but I've really moved away from advertising and am doing much more with social media, SEO, direct marketing and public relations nowadays. Traditional advertising has become (perversely) more expensive even as it has become less effective. But it is important to know how and why advertising prompts people to take action.

You can see my favorite books in my online bookstore, Marketing, PR, Sales, and Persuasion Tools. There are too many to list here. (Caveat, this is not an ad to buy stuff from my store. Just look at the list of books, and if one looks interesting, get it from the library!)

I can wholeheartedly recommend anything by Dan Kennedy. He is one of my biggest influences when it comes to copywriting and marketing.

Bon appetit,

Kathleen
Seeing the world through marketing-colored glasses