#2 How to Layout a Website to Get More Clients

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This is the foundation…the map to your success online.

Learn how to layout a website to get it working for you properly from the start. Then the opportunities to build up and onwards are endless.

In this episode we outline the layout you must use to get a website that builds your business for you. Gone are the days of having a website that acts as a brochure. Take off and experience the growth potential you may be sitting on without even knowing.

Here is te special tool Andrew recommends for getting feedback on your site - http://feedbackarmy.com/

http://autopilotyourbusiness.com/podcasts/2-what-all-good-website-designs-share-to-get-more-clients/

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#2 How to Layout a Website to Get More Clients

  1. 1. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: Heather Porter, welcome back to the next edition of AutopilotYour Business.Heather Porter: Andrew McCauley, so good to be back. Welcome back as well.Andrew McCauley: Yes, thank you. We are looking forward to today‟s segmentbecause it‟s a segment that we often get asked about a lot and we would like tointroduce what we are talking about today.Heather Porter: Definitely. So, today, we are talking about websites and thereason why we have chosen websites as one of our first topics is it‟s basically thehub of what you are going to be doing on the internet. Think of what we are goingto be giving you actually over the next month is a map, is a map on how to navigatethrough the internet, and you have to start somewhere and right spot in the middlewe will start with your website.How does that sound, Andrew?Andrew McCauley: That‟s good. It sounds good. One of the things that I oftenget people that are particularly aren‟t too familiar with internet and then I hear allthose hard stories about people charging so much money for websites out there andthey are not really getting much return for their money. What are some of thethings that we should be mindful of when people are deciding to build a website fortheir business?Heather Porter: Well, let‟s just talk about the big eight points I like to call them.There are eight things that you need to consider when you are building a really,really amazing website that‟s going to do its job for you and before I dive into them Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  2. 2. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionactually, just briefly why don‟t we talk about the difference between a brochurewebsite and then a website that really actually does something for you and yourbusiness.Andrew McCauley: Okay.Heather Porter: So, brochure website is something that‟s pretty, that you as theentrepreneur, business owner love that sits there and has a whole bunch ofjargonistic words that doesn‟t have form for people to enter their details or maybe itdoes but no one ever uses it. It‟s literally like taking a brochure, sticking it on theinternet and it doesn‟t do anything for you and your business because if a visitorcomes to it, they get bored really fast and then they never come back.Andrew McCauley: So, is that what they call a static website?Heather Porter: Yeah, a static website, something that never changes. It‟s thrownup on the web and it just stays there and you have seen a lot of them, I am sure,Andrew and we both have, we run into them. They look like they are from the1980‟s or 1990‟s. They have really, really clunky kind of old feel to them and theyare boring. I think they are really boring, not dynamic. So, that‟s what we are notgoing to show you how to do today. The site that we are going to teach you how tobuild and how to use is a really exciting dynamic site that the entire outcome of thatwebsite is to build a list of warm leads and what do I mean by that – because I don‟twant to get too jargonistic – is build a list of e-mail addresses, these are details thatclients are willing to give you when they visit your website because they think yourwebsite is so cool that they are literally willing to give you their e-mail address inexchange for something.Andrew McCauley: Okay, what sort of things do you suggest that they give away?It is expensive to give away a lot of stuff. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  3. 3. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: It‟s a really good question actually and you have to think aboutwhat would you want as a consumer on the web, what‟s going to excite you whenyou are looking for something online, when you are researching something that youwill give away your e-mail address to get it. So, I often say videos are really good,e-books are used – and by the way, e-books are reports, documents that are turnedinto PDF with some graphics and some writing. Those are great assests but peoplearen‟t really using them anymore, the kind of blown out and people are tired of themand they are thinking “Oh my Gosh! More reading, just what I need.” So, it‟svideos, it‟s podcasts like this or audios, something that… I mean, you could use amarketing spin on anything really as long as you are dumping out your knowledge onvideo or audio and you are putting some cool bullet points down on what theperson‟s going to learn from listening or watching it that are really valuable to themin their business and they are going to be willing to enter their details to get it.Andrew McCauley: Okay. I know some of the clients we have had before haveasked about what sort of knowledge do they need to build a website, like do theyhave to go back to school almost and when and stuff. Is it that hard or what‟s thebest way to just start with that?Heather Porter: So, let‟s jump in. We will jump with the eight points and theseeight points chosen for your guys are easy. We are going to keep them as easy aspossible and you yourself don‟t even really ever have to do this. You don‟t ever haveto set up your own website. So, let‟s start with the top.1. So, really, #1 – you have got to pick the right platform. There are three reallybig platforms, I call them the Big 3, and what I mean by platforms are things thatexist where you can build a website in them. So, the first one being WordPress andit‟s interesting a lot of people thing “Oh, yeah, WordPress. Isn‟t that a blog?” It wasinitially but now it‟s actually a program that you can install to create a website likean actual website that‟s not a blog, that looks really amazing and that‟s really, reallyeasy to use. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  4. 4. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: How expensive is WordPress?Heather Porter: Free! Yay! It‟s free! And guess what, there are so many amazingthemes. Themes are like the clothes. You think of your website, your URL, yourwww.whatever.com, that‟s your body, that‟s just your naked body and then you havesome clothes you have to throw on to dress it up and the clothes are the themes.So, WordPress has all these themes that are free as well. So, you can find amazingthings to dress your website for free and you can get a free website usingWordPress. It‟s great and it‟s easy.Andrew McCauley: There are some pretty creative people out there too, I haveseen some really good ones.Heather Porter: Yeah, great, great ones and you can get customized work donewhich means you get a graphic artist to take a theme and tweak it to your liking forreally inexpensive price and we will go a little bit more into WordPress as we go.The second thing you might have heard about is – and I will go really fast on thesetwo – there is something called Joomla. Joomla is another free thing that you caninstall and create a website on. It‟s more sort of… some people think it‟s a little bitmore sturdy, so more corporate and bigger companies will use it but you don‟t haveto. I mean, it gets harder to use and it takes more knowledge.The other one outside of that, this is an even more complex thing, it‟s called Drupal.Andrew McCauley: It sounds scary. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  5. 5. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Drupal – it is scary, Andrew. It‟s scary. The fact is that youactually have to find a bit of a Drupal expert to help you update and manage yourwebsites.Andrew McCauley: Is that because it is more complex than the others?Heather Porter: Yeah, you are designing pages in HTML code and it doesn‟t havesomething… actually, this is the fun piece of jargon, let‟s bring this one up – „TheWysiwug‟.Andrew McCauley: What‟s the Wysiwug?Heather Porter: It‟s basically… if you think about if you are creating a document inWord and you have that bullet button, the italic button at the top, you can changethe fonts and all that, a Wysiwug editor is something that‟s built into WordPress thatbasically when you are designing a webpage it is exactly like you are creating adocument in Word.Andrew McCauley: What is it called? Wysiwug.Heather Porter: I can never remember this one, you got to have to help me.„What You See Is What You Get‟, right?Andrew McCauley: What you see is what you get – WYSIWYG. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  6. 6. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionSo, as you said, you design the webpage, you see it as you do it. Yeah, it‟s prettycool.Heather Porter: And WordPress is great for that. So, for the rest of the time thatyou spend with us on this podcast, we are going to be using WordPress, that‟s ourplatform of choice and we will mention WordPress from now on. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  7. 7. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: Okay. So, WordPress over Drupal or Joomla because Drupaland Joomla are not only hard to say but they are also a little bit harder to work outhow to use as well. So, for the average person or 99% of the people out there, aWordPress website will suffice for what they are trying to do on the web. Is thatright?Heather Porter:Exactly right, exactly right. Okay. And you know what, I am justthinking now that we are talking about WordPress which we will probably just do aWordPress or a mini-podcast so people know where to go, get themes, how to getpeople to help them build that out. What do you think? We will cover that onemaybe in a future one.Andrew McCauley: That‟s good, that‟s a good one.Heather Porter: Cool. So, let‟s move on.So, we have decided now that you pick the platform of WordPress, it‟s free and youcan build really great sites and thereby getting themes that are free to dress themup.2. Not flash – don‟t have a flashy, flashy website.Andrew McCauley: No flashy flush.Heather Porter: No flashy flush, flush. So, a couple of definitions that are really…there is a program called Flash, it‟s basically animation. So, Google, Bing, Yahoo!,all the different search engines cannot stand it and the reason why is when you have Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  8. 8. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptiona website that‟s built like all an animation, there are no words behind that. It‟s likewatching movies. So, search engines have no idea what content is actually in thatmovie at all. So, somebody types in “how to train my dog” for instance. If you havea website that‟s all in flash, Google is not going to know that your video is about“how to train my dog”.Andrew McCauley: Let‟s just go back for a second. Why is that important then forGoogle to know what‟s going on because we are not trying to advertise to Google,are we?Heather Porter: We have to make sure that the search engines are happy with ourwebsite and the reason why is that‟s where pretty much the majority of our traffic‟sgoing to come into our website. They are going to go on Google, they are going totype in “How do I xyz?” and then the result is going to pull your website up in thereand then people will find you that way; but if you just have a flash or an animatedwebsite, Google will never ever, ever be able to find your website and thereforewon‟t be able to list it in the results for people when they are searching for stuff.Andrew McCauley: So, my website has to look pretty…Heather Porter: What it means is that it needs to be clean – not a lot of bells andwhistles, moving bits and pieces. It can still graphically be incredible especially ifyou get graphic artists to really customize your WordPress themes, it can lookamazing – and we are not saying “don‟t make it look amazing”; we are just saying“keep away from that flash program where…”And by the way, a great way to know if you are in a flash website is when you go onto the www.homepage and you see like little box that says “loading” and thensuddenly has like a cool video that comes up and then it says “skip intro” and you Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  9. 9. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptioncan skip through the intro, that‟s flash. That means the whole introduction of thiswebsite is built in flash.Andrew McCauley: Right, got it. Okay, cool.Heather Porter: We don‟t want that. And another thing too – don‟t have lots ofblinking stuff on your site – that‟s very 1990s and it‟s not the thing anymore. It onlyconfuses people because their eyes just go to all the blinking stuff and they will leaveyour site really quickly. So, what I mean by that is you don‟t want to have blinkingquotes at the top – “powwow wow”, “cool special going on now” – all those sort ofblinking graphics. You stay away from those.Andrew McCauley: Keep away from blinking graphics, blinking quotes and blinkinganything else.Heather Porter: Blinky blink, yes.Yeah. And you can use animated things only in small doses if you really want tomake a point and I will just give one example before we move on and that is onwebsites if you have you will notice that there will be that box that‟s on the page andsays „name‟ and „e-mail address‟ and then a „submit‟ button. A really good littletechnique you can use is to put a little moving red arrow pointing down to the boxwhere you enter in your e-mail address.Andrew McCauley: Just to bring attention to it.Heather Porter: Yeah, exactly and some good internet marketers get really goodresults using that. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  10. 10. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: Cool. Okay, so that‟s the flashy stuff, know what to use. Whatshould we do then? What should be in a good website?Heather Porter: Clean, clean, clean. So, what you are looking for is nice header oftop – header is that graphic that‟s about the top of the page where you put yourlogo, where you put your tag line, where you put any little marketing, bits and piecesabout you. A really good thing to use up top, if you are your own brand, is to putyour photo up there to put like “as seen in”, like if you have been in different mediachannels or radio or different magazines. So, you want to put that up top. Again,you could put your logo as well. If you are just a company, obviously you won‟thave your photo up there but you have your logo and still some credibility like that –“as seen in” or various things that you have done that are impressive. So, that‟s uptop.And then you basically right below that you want to have… it‟s called „above the fold‟and actually we are going to get into… This is our next topic, so let‟s just jump in.Cool.Okay, #3.Andrew McCauley: Let‟s do it.Heather Porter: Let‟s do it.3. All the best content on your website must lie above the fold. What is that? Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  11. 11. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: What is the fold? What‟s the fold?Heather Porter: Okay. If you are looking at your smart phone, your computerscreen and you have gone to the website, „above the fold‟ is anything that you cansee on that screen of your computer before you have to scroll. So, it‟s where youmust draw attention to your website – capture the user‟s interest and have all ofyour most important content.So, above the fold – we have already jumped into that. You have your header rightup top which is your nice graphic and logo and then below that you want to take fulladvantage of the space.Andrew, what do you think, just in our experience with clients, what do you thinkworks the best for filling that space?Andrew McCauley: Well, I guess you want to just make sure that you have gotsomething to capture the details too. So, if it‟s a giveaway that‟s free where theycan enter their name and their e-mail address, that often works really well.Heather Porter: And that works really well in the top right because we as humanbeings we read from – well, most of us – read from left to right. So, our eyes end upon the right and that‟s where our gaze gets caught. So, that‟s why most people willput their opt-in box right up at the top right below the header.Andrew McCauley: I had that question asked. One of the clients asked this just acouple of hours ago when they said “Where should I put that box?” and I said “Well,studies showed that people read, their eyes go to the right.” It‟s the same reasonwhy a newspaper ad is more expensive on the right hand page up the top than it is Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  12. 12. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionon the left hand side page because people naturally read towards the right. So,that‟s very true.Heather Porter: Yeah. So, you want your call to action or what you want yourclients, your visitors on your website to do to be right up top right; that‟s where weare telling them what to do and we as web users are trained to do that. Now, we aregoing to go to a site and we think “If I want to stay in touch with this company orsign up for the newsletter or see what they have to offer, we generally will lookstraight up top right on the homepage to see what‟s going on.”Andrew McCauley: Great. Okay. So, let me ask you this thing often asked – areyou saying that the information under the fold is cut off and they will never see it orwhat‟s the story here?Heather Porter: Great question. Just a couple of things with that. See, people arereally less likely to scroll. It‟s the same thing as if you are on Google and you arewith your search results, generally you will just click on the top three results thatcome up in search engines because we want to get straight to the point and scrollingdown takes time and that‟s how sad or lazy we have become as a culture.Andrew McCauley: It is, it is like one click too many.Heather Porter: Yes. So, less click, less scroll. So, how you lure somebody downthe page is you want to make sure that your graphics that you put up the top like forinstance if you are using a video and an opt-in box, if you have the opt-in box in thevideo, just at the end, right above the fold, people may not ever realize that there issomething below the video or the opt-in box, it‟s called the false bottom because tothem they think “Oh, that‟s the end of the website.” So, you want to make sure youhave graphics that are sort of popping in that fold area up above like maybe a reallycool headline – “Find Out The Top Five Things About Losing Weight” – here and then Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  13. 13. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionan arrow or something. It just brings the users eye down the page. So, that‟s whatyou want to do to get them down.The other thing too – we were just talking about the opt-in box; another really goodtool I just brought up was video. So, video is really great when above the foldbecause it can summarize everything that you want the user to see on your website.Up until recently, a lot of websites would have kind of “Who”, “why”, “what if”information on their homepage and it would be long and boring. People want to cutthe chase really, really, really fast. So, you are better of summarizing that, putting itin a video, whether you are comfortable in front of the camera or you just do aslideshow and sticking that up top above the fold of your website and theneverything that you want the user to know is in a cool little graphic video.Andrew McCauley: Okay, cool. Alright, so if that‟s above the fold, what else needsto happen then to make it work like do they automatically fill their name and addressin or what‟s the story?Heather Porter: So, above the fold. So, let‟s say you have your video that tellswhat the site is all about and what the person can learn. Also on that video, it willbe important to say “make sure you check out my free video series that can teachyou the eight amazing points of losing weight” and I say “losing weight” is really aneasy example to use because it‟s such a popular market of course but “check out myfree video series on eight amazing tips on how to lose weight by just giving yourdetails here to me on the form on the right.” So, the video can push people over tothat form as well but on that form itself, you would actually have a nice little graphicof the videos and then you would have some bullet points there as well. So “Getyour eight free video series now and learn the following”. So, you write that aboutthat form as well for people that don‟t want to watch the video because remember,people learn in different ways, they have different ways of processing information.So, some might want to watch the video and some might want to cut straight to thechase and go “Boom! I am in this site. How do I stay in touch with them? Oh, cool!I get 8 free videos, I am just going to sign up right now.” Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  14. 14. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: Right. Okay, cool.Heather Porter: Yeah. So, that‟s about the whole folding. By the way, two belowthe fold ….basically the sites that are not easily seen without scrolling. That‟s what‟sreally great opportunity to write articles and more information about you and whatyou do because as we just mentioned with Google and search engines, they likewebsites with words on them because then they can see what your website is allabout. So, if you have a nice mix of video for the human visitor and then texts andarticles for the robot visitor from Google, the search engines, then you are doing agood job.Andrew McCauley: Okay. So, this is all on their homepage. Is that right?Heather Porter: Yes, it should be all on the homepage.Andrew McCauley: Okay. So, homepage is what? Essentially the page thatpeople land on when they type in your website address?Heather Porter: That‟s exactly right, yes.Andrew McCauley: Great, excellent. So, is the above the fold important then onother pages of your website?Heather Porter: It is as well because again people, they are less likely to scroll. Ifthey have clicked into another page on your website, they are already interested in Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  15. 15. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionwhat you have to say, which is great but still you want to keep them entertained andreally concise information. So, there is a whole way of writing for the web and it‟sbasically bullet points list. Always, less is more. So, if you can fill majority of yourcontent above the fold on each page, you are doing a great job.Andrew McCauley: Cool. Alright, I think we have got the „above the fold‟ ideaWhat‟s the next point that‟s important about a website?Heather Porter: Aha! Okay, so …4. You must be able to tell your visitors what you want them to do.Andrew McCauley: What I want them to do – “You are going to buy my stuff.”What else I want them to do?Heather Porter: Yeah, exactly right. If you have a website up there… we talkedabout the brochure site which is a no-no and the whole idea is getting new leads,new clients and returning clients, doing stuff on your website and nowadays we justwant to be told what to do. So, whether it‟s “click this button to buy” or “go here toget a free report”, literally, you cannot assume that people will know what they aredoing on your website. So, really clear call to actions.Andrew McCauley: Cool. Okay.Heather Porter: That‟s a short one. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  16. 16. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: That‟s a short one. I love it, I love it. So, if you tell themexactly what you want them to do, then why do you think they would do that? Whatdo they know about you to say “Okay, I will do what you tell me to do.”Heather Porter: So, that‟s a brilliant segway into our next point which is #5. And…5. Building credibility and trust on your website because you are exactly right, theyare not going to do anything unless they trust you and they like you. There aresome ways of building credibility and making your site look trustworthy so thereforepeople will take action with you. First one is use testimonials. So, Andrew, in youropinion what‟s a good testimonial? What does that look like?Andrew McCauley: Well, I guess the best testimonials are the ones that obviouslystate who they are but what has that person achieved by using you, your products,your services and what sort of results have they got by doing that so that you canextend your credibility to other people that‟s necessarily working for you or anythinglike that. So, outside influences that have used your services and they are gettingsome great results from what it is that you have taught them, shown them or giventhem.Heather Porter: Exactly and the more specific, the better. So, numbers are great.So, for instance, “I was 10,000 dollars in debt and now after using your product, Iam now a billionaire.” So, that type of stuff is really good. There is actually atestimonial formula that works really well and it‟s handful of questions that you canask your client to answer. Therefore, they don‟t have to think about what they aregoing to say; they just answer questions. It‟s a great little formula actually. Whatwe will do, we will put that on our website. What do you think?Andrew McCauley: Yeah, let‟s do that. Yeah, let‟s do that. That‟s good. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  17. 17. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: So, www.AutopilotYourBusiness.com/podcast and we will havethat up there as a free little PDF that you can download so you know how to elicitreally good testimonials.Well, testimonials – what else, where do you place them? You want them in a coupleof places. Ideally, if you have a full page on your website that would say… you cancall it “Client‟s Stories”, it could be “Testimonials”, it could be “Case Studies”, any ofthose. You want to have them all listed there but also it‟s down the right hand sideof your website, it‟s called a right sidebar, it‟s down the right hand side, downsomewhere below that opt-in form that we have been talking about where the usersenter their details. Have rotating testimonials, just have same testimonials on yourother page but just have them consistently on the sidebar on every other page ofyour website as well. That‟s where we put them – video and written work, video andwritten.Andrew McCauley: And is there any other place that a testimonial could go? Forexample, a sales page?Heather Porter: Yes, yes, yeah actually and we haven‟t even go into the otheramazing websites like sales pages and squeeze pages but yes, as you build a libraryof testimonials, you can be using them across the internet and all sorts of places andall of your other websites which we will cover with sales pages and landing pageslater as well because that‟s a whole other can of worms.Andrew McCauley: Okay. What about guarantees?Heather Porter: Ah, so you want to limit the risk. So, somebody is new to yoursite, they don‟t know you yet. So, how do you limit their risk? – You include a Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  18. 18. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionguarantee. So, if you are, say, selling coaching session, you can say “First session isfree” or if you are selling a membership site, like a membership into your website,you could say “The first two weeks is for 1 dollar or free”. So, something like that.“30-day money back guarantee” – we will see that as well. Guarantees are alsogreat to include in graphics because they stand out. I know that everyone who islistening has seen these graphics before – a big star burst that says “30-day moneyback guarantee”. Those types of things are great to put in your website and on anypage where you are asking somebody to do something, especially if it‟s to buysomething from you.Andrew McCauley: Yeah, right. Okay. So, those graphics are easy to get?Heather Porter: Yeah. I love getting them on Google. Google.com, type in“guarantee graphic” or “guarantee icon” and then right up at the top left you will see,when you are in Google, if you switch over to images so you are not in the web areaand you will see a whole bunch of images there with all those little seals and thenyou can right click, save as, and now suddenly you have yourself a graphic.Andrew McCauley: Cool. As long as you make sure that it‟s not copyrighted, youwill be alright.Heather Porter: Absolutely and those types of things too. If you see a hundred ofthe same looking graphic on one page, it‟s pretty much guaranteed that it‟s free tomake.Andrew McCauley: Cool. So, the next question I get a lot is about websites…, do Ireally need to put my phone number on it? Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  19. 19. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Such a good question and yes is the answer because, again, thinkabout how do you build trust? – You want to show somebody you are real, you arenot fly-by-night or you are not going to run out the door tomorrow with your money.So, if you have a phone number and address is another really cool thing to include,those are great little touch points to say “Here I am, I am in a real business I wantyou to meet and you can call me and contact me.” Now, really, we have touched somany of our clients and if they use the phone number, chances are that it‟s actuallygoing to get used as 1%, 1% of visitors will actually even use that phone number butit‟s just there as a trust factor thing.Andrew McCauley: So, it‟s more like, it‟s almost like a guarantee or a testimonialsort of thing that just says “Hey, we are real and we are not fake and we are notgoing to steal your money.Heather Porter: You got it and you can stick that up in the header as well, that‟s agreat place to put it, right up top on every single page and of course in the „ContactUs‟ page too.Andrew McCauley: Speaking of trust factors, I notice this comes up in social mediacircles which we will get on to in another webinar, including pictures of people thatwork there or photos of yourself and that sort of thing, highly important?Heather Porter: Look, they are great. Photos of you, your team, your office allthose things show that you are real people. So, you are real business and that youhave real office as well. You don‟t have to do the office unless… like, we have aclient, she is a chiropractor and she has great photos of her office all over herwebsite because it‟s part of her brand and people will feel comfortable the secondthey walk into the office because they have seen it before but in the case of, say,entrepreneurs and experts, coaches, speakers, that market, you might notnecessarily need to have photos of course of your office but of yourself and of Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  20. 20. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionyourself engaging with clients would be great. So, more photos that you sort ofsprinkle throughout the website of yourself really helps with building credibility.Andrew McCauley: Cool, alright. What else can help build rapport and trust?Heather Porter: Logos actually, other people‟s logos.Andrew McCauley: Other people‟s logos, not yours.Heather Porter: Yeah, I know. What I mean by that is that if you put “Our ClientsInclude” or “Partners That We Have Worked With” – a great place to put this, by theway, is on the homepage, down below that video, somewhere lower on the pagewhere you just list the logos of the clients you have worked with. Again, it‟s justshowing “these are the amazing people that we have worked with and yes, we havebeen around for a while and we have partnerships and we are legitimate” and it‟sreally cool for the other business as well because you can actually link to theirwebsites from there, again, building even more credibility because it shows that youare not afraid that the other company knows that the logos are there to begin with.Andrew McCauley: Okay. And what about… I see a lot of websites and I am stilltrying to… sometimes I get a lot of questions about this too. People have interviews,they might do interviews on radio or TV and that sort of stuff. Should they put thoseinterviews on their websites or should they at least tell people that they have beenon those particular TV stations. Is that bragging or what do you think about that?Heather Porter: Such a good thing. I know it feels like bragging but it‟s not. It‟sbasically, again, it‟s building that credibility and trust. It‟s saying “Here is who I am.You can sample what else I am doing out there before you buy.” So, yes, you want Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  21. 21. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionto put that stuff on your website. You can give it . If it‟s really valuable, you cangive that away as your free report. So, right up at the top by that video, top right.You can say “Get my series of radio interviews for free by entering your details” oryou can just put them on your site, you can just put like a media area in your menuand then just list them there for people to load. So, like I said, a really importantthing to do is to include these things and also list where you have been seen. So, ifyou have been on a TV show or if you have been on a radio, you want to put that onyour website. Earlier before, I mentioned to stick that up in the header, below yourlogo or your photo, you say “As seen on…” and you can list the actual places that youhave appeared right up top so there is no doubt that you are well known and thatyou are doing good stuff in your field.Andrew McCauley: Cool. Okay. Alright, so these are half a dozen credibility andtrust ways to establish yourself on your website. What else is important on yourwebsite do you think for the people who are getting started particularly?Heather Porter: Well, let‟s see. We are getting down to sort of the other end ofthis. Now, we are going to bullet point #6 and this one, I love this one.6. Keep it simple. I cannot tell you how many times we have worked with clientsthat love to hear their voice and their jargon, the jargon for the industry, and I willsay “Well, what do you do?” and they will come back to me with this incrediblyimpressive sounding 30-minute spiel and I have no idea after that spiel what theydo, still.Andrew McCauley: And it often happens, isn‟t it? And they often send thosebusiness cards that have great titles and great information on it but still doesn‟t tellme exactly what they do. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  22. 22. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Exactly. So, you want to think about it like this – you want to talkto a child, like a 10-year-old child and you want them to be able to walk away, likethat old game called „Operator‟ where you tell somebody something and you wantthem to be able to pass that information on. So, you want to be so easy tounderstand that that 10-year-old child can just go to another person and say “Oh,see that lady over there? This is what she does” and if you can‟t pass a 10-year-oldchild „Operator‟ test, then you have not…Andrew McCauley: That‟s a great… I loved it.Heather Porter: Yeah.Andrew McCauley: I think you should use this more often in life in general.Heather Porter: Isn‟t it true? We all work really hard to become experts in certainfields and part of that is the vocabulary and the skill sets that come with it but weforget because it has taken us so long to get to that level that everyone else has noidea what‟s involved. So, think about that – whenever you are writing something onyour website, think this question – “Will the 10-year-old child understand this word?”and if they will not, replace it with another word and also part of communicating onyour website, it‟s not a blog, it‟s not a place for your to rant and rave, you can havethat of course in another area but it‟s a place for you to very clearly communicatewhat you do; and if people come on to your site and they have a doubt in their mindwhat you do, then they are just going to take off because they are completelyoverwhelmed. One other point in that actually – this has to do with what you areputting on your menu up at the top. If you try and cram in too many things up top,again, it just creates confusion, it‟s kind of like that “Look at all the stuff that I cando” sort of syndrome. Really, „products‟, „services‟, „contact us‟, „media‟ if you havesome media coverage about. You don‟t need much, you really don‟t need much.You should be able to communicate what you do in these few pages. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  23. 23. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: Okay. So, keeping it simple. Now, we have got some clientsand we have had some clients in the past that have been very pedantic I guess onwhat they want to achieve on their website and they will go all shades of colors tomake sure it‟s perfect. Apart from being painful, how important is it to have yourwebsite perfect really?Heather Porter: You can never have perfection on the internet and you shouldnever ever strive to have perfection on the internet.Andrew McCauley: Why can‟t you have perfection, like surely you can have aperfect website, don‟t you?Heather Porter: Of course, not. Of course, not. It‟s a good point though youbrought up. The reason I say that is because the internet moves way too fast and bythe moment that you have think you have got it perfect, there‟s going to be anotherthing to add to your website, another trend on the internet, another area or moreinformation that people want to see that you don‟t yet have on your website. So, it‟sconstantly organic, it‟s constantly growing and the other thing… what is that sayingabout entrepreneurs like falling in love with their business like it‟s a baby andthinking that it‟s the most beautiful baby in the world where it‟s not… I can‟tremember, I am not doing it justice…It‟s basically like that “Don‟t fall in love so much with the concept of having a websitethat you get so caught up on the concept that it never ever goes anywhere for you.Just do it and just do it now and let the market…”Andrew McCauley: Right. There is a saying that I love; it goes something like“Imperfect action will beat perfect inaction every time.” Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  24. 24. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Yes.Andrew McCauley: It‟s like they get caught up about waiting for the right color,waiting for the right font, waiting for the right words to come out that they are sittingthere waiting while someone who doesn‟t really put all that emphasis on theperfection side of it is moving ahead and getting sales and doing what they are goingto do and capturing their market. So, I just love that saying. It‟s a very apt sayingin this particular industry.Heather Porter: It‟s so true. Whoever is listening to this, if you don‟t have awebsite, then all you need to do is just find somebody that can help you get aWordPress site up, get a video on there, get a free thing to give away, just start, justget something up there and then you can build on it as you go. You mentioned theperfect blue as well. I hate to break it to you, guys, but we are now in a digital eraand that it has nothing to do with print. Back in the good old days with lots of print,it was very important that you had the same color blue across the board and all ofyour media. However, now, because everyone has a different screen, differentresolution, different sort of tint, whatever your blue is you choose, it will never lookthe same no matter how hard you want it to on your visitor‟s computer.Andrew McCauley: It‟s a very great point actually because a lot of people… it‟salmost like looking through different colored glasses now because it‟s changing theway we see things physically too. So, it‟s important.Heather Porter: Yeah and people are going to scan over your website really fast.They are going to think “Oh, this looks professional” and they are going to thinknothing more about it. They are just going to be there for the content and what youhave to teach them, not for the beautiful graphics unless you are photographer orsomething like that. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  25. 25. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: So, if you get started and you are going along, you are notworried about being perfect and stuff, how do you know if it‟s the right thing to doanyway though?Heather Porter: Well, I mean, with us, with our roadmap, no… How do you knowif it‟s right? Look, there are some really cool keys that you can use around this. Thefirst one is your friend‟s test or just a stranger test. It sounds funny but what youcan do is the next time you have kind of a casual gathering of people around, pull upyour website and just say to them “What do I sell?” and then say to them “Youknow, do you have any confusion on where you are supposed to go on this website?”Just have people give you some advice and feedback, those that are in your circle.That‟s the easy way. The more advanced way as you go forward is you can dosurveys. So, as you start to get a list of people that have come to your website andgiven you their e-mail address, you can send them a survey, you can go towww.PollDaddy.com or www.SurveyMonkey.com and you can get a free poll, so easyto set up, you have a little link that you just send out to your database and yourusers and you basically say “Hey, we would love a 3 minutes of your time or 30seconds of your time”, ask them three questions – “What can I improve on mywebsite?”, “What do you like about my website?” because you want to know thatthere are good things that you want to keep, you want to know those are but youalso want to know about improvements and then maybe another question like “Whatdirection would you like to see me go?” or “What would you like more of?”,something like that and then let them tell you. That‟s an easy way of really startingto do some general market research.Andrew McCauley: I had a fairly good tool recently and I am just trying to find thewebsite now, I can‟t find it. If I find it before the end of the podcast, I will let youknow but you can actually pay – it‟s not very much, 20 or 30 dollars or somethinglike that – pay a group of 10 people to come back and give you feedback on yourwebsite.Heather Porter: Love it. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  26. 26. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: And they can tell you what‟s missing or what should be neededor what they think as a completely random viewer. They have a set of criteria whichthey go through and they say “Is it easy to follow? Is it easy to navigate? Do Iunderstand what you are trying to sell? Do I understand the message?” and theygive you all this feedback and you do what you want with it of course but it‟s a greatway to find out exactly what your website is doing. I will dig up this website and if Ifind that, I will put on the resource guide about podcast; but yes, it‟s a really cooltool.Heather Porter: Yeah, that‟s great and that‟s quite easily attainable, these types oftests or surveys. There is something which is even more advanced which issomething that you want to consider if you have been in business for a while andthat‟s something called Split Testing and what that means is you basically havedifferent versions of your website and there are ways of actually having it randomlydisplay the different versions of your website to the visitors to your website. So,visitor A might see version A, visitor B might see version B and you can actually testand track what they are doing on those different versions of your website, whichwebsite‟s attracting people to actually opt in and give you their e-mail addresses,which website‟s getting more video views. So, there are really amazing advancedstrategies that you can use to test what people want and then you know exactlywhat they want because they are telling you with the statistics.That‟s a great, great tool. We won‟t go too much into that one but that‟s somethingthat anybody that has a website, is in business for a while, that‟s something thatthey are going to want to consider down the track.Andrew McCauley: Alright. So, let‟s move on to point #8, the final point.Heather Porter: Yay! I love this point. Let‟s enter into a little human psychology,shall we? Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  27. 27. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: Okay, I am game.Heather Porter: Okay, good. These is really great book and it‟s called Influence –The Psychology of Persuasion by Robert B. Cialdini. Now, in his book, he covers sixdifferent points about influence – what can you do to influence people to do what youwant them to and I don‟t mean that in evil, „take over the world‟ sort of way but in avery productive way and how can you get users to navigate through your website inthe way you want them to.So, point #1 is reciprocation – Reciprocation is if you give something away for free,the other person will feel compelled to do something in return. So, what I mean bythat is – again, we will come back to that opt-in form and giving away the eight freevideos or some sort of free audio – if you are giving something away for free, thenpeople are going to be more likely to listen to your e-mails that you send out in thefuture to them about things that you have going on because they have gottensomething from you for free and not only that but they are interested in youobviously if they have requested it but at that time they are actually going to say“Okay, this person‟s cool, they have given me something. So, I‟ll listen to what theyhave to say.” So, make sure to over time give away really cool things for free onyour website.Andrew McCauley: So, cool things but they‟ve got to be relevant to what thetarget market is, right?Heather Porter: Absolutely, yeah.Andrew McCauley: No point giving out cool things for free that you think is cooland they think it‟s rubbish. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  28. 28. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Yeah, exactly. So, you want to make sure it‟s something they areinterested in. It‟s got to be specific to your business and what your business offers.Again, if you are a coach and you do weight loss like a personal trainer and you doweight loss, then think about a plan of sort of what you do with the client. If it‟seight sort of psychology lessons or trainings that you do to get your client to loseweight, then think of eight free things that you can give away at each of those eightlevels because not only does it introduce what you do to your client but it also can besome of the cool free stuff that you already have in your mind during your practicethat you can just package up and give away.Andrew McCauley: Okay. So, that‟s reciprocation rule?Heather Porter: Yeah, reciprocation.The other one is commitment and consistency. People don‟t do business with flakes,plain and simple – a flake as in somebody that‟s “I stick up a webpage and then Idon‟t do anything with it” or that would be like the person in your life that isconstantly making plans and constantly cancelling them with you. So, you want toknow that the person you are about to do business with on the internet has acommitment to you, is consistent and follows through and has been around for awhile. There is a very easy way of doing this and showing this on your website andthat is to have a blog area of your website. A lot of people are now saying „latestnews‟. So, if you go to website, you see „latest news‟, that‟s often time a blog. Ablog is just simply an area of the website that‟s updated on an ongoing consistentbasis with great news and updates about the business and what they are doing andoften times freebies and things are introduced within this post as well. So, bloggingis very important. It shows your audience that you are around, that you are doingstuff, you are innovating, you are keeping your business fresh and you arecontinuing to deliver value and it also shows freshness as well. So, it‟s a multi-benefits sort of thing because then Google says “Oo, this website‟s great becausethey are constantly updating with information that‟s in the industry, using the key Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  29. 29. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionwords of how people are finding this website.” So, then they will actually list yourwebsite up higher in the search results.Andrew McCauley: It‟s like continuing to be fresh.Heather Porter: Fresh, keep it fresh.Andrew McCauley: Fresh. Okay, cool. Well, what else?Heather Porter: Social proof – Social proof is huge. Social proof is testimonialsand we have also covered that. Social proof nowadays is also social media. So,Twitter, Facebook, YouTube, LinkedIn and now there are these things called socialmedia plug-ins and I know that sounds crazy, jargonistic again, but really it‟s simple.What it is is on every page of your website, you have a little button that says „likethis‟ that‟s branded from Facebook, you have one that says „tweet this‟ that‟s fromTwitter and then you have maybe link to your YouTube channel. So, it‟s just puttingthese links all over your website so people can go check you out on your differentsocial media accounts but also they can like your page and talk about you on theirsocial media accounts.Andrew McCauley: Right. Cool. So, social medial plug-ins are the ways of talkingabout people and about you via your website.Heather Porter: Yeah, without you eliciting it. So, it‟s not like you are asking fortestimonial. These people are going out there, talking about you without you evenasking about and it‟s the best kind of social proof you can get. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  30. 30. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: And, I think, personally I get a lot of traffic from people whore-tweet by tweets or my blog post that they may read just because I have got thesocial media buttons on my website. So, very important and well, well worth it.Heather Porter: Very powerful, yeah.Let‟s see. Next point is “be likeable” and I know it‟s kind of a vague one but belikeable. I mean, would you do business with somebody you don‟t like? Would you?Would you, Andrew?Andrew McCauley: I mean, it‟s the age old theory that people do business withpeople they know, like and trust; and if you don‟t know, you don‟t like, or you don‟ttrust them, there is a fair chance you are not going to be doing business with them.So, be likeable. Don‟t be fake in trying to be likeable. Just be genuine and beyourself and I think you will find that people will like you for being who you are.Heather Porter: Exactly and an easy way to do that is again video. So, getyourself in front of a video, use your iPhone, there are cool little videos around invideo players and recorders that you can use and just have a chat with your use onyour website, just tell them who you are, what you do, give them free updates viavideo. Another thing is your blog and your writing. When you are doing yourupdates, keep it simple. Again, don‟t use the jargon because people will just beturned off by that and you wanting to hear your own voice. Yeah, if you just have anice chat with your use and your visitor on your website, then they are going to likeyou. Just be yourself. Everyone likes a certain type of teacher. So, you don‟t wantto try to be everything to everybody anyway. You want to be yourself on yourwebsite and then you will attract people that want to do business with you for whoyou are.Andrew McCauley: What else we got left? Show authority, tell your story… Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  31. 31. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Yes, the story. It‟s important to tell people where you have comefrom and why you are where you are because again that makes you real and thatmakes you likeable. So, some really good stories, use of stories… there is a sitecalled www.HomeBizChicks.com and it‟s run by a woman named Sue Papadoulis andshe has a whole story on there about how it came to be. It‟s basically for moms thatare at home that want to start a home-based business because that was her story,that was where she came from. Therefore, her target market are moms who want tostart business and they immediately trust her because that‟s exactly where she camefrom. Now, if she didn‟t tell that part of the story in her „about us‟ page and hervideos, if she didn‟t talk about that, then these moms coming to her site wouldn‟ttrust her as much. Same with weight loss coaching – you might have somebody thatsays “Look, I have been there, I have been there where you are. I have been there15 kilos overweight. This is how I got to where I am today, fit and happy.”So, the story is such an important part of getting the client to trust you and if youcan demonstrate that you have been in a rough spot and that you have gone towhere you are using the tools that you are going to teach, then straight away youhave that intimacy that happens between client and teacher.Andrew McCauley: Yeah, okay. Alright, so last one on the list.Heather Porter: Alright, scarcity.Andrew McCauley: Scarcity, what does that mean? Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  32. 32. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Scarcity means that… well, let‟s think about… in the States, itwould be called Black Friday, that‟s after Thanksgiving and in Australia it would beBoxing Day sales which would be after Christmas. It‟s where you have a day of salesin the shops, it‟s only on for that day so much to the point where people will literallystampede each other to get at the doors or camp out overnight. That is a perfectexample of scarcity because they know that that sale is only on for that day. So, ifyou can use scarcity on your website – a great way for this, again we go back to oneof our client‟s who is a chiropractor, she will do monthly scarcity bonuses. So, shewill say “for the month of July, you can have 50% off of your treatment.” She willeven do them daily on her Facebook account. So, she will say first 10 people thatcall this number get a free whatever. So, using little things, scarcity can be up top inthe opt-in form where you are just giving away a free thing for a certain number ofpeople and then you say “after a hundred people, this forms comes down.” It couldbe in your blog where you write an article saying “for this month, you get 50% off”.So, weaving little scarcity things in your site – as human beings we want to feel likewe are getting a deal and also scarcity creates the whole thing of “Oh my Gosh! Ifother people are getting, it must be good.”Andrew McCauley: So, one of the traps that I see if you are a new player at this isthat they put those little “only 10 left” or “only 20 left” sort of things; what they aredoing is then not honoring that and their integrity gets shot to pieces because peoplecome back and go “Well, you said that yesterday and surely you have sold 10 bynow” or “You said it would be only available for the first week and three weeks lateryou still have the same offer going on”. So, you want to make sure with scarcity youare being very…Heather Porter: Being authentic…Andrew McCauley: And you are also operating through integrity because peoplewill soon see you are just trying to do it as a marketing scam or whether you aregenerally being real. So, one of the traps for the young new players is don‟t fall intothe trap of not living up to what you are promising. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  33. 33. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionHeather Porter: Yeah, exactly and on that point, I guess, it‟s a good time to recapwhat we have talked about and that is one of the biggest most important things youcan do on your website is to be likeable and to be yourself and to not try to besomething else, some other business that you are not. Using these tips we havetalked about today, making sure that these are what you are already doing on yourwebsite or what you will do on your website if you are growing one now is reallyimportant and, again, people can see through you even on the internet, even on awebpage. So, just be yourself, use simple language, just tell the user of your siteexactly what you want them to do, where you want them to go with a short sweetlittle directions – “click here”, “do this”, “Buy this” type of things – be credible, startto put all the amazing things that you have done in your career, in your life, in yourstory, put that on your website, put the testimonials up, make sure that you haveyour social media linked up so people can talk about you online without you evenhaving asked them to.Andrew McCauley: Yeah, certainly.Heather Porter: What else? What are some other little things that you think areimportant, Andrew?Andrew McCauley: Well, you want to make sure that you are keeping it simple,don‟t make it over complex. Make it so that the general public can read it. Unlessyou are specifically going for target market who are very into that particular topicand it does require a lot of jargon, do it; but if you are looking for new people as ageneric base, make sure that you are keeping it simple.Heather Porter: Yeah.Andrew McCauley: We touched on perfection. Don‟t get hung up on beingperfect? It‟s not going to be perfect because it‟s going to change and if we know Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  34. 34. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast Transcriptionanything, the internet changes every single day. We spend a lot of time keeping upwith what‟s going on so that clients can have the latest and greatest. It changes allthe time. What we think is great this week will not be great in three weeks‟ time.So, don‟t get put up on it but at the same time don‟t get afraid of it and think “Well,why do I put all this effort, anyway it‟s going to change?” Just know that it‟s goingto change and if you can keep up relatively good with the changes that you can beway ahead of most people anyway.Heather Porter: Exactly, exactly and don‟t let any of this that we talked abouttoday overwhelm you or confuse you because in the future we will go into moredetail about and specifically we will do a whole podcast on WordPress and what youneed to know about it and where do you go to get people who can do it for you reallyinexpensively. We will talk about sales pages and landing pages separately. So,those are individual pages that sell something. We briefly touched on them earlier.We will also talk about other things that you need to actually look for as you buildyour website. Use this as your map, use this as your big picture understanding ofwhat you must have across the board on all your websites moving forward.Andrew McCauley: So, where can people go and get some more resources aboutfrom this podcast? What‟s the best place to get all this stuff.Heather Porter: To our site, to www.AutopilotYourBusiness.com/Podcast and wewill have some show notes on there, so transcriptions of this. Andrew‟s going toshare with you guys where you can get the market test on your website.Andrew McCauley: I am going to dig that up and stick it on there so you can getthat.Heather Porter: Perfect. And any other little resources that we come across thatwe think would help you as part of this podcast, we will have there as well. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  35. 35. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAndrew McCauley: Yes. Alright, so that‟s another show. I think we covered a fairbit.Heather Porter: We did.Andrew McCauley: The next show is going to be a full show again. What are wetalking about next show? Any ideas or is it a surprise?Heather Porter: It might be surprise. Actually, you know what I am thinking? Iam thinking because there is so much in here we could have gone a little bit deeperwith, why don‟t we just stick with WordPress as the next one because this will be aperfect tie-in and lead into how do you actually use WordPress? What do you think?Andrew McCauley: Okay. So, how to use WordPress, the things you need to do,tips and tricks, plug-ins and widgets and all that sort of stuff.Heather Porter: Yeah, exactly.Andrew McCauley: Alright. Let‟s tackle WordPress then next time. That will becool.Heather Porter: Sounds good. Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!
  36. 36. Podcast – How to Layout Websites to Get More Clients Autopilot Your Business Podcast TranscriptionAlright. Wherever you guys are in the world, thanks so much for joining us again.And Andrew, thank you.Andrew McCauley: Thank you, Heather. Thank you for your wealth of knowledge.Heather Porter: And your fantastic questioning skills.Andrew McCauley: It was practicing, wasn‟t it?Alright, well, good luck and make sure you visit the website, let people know, sharethis stuff on Facebook and Twitter when you can. If you don‟t know how to do that,we are going to teach that to you in a call as well. So, that‟s coming up. Good luckand we will see you next time.Heather Porter: Bye everybody.**End of Audio** Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course cant promise that all links mentioned in this document will be live, and if you stumble upon any that arent, we apologise!

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