How to Layout a Website to Get More Clients

8/13/2019 How to Layout a Website to Get More Clients

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Andrew McCauley: Heather Porter, welcome back to the next edition ofAutopilot Your Business.

Heather Porter: Andrew McCauley, so good to be back. Welcome back as well.

Andrew McCauley: Yes, thank you. We are looking forward to todays segment

because its a segment that we often get asked about a lot and we would like tointroduce what we are talking about today.

Heather Porter: !efinitely. "o, today, we are talking about websites and thereason why we ha#e chosen websites as one of our first to$ics is its basically the

hub of what you are going to be doing on the internet. %hink of what we aregoing to be gi#ing you actually o#er the next month is a ma$, is a ma$ on how to

na#igate through the internet, and you ha#e to start somewhere and right s$ot inthe middle we will start with your website.

How does that sound, Andrew&

Andrew McCauley: %hats good. 't sounds good. (ne of the things that ' oftenget $eo$le that are $articularly arent too familiar with internet and then ' hear allthose hard stories about $eo$le charging so much money for websites out there

and they are not really getting much return for their money. What are some ofthe things that we should be mindful of when $eo$le are deciding to build a

website for their business&

Heather Porter: Well, lets )ust talk about the big eight $oints ' like to call

them. %here are eight things that you need to consider when you are building areally, really ama*ing website thats going to do its )ob for you and before ' di#e

into them actually, )ust briefly why dont we talk about the difference between abrochure website and then a website that really actually does something for youand your business.

Andrew McCauley: (kay.

Heather Porter: "o, a brochure website is something thats $retty, that you asthe entre$reneur, business owner lo#e that sits there and has a whole bunch of

)argonistic words that doesnt ha#e form for $eo$le to enter their details ormaybe it does but no one e#er uses it. 'ts literally like taking a brochure,

sticking it on the internet and it doesnt do anything for you and your businessbecause if a #isitor comes to it, they get bored really fast and then they ne#er

come back.

Andrew McCauley: "o, is that what they call a static website&

Heather Porter: Yeah, a static website, something that ne#er changes. 'tsthrown u$ on the web and it )ust stays there and you ha#e seen a lot of them, 'am sure, Andrew and we both ha#e, we run into them. %hey look like they arefrom the +-s or +s. %hey ha#e really, really clunky kind of old feel to

them and they are boring. ' think they are really boring, not dynamic. "o, thatswhat we are not going to show you how to do today. %he site that we are going

to teach you how to build and how to use is a really exciting dynamic site that theentire outcome of that website is to build a list of warm leads and what do ' meanby that / because ' dont want to get too )argonistic / is build a list of e0mailaddresses, these are details that clients are willing to gi#e you when they #isit

your website because they think your website is so cool that they are literallywilling to gi#e you their e0mail address in exchange for something.

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Andrew McCauley: (kay, what sort of things do you suggest that they gi#eaway& 't is ex$ensi#e to gi#e away a lot of stuff.

Heather Porter: 'ts a really good 6uestion actually and you ha#e to think aboutwhat would you want as a consumer on the web, whats going to excite you whenyou are looking for something online, when you are researching something thatyou will gi#e away your e0mail address to get it. "o, ' often say #ideos are reallygood, e0books are used / and by the way, e0books are re$orts, documents thatare turned into P!7 with some gra$hics and some writing. %hose are great

assests but $eo$le arent really using them anymore, the kind of blown out and$eo$le are tired of them and they are thinking 8(h my 5osh9 More reading, )ust

what ' need.: "o, its #ideos, its $odcasts like this or audios, something that; 'mean, you could use a marketing s$in on anything really as long as you aredum$ing out your knowledge on #ideo or audio and you are $utting some cool

bullet $oints down on what the $ersons going to learn from listening or watchingit that are really #aluable to them in their business and they are going to bewilling to enter their details to get it.

Andrew McCauley: (kay. ' know some of the clients we ha#e had before ha#easked about what sort of knowledge do they need to build a website, like do theyha#e to go back to school almost and when and stuff. 's it that hard or whatsthe best way to )ust start with that&

Heather Porter: "o, lets )um$ in. We will )um$ with the eight $oints and theseeight $oints chosen for your guys are easy. We are going to kee$ them as easyas $ossible and you yourself dont e#en really e#er ha#e to do this. You donte#er ha#e to set u$ your own website. "o, lets start with the to$.

+. "o, really,


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you can install and create a website on. 'ts more sort of; some $eo$le think itsa little bit more sturdy, so more cor$orate and bigger com$anies will use it butyou dont ha#e to. ' mean, it gets harder to use and it takes more knowledge.

%he other one outside of that, this is an e#en more com$lex thing, its called!ru$al.

Andrew McCauley: 't sounds scary.

Heather Porter: !ru$al / it is scary, Andrew. 'ts scary. %he fact is that youactually ha#e to find a bit of a !ru$al ex$ert to hel$ you u$date and manage your

websites.

Andrew McCauley: 's that because it is more com$lex than the others.

Heather Porter: Yeah, you are designing $ages in H%M1 code and it doesnt

ha#e something; actually, this is the fun $iece of )argon, lets bring this one u$ /B%he Wysiwug.

Andrew McCauley: Whats the Wysiwug&

Heather Porter: 'ts basically; if you think about if you are creating adocument in Word and you ha#e that bullet button, the italic button at the to$,

you can change the fonts and all that, a Wysiwug editor is something thats builtinto WordPress that basically when you are designing a web$age it is exactly likeyou are creating a document in Word.

Andrew McCauley: What is it called& Wysiwug.

Heather Porter: ' can ne#er remember this one, you got to ha#e to hel$ me.BWhat You "ee 's What You 5et, right&

Andrew McCauley: What you see is what you get / WY"'WY5.

"o, as you said, you design the web$age, you see it as you do it. Yeah, its

$retty cool.

Heather Porter: And WordPress is great for that. "o, for the rest of the time

that you s$end with us on this $odcast, we are going to be using WordPress,thats our $latform of choice and we will mention WordPress from now

on.Andrew McCauley: (kay. "o, WordPress o#er !ru$al or oomla because!ru$al and oomla are not only hard to say but they are also a little bit harder towork out how to use as well. "o, for the a#erage $erson or of the $eo$le

out there, a WordPress website will suffice for what they are trying to do on theweb. 's that right&

Heather Porter: Dxactly right, exactly right. (kay. And you know what, ' am

)ust thinking now that we are talking about WordPress which we will $robably )ustdo a WordPress or a mini0$odcast so $eo$le know where to go, get themes, howto get $eo$le to hel$ them build that out. What do you think& We will co#er thatone maybe in a future one.

Andrew McCauley: %hats good, thats a good one.

Heather Porter: Cool. "o, lets mo#e on.

"o, we ha#e decided now that you $ick the $latform of WordPress, its free and

you can build really great sites and thereby getting themes that are free to dressthem u$.





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4. Eot flash / dont ha#e a flashy, flashy website.

Andrew McCauley: Eo flashy flush.

Heather Porter: Eo flashy flush, flush. "o, a cou$le of definitions that arereally; there is a $rogram called Flash, its basically animation. "o, 5oogle, =ing,

Yahoo9, all the different search engines cannot stand it and the reason why iswhen you ha#e a website thats built like all an animation, there are no wordsbehind that. 'ts like watching mo#ies. "o, search engines ha#e no idea whatcontent is actually in that mo#ie at all. "o, somebody ty$es in 8how to train mydog: for instance. 'f you ha#e a website thats all in flash, 5oogle is not going toknow that your #ideo is about 8how to train my dog:.

Andrew McCauley: 1ets )ust go back for a second. Why is that im$ortant thenfor 5oogle to know whats going on because we are not trying to ad#ertise to

5oogle, are we&

Heather Porter: We ha#e to make sure that the search engines are ha$$y with

our website and the reason why is thats where $retty much the ma)ority of ourtraffics going to come into our website. %hey are going to go on 5oogle, they aregoing to ty$e in 8How do ' xy*&: and then the result is going to $ull your websiteu$ in there and then $eo$le will find you that wayF but if you )ust ha#e a flash oran animated website, 5oogle will ne#er e#er, e#er be able to find your websiteand therefore wont be able to list it in the results for $eo$le when they aresearching for stuff.

Andrew McCauley: "o, my website has to look $retty;

Heather Porter: What it means is that it needs to be clean / not a lot of bellsand whistles, mo#ing bits and $ieces. 't can still gra$hically be incrediblees$ecially if you get gra$hic artists to really customi*e your WordPress themes, itcan look ama*ing / and we are not saying 8dont make it look ama*ing:F we are

)ust saying 8kee$ away from that flash $rogram where;:

And by the way, a great way to know if you are in a flash website is when you go

on to the www.home$ageand you see like little box that says 8loading: and thensuddenly has like a cool #ideo that comes u$ and then it says 8ski$ intro: and youcan ski$ through the intro, thats flash. %hat means the whole introduction of thiswebsite is built in flash.

Andrew McCauley: @ight, got it. (kay, cool.

Heather Porter: We dont want that. And another thing too / dont ha#e lots ofblinking stuff on your site / thats #ery +s and its not the thing anymore. 'tonly confuses $eo$le because their eyes )ust go to all the blinking stuff and they

will lea#e your site really 6uickly. "o, what ' mean by that is you dont want toha#e blinking 6uotes at the to$ / 8$owwow wow:, 8cool s$ecial going on now: /all those sort of blinking gra$hics. You stay away from those.

Andrew McCauley: Gee$ away from blinking gra$hics, blinking 6uotes and

blinking anything else.

Heather Porter: =linky blink, yes.

Yeah. And you can use animated things only in small doses if you really want to

make a $oint and ' will )ust gi#e one exam$le before we mo#e on and that is onwebsites if you ha#e you will notice that there will be that box thats on the $age



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and says Bname and Be0mail address and then a Bsubmit button. A really goodlittle techni6ue you can use is to $ut a little mo#ing red arrow $ointing down tothe box where you enter in your e0mail address.

Andrew McCauley: ust to bring attention to it.

Heather Porter: Yeah, exactly and some good internet marketers get reallygood results using that.

Andrew McCauley: Cool. (kay, so thats the flashy stuff, know what to use.What should we do then& What should be in a good website&

Heather Porter: Clean, clean, clean. "o, what you are looking for is niceheader of to$ / header is that gra$hic thats about the to$ of the $age where you

$ut your logo, where you $ut your tag line, where you $ut any little marketing,

bits and $ieces about you. A really good thing to use u$ to$, if you are your ownbrand, is to $ut your $hoto u$ there to $ut like 8as seen in:, like if you ha#e beenin different media channels or radio or different maga*ines. "o, you want to $ut

that u$ to$. Again, you could $ut your logo as well. 'f you are )ust a com$any,ob#iously you wont ha#e your $hoto u$ there but you ha#e your logo and stillsome credibility like that / 8as seen in: or #arious things that you ha#e done thatare im$ressi#e. "o, thats u$ to$.

And then you basically right below that you want to ha#e; its called Babo#e thefold and actually we are going to get into; %his is our next to$ic, so lets )ust

)um$ in. Cool.

(kay, .

Andrew McCauley: 1ets do it.

Heather Porter: 1ets do it.

>. All the best content on your website must lie abo#e the fold. What is that&

Andrew McCauley: What is the fold& Whats the fold&

Heather Porter: (kay. 'f you are looking at your smart $hone, your com$uterscreen and you ha#e gone to the website, Babo#e the fold is anything that youcan see on that screen of your com$uter before you ha#e to scroll. "o, its whereyou must draw attention to your website / ca$ture the users interest and ha#eall of your most im$ortant content.

"o, abo#e the fold / we ha#e already )um$ed into that. You ha#e your headerright u$ to$ which is your nice gra$hic and logo and then below that you want totake full ad#antage of the s$ace.

Andrew, what do you think, )ust in our ex$erience with clients, what do you thinkworks the best for filling that s$ace&

Andrew McCauley: Well, ' guess you want to )ust make sure that you ha#e gotsomething to ca$ture the details too. "o, if its a gi#eaway thats free where they

can enter their name and their e0mail address, that often works really well.

Heather Porter: And that works really well in the to$ right because we as

human beings we read from / well, most of us / read from left to right. "o, oureyes end u$ on the right and thats where our ga*e gets caught. "o, thats why

most $eo$le will $ut their o$t0in box right u$ at the to$ right below the header.





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Andrew McCauley: ' had that 6uestion asked. (ne of the clients asked this)ust a cou$le of hours ago when they said 8Where should ' $ut that box&: and 'said 8Well, studies showed that $eo$le read, their eyes go to the right.: 'ts thesame reason why a news$a$er ad is more ex$ensi#e on the right hand $age u$

the to$ than it is on the left hand side $age because $eo$le naturally readtowards the right. "o, thats #ery true.

Heather Porter: Yeah. "o, you want your call to action or what you want yourclients, your #isitors on your website to do to be right u$ to$ rightF thats where

we are telling them what to do and we as web users are trained to do that. Eow,we are going to go to a site and we think 8'f ' want to stay in touch with this

com$any or sign u$ for the newsletter or see what they ha#e to offer, wegenerally will look straight u$ to$ right on the home$age to see whats going on.:

Andrew McCauley: 5reat. (kay. "o, let me ask you this thing often asked /are you saying that the information under the fold is cut off and they will ne#er

see it or whats the story here&

Heather Porter: 5reat 6uestion. ust a cou$le of things with that. "ee, $eo$le

are really less likely to scroll. 'ts the same thing as if you are on 5oogle and youare with your search results, generally you will )ust click on the to$ three results

that come u$ in search engines because we want to get straight to the $oint andscrolling down takes time and thats how sad or la*y we ha#e become as a

culture.

Andrew McCauley: 't is, it is like one click too many.

Heather Porter: Yes. "o, less click, less scroll. "o, how you lure somebody

down the $age is you want to make sure that your gra$hics that you $ut u$ theto$ like for instance if you are using a #ideo and an o$t0in box, if you ha#e theo$t0in box in the #ideo, )ust at the end, right abo#e the fold, $eo$le may not e#er

reali*e that there is something below the #ideo or the o$t0in box, its called thefalse bottom because to them they think 8(h, thats the end of the website.: "o,

you want to make sure you ha#e gra$hics that are sort of $o$$ing in that foldarea u$ abo#e like maybe a really cool headline / 87ind (ut %he %o$ 7i#e %hingsAbout 1osing Weight: / here and then an arrow or something. 't )ust brings theusers eye down the $age. "o, thats what you want to do to get them down.

%he other thing too / we were )ust talking about the o$t0in boxF another reallygood tool ' )ust brought u$ was #ideo. "o, #ideo is really great when abo#e the

fold because it can summari*e e#erything that you want the user to see on yourwebsite. ?$ until recently, a lot of websites would ha#e kind of 8Who:, 8why:,

8what if: information on their home$age and it would be long and boring. Peo$lewant to cut the chase really, really, really fast. "o, you are better of summari*ingthat, $utting it in a #ideo, whether you are comfortable in front of the camera oryou )ust do a slideshow and sticking that u$ to$ abo#e the fold of your website

and then e#erything that you want the user to know is in a cool little gra$hic#ideo.

Andrew McCauley: (kay, cool. Alright, so if thats abo#e the fold, what elseneeds to ha$$en then to make it work like do they automatically fill their nameand address in or whats the story&

Heather Porter: "o, abo#e the fold. "o, lets say you ha#e your #ideo that tellswhat the site is all about and what the $erson can learn. Also on that #ideo, it





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will be im$ortant to say 8make sure you check out my free #ideo series that canteach you the eight ama*ing $oints of losing weight: and ' say 8losing weight: isreally an easy exam$le to use because its such a $o$ular market of course but

8check out my free #ideo series on eight ama*ing ti$s on how to lose weight by

)ust gi#ing your details here to me on the form on the right.: "o, the #ideo can$ush $eo$le o#er to that form as well but on that form itself, you would actually

ha#e a nice little gra$hic of the #ideos and then you would ha#e some bullet$oints there as well. "o 85et your eight free #ideo series now and learn thefollowing:. "o, you write that about that form as well for $eo$le that dont wantto watch the #ideo because remember, $eo$le learn in different ways, they ha#edifferent ways of $rocessing information. "o, some might want to watch the#ideo and some might want to cut straight to the chase and go 8=oom9 ' am inthis site. How do ' stay in touch with them& (h, cool9 ' get - free #ideos, ' am

)ust going to sign u$ right now.:

Andrew McCauley: @ight. (kay, cool.

Heather Porter: Yeah. "o, thats about the whole folding. =y the way, two

below the fold ;.basically the sites that are not easily seen without scrolling.%hats whats really great o$$ortunity to write articles and more information aboutyou and what you do because as we )ust mentioned with 5oogle and searchengines, they like websites with words on them because then they can see whatyour website is all about. "o, if you ha#e a nice mix of #ideo for the human#isitor and then texts and articles for the robot #isitor from 5oogle, the search

engines, then you are doing a good )ob.

Andrew McCauley: (kay. "o, this is all on their home$age. 's that right&

Heather Porter: Yes, it should be all on the home$age.

Andrew McCauley: (kay. "o, home$age is what& Dssentially the $age that

$eo$le land on when they ty$e in your website address&

Heather Porter: %hats exactly right, yes.

Andrew McCauley: 5reat, excellent. "o, is the abo#e the fold im$ortant thenon other $ages of your website&

Heather Porter: 't is as well because again $eo$le, they are less likely to scroll.'f they ha#e clicked into another $age on your website, they are already

interested in what you ha#e to say, which is great but still you want to kee$ them

entertained and really concise information. "o, there is a whole way of writing forthe web and its basically bullet $oints list. Always, less is more. "o, if you canfill ma)ority of your content abo#e the fold on each $age, you are doing a great

)ob.

Andrew McCauley: Cool. Alright, ' think we ha#e got the Babo#e the fold ideaWhats the next $oint thats im$ortant about a website&

Heather Porter: Aha9 (kay, so ;

. You must be able to tell your #isitors what you want them to do.

Andrew McCauley: What ' want them to do / 8You are going to buy my stuff.:What else ' want them to do&





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Heather Porter: Yeah, exactly right. 'f you ha#e a website u$ there; we talkedabout the brochure site which is a no0no and the whole idea is getting new leads,new clients and returning clients, doing stuff on your website and nowadays we

)ust want to be told what to do. "o, whether its 8click this button to buy: or 8go

here to get a free re$ort:, literally, you cannot assume that $eo$le will know whatthey are doing on your website. "o, really clear call to actions.

Andrew McCauley: Cool. (kay.

Heather Porter: %hats a short one.

Andrew McCauley: %hats a short one. ' lo#e it, ' lo#e it. "o, if you tell themexactly what you want them to do, then why do you think they would do that&

What do they know about you to say 8(kay, ' will do what you tell me to do.:

Heather Porter: "o, thats a brilliant segway into our next $oint which is


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Andrew McCauley: And is there any other $lace that a testimonial could go&7or exam$le, a sales $age&

Heather Porter: Yes, yes, yeah actually and we ha#ent e#en go into the otherama*ing websites like sales $ages and s6uee*e $ages but yes, as you build alibrary of testimonials, you can be using them across the internet and all sorts of$laces and all of your other websites which we will co#er with sales $ages andlanding $ages later as well because thats a whole other can of worms.

Andrew McCauley: (kay. What about guarantees&

Heather Porter: Ah, so you want to limit the risk. "o, somebody is new to yoursite, they dont know you yet. "o, how do you limit their risk& / You include a

guarantee. "o, if you are, say, selling coaching session, you can say 87irstsession is free: or if you are selling a membershi$ site, like a membershi$ into

your website, you could say 8%he first two weeks is for + dollar or free:. "o,something like that. 8>0day money back guarantee: / we will see that as well.5uarantees are also great to include in gra$hics because they stand out. ' knowthat e#eryone who is listening has seen these gra$hics before / a big star burst

that says 8>0day money back guarantee:. %hose ty$es of things are great to $utin your website and on any $age where you are asking somebody to do

something, es$ecially if its to buy something from you.

Andrew McCauley: Yeah, right. (kay. "o, those gra$hics are easy to get&

Heather Porter: Yeah. ' lo#e getting them on 5oogle. 5oogle.com, ty$e in8guarantee gra$hic: or 8guarantee icon: and then right u$ at the to$ left you willsee, when you are in 5oogle, if you switch o#er to images so you are not in the

web area and you will see a whole bunch of images there with all those little sealsand then you can right click, sa#e as, and now suddenly you ha#e yourself agra$hic.

Andrew McCauley: Cool. As long as you make sure that its not co$yrighted,you will be alright.

Heather Porter: Absolutely and those ty$es of things too. 'f you see a hundredof the same looking gra$hic on one $age, its $retty much guaranteed that itsfree to make.

Andrew McCauley: Cool. "o, the next 6uestion ' get a lot is about websites;,

do ' really need to $ut my $hone number on it&

Heather Porter: "uch a good 6uestion and yes is the answer because, again,think about how do you build trust& / You want to show somebody you are real,you are not fly0by0night or you are not going to run out the door tomorrow with

your money. "o, if you ha#e a $hone number and address is another really coolthing to include, those are great little touch $oints to say 8Here ' am, ' am in areal business ' want you to meet and you can call me and contact me.: Eow,really, we ha#e touched so many of our clients and if they use the $hone number,chances are that its actually going to get used as +, + of #isitors will actuallye#en use that $hone number but its )ust there as a trust factor thing.

Andrew McCauley: "o, its more like, its almost like a guarantee or atestimonial sort of thing that )ust says 8Hey, we are real and we are not fake and

we are not going to steal your money.





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Heather Porter: You got it and you can stick that u$ in the header as well,thats a great $lace to $ut it, right u$ to$ on e#ery single $age and of course inthe BContact ?s $age too.

Andrew McCauley: "$eaking of trust factors, ' notice this comes u$ in socialmedia circles which we will get on to in another webinar, including $ictures of$eo$le that work there or $hotos of yourself and that sort of thing, highlyim$ortant&

Heather Porter: 1ook, they are great. Photos of you, your team, your office allthose things show that you are real $eo$le. "o, you are real business and thatyou ha#e real office as well. You dont ha#e to do the office unless; like, we ha#ea client, she is a chiro$ractor and she has great $hotos of her office all o#er herwebsite because its $art of her brand and $eo$le will feel comfortable the second

they walk into the office because they ha#e seen it before but in the case of, say,entre$reneurs and ex$erts, coaches, s$eakers, that market, you might not

necessarily need to ha#e $hotos of course of your office but of yourself and ofyourself engaging with clients would be great. "o, more $hotos that you sort of

s$rinkle throughout the website of yourself really hel$s with building credibility.

Andrew McCauley: Cool, alright. What else can hel$ build ra$$ort and trust&

Heather Porter: 1ogos actually, other $eo$les logos.

Andrew McCauley: (ther $eo$les logos, not yours.

Heather Porter: Yeah, ' know. What ' mean by that is that if you $ut 8(urClients 'nclude: or 8Partners %hat We Ha#e Worked With: / a great $lace to $ut

this, by the way, is on the home$age, down below that #ideo, somewhere loweron the $age where you )ust list the logos of the clients you ha#e worked with.Again, its )ust showing 8these are the ama*ing $eo$le that we ha#e worked withand yes, we ha#e been around for a while and we ha#e $artnershi$s and we arelegitimate: and its really cool for the other business as well because you canactually link to their websites from there, again, building e#en more credibilitybecause it shows that you are not afraid that the other com$any knows that thelogos are there to begin with.

Andrew McCauley: (kay. And what about; ' see a lot of websites and ' amstill trying to; sometimes ' get a lot of 6uestions about this too. Peo$le ha#einter#iews, they might do inter#iews on radio or %J and that sort of stuff. "houldthey $ut those inter#iews on their websites or should they at least tell $eo$le that

they ha#e been on those $articular %J stations. 's that bragging or what do youthink about that&

Heather Porter: "uch a good thing. ' know it feels like bragging but its not.'ts basically, again, its building that credibility and trust. 'ts saying 8Here iswho ' am. You can sam$le what else ' am doing out there before you buy.: "o,yes, you want to $ut that stuff on your website. You can gi#e it . 'f its really

#aluable, you can gi#e that away as your free re$ort. "o, right u$ at the to$ bythat #ideo, to$ right. You can say 85et my series of radio inter#iews for free by

entering your details: or you can )ust $ut them on your site, you can )ust $ut likea media area in your menu and then )ust list them there for $eo$le to load. "o,like ' said, a really im$ortant thing to do is to include these things and also listwhere you ha#e been seen. "o, if you ha#e been on a %J show or if you ha#ebeen on a radio, you want to $ut that on your website. Darlier before, '





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mentioned to stick that u$ in the header, below your logo or your $hoto, you say8As seen on;: and you can list the actual $laces that you ha#e a$$eared right u$to$ so there is no doubt that you are well known and that you are doing goodstuff in your field.

Andrew McCauley: Cool. (kay. Alright, so these are half a do*en credibilityand trust ways to establish yourself on your website. What else is im$ortant onyour website do you think for the $eo$le who are getting started $articularly&

Heather Porter: Well, lets see. We are getting down to sort of the other end ofthis. Eow, we are going to bullet $oint


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guess on what they want to achie#e on their website and they will go all shadesof colors to make sure its $erfect. A$art from being $ainful, how im$ortant is itto ha#e your website $erfect really&

Heather Porter: You can ne#er ha#e $erfection on the internet and you shouldne#er e#er stri#e to ha#e $erfection on the internet.

Andrew McCauley: Why cant you ha#e $erfection, like surely you can ha#e a$erfect website, dont you&

Heather Porter: (f course, not. (f course, not. 'ts a good $oint though you

brought u$. %he reason ' say that is because the internet mo#es way too fastand by the moment that you ha#e think you ha#e got it $erfect, theres going to

be another thing to add to your website, another trend on the internet, anotherarea or more information that $eo$le want to see that you dont yet ha#e on your

website. "o, its constantly organic, its constantly growing and the other thing;what is that saying about entre$reneurs like falling in lo#e with their business likeits a baby and thinking that its the most beautiful baby in the world where itsnot; ' cant remember, ' am not doing it )ustice;

'ts basically like that 8!ont fall in lo#e so much with the conce$t of ha#ing awebsite that you get so caught u$ on the conce$t that it ne#er e#er goesanywhere for you. ust do it and )ust do it now and let the market;:

Andrew McCauley: @ight. %here is a saying that ' lo#eF it goes something like8'm$erfect action will beat $erfect inaction e#ery time.:

Heather Porter: Yes.

Andrew McCauley: 'ts like they get caught u$ about waiting for the right color,waiting for the right font, waiting for the right words to come out that they are

sitting there waiting while someone who doesnt really $ut all that em$hasis onthe $erfection side of it is mo#ing ahead and getting sales and doing what they

are going to do and ca$turing their market. "o, ' )ust lo#e that saying. 'ts a#ery a$t saying in this $articular industry.

Heather Porter: 'ts so true. Whoe#er is listening to this, if you dont ha#e awebsite, then all you need to do is )ust find somebody that can hel$ you get a

WordPress site u$, get a #ideo on there, get a free thing to gi#e away, )ust start,)ust get something u$ there and then you can build on it as you go. You

mentioned the $erfect blue as well. ' hate to break it to you, guys, but we are

now in a digital era and that it has nothing to do with $rint. =ack in the good olddays with lots of $rint, it was #ery im$ortant that you had the same color blueacross the board and all of your media. Howe#er, now, because e#eryone has adifferent screen, different resolution, different sort of tint, whate#er your blue isyou choose, it will ne#er look the same no matter how hard you want it to onyour #isitors com$uter.

Andrew McCauley: 'ts a #ery great $oint actually because a lot of $eo$le; itsalmost like looking through different colored glasses now because its changingthe way we see things $hysically too. "o, its im$ortant.

Heather Porter: Yeah and $eo$le are going to scan o#er your website reallyfast. %hey are going to think 8(h, this looks $rofessional: and they are going to

think nothing more about it. %hey are )ust going to be there for the content and





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what you ha#e to teach them, not for the beautiful gra$hics unless you are$hotogra$her or something like that.

Andrew McCauley: "o, if you get started and you are going along, you are notworried about being $erfect and stuff, how do you know if its the right thing todo anyway though&

Heather Porter: Well, ' mean, with us, with our roadma$, no; How do youknow if its right& 1ook, there are some really cool keys that you can use aroundthis. %he first one is your friends test or )ust a stranger test. 't sounds funnybut what you can do is the next time you ha#e kind of a casual gathering of$eo$le around, $ull u$ your website and )ust say to them 8What do ' sell&: andthen say to them 8You know, do you ha#e any confusion on where you aresu$$osed to go on this website&: ust ha#e $eo$le gi#e you some ad#ice and

feedback, those that are in your circle. %hats the easy way. %he more ad#ancedway as you go forward is you can do sur#eys. "o, as you start to get a list of

$eo$le that ha#e come to your website and gi#en you their e0mail address, youcan send them a sur#ey, you can go to www.Poll!addy.com or

www."ur#eyMonkey.comand you can get a free $oll, so easy to set u$, you ha#ea little link that you )ust send out to your database and your users and youbasically say 8Hey, we would lo#e a > minutes of your time or > seconds of yourtime:, ask them three 6uestions / 8What can ' im$ro#e on my website&:, 8Whatdo you like about my website&: because you want to know that there are goodthings that you want to kee$, you want to know those are but you also want to

know about im$ro#ements and then maybe another 6uestion like 8What directionwould you like to see me go&: or 8What would you like more of&:, something like

that and then let them tell you. %hats an easy way of really starting to do some

general market research.

Andrew McCauley: ' had a fairly good tool recently and ' am )ust trying to findthe website now, ' cant find it. 'f ' find it before the end of the $odcast, ' will let

you know but you can actually $ay / its not #ery much, 4 or > dollars orsomething like that / $ay a grou$ of + $eo$le to come back and gi#e you

feedback on your website.

Heather Porter: 1o#e it.

Andrew McCauley: And they can tell you whats missing or what should beneeded or what they think as a com$letely random #iewer. %hey ha#e a set ofcriteria which they go through and they say 8's it easy to follow& 's it easy to

na#igate& !o ' understand what you are trying to sell& !o ' understand themessage&: and they gi#e you all this feedback and you do what you want with itof course but its a great way to find out exactly what your website is doing. ' will

dig u$ this website and if ' find that, ' will $ut on the resource guide about$odcastF but yes, its a really cool tool.

Heather Porter: Yeah, thats great and thats 6uite easily attainable, thesety$es of tests or sur#eys. %here is something which is e#en more ad#anced

which is something that you want to consider if you ha#e been in business for awhile and thats something called "$lit %esting and what that means is you

basically ha#e different #ersions of your website and there are ways of actuallyha#ing it randomly dis$lay the different #ersions of your website to the #isitors toyour website. "o, #isitor A might see #ersion A, #isitor = might see #ersion = and

you can actually test and track what they are doing on those different #ersions of



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your website, which websites attracting $eo$le to actually o$t in and gi#e youtheir e0mail addresses, which websites getting more #ideo #iews. "o, there arereally ama*ing ad#anced strategies that you can use to test what $eo$le wantand then you know exactly what they want because they are telling you with the

statistics.

%hats a great, great tool. We wont go too much into that one but thatssomething that anybody that has a website, is in business for a while, thatssomething that they are going to want to consider down the track.

Andrew McCauley: Alright. "o, lets mo#e on to $oint


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%he other one is commitment and consistency. Peo$le dont do business withflakes, $lain and sim$le / a flake as in somebody thats 8' stick u$ a web$age andthen ' dont do anything with it: or that would be like the $erson in your life thatis constantly making $lans and constantly cancelling them with you. "o, you

want to know that the $erson you are about to do business with on the internethas a commitment to you, is consistent and follows through and has been around

for a while. %here is a #ery easy way of doing this and showing this on yourwebsite and that is to ha#e a blog area of your website. A lot of $eo$le are nowsaying Blatest news. "o, if you go to website, you see Blatest news, thats oftentime a blog. A blog is )ust sim$ly an area of the website thats u$dated on anongoing consistent basis with great news and u$dates about the business andwhat they are doing and often times freebies and things are introduced within this$ost as well. "o, blogging is #ery im$ortant. 't shows your audience that youare around, that you are doing stuff, you are inno#ating, you are kee$ing your

business fresh and you are continuing to deli#er #alue and it also shows freshnessas well. "o, its a multi0benefits sort of thing because then 5oogle says 8(o, this

websites great because they are constantly u$dating with information thats inthe industry, using the key words of how $eo$le are finding this website.: "o,then they will actually list your website u$ higher in the search results.

Andrew McCauley: 'ts like continuing to be fresh.

Heather Porter: 7resh, kee$ it fresh.

Andrew McCauley: 7resh. (kay, cool. Well, what else&

Heather Porter: "ocial $roof / "ocial $roof is huge. "ocial $roof is testimonialsand we ha#e also co#ered that. "ocial $roof nowadays is also social media. "o,

%witter, 7acebook, You%ube, 1inked'n and now there are these things called socialmedia $lug0ins and ' know that sounds cra*y, )argonistic again, but really itssim$le. What it is is on e#ery $age of your website, you ha#e a little button thatsays Blike this thats branded from 7acebook, you ha#e one that says Btweet thisthats from %witter and then you ha#e maybe link to your You%ube channel. "o,its )ust $utting these links all o#er your website so $eo$le can go check you outon your different social media accounts but also they can like your $age and talkabout you on their social media accounts.

Andrew McCauley: @ight. Cool. "o, social medial $lug0ins are the ways oftalking about $eo$le and about you #ia your website.

Heather Porter: Yeah, without you eliciting it. "o, its not like you are askingfor testimonial. %hese $eo$le are going out there, talking about you without youe#en asking about and its the best kind of social $roof you can get.

Andrew McCauley: And, ' think, $ersonally ' get a lot of traffic from $eo$le who

re0tweet by tweets or my blog $ost that they may read )ust because ' ha#e gotthe social media buttons on my website. "o, #ery im$ortant and well, well worthit.

Heather Porter: Jery $owerful, yeah.

1ets see. Eext $oint is 8be likeable: and ' know its kind of a #ague one but belikeable. ' mean, would you do business with somebody you dont like& Would

you& Would you, Andrew&





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Andrew McCauley: ' mean, its the age old theory that $eo$le do business with$eo$le they know, like and trustF and if you dont know, you dont like, or youdont trust them, there is a fair chance you are not going to be doing businesswith them. "o, be likeable. !ont be fake in trying to be likeable. ust be

genuine and be yourself and ' think you will find that $eo$le will like you for beingwho you are.

Heather Porter: Dxactly and an easy way to do that is again #ideo. "o, getyourself in front of a #ideo, use your iPhone, there are cool little #ideos around in

#ideo $layers and recorders that you can use and )ust ha#e a chat with your useon your website, )ust tell them who you are, what you do, gi#e them free u$dates

#ia #ideo. Another thing is your blog and your writing. When you are doing youru$dates, kee$ it sim$le. Again, dont use the )argon because $eo$le will )ust beturned off by that and you wanting to hear your own #oice. Yeah, if you )ust

ha#e a nice chat with your use and your #isitor on your website, then they aregoing to like you. ust be yourself. D#eryone likes a certain ty$e of teacher. "o,you dont want to try to be e#erything to e#erybody anyway. You want to beyourself on your website and then you will attract $eo$le that want to do businesswith you for who you are.

Andrew McCauley: What else we got left& "how authority, tell your story;

Heather Porter: Yes, the story. 'ts im$ortant to tell $eo$le where you ha#ecome from and why you are where you are because again that makes you real

and that makes you likeable. "o, some really good stories, use of stories; thereis a site called www.Home=i*Chicks.comand its run by a woman named "ue

Pa$adoulis and she has a whole story on there about how it came to be. 'tsbasically for moms that are at home that want to start a home0based businessbecause that was her story, that was where she came from. %herefore, hertarget market are moms who want to start business and they immediately trusther because thats exactly where she came from. Eow, if she didnt tell that $artof the story in her Babout us $age and her #ideos, if she didnt talk about that,then these moms coming to her site wouldnt trust her as much. "ame withweight loss coaching / you might ha#e somebody that says 81ook, ' ha#e been

there, ' ha#e been there where you are. ' ha#e been there +I kilos o#erweight.%his is how ' got to where ' am today, fit and ha$$y.:

"o, the story is such an im$ortant $art of getting the client to trust you and if you

can demonstrate that you ha#e been in a rough s$ot and that you ha#e gone towhere you are using the tools that you are going to teach, then straight away youha#e that intimacy that ha$$ens between client and teacher.

Andrew McCauley: Yeah, okay. Alright, so last one on the list.

Heather Porter: Alright, scarcity.

Andrew McCauley: "carcity, what does that mean&

Heather Porter: "carcity means that; well, lets think about; in the "tates, itwould be called =lack 7riday, thats after %hanksgi#ing and in Australia it wouldbe =oxing !ay sales which would be after Christmas. 'ts where you ha#e a day

of sales in the sho$s, its only on for that day so much to the $oint where $eo$le

will literally stam$ede each other to get at the doors or cam$ out o#ernight. %hatis a $erfect exam$le of scarcity because they know that that sale is only on for



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that day. "o, if you can use scarcity on your website / a great way for this,again we go back to one of our clients who is a chiro$ractor, she will do monthlyscarcity bonuses. "o, she will say 8for the month of uly, you can ha#e I offof your treatment.: "he will e#en do them daily on her 7acebook account. "o,

she will say first + $eo$le that call this number get a free whate#er. "o, usinglittle things, scarcity can be u$ to$ in the o$t0in form where you are )ust gi#ing

away a free thing for a certain number of $eo$le and then you say 8after ahundred $eo$le, this forms comes down.: 't could be in your blog where youwrite an article saying 8for this month, you get I off:. "o, wea#ing littlescarcity things in your site / as human beings we want to feel like we are gettinga deal and also scarcity creates the whole thing of 8(h my 5osh9 'f other $eo$leare getting, it must be good.:

Andrew McCauley: "o, one of the tra$s that ' see if you are a new $layer at

this is that they $ut those little 8only + left: or 8only 4 left: sort of thingsF whatthey are doing is then not honoring that and their integrity gets shot to $iecesbecause $eo$le come back and go 8Well, you said that yesterday and surely youha#e sold + by now: or 8You said it would be only a#ailable for the first weekand three weeks later you still ha#e the same offer going on:. "o, you want to

make sure with scarcity you are being #ery;

Heather Porter: =eing authentic;

Andrew McCauley: And you are also o$erating through integrity because$eo$le will soon see you are )ust trying to do it as a marketing scam or whetheryou are generally being real. "o, one of the tra$s for the young new $layers isdont fall into the tra$ of not li#ing u$ to what you are $romising.

Heather Porter: Yeah, exactly and on that $oint, ' guess, its a good time toreca$ what we ha#e talked about and that is one of the biggest most im$ortantthings you can do on your website is to be likeable and to be yourself and to nottry to be something else, some other business that you are not. ?sing these ti$swe ha#e talked about today, making sure that these are what you are alreadydoing on your website or what you will do on your website if you are growing onenow is really im$ortant and, again, $eo$le can see through you e#en on theinternet, e#en on a web$age. "o, )ust be yourself, use sim$le language, )ust tell

the user of your site exactly what you want them to do, where you want them togo with a short sweet little directions / 8click here:, 8do this:, 8=uy this: ty$e of

things / be credible, start to $ut all the ama*ing things that you ha#e done inyour career, in your life, in your story, $ut that on your website, $ut the

testimonials u$, make sure that you ha#e your social media linked u$ so $eo$lecan talk about you online without you e#en ha#ing asked them to.

Andrew McCauley: Yeah, certainly.

Heather Porter: What else& What are some other little things that you think

are im$ortant, Andrew&

Andrew McCauley: Well, you want to make sure that you are kee$ing it sim$le,dont make it o#er com$lex. Make it so that the general $ublic can read it.?nless you are s$ecifically going for target market who are #ery into that$articular to$ic and it does re6uire a lot of )argon, do itF but if you are looking fornew $eo$le as a generic base, make sure that you are kee$ing it sim$le.

Heather Porter: Yeah.





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Andrew McCauley: We touched on $erfection. !ont get hung u$ on being$erfect& 'ts not going to be $erfect because its going to change and if we knowanything, the internet changes e#ery single day. We s$end a lot of time kee$ingu$ with whats going on so that clients can ha#e the latest and greatest. 't

changes all the time. What we think is great this week will not be great in threeweeks time. "o, dont get $ut u$ on it but at the same time dont get afraid of it

and think 8Well, why do ' $ut all this effort, anyway its going to change&: ustknow that its going to change and if you can kee$ u$ relati#ely good with thechanges that you can be way ahead of most $eo$le anyway.

Heather Porter: Dxactly, exactly and dont let any of this that we talked about

today o#erwhelm you or confuse you because in the future we will go into moredetail about and s$ecifically we will do a whole $odcast on WordPress and whatyou need to know about it and where do you go to get $eo$le who can do it for

you really inex$ensi#ely. We will talk about sales $ages and landing $agesse$arately. "o, those are indi#idual $ages that sell something. We brieflytouched on them earlier. We will also talk about other things that you need toactually look for as you build your website. ?se this as your ma$, use this asyour big $icture understanding of what you must ha#e across the board on all

your websites mo#ing forward.

Andrew McCauley: "o, where can $eo$le go and get some more resourcesabout from this $odcast& Whats the best $lace to get all this stuff.

Heather Porter: %o our site, to www.Auto$ilotYour=usiness.com3Podcast andwe will ha#e some show notes on there, so transcri$tions of this. Andrews goingto share with you guys where you can get the market test on your website.

Andrew McCauley: ' am going to dig that u$ and stick it on there so you canget that.

Heather Porter: Perfect. And any other little resources that we come acrossthat we think would hel$ you as $art of this $odcast, we will ha#e there as well.

Andrew McCauley: Yes. Alright, so thats another show. ' think we co#ered afair bit.

Heather Porter: We did.

Andrew McCauley: %he next show is going to be a full show again. What are

we talking about next show& Any ideas or is it a sur$rise&

Heather Porter: 't might be sur$rise. Actually, you know what ' am thinking&' am thinking because there is so much in here we could ha#e gone a little bitdee$er with, why dont we )ust stick with WordPress as the next one because this

will be a $erfect tie0in and lead into how do you actually use WordPress& What doyou think&

Andrew McCauley: (kay. "o, how to use WordPress, the things you need todo, ti$s and tricks, $lug0ins and widgets and all that sort of stuff.

Heather Porter: Yeah, exactly.

Andrew McCauley: Alright. 1ets tackle WordPress then next time. %hat will becool.

Heather Porter: "ounds good.



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Alright. Where#er you guys are in the world, thanks so much for )oining us again.And Andrew, thank you.

Andrew McCauley: %hank you, Heather. %hank you for your wealth ofknowledge.

Heather Porter: And your fantastic 6uestioning skills.

Andrew McCauley: 't was $racticing, wasnt it&

Alright, well, good luck and make sure you #isit the website, let $eo$le know,share this stuff on 7acebook and %witter when you can. 'f you dont know how todo that, we are going to teach that to you in a call as well. "o, thats coming u$.5ood luck and we will see you next time.

Heather Porter: =ye e#erybody.

**End of Audio**


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