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Give Your Keynote Speaker Brand a Boost: Avoid These 2 Website Mistakes

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Give Your Keynote Speaker Brand a Boost: Avoid These 2 Website Mistakes

Your website is working for you 24/7.

It’s like curb appeal for your keynote speaker brand.

At least, it should be.

Your brand is expressed through the look, feel and content of your website.

If it’s not doing what it should for you, it’s actually working against you.

Don’t let your website kill your speaking brand.

Here are two of the biggest mistakes to avoid.

1. Not Optimizing For Conversions

No joke, this one’s a biggie.

If you don’t have an understanding of how people will move through your website and its pages, you can’t expect visitors to get it.

And they’ll bounce right by you – and onto the next site.

What you need is to extend the time they spend on your website, and ideally convert them into a lead.

Maybe they sign up for a lead magnet you created or fill out a form to contact you.

The industry standard is that your website should have a 2% conversion rate. Out of 1000 visitors, 20 should become leads.

You can achieve this goal by making a plan for every aspect of your website. These aspects should appropriately convey the right message about your keynote speaker brand:

  • The home page.
  • Services pages.
  • The navigation.
  • The contact page.
  • Pop-ups.
  • Landing pages (where users sign up for your free offers).
  • The copy  – do your words send the right messages?
  • And more.

Another important aspect of an optimized website is trust.

You won’t get any traction from your website if the people who visit don’t think you’re trustworthy.

You can build trust by:

  • Sharing the stories of real customers. If you can get them extolling your virtues on camera – even better.
  • Providing videos related to your products and services.
  • Publishing your customer reviews.
  • Sharing real data.
  • Offering perks like guarantees and free shipping.
  • Creating a relationship instead of going right for the sell.
  • Being honest and describing who might NOT benefit from your services.

2. A Homepage With Mixed Messages

A plan keeps your homepage focused and direct.

It should be your first step – even before designers add colors and images.

Here’s what you need to structure your website.

1. Research For Inspiration To Reinforce Your Keynote Speaker Brand

Explore websites that you like and that are easy to understand.

Take note of conventions you think make the page flow and any other elements that fit with your brand.

Pay attention to color schemes and design layouts that appeal to you.

Be aware of what you include in the section above the fold (header), as that’s where your visitors spend 70-80% of their time.

Here are a few tips to get you started:

  • Use this section to clearly tell the user what problem you will help them solve. We’re committed to helping speakers grow their business, so we said that clearly in our header.

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  • Describe the benefits users will experience if they work with you. If a speaker decides to work with us, they will speak more, build recurring revenue and have greater impact. We know what we bring to the table and we are not afraid to say it loud and clear!
  • Tell users what to do next. Have two calls-to-action: One that lets your visitors hire you or make a purchase, and a second one that’s more transitional – for visitors that are not ready to commit just yet. The calls -to-action make it easy for prospects to make a purchase, but allow them to learn a bit more about why they should trust you.

2. Layout The Sections

The majority of home pages will have some basic sections in common.

Check out this breakdown of home page elements.

  • Header. It should give the reader a succinct picture of what you’re offering. Remember, it’s the first thing people will see. You have about two seconds to showcase what you’re all about. Above, we covered a few tips you can apply right away to start getting better traction.
  • Value proposition. What are your customers going to get when they purchase your product or services? Spell out the value you’re offering in this section. Bullet points with short descriptions after provide a quick and easy way for people to scan. The second line in the screenshot below is our value proposition.

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  • Process. Give readers a plan for how to do business with you. It’s a great idea to use illustrations, graphics, numbers or bullet points to make the information easily scannable for visitors. Here’s our process statement.

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  • Authority. Show your audience that you know what you’re talking about with testimonials. Three or four is a good number. They should be focused on the most common objections that your prospects face. Another way to show that you have authority in your niche is to display the logos of notable businesses you’ve worked with or professional organizations you hold membership in. Here’s a screenshot of a testimonial on our website.

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Final Thoughts

Your website is a powerful tool for growing your speaking career.

It’s the place where visitors will go to see what you’re all about.

If they can’t easily find what they’re looking for or it’s a challenge to navigate your page, they’ll leave and continue their search elsewhere.

Make sure that your website is optimized for conversions and that your homepage is clear, direct, and quickly displays your keynote speaker brand.

How effectively does your website reflect your speaker brand?

Keynote Speakers

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Josh Coffy

Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.