I hope you found our last conversation about newsletter writing tips to be useful. While doing good work for the current clients you serve is important, your potential clients need a way to find you and understand your perspective. Writing a newsletter is one way to remove the barrier between just doing good work and communicating the kind of good work you do.
On to this week. What is the lingo that your website should speak? The word “lingo” is my homage to a book by Jeffrey Shaw I recently read of the same name … the subtitle being, discover your ideal customer’s secret language and make your business irresistible. Does your website do that for your firm? Does it speak the lingo that attracts the clients you want?
And if you’re new here, welcome aboard. This is what we do!
One thing I found last week: Your Clients Pay You to be Effective, Not Efficient … a LinkedIn article by Tim Williams who reminds us to be overly obsessed with delivering the results (the ends), not doing the work (the means).
If you believe your website is not the lead generating/prospect converting tool it could be perhaps there is a reason. Because if you’re not getting the results you want, it may be that your website is not speaking to the right people. Or you’re not saying the right things to the right people via your website.
So … in this context lingo is your clients’ secret language. It’s the words and phrases and jargon they use to describe their operations, services, and issues. And building a website around your clients’ secret language is one key to landing more clients of the same variety.
So … how do you know if your website speaks, or speaks to, your clients’ lingo? How do you get the attention of the specific clients you want to reach within seconds of them arriving on your website? How does your website show them that you are the best (only) person to serve their immediate needs?
Instead of me suggesting what you must do or should consider, let me perform one of my favorite coaching exercises with you: put yourself in a potential client’s shoes. When you are looking for a specific professional service and you land on a firm’s website …
#1 – Do you feel like you are in the right place?
Does the look/feel/style of the website resonate with you? Does the website create some kind of connection … an emotional familiarity, if you will?
#2 – Does the website speak to you?
Does the website use the words and phrases and jargon that say the firm behind this site understands you … your operations, services, and issues?
#3 – Do you see your problem?
Does the site have testimonials or case studies that you self-identify with? Are the language triggers in #2 written in a way that makes you feel the firm is in your head? That they “get” you? Because you are wired with a need to “see” the problem before you will seek a solution.
#4 – Do you see your solution?
Does the website present a clear roadmap showing you the benefits of working with the firm, how (what options) to work with the firm, and what will be the outcome of you working with the firm?
Got it? Cool.
Now you know how you want to feel when you land on a website. Do you think the kind of clients you want feel that way when they land on your website?
To speak the lingo of the clients you want to work with, you need to know how they think, what attracts them, and what makes them feel as if they belong. And the best way to do that is to serve one particular kind of client.
Because if your website speaks to everyone, it speaks to no one. Because clients don’t want to feel targeted by you, they want to be drawn to you.
And that’s why generic, we-do-everything websites don’t work. Because a website can’t possibly speak, or speak to every client’s lingo … just to the clients you want to work with.
In real life
Speaking the right lingo doesn’t just relate to your website. It should be part and parcel of all of your Authority-driven communication efforts, whatever form they take.
Reading that can help
Tips for Getting Your Audience to Stay on Your Website Longer by John Jantsch.
– If you like what I write about, tell a colleague.
– If something resonates and you want to reach out directly, email me.
– If you think we share common interests, connect with me on LinkedIn.
– If you want a sense of how well your practice is working for you, take this Practice Self Assessment.