Your website is your first opportunity to tell your story to the world.
Whether you’re launching a new business, finally bringing your brand online, or pivoting from an existing website that isn’t bringing in leads, one thing is true: the process probably isn’t as straightforward as you hoped.
These days, almost anyone can put a website up pretty quickly–but building an effective site that actually connects and converts leads requires a degree of strategy and know-how.
And too often, you end up having to go to multiple sources to get everything you need.
What’s most important to consider is that the more in-sync every step of the process is, the more effective your website will be at converting leads. But if you have no background in website-building, it’s tough to know where to start.
The most crucial things your website will need to succeed are:
- The right messaging.
- Strategic copy that actually connects.
- Unique, eye-catching design.
- Speed and security.
- A sales funnel that offers real value.
- A project manager to bring your vision to life.
These are the 6 roles you need to hire to bring your website to life:
1. The Brand Strategist
The first step to building an online presence is identifying who you are and what you offer to the world. Before you tackle writing website copy or getting your design together, you need a clear brand message that encompasses your values and mission.
The easiest way to get your audience to click away from your website is to confuse them.
Forbes breaks this down quite simply, offering this advice: “Have a short, clearly defined message and communicate it consistently.”
A brand strategist will help create your brand message by focusing on why your business exists, what you value, and why your audience should care. Your brand message needs to distill this in a clear, simple way, like a 30-second sales pitch.
An effective brand strategist also has to have a clear understanding of the market and how your brand will be perceived in relation to other businesses in your industry.
2. The Copywriter
Forbes also adds that for your website to be effective you have to, “be authentic and empathetic to your audience.” That begs the question: who’s your audience? What do they value, fear, and desire? What do they need from you and what obstacle does it help them overcome?
Your website copy needs to speak directly to the people who you want to take action on your site, and that requires some strategic planning and a copywriter who knows how to connect.
In order to connect in a meaningful way and inspire clients to take action, your content should be built to lay out a clear customer journey, carrying them past their objections and leading them to take direct action. Anyone stopping by your website should immediately understand exactly how your product or service will make their lives better.
Great copywriting takes into account your audience and offer, and wraps it all into a clear, concise journey. Plus, you need to have an eye for SEO (Search Engine Optimization), meaning what potential customers are searching for on Google.
Following a proven framework like StoryBrand positions you as a guide to take your ideal client where they want to be. It allows you to not only let them know you understand their problems but also clearly show them how you will help solve them.
3. The Designer
When you browse a website, what really catches your eye?
A great website design should be aligned uniquely with your brand, and an extension of how you want to tell your story and make your ideal clients feel.
While words are arguably the most essential means of connecting with clients, website design matters just as much.
According to research done by Stanford, 75% of consumers admit to making judgments on a company’s credibility based on the company’s web design.
While do-it-yourself templates offer a lower-cost option for those trying to get a website together quickly, they don’t typically offer the flexibility you need to create memorable websites that flow with your copy. A designer will usually start by having you list some website designs that you love and then hone in on what really makes them stand out.
If nothing comes to mind, browse some websites from other businesses in your field and you’ll quickly find some massive differences between websites with eye-catching design and those that are basic, full of big blocks of text, and don’t really lay out a friendly user experience.
4. The Developer
If someone asks, “Which content management system are you using?”, you’ll probably respond with, “What’s a content management system?”
Don’t worry–you’re not alone!
That’s where a developer comes in. A developer will know how to make sure your website is fast and secure when it launches. That process included deciding on the right host, optimizing photos for speed, and using a lightweight CMS for development.
Most business owners with no website experience don’t know where to start here. A Content Management System (CMS) is the software used to manage your website content.
If your website is glitchy, takes ages to load, or is overly-complicated to navigate, readers will probably hop right back over to Google and find a faster, more attractive site that gets right to the point. A great developer will make sure that doesn’t happen.
Plus, you need to be 100% sure that the website is secure so that anyone taking action on your site knows that their privacy is being protected. You don’t want to leave yourself vulnerable to hacks that could end up causing unnecessary headaches for you and your clients.
Your relationship with your developer is ongoing, because your content will require continued edits and updates, and your website needs to be able to scale with your business. Think of your site as a car–it’s gonna need some servicing from time to time, and you want to make sure it’s in the right hands.
5. The Sales & Marketing Expert
Even with a clear brand message, effective copy, and eye-catching design, not everyone is going to be ready to commit as soon as they land on your website for the first time.
And that’s okay!
It’s important to have a sales funnel prepared that will allow them to download a valuable piece of content in exchange for their email address. Not only does the download serve as a frequent reminder that you’ve already helped them out, but you now have an in to keep in touch and nurture leads.
Think of it like this: most single people aren’t ready to marry someone after a first date. In that same vein, new website visitors aren’t always ready to click the call to action button on their first visit. Capturing an email address by providing something of value (a webinar, a checklist, an informative PDF, etc.) is your way of “going on a date” with your audience before asking them to commit!
You can also provide them with ongoing content that further enforces how transformative your product or service can be for them. With a strategic funnel, automated emails will have you booking leads in your sleep–as long as you have the right tools set up to execute your campaigns effectively. The more content you create, the easier it will be to tell your story and connect with the communities who need you most. A sales and marketing expert can help you create sales funnels and execute ongoing, strategic campaigns aligned with your clients’ needs.
Building content equals building trust. And nurturing trust with your clients is the most effective way to create mutually-beneficial and long-lasting relationships.
6. The Project Manager
With the right look, right words, and right plan, you can finally increase sales and love running your business–but you need a partner to help you bring all of that to life. The PM is the glue that holds all of these pieces together; like the maestro in charge of ensuring that every piece of the symphony comes together to produce a beautiful song.
A project manager will make sure that each component of your project, from your brand message, to your copy, to your design, is running smoothly so you can launch a website you love on time.
How do you fill all of these essential roles?
You can either take them on yourself, hire 5-6 freelancers (and manage them yourself), or hire one company with all these roles in-house. Here are a few pros and cons that go along with each option.
Option 1: Hire 5-6 freelancers.
The Good: You might get a better price, but that’s not always guaranteed with “one off” projects.
The Bad: Quality can be hit or miss and it will require a huge time investment. Plus, you’re taking on the additional task of managing a large team.
Option 2: Do it yourself.
The Good: It’ll save you some money.
The Bad: It requires a huge time investment on your part, and quality may suffer because you’ve never launched a website before.
Option 3: Hire one company that specializes in all 6 roles (and has them in-house).
The Good: High quality work (because this is all the company does), affordability (because the company does it for many customers at scale), and time savings (because the company does it all for you).
If you think Option 3 is your best bet, then consider scheduling a call with us to chat about your next website project. We help you leverage the power of the StoryBrand framework to connect with your ideal clients, giving you the opportunity to clearly communicate your value and inspire readers to take action on a beautiful website built to help you drive more website leads.
Ready to take the first steps to finally bringing your brand online? Schedule a call here.