4 ways to improve your website
Your website is your top sales funnel, so give it the attention it deserves.
People on social —> they look at your website.
Prospects you network with —> they look at your website.
Hand out a business card —> they look at your website.
Everything leads back to your website.
It is your number one point of conversion AND prospects will know within about 10 seconds of looking at your homepage whether they want to work with you or not.
So here are four things to focus on and get into better shape for more sales in 2025:
1) Write benefit statements
A lot of us creatives like to write “philosophical” statements about what we do, such as…
“Cutting edge filmmaking to awaken powerful stories.”
But what does that really mean? What does that mean to a prospect?
Unfortunately, it doesn’t really mean anything to a prospect.
They don’t know what “cutting edge filmmaking” is and they don’t know why they should tell powerful stories.
Instead of speaking philosophical, let’s speak to the benefits of what we offer:
“We make video easy” — emphasize that you make the process of creation really easy. That translates to anyone who needs video. That’s a benefit.
“We grow your business with video” — emphasize that you drive growth of sales through the content you create for clients. Again, that’s a benefit.
“We bring creative solutions to your marketing” — emphasize that you’re an enhancement to their marketing. You’re not THE marketing, but you’re the addition that they need.
Make the statements across your website about the BENEFITS of your services and deliverables.
Do not make the statements about anything else. The prospect is buying for their needs, not for how awesome you are.
2) List your services on your homepage
Chew on this: 50-70% of your website visitors may never go further than your homepage.
That’s been true even for me… which means we need to give the visitor/prospect a great idea of how we benefit them AND what we offer.
I’ve seen a lot of video creatives’ websites that burry their services deep on their homepage or don’t even list them at all.
Please, don’t burry that.
It’s so important for prospects to see exactly what you do.
I list out six specific services on my homepage:
Filming
Video editing
Photo
Planning & strategy
Social content
Teams & comms
So each visitor knows exactly what we do and how we can benefit them through each service.
Here’s the list and icons on my site:
3) Make your reel more diverse
Almost all of us showcase our reel first on our website, and for good reason.
We want visitors to see what we’re capable of, what our style is, and what our creative looks like.
But I see a lot of reels that are too niche.
Reels that emphasize only one style of content.
Here’s an example: I recently coached a video creative and he’s trying to get more nonprofits and larger brands. But when I looked at his reel (and his work is top tier) it looked more like a travel influencer than anything else.
And while the visuals were stunning and I could see his abilities, I told him his reel was too niche. It needed to be more diverse.
What was missing?
I didn’t see any interview shots. I didn’t see any event coverage. I didn’t see any doc style.
Nonprofits and larger brands definitely want to see if you can shoot interviews (more doc style). So if you’re wanting that business, you need to show that you’re capable of that too and not just beautiful b-roll.
So don’t be too niche in your reel. Diversify it.
1:1 COACHING CALL — ASK ME ANYTHING
I’m currently taking several coaching calls per week to help creatives in this community. Each call is $150/hour and you can ask me anything. Literally anything. We can talk about pricing, clients, money, cash flow, hiring, proposals, retainers, and more.
4) Get written client testimonials
Back up everything you’re showing and talking about on your website with some social proof.
Written testimonials are the exact proof that a prospect needs.
If you have Google reviews for your business, ask those clients if you can copy their review and use it on your website.
If you don’t have any testimonials yet, simply fire off emails to happy clients.
All of the clients that have had a great experience with me are more than happy to send me a line or two.
Goal: if you don’t have any written testimonials, ask three clients this week to write you a testimonial. Then put those on your homepage.
Take your website serious and it will reward you.
You never know who’s looking and you never know when they’re looking. Your website can always sell for you, no matter the time of day and how busy you are.
Cheers,
-Trent
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