Since I am in the middle of my slow season, I started thinking about aspects of my business that need attention. One of these is definitely my website.
Some entrepreneurs obsess about their company’s website and are constantly updating and tweaking it, hoping to generate more leads and boost conversion rates, but that is definitely not me. In fact, I tell my clients not to do this, especially solopreneur clients, because if they’re not actively driving traffic to their website, there probably aren’t a lot of visitors. (They can confirm this by looking at their analytics.)
For solopreneurs, I think your LinkedIn profile is more important than your website. LinkedIn is likely where referrals will come from, and everybody who has a business conversation with you will look at your LinkedIn profile first. My About section needs a rewrite as well . . .
If you haven’t taken an inventory of your website in a while, you might want to schedule a little time to review the following:
Headshots
I am way overdue for a new headshot. When friends keep asking how long ago that picture was taken, you probably need a new headshot. My headshot, which I love and use everywhere, is seven years old and I am not wearing glasses, which I always wear. It’s probably time for a change.
I do want to caution you against touching up your headshots too much or using AI to generate the aspirational you, not the real you. Editing out a pimple or something is fine, but people who try to take years or pounds off of their face seem inauthentic.
If someone wouldn’t easily recognize you when you walk into a room, you’ve gone too far.
Visuals
Does your website need new pictures or more pictures? Visuals are important, especially as websites seem to be evolving toward more visual and less long-form written content.
The general guidance is that real pictures of you and your team are preferable to stock photos. That said, you can certainly use stock photos if they will have some impact on the viewer.
Bland business pictures won’t cut through the noise and get you and your business noticed.
Videos
I am sure you’ve read all the statistics that video content is what algorithms are prioritizing these days in search, especially if it is considered “good” content. AI-generated slop won’t cut it. Don’t disrespect your website’s visitors with that.
While video content is important and can be very effective, I think there will always be a need and place for written content – but there is no doubt that video is the current trend.
Blog posts
Blog posts can be short, medium, or long. They also can include embedded videos.
Sometimes the path of least resistance is the right way to go, especially for the busy entrepreneur. Do whatever you need to do to post regularly. If you like to write, do that. If video is easier, and it often is for me, do that.
Or, decide what format makes the most sense for the content. Maybe an explainer video or a PowerPoint would be the best way to get your point across?
Bios
When was the last time you reviewed your professional bio? Have you added recent accomplishments and deleted the older stuff? I know I need to add that to my to-do list.
And, while you’re at it, check out each bio you have posted on your social media platforms to make sure it is current and consistent with your personal brand and company’s messaging.
Links to other content
Have you been quoted in an article or interviewed on a podcast? Have you added these quotes, mentions, or interviews to your website somewhere with links back?
Social proof is important. Even if the interview was on your friend’s podcast, you will be perceived as more of an expert if you have been featured on someone else’s platform.
However, you do get bonus points if it’s a well-respected site. Definitely make sure those mentions and links are on your website.
It’s important to remember that prospects often do a lot of research on you before they reach out for a conversation. Make sure potential prospects can find your best stuff easily.
I hope these suggestions have inspired you to take a look at your website with fresh eyes. I’ll bet you’ll find several things you need to update. I know I have!
