Your Website

So let's have a quick look at your website, and what needs to be done from a lead generation point of view of how can you make your website more attractive. So I'm gonna go what should be on the front page. I'm not gonna go into SEO. That's a whole different topic. But what I want you to know is what I think you should have on your website. So it's really simple. There's only three things I really want you to think about. One is you. I'm gonna explain that in a minute. Two is credibility. You want space here, yes. And three is gonna be help.

Okay, so let me go through these one by one, okay? You. What do I mean here? Now, what does the standard architect have on the front page of their website, right? If I just go to any website for an architect, and you could even do this actually, just to prove it. What we're gonna see is a gallery of images of buildings, right? I can guarantee pretty much any website I search for on the internet, the architect, there's gonna be a gallery of buildings.

Now there's a few problems with that. One is, some of those buildings might not be the type of building I'm gonna do. That's one. Another one is, I'm not really hiring based on those buildings. In fact, what am I even buying? What am I buying, right? Well here's the clue. When I'm buying something, particularly if you're a small firm, I'm buying you. You are what I'm hiring. What's the differentiation between you and another company? It's you, right? It's not the buildings you done, it's you. Who the hell are you, you know?

So you need to be the star of the front of your website, okay? You need to be. You are the differentiator. You are what they're hiring, right? They're not hiring the name of your firm. They're actually hiring you. When trouble hits, you're the one they've gotta go and see. When it comes down to great design, you're the one that's gonna have to deliver it. This legal entity thing, about our company, is just a legal entity. It doesn't really exist. It's just an imaginary thing for tax purposes. So don't talk about the company, talk about yourself, unless you're a large company, okay?

Second thing is credibility, and I'm gonna give you some examples on that, and the third thing is help, okay? So what we're gonna do is we're gonna need to put little boxes on our website that offer to help people. So probably best if I show you what I mean.

Okay, here is one from Peter Toohey. He's one of our Mastermind members, and you can see up the top ... Let's have a look. Call us, he's got the phone number at the top. He's got a free guide in red, which stands out. He's got a few social media icons. Nothing too standout-y, but certainly there, and he's got his control panel. Now, he hasn't got a picture of himself here. He does have a gallery, as all architects feel duty-bound to do, which is okay. It's okay, but I wouldn't do it. What he does have down here is ... Have a look. He's got a video.

And here is where we see Peter, working away, thinking, planning, scheming. Brand, shameless brand placement on the cup. Then Peter talks about the different styles he does and builds credibility on what is a pretty professional video. He has the advantage that his son does video. So that helps, but there are a lot of good videographers out there who can cut you a video, right? But it's about Peter. He has a signature there, he talks about ... Takes a few ... He's got his portfolio he talks about. He talks about a whole thing, and really it's Peter. Then there's the portfolio. View full portfolio.

Now he's got his resources. Download your free guide, learn more, read the press, okay? Now, so here's the credibility. Now you may not have a lot of best of house sort of icons you can put up there, but you've gotta find something that you can do. Some way to build credibility. So if you remember the power pyramid, I talked about how are ways you can build your credibility in the eyes of people. Some of the ways ... Let me just list some of them now. Maybe you've written a book, or you've got a monkey's fist. Well that builds your credibility. Maybe you've been interviewed or been in a newspaper. That adds credibility.

Maybe you know some famous people and there's images of you with famous people. Now you might think that's name-dropping. Well, it is. But in business, when we're doing promotions, what it's called is good PR. So it's different in business. Those are just some of the things you can do. Interviews, articles, writing, books you've written, that type of thing. So anything along those lines is gonna be good credibility-building. And notice the downloads here. He's done a reasonable job. There's a good one up the top.

Let's have a look at the one we've done. So you'll notice a big picture of Enoch there. If you look at this page, it is very heavy ... We're even bigger than Peter Toohey. It's just really for lead generation. That's the number one purpose of this home page. Now you can see the credibility thing's down the bottom here. As seen on here, here and here. But it's very much about getting someone's name and contact details. So if we click there, we're straight through to a monkey's fist.

Now if I go down, what do you need help with today? Do you need help this way? You can download this. Do you want to increase your project win rate? Download this. You want networking for introverts? Download that. There's a letter from me giving some details, and then back. Straight back into the name capture again, okay? Now if you want to get through the rest of the website, it's this little stuff here. This is the by the way. We are really focused on capturing the name and contact details of someone. That's our main primary purpose, and I'm gonna say that should be yours too. So if you go through there, click on a button, and get some training on various things. Now you will have to put your email address, of course, right? 'Cause we want your name and contact details.

So there you go. Those are the three key things. We want you featured, we want credibility for you, and we want lead capture. Those are the three key things I want there on that website for you, and then you got a chance.