Christina had a phenomenal florist business. She had about 30 employees and was on target to make about 6 million.
The problem? She needed money to update her computer system and website to keep ahead of the competition.
Christina did try to get funding but without success. Then she called on Marcus Lemonis, AKA The Profit.
Marcus visits companies who are just starting or on the verge of failing to see if he’s interested in partnering with them.
He came to look at Christina’s business and asked why she didn’t try to get funding. She told him she did but because she was a woman she couldn’t get it.
Was that true? Maybe, but Christina had a bit of an attitude.
Marcus was impressed by what she had accomplished and was ready to offer her a deal.
He would give her one million dollars for 25% of the business.
Sounds pretty good to me especially considering some of the deals I’ve seen offered on the show Shark Tank.
You know what happened when Marcus made that offer? Christina said “no!”
Stunned, Marcus said she needed to value what he brought to the table. He wasn’t just a money man. He cared about the businesses he invested in.
I’ve watched this show before and I was really surprised that he made a counter offer and came down to 20%.
He told Christina he needed to have enough of an investment in the business to care and work to make the business more successful.
Her reply? She offered him 7% of the business!
Marcus was offering her one million dollars plus his knowledge and connections but she still didn’t see the value of his offer.
Yikes! Can you imagine having someone like Marcus who wants to partner with you and grow your business and you say “no.”
Marcus tried to reason with her that he could get her website up to snuff. That was one of the primary reasons she wasn’t increasing sales. Her website needed a lot of work.
Her website was a key factor in her success but she still wouldn’t take the deal offered to her.
I’m wondering if she thought about it later and wished she had taken the offer.
So what does this have to do with your business?
Christina had a website but it wasn’t up to par. She was leaving thousands of dollars on the table.
What are your website goals? Do you have any? Presumably you want to make money, but how? Does each page on your site have a goal? If so, does the goal of the page also support your ultimate website goal?
Your website goals might include:
Sell a product
Sell a service
Build a list
Inspire a visitor to click on an affiliate advertisement
Provide information and receive ad exposure and PPC ( pay per click) income
Any single website page may also have these same goals. They may also be designed to help you achieve other independent goals. For example, one web page may be designed to promote your opt-in offer. In addition to your call to action, there are other things you can do.
Taking a look at your website goals and independent page goals, consider these three points.
Who are your visitors? What content and tools will you need to help or convince them to accomplish your goals? For example, you want them to sign up for your opt-in offer. What content and tools are you using to motivate that action? Are you providing them with a sample of the offer? Do you make it easy to opt-in or do they have to jump through hoops?
How does your visitor travel on your site? When someone visits your landing page, where do they go next? Is it where you want them to go? Does it support your goal? Use your website goals to help you create content and determine the path your visitor takes. Each piece of content on your site should influence an action that ultimately leads to your goal. Again, imagine you want to motivate someone to sign up for your free offer.
Each piece of content, form and promotion on your site should lead to that goal. Take a look at your flow of information and the path your visitors take when they’re at your site. Does their path support your goal? When adding or removing something on your site conflicts with your goals, don’t do it.
Include a call to action with each website page. Articles, videos, forms – everything needs to have a goal that supports your end goal. They need to have a call to action that supports your goal and purpose. Don’t expect your visitors to know what they’re supposed to do next. Tell them.
Finally, make sure to respect your user’s time. Dragging them through an endless process to achieve your goal isn’t going to win you any friends.
If you want them to sign up to your email list, make it as easy as possible. If you want them to buy a product, make it as easy.
Analyze each web page, new and old, and determine if it supports your goals or detracts from them. Help your visitors. Make it easy for them to achieve your website goals.
Finally go back to all your past blog post. Do you have an opt-in form at the bottom of each of them? If not add it now.
Remember your website/blog is your door to your online “store.” Invite people in and give them a great user experience.
What tip did you find helpful?
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Be Savvy and Successful!
Toni Nelson – Marketing, Branding and Business Building Coach, Award winning Photographer/Videographer, Author, Speaker
P.S. Want a great guide to designing and building your website? Check out my planner: Website Planner
Here’s what the planner will help you do. Click on the image to be taken to our membership site for the full details.