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“Our goal for the site was to simply show our work”
Lately, Reader, I’ve been diving deeper into LinkedIn.
Instagram is a bit ol’ pot of stress for me and, frankly, it created habits I didn’t really like.
I kept catching myself taking pictures of random things with the vague thought to maybe post later. (a plate of not-very-awesome food? my dog’s cute nose? vids of flowers waving in the wind for ‘poetic impact’? truly bad selfies of me ‘working?’)
Plus it does almost nothing for my business.
So.
I deleted Insta off my phone a couple of weeks ago and feel so freeeeeeee.
I can only check it on my desktop and have zero ability to post anything.
My photo-taking has dramatically reduced and my ability to just enjoy the damn moment has increased.
But this email isn’t about Instagram.
It’s about LinkedIn.
I’ve shifted my energies over there because I do get leads sometimes.
Yet like Instagram, I’m seeing the same things over and over and over again, just with fewer memes and funny videos.
One thing I’m super-de-duper tired of seeing?
(warning - rant forthcoming)
👏 A creative agency, consultancy, or service provider is launching their brand new site!
👏 They put a lot of effort into it!
👏 New branding!
👏 New everything!
And then they say something like this:
Then I click through and wow it's pretty to look at!
It's very well-designed!
But all it is is a home page with big blocks of client work, another page called "work" with...big blocks of client work (and almost zero copy giving context), and a contact page.
No.
No no.
Nope.
A website is never simply a portfolio piece or a brochure.
That’s what case studies are for.
PDF sales sheets.
Project examples.
Testimonials.
Actual tri-fold brochures.
Your website always has a much bigger purpose, even if you think it’s to ‘simply show your work.’
Your potential clients deserve more than a slideshow of your best hits.
In fact, they demand it.
The more clarity a website has around what services you offer and sell, the more impact your website will have on your bottom line.
Curious clients will feel more secure in reaching out to you for a project if they understand not only what you deliver, but how you deliver it.
Without clarity on a website, you’re hoping a potential lead will ‘figure out’ if your company is right for them and can deliver what they need.
Navigation is important.
Clear service offerings are important.
Laying out your unique process is important.
Pulling a reader through to a clear action is important.
If you don’t take these into account, you’re investing in a website that simply looks pretty.
In my opinion, that’s money that could’ve been well spent somewhere else.
(excuse me for my rant and apologes if any of you feel personally attacked, this rant is about the trend of portfolio sites, not about you as a person)
If you want to go into the big giant task of updating your website, have a sit-down and really think through your business goals.
- What services do you want to sell more of?
- What is your current site lacking?
- What does your current site have too much of?
- What questions do you consistently get on sales calls?
- What is your current quality of leads for projects? Are they a good fit, and why or why not?
These are critical questions to answer before getting into a new website project.
They will give you clarity on your desired outcomes and incredible focus while you’re updating the thing.
Plus (and this is a big plus) it will result in a new website that both ‘shows off your work’ and actually gets you more work.
Money and time well spent.
The Go-Try-It-Out Section
Do a quick audit of your website right now with those questions, repeated again here.
- What services do you want to sell more of?
- What is your current site lacking?
- What does your current site have too much of?
- What questions do you consistently get on sales calls?
- What is your current quality of leads for projects? Are they a good fit, and why or why not?
Now ask yourself honestly:
Is your website doing its fair share of marketing and selling, or is too much resting on you and your team's shoulders?
For me, honestly, my website isn’t doing its fair share.
Most of the selling is squarely on my shoulders, as the copy is out of date and inconsistent with how I approach my work now.
This year I’m re-writing my site, page by page.
First up was my copywriting page.
It has new services (that you can instantly book and skip a sales call yahoo!) and deeper clarity in my approach.
I’m currently open for projects in Q2!
🧙♂️Magic we can make together:
- Website copywriting
- Sales pages
- Lead magnets
- Case studies
- Copy reviews and tune-ups
Have a project?
Let’s go.
Cheers to fewer portfolio brochure sites out in the world!
Anna (they/them)
What I'm reading
Underland: A Deep Time Journey by Robert Macfarlane
Myth, science, and really good storytelling (so far). This book literally dives deep into the earth to show us how we, as humans, engage with the mysteries beneath our toes.
Strange Birds
Are you looking for… ✔️ business insights inspired by how moss grows ✔️lessons pulled from fantastical stories about magic in space ✔️metaphors that connect ultimate frisbee to being a business owner 💌 Tuesday emails are for you, my strange bird. 👇 subscribe to my weekly email 👇
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