Marisa Murgatroyd 
Blink your eyes three times. 1 second. That’s the amount of time it takes for 10 new websites to hit the internet.
That’s 86,400 new sites each day! Holy Christmas! How do you compete against that?
It’s actually easy when you tap into these 7 new conversion trends I’ve identified. Here they are, starting with The. MOST. Important. One. Of. All.
The one trend to Rule Them All…
Las Vegas is known as “The City That Reinvents Itself.”
No other city in America is constantly innovating like Vegas.
Almost every year the city brainstorms new ways to keep the visitors coming…
The result: tourism has fueled Las Vegas businesses for decades…
How ELSE would you build a thriving economy in the middle of the desert?
(And how do YOU build a thriving online business in the middle of an economic recession?)
So how EXACTLY does Las Vegas avoid the “been there, done that” syndrome, staying fresh and relevant generation after generation?
Why do the next generation of visitors continue to make the pilgrimage?
And why do first-time visitors return for more?
The answer contains a valuable lesson for online entrepreneurs who want to not only stand out in a crowded market today, but build a sustainable business that’s going to be around in 5 years… Rather than suffer the fate of once-popular tourist destinations like Atlantic City OR the 80% of businesses that fail within 5 years of opening.
You ready for it?
Perfectionism. It’s like kryptonite for smart people.
Almost 80% of us smarty-pants are perfectionists.
It’s what makes us awesome… and formidable…
And what stops us DEAD in our tracks.
So lost in the details we lose perspective.
It’s one thing to have Big Hairy Audacious Goals (otherwise known as BHAGs)… it’s another thing to set those goals so high they’re impossible to achieve… and to tether our self-worth to mission impossible.
That’s a recipe for depression, stress, anxiety and other health issues. Literally.
Research shows us high-achievers suffer more than the average bear… and we often leave in our wake a trail of broken dreams and broken relationships.
With great gifts, sometimes comes great suffering.
My name is Marisa Murgatroyd and I’m a perfectionist.
They say the first step to recovery is admitting that I can’t control my compulsion towards perfectionism.
So there it is.
I got up close and squinted. I could make out the figure of a man, pushing his tired horses through a mountain pass on a moonlit night under starry skies. If anything, it looked like it could have been a Van Gogh. Anyone but Jackson Pollock. And then Murray piped up: “Wow! Even someone as unmistakable as Jackson Pollock didn’t start out Jackson Pollock!”
That thought struck me, so that night I dug deeper into Jackson Pollock’s life…
And what I learned has completely shifted the way we market our business.
Jackson Pollock painted “Going West” in 1934. It was a solid work of art that’s still exhibited today, but it could have been painted by any talented artist of his generation… There was nothing about it that screamed Jackson Pollock…
And then, lightning struck.
If you sell any kind of 1:1 or high-end group offerings such as coaching, consulting, speaking or done-for-you services, the first step to enrolling new customers is usually getting a prospect on the phone to see if it’s a fit.
One of the fastest ways to fill your coaching, consulting, speaking or service business is to do more free initial consultations with qualified prospects.
I can’t tell you how many times I’ve talked to students who were having a hard-time filling their practice. Then, when I asked them how many initial consultations they were doing, they said none. Zip. Zero. So it was pretty obvious why they didn’t have the client-base they wanted.
And, when I reviewed their website, 9 times out of 10, they didn’t have a good process in place to turn visitors into prospects by getting them signed up for a free discovery call.
Not a lot of Wordpress or Squarespace templates come with this functionality baked into it, so most people just add a “schedule a call” link or button on their coaching or services page and that really doesn’t work well enough, especially when you’re first getting started and you don’t already have people coming to you site ready to work with you. That’s why we’ve included 2 free consultation page templates optimized to get the right people on the phone with you in our Take Flight Now web packages.
Here’s the simple 2-step process we use for optimizing your website to grow your client-base:
How many of you have met someone who talked about themselves ALL the time? And not just talked about themselves, but boosted and bragged, until you felt the need to get outta there fast?
While having a healthy ego is important to success, you can overdo it. There’s only so much you can say about yourself and how awesome you are before people tune out and stop believing you.
That’s where social proof comes in. It’s much more powerful to let other people say how awesome you are, then to make these claims about yourself.
People are more likely to believe what other people say about you, then what you say about yourself. Afterall, you have every incentive to bend the truth from time to time. But why would your students, customers, or clients say something they didn’t believe?
Many traditional websites, relegate social proof to a single testimonials, case studies, or success stories page on your website. Or they just throw them in randomly in the sidebar without really correlating the testimonials to specific content on the page.
I recommend strategically weaving testimonials throughout your site to support specific call to actions or sales events.
Let me give you a few examples from the website I built for Evan Marc Katz, the dating coach for smart, strong, successful women:
Example #1 – Home Page
Our first testimonial is featured right on the home page. You’ll notice we’ve put it under what I call the 3 “Pathway boxes,” which guide your visitors deeper into your site based on what they’re looking for.
I LOVE talking about fonts because very few people realize the full power of typography to transform the look, feel and experience of your business…
Some of you may know the famous story Steve Jobs tells of studying calligraphy at Reed College, which at the time had the best calligraphy department in the country:
“Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed…I learned about serif and sans serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture.”
“When we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them.”
You see before the Mac computers just used a single typeface. Fonts were functional. They weren’t seen as something that could add to the user experience.
And for most people, fonts still are primarily a functional way to display written content. And most people can only name a handful of fonts: Times New Roman, Arial, Helvetica and perhaps a few more.
Now I wish I had time to do a full training on typography here, but we have a lot to cover so I’m going to focus on what I call your font palette.
Your font palette are the 3-4 branded fonts that you use consistently across every web page you create, as well as all your other materials.
So the right font palette not only adds to your company’s brand, but it can actually increase your conversions by calling attention to exactly what you want your visitors to focus on.
Let me walk you through the 3-4 fonts that make up your font palette (I recommend watching the video training above to see examples of each of these font types):
Very few people realize that you can actually publish your blog directly to Amazon Kindle.
The really cool thing about this strategy is that allows your tribe to download your blog posts to their Kindles to read anytime they like – even when they’re not online. That means they could be reading your blog post in line at the grocery store or from the top of Mt. Everest if they want to….
This gives the content you’ve already created WAY more visibility and reach.
Now, there are a few nuances to doing this. And, in this tutorial, I’m going to teach you step-by-step exactly how to publish your blog to Amazon Kindle.
The first thing you need to know is that, although your blog is published to the Kindle platform, it is different from the KDP platform or the place where you publish your Kindle books, which is called Kindle Direct Publishing. It’s pretty easy to do.
Just head over to www.KindlePublishing.Amazon.com. This is where you do your blog publishing. And it’s entirely different from the Kindle Direct Publishing (KDP) platform. Here’s the thing, you can sign up and create a new account but your KDP credentials will not automatically work. You need create a new free account on this platform.
Once you navigate over to that URL, at the very top of the page you’ll see, “Your Blogs.” Click there. Once you’re in the program, you will click “Add Blog” right over there off to the side. Just click the little plus sign and it will take you to this page where you’re going to add your blog.
Specifically, Kindle needs your RSS feed. So you’re going to put in your RSS feed there and then you’re going to validate the feed right here. You will then pop this little green check mark that says “Feed validation successful” which means Kindle and your blog are talking, right? That’s cool.
Then it will bring you to this page and you’re going to need to—again, give the specifics about your blogs, you’re going to put in your blog title—so in this case I put in “Daniel Hall Presents”.
Then you put in your blog description to really inspire new people to read your blog.
This 3-part blog series on the top converting home pages is devoted to helping you choose a website that not only looks good, but actually supports your specific business model.
Not all websites are created equally and finding the right layout can add tens or even hundreds of thousands of dollars to your bottom line, while allowing you to make a bigger impact.
In our first post in this series, I talked about the “list build” site, which is great IF you’re an information marketer or online business owner whose business model is based primarily on selling trainings, group programs, or products. The #1 goal of the “list build” site is to turn a new website visitor into a subscriber to your email list.
On our second post, I revealed the “call me” site, which is best for coaches, consultants, creatives, independent professionals or service providers whose business model is based primarily on 1:1 advice and done-for-you services. The #1 goal of the “call me” site is to inspire a new lead or website visitor to get on the phone with you for a free discovery session.
Our 3rd kind of website is the “authority” site. This site is for you if you’re an author, speaker, media personality, or thought leader whose business model is based on primarily on selling books and ideas, getting paid to speak, or high-end consulting.
The # goal of the “authority” site is position yourself as the #1 authority in your field so you can build a following, attract new opportunities, and command high fees.
Why? Because the most well-known, best-paid leaders and consultants are not just brilliant experts, they’re brilliant marketers who understand how to build and position their value. (Or they’re smart enough to hire someone to brand and position them.)
So what exactly does an “authority” site look like?
First let me share one of our top converting “authority” home page wireframes, so you can get an instant visual, then down below I’ll break it down for you section by section so you know exactly why this wireframe is so powerful.
This 3-part blog series on the top converting home pages is devoted to helping you choose a website that not only looks good, but actually supports your specific business model.
Not all websites are created equally and finding the right layout can add tens or even hundreds of thousands of dollars to your bottom line, while allowing you to make a bigger impact.
In our first post in this series, I talked about the “list build” site, which is great IF you’re an information marketer or online business owner whose business model is based primarily on selling trainings, information products, group coaching programs, or physical products with a high potential for subscriptions or repeat business. The #1 goal of the “list build” site is to turn a new website visitor into a subscriber to your email list.
Our next kind of website is what I’ve coined the “call me” site.
The “call me” site is for you IF you’re a coach, consultant, creative, independent professional or service provider whose business model is based primarily on 1:1 advice and done-for-you services.
The #1 goal of this site is to inspire a new lead or website visitor to get on the phone with you for a free discovery session.
Why? Because that’s the most effective way to sell your advice and services. When it comes to custom solutions such as 1:1 coaching, consulting or other services, most prospects will need to speak with you before deciding it’s a fit.
If you get really good at enrolling clients, you can inspire 50-80% of your prospects to say YES to working with you.
Now for the big question: what does a call me site look like?
I prefer to teach by example, so I’m including one of our top converting “call me” home page wireframes here. If you scroll down below the image, I’ll break it down for you step-by-step so you know exactly what’s going on and why it’s so effective.
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