OK, all my MCU homies out there, I’m sorry to bring up bad memories of Thanos and Iron Man having to die to save the universe (my wife, a big Robert Downey Jr. fan, still hasn’t gotten over it), but I want to make an analogy in this post between the Infinity Stones and your consulting business website.
Yeah, I know. Kinda weird, but stick with me…
As you know, I’ve been writing in recent posts about positioning, the all-important foundational elements upon which a successful expert-based educational consulting business is built.
In recent weeks, we’ve talked about:
- Your Mission–The driving purpose behind what you do in your business.
- Your Persuasive Persona–The role and stance you assume in relation to your audience.
- Your Ideal Client–The specific group of people who have a problem to which you have a solution.
- Your Competitors–What others in your field are currently offering as solutions to your Ideal Clients’ problem.
- Your Promise–The number one thing your Ideal Clients value you for.
- Your Core Offer–The specific way (product or service and vehicle) that you deliver on your Promise to your Ideal Clients.
These six elements, taken together, form the foundation of your business and provide the content for all your marketing efforts.
And like the six Infinity Stones, while each of these elements is important in its own right, it’s only when they’re all brought together that they become immensely powerful.
And where do all six of these elements come together?
Your consulting business website, of course!
That’s right, in this analogy, your website is like Thanos’s gauntlet, the place where all of the key elements of your positioning add up to your most powerful marketing platform.
That’s why you need a website. It’s the hub for all your marketing efforts.
Why Your Consulting Business Website is So Important
Now, let me clear something up.
Yes, there are other platforms where you can market your services. In fact, many consultants (especially younger consultants) think that they can dispense with a website altogether and simply use one or more social media sites as their primary marketing platform.
Unfortunately, that just doesn’t work, for a number of reasons…
- There’s not room in a social post to give your full marketing pitch, so you have to do it piecemeal
- Posts disappear quickly down the page, so only a small fraction of your followers ever see any individual post, meaning you have to post constantly (unlike your website, which sits there patiently, ready to convert site visitors into clients)
- Social media followers are rarely good buyers
- Even if someone finds one of your social posts intriguing, most people want to follow up by going to look at your website to learn more
- And unlike your website, which stays up as long as you want it to (as long as you pay your hosting bill), your social presence can disappear overnight
On that last point, I’ve heard of it happening to many people over the years, but earlier this year, I experienced this pain in the butt situation personally.
Turns out, I had a duplicate LinkedIn account (basically blank, with just my name on it) that I wasn’t even aware of. LinkedIn found out and shut my real site down. It took me a couple of weeks, paying for guidance from a LinkedIn expert, and sending multiple forms of ID multiple times to the powers that be at LI in order to get things straightened out.
During that time, my site was reduced from my full Premium site to a bare-bones free site. Such a pain!
OK, I hope I’ve convinced you by this point that you NEED a website.
“But,” you may be wondering, “what goes on your website?”
How Your Positioning Work Shows Up on Your Consulting Business Website
Well, I have good news for you. Because, if you’ve been following along and doing your homework over recent weeks, it’s now time for all that work you’ve done on your positioning to pay off.
Here’s how…
- Your Home page–Here, you speak to your Ideal Client Avatar about their problems and explain (in broad strokes) your solution (aka your Promise) that (based on your competitor analysis) is different from what anyone else in your niche is offering.
- Your About page–This is where you establish your Persuasive Persona, tell your company’s origin story, and (if it’s a change-the-world kind of Mission) share your Mission statement.
- Your Services page–Here, you repeat your Promise to your Ideal Clients, describe your Core Offer, and give them a call to action to buy or contact you.
In other words…
Your website is the single place where all of the elements of your positioning come together to form your most complete, most compelling marketing message.
That’s why you need a website.
And once you have your website up, you can drive traffic to it in many ways, as it works tirelessly as your 24/7 salesperson.
And that’s where we get into Phase 2 of the Consulting Business Blueprint: Marketing, which I’ll begin digging in my next post.
Till then…
To Your Success,
Willy
P.S.–I know that doing all the research and hard thinking to nail down each of these positioning elements is hard enough work in itself.
And then, when you add in the task of pulling all of that information together into a single, clear, unified persuasive pitch, it can become especially daunting.
That’s why, when I write a website for an educational consultant, I work with them to generate each of the necessary positioning elements, then I use my years of writing experience to craft their compelling marketing message.
If you’re in the process of creating your website, or if you’re looking to rebrand your consulting business, I’d love to work with you to write your site for you.
You’ll get a powerful web presence without having to write a word of the copy yourself.
Sound like something you could use?
Just reach out to schedule a call to talk about our Website Writing Services.
