How to Make a Website SO GOOD Clients Can't Ignore You

I dove deep into some of the most successful service business websites on the planet and discovered seven strategies that they all use to keep their visitors hooked long enough to turn into paying clients what you're about to learn will help you work out for yourself how to finally turn your website into the kind that your clients simply can't say no to so in this video I'm going to share with you the exact Blueprint that your website should follow complete with plenty of examples along the way you'll also learn my proven strategies to maximize conversions how

you can get it all done way faster than you'd expect and in the end I'm even going to share the gamechanging feature that I just added to my own website that only took me an hour to plan and pays me over five grand every month in extra Revenue let's get to It what if your website's actually turning new customers away forever I dug deep into some of the performing business websites on the planet and discovered five proven features that they used to keep their prospects hooked much longer making them much more likely to convert into

a paying client and what you're about to learn will finally help you work out for yourself how to turn your flimsy website into a true customer trap as well as which of these features You should actually use on your site if there were some magical thing you could put on your website that was proven to keep people there almost twice as long you'd be interested right well that was not a hypothetical the average internet user spends 88% more time on a website with video than without videos just have a dynamic way of keeping your potential

customers engaged and sticking around just because it provides them with valuable and really easily digestible Information according to Forbes 95% of a message is retained when watched in video compared to just 10% when read in text that is a massive difference and something that you just can't ignore when crafting your website although they're not a small business anymore MZ started as a small SEO consulting company in Seattle and one thing about Seattle is they have a lot of SEO companies but MZ quickly stood out from the pack in large part due to leveraging Video content

right on their website to build a strong online community and customer base their whiteboard Friday video series where they explain really complex SEO Concepts in simple terms became hugely popular and really quickly led to M becoming a household name in the SEO Niche but don't just slap any old video on your site you know the type and the quality of your video content matters a few video types that I've seen work really well are those teaching Style videos like maz's whiteboard Friday series a video where you talk about the problem you solve for your clients

and how video testimonials in video FAQs and the cool thing is you don't have to go all out in production value on on any of these videos just use your smartphone and do what you can do to make the settings seem professional but that's really all you need to do to make website video work in your favor now making your website into more of a Trap doesn't just mean keeping them there longer on their first visit it also has to do with keeping them coming back for more B come back because I don't know if

you know this but repeat website traffic is eight times more likely to convert into a sale or booking a call with you than those first timers and the way you get people back all starts with getting their email address so there are tons of types of lead magnets out there everything from Checklists to free templates they can use but nothing's working better for this right now than quizzes first of all a quiz is going to keep people engaged on their first visit because people Love interactive elements on a website and they can't help it find

out what result they're going to get on the other side I'm curious like a cat so it keeps them longer on the first visit but if you were to use your quiz to capture their email just before you reveal their Results you can then follow up with them to let them know when you have a new helpful article or video or podcast episode and when you have a new offer or promotion on your site but there needs to be a payoff you know do they get a quote at the end of the quiz a personalized

plan a score they need something juicy so that they'll be motivated to give you their contact information in order to get that final reward in my case I ask a series of Questions about your website and then give you a custom playlist of all of my videos that are going to help you in your situation the most and I used interact to create my quiz and it's gotten me over 2,000 leads in the past year that's thousands of real people that I can bring back to my site over and over again and it just runs

in the background 24/7 and it's never been easier to create a quiz like this thanks to interacts brand new AI powered quiz Creation tools and once it's created you just embed it right on your website but would you really stick around to take a quiz on a site that's just bursting at the seams with information images popups and clashing colors probably not right the Clutter the chaos it's not just unsightly it's overwhelming you know our brains on a very instinctual level prefer order and simplicity websites overloaded with design elements and too much information can really

create a Sense of stress and confusion pushing people to abandon your page Google actually discovered that visitors are going to judge a website's Aesthetics within 50 Mill seconds so within that brief blink of an eye an uncluttered simple design is perceived as much more visually appeeling and trustworthy and it's not just about looking good it's about providing a stressfree user experience in fact HubSpot found that 76% of consumers consider the ease of Use as the most important factor in a website site so it's all about striking the right balance the aim here is to create

a website that's both aesthetically pleasing and functional a site that doesn't overwhelm visitors but invites them to stay explore and see why you're the best choice for them and this is where the principles of minimalist design really Shine by cutting out the noise the distractions the unnecessary I have to break this to all of my students It doesn't matter how much love you put into that about us page your site visitors will skim it and that's not even a bad thing in fact it's an opportunity to cater to their browsing habits you can use lots

of white space bullet points bold headlines and captivating images all to grab their attention and get your message across it's all about delivering your content in really bite-sized easily digestible pieces but what if you could take that One step further you know what if you could not just tell your customers about your services but show them how you stack up against the competition comparison charts provide context something that's often missing when a customer visits your website let's say a client searching for a Spanish tutor you know they click on some random person's website the tutor

says they're certified in a bunch of stuff that the customer probably doesn't know anything about but The tutor looks nice the website looks nice what's missing is context now if this tutor uses a comparison chart illustrating the value of a month of lessons with him versus a month of lessons on du lingo or Rosetta Stone that paints a different picture it lets people compare apples to apples seeing a simple series of check marks and X's that show why he's the better choice and the best part the tutor gets to set the goalposts you can even

use these to Showc different versions of your service so people can see at a glance what they're going to get with your premium package that they wouldn't get with your basic one cuz trust me here if that isn't Crystal Clear people won't know what to choose so they'll choose nothing but let's be real while crucial it's not all about comparisons and bullet points to really stand out in this Digital World sometimes you need to surprise your visitors in a good way of course Surprise and Delight elements are those unexpected interactive components that not only enhance

your website's look and feel but also create a memorable enjoyable user experience it's like adding a cherry on top with a well structured userfriendly Sunday that we've been building so far one great example here is the use of L animations unlike static icons L animations are small lightweight animations that can be scaled up and down without losing Quality making them perfect for modern responsive design personally I love a little L on a site but it's very easy to go L crazy once you've got that kind of power so my advice is to keep it subtle

and please make sure that they match each other style-wise or it's just going to come off looking a little too homemade all you need to do is go to ltif files.com and find the ones that are most appropriate for your business and you can also include subtle Interactive elements such as hover effects and scroll triggered animations these kind of elements not only make your website more engaging but also give it a personality it's really an opportunity to show your Brand's unique character and just build a stronger connection with your audience there's something unexpected that a

lot of big businesses do on their websites that most small businesses Miss take a look at these two Websites both aimed at helping people start a business this one is from a local attorney I found compare that to the website legalzoom.com and this is a website pretty typical of a local interior design firms now check out this one from a bigger player in the design Niche havenly at first glance do you feel a stronger connection to these local websites or these larger ones if you said these you wouldn't be alone so why when we've been

trained to think of Big businesses as faceless soulless corporations do they seem to do a better job at Being Human the answer is actually surprisingly simple you know bigger Brands typically just have the confidence to be authentic they don't have the Mind blocks or the Hang-Ups that smaller businesses tend to small business owners and entrepreneurs will often prioritize this idea of professional ISM above everything else and this can come across a lot like Those little dogs that bark louder and seem much more aggressive than their size would suggest it's kind of like they're trying to

prove themselves and show that they can play with the big dog so they end up over stuffing their websites and using all these fancy words in Industry jargon thinking that it makes them look more professional and legit but here's the thing just like with those little guys this approach can totally bite you in the ankle instead of Impressing your future clients and making them feel like they can trust you it actually pushes them further away so they're left scratching their heads trying to you know decode what's being said and ultimately feeling like they just can't

relate now are these bigger businesses doing smarter more strategic things with their websites just because they have more money to spend on it well you know sure having a bigger budget definitely helps those businesses create That more appealing online presence but it's not the only factor or even the biggest one you know you can apply the same principles to your Small Business website without spending anything extra it's all about understanding the key elements that just make a website feel authentic and relatable and you know it works because the thing about big businesses is they have

the budgets and usually whole departments that are dedicated to testing this stuff so let's Just steal a page right from their proven Playbook see what they're doing right and how you can do the same things to get the same results the first element that all these big brands have mastered is this idea of using casual conversational copywriting writing conversationally does a much better job creating an emotional connection making it a lot easier for customers to understand what you do and why it should matter to them plus it shows that you Actually know what you're talking

about so there's a quote by Albert Einstein that I love it says if you can't explain it simply you don't understand it well enough so while you may think that using big words signals your expertise it's actually the opposite Brands who can distill all their expert knowledge on a subject into plain English are going to win every time because they do a much better job helping their customers understand how they can help them in a Way that's easy to get and relatable but now I want to give you some really tangible marks to hit in

terms of writing in that relaxed casual way that helps people understand and feel more connected to your business and the best way to think of this is to Simply write the way you'd speak you know if you were explaining your business and the problems you solve to a perspective customer over coffee how would you talk about it what words would you use I bet You wouldn't say stuff like synergistic Solutions right and if you struggle with this like a lot of businesses do this is a great use case of chat GPT just put in your

current website content and tell it to rewrite it in simpler terms with a casual friendly tone also throw out all your grammar rules this is is not a turn paper the more you focus on writing it like it is one you're going to lose that human connection remember your customers aren't nearly as impressed with perfect Grammar as Mrs Davis was back in senior lit use contractions and slang if your customers use it this all goes back to writing the way you speak and if it's appropriate to your brand and you can pull it off sprinkle

in humor now and then and definitely include personal anecdotes and experiences even little stories to keep people reading and engaged and try your best to avoid those overused cliches whenever possible you know if you're writing a sentence and You're pretty sure you've heard it a million times before just try saying it in a more real or relatable way just to make sure that people are paying attention you know I just came across a great website for a wedding DJ business and while almost everyone in that industry uses phrases like we'll pack your dance floor they

went a Step Beyond and they said making you dance till your feet bleed since 20 5 kind of gross sure but to me it works in the context of This site because it all just feels like they're having a lot of fun with it next you want to keep your content nice and skimmable you know people scan over websites they don't really read them from top to bottom so we've got to play into that behavior you know making your content scannable helps avoid that feeling of overwhelm making it a breeze for visitors to find what

they're looking for or they're going to be gone before you can say synergistic Solutions And and by making your content scannable you're meeting your audience where they are and you're helping them just quickly get the info that they came for here's how to do it so the key is to break things up and make it visually appealing so start with headlines that grab attention use strong descriptive words that really convey the main point and Peak curiosity people should want to stop in and dive deeper as for paragraphs keep them short and sweet so You want

to aim for two to three sentences Max because long blocks of text can be in intimidating and people just won't bother you know you want to make it easy on the eyes and keep your readers engaged throughout so you can also break things up by using lists to help create visual interest and emphasize key points making your content more digestible and don't forget to bold those key phrases that you really want to stand out so this is going to help Guide your reader eyes and ensur is that they don't miss the stuff that you want

to make sure they see and understand and finally embrace the beauty of white space you know giving your content room to breathe makes it look cleaner and more approachable it's a really common small business mistake to want to cram something into every little space thinking that it looks empty otherwise you know it doesn't look empty it just looks clean and clean design makes People more relaxed and willing to stick around longer now let's talk about what the bigger guys do better when it comes to images um they really seem to get it when it comes

to reflecting their customers stories in the photos that they choose and that my friend leads to a much stronger connection with your customers it's just all about tapping into the emotions and aspirations of your audience making them think hey that could be me if I work with them so Here's what you need to remember so when choosing images for your website think about your audience first and foremost you know choose photos that show happy people with natural expressions and poses because we all know that awkward overly posed stock photo when you see it right Sky

reaching fist pumping whatever ever this is capture those realistic looking moments that show what your client's happy ending is going to look like thanks to what you've given them Consistency is also key here so make sure your images share a similar style and tone creating a cohesive visual experience throughout your site this is going to help reinforce your brand identity and just keeps things looking polished and professional and one more thing here be really mindful of the balance between images that represent your business and those that focus on your customers super important to strike the

right balance showing off your Expertise while still always keeping the spotlight right on your customers and their needs if you want to show photos of you and your team I generally recommend doing that on your about us page and keeping the rest of it focused on your customers this marketing agency saw a 40% increase in new clients just because they added one simple sentence to their website it may sound like a cheat but it's completely backed by science and Human psychology in fact when average consumers were asked 45% of them said that when they see

this principle in action it makes them more interested in buying as opposed to only 177% who say that it turns them off so what is this cheat code to more interest and more sales imagine you're casually checking out a personal trainer's website you're not ready to commit you're just looking for now then you notice that the site mentions they're down to their last Available slot for the month what does that information do to you it triggers something right you know you suddenly feel a pressing need to grab that last spot even though seconds ago you

were just window shopping don't feel targeted or manipulated it's just your brain playing by the rules of scarcity now the principle of scarcity says that we want now what we think we may not be able to get in the future it's some unavailability or a restriction of some Type that's Dr Mindy Weinstein and she literally wrote the book on scarcity this one in fact the power of scarcity if you can in some way show that you're exclusive you're selective you have certain popular service bundles the part of our brain that's associated with value will light

up right away and this has been seen in brain scans so I'm not talking about scarcity in terms of telling a participant that they're not Going to get food and water or something that's essential to their survival I mean these are things like an auction simulation there's a sale going on but the fact is the brain reacts the same way and this isn't just some random web tactic there's actual data behind it a study conducted by Northwestern University found that products with limited availability were rated as more attractive it's almost like the potential of losing

out on a product Elevates its perceived value and scarcity doesn't just make people want your services more the other thing that happens is quicker decisions are made if you can incorporate scarcity in a truthful fun way authentic way you can really take advantage of getting people closer to that decision and also helping them value what you provide even more and if you thought that scarcity marketing tactics only apply to products it actually works even better with Service businesses for the simple reason that you can usually only help so many people and so it already exists

so if you just tell people your potential customers or clients we take on this amount of projects at a time or we have a weight list all of that's still scarcity so what are the different varieties that scarcity comes in there's four different types of scarcity there's Supply related demand related there's time related and limited edition so Let's talk about each of these one at a time along with some good examples of how a service business like yours might be able to take advantage of each one starting with Supply related and when we're talking a

shortage in the supply for a service business what that usually means is time right you may want to work with everybody who comes knocking on your door but the truth is you're limited to a finite number of people that you can physically help in a day All you need to do is make that known so you could say you know what um I only take on five projects at a time or my team only works with you know five or 10 clients at any given time we do have an opening coming up you know we

would it we'd love to talk to you to see if we are a good fit for you that's none of that's manipulative none of it and it's just the words you're using and it's completely authentic and what's interesting if you use that type of Verbage it really does change the conversation because now they want to work with you because you've showed demand for you and your services or your team but at the same time you've also really showed that exclusivity so them working with you it's like they won they got that spot so there was

one particular company that I consulted and we talked a lot about the verbiage that they were using when they were talking to prospects and once they started doing That they actually increased their close rate in these meetings by 40% so it does work I've seen a lot of service businesses actually take this one step further and make their prospects apply to work with them you know the idea being that you know we're so busy that we need to make sure that you're a good fit for us to make it worth it do those work do

you think or do you think that goes a little too far yeah no actually they they do work so though there is a Fine line to it so yes have a little tiny bit of friction but don't have it so much where you're giving someone this huge questionnaire that they have to fill out when something's attainable and we think it can you know we're going to be a little bit more motivated but if it's too daunting they're not going to do it ever notice how that packed restaurant on the corner makes you want to try

it that's demand related scarcity in action it's like they're silently Telling you this is what's hot right now so then with demand related scarcity that is showing popularity of some type and this one is actually really easy it with Services because you can do it in a few different ways you can let's say on your website if you have different levels of your service so different levels or different programs or whatever it might be you can indicate the most popular or the best seller and all you need to do is put a label on it

you've Seen it on websites before where businesses specifically call out this package or that service as the most popular or best-selling one we've seen through psychological research that doing that people actually really like it because it helps them take that shortcut of like well now I don't have to sit and try to think about which one I'm going to do when you put your top services in the spotlight on your website it's not just a flex it's you Subtly offering a shortcut to your most popular offer and guess what this tactic comes in handy not

just on your website but you could do the same thing in a proposal so with services so just like you could do that on your website if you're creating a proposal and you're giving options you can indicate which one is the most popular you know which one do most clients or customers select and so you can do it there it doesn't necess have To just be on your website and while you're making it easy for your clients to decide you can actually make it even more of a no-brainer by adding in a little something extra

with a limited edition offer limited edition is just some type of spin on the original so with Services it could be that for the holiday season you are doing this special package where someone signs up for this service they also get this bonus whatever it might be so this could Look like bundling a few Services together into one package like a plumber might put together a winterized your pipes offer every fall that include several services for one all-in price or it could just be a different spin or emphasis on what you already offer maybe a

vet could offer a Golden Paw special you know a special checkup aimed at senior pets or a tutoring service might offer a finals Focus package concentrated study sessions for students In the final weeks leading up to final exams each of these offers is rooted in the everyday services that these businesses provide but tailored just enough to offer something special and timely amplifying their appeal and speaking of timely time related is a time restriction of some sort but it could be countdown timer so counting down to an event that you're having it could be a sale

so maybe you are offering a promotion for a certain time So all of that's time related and what happens in that situation is that someone is now competing with a clock so just come up with and get the word out about a deal attached to a deadline it's the old Black Friday type of deal and it works for any type of business there is but it does usually rely on offering some type of discount which isn't ideal for every business if you're going to do it just be careful on that one because if you do

too many promotions or you do The same promotion all the time I'm sure most people have heard this before you end up devaluing your services because now they're like oh well your service is just worth what that promotion is I'm just going to wait till you do your next one so use that one a little bit carefully time related offers work best when you time them to your typical slow or off peak periods like a moving company that gives you 20% off during midweek moves or a buy one room get one Free house painting special

in the slower winter months about us pages are kind of weird they fly against everything marketing experts say to do on any other web page they're self-indulgent they're braggy and they make you as the business the hero when everyone knows it should be all about your customer right actually in this case maybe not I know not the advice that I thought I'd be giving and it kind of goes against advice that I've given In the past past but I've discovered something new here and I can't wait to share it with you and because I know

it helps I'll be showing you lots of examples of everything that we go over so that you can see it in action so why is your about us page so important anyway they're almost always among the very most top visited pages on any site if you look at analytics this is a page on the path toward conversion this is Andy Cadena co-founder of orbit media Right here in Chicago and one of my personal web marketing mentors from way back he's got an amazingly simple framework that any business can use for their about us page to

connect more with your prospects and really make them see you as the human-based business that they want to work with over anyone else with everything going on in the world trust is at an all-time low we don't trust the news we really don't trust politicians and when people generally Think they're being lied to from every angle that negative feeling can transfer over to other things too like businesses we may want to work with or products that we may want to buy when distrust is the new default how can your about page actually help you inject

some much needed trust back into your website and your business itself to answer that you've got to know why people are going to your about page to begin with they're going for a few things visitors want to Feel a connection to a brand may not be obvious but uh some of the key questions people have about any business are who are you why did you start this yeah they want to see for themselves that there are real human beings behind the brand because we humans like buying from people more than we like buying from companies

and whether they know it consciously or not they want to feel connected to what you stand for and this isn't new AG sending Good Vibes out into The universe stuff either nope this is backed up by data 36,000 people were surveyed and turned out that 58% of them choose businesses they want to work with or buy from based on the connection they feel to their beliefs and values so yeah this page does need to be a little different from the rest of your website it's an opportunity to really break a rule that applies to you

most web pages which is don't make it too much about yourself it's some websites talk too Much about the brand and they fail the French test we love us we we we which is failing the French test it's a joke you know you know don't we wee all over your website we wee Madam no I just want to powder my nose thank you but the about page is supposed to fail the French test be a little bit self-indulgent like there like you know make it long go into those values and the the why tell the

why why does this company exist they're fun to write they're an exception They're very powerful and they're a chance for that person to make a connection with the humans on the other side of this this screen so what's the easiest way for anyone watching this to create that kind of about page um that's going to connect like that that you're talking about so if you make a mini framework and we all love Frameworks uh for what should be included in about us page I'm going to give you seven quick things one is that there's a

story Stories have beginning middle and end and stories leverage a type of human psychology that makes them easy to connect with it's a fundamental way in which Humanity understands reality our brains like stories because they cut through distractions and according to Forbes storytelling is not only going to help your visitors look more favorably at your business it can also be up to 22 times more memorable than facts alone and if the idea of telling a story Sounds complicated or like how am I supposed to tell a story about my business don't worry it's about to

get super clear because the rest of this framework breaks it all out into simple bite-sized chunks starting with what every good story needs and that's characters AKA people stories have characters you about page should have people the founders or the leadership or visual of their faces one of the most common mistakes on an about page is that It lacks characters or people there's no Humanity the about page is sort of regurgitating what was on the homepage which is just the business category about us these are our Solutions these are our services these are our products

that's not actually about you that's about what the company does so I saw one today it's an about us page that fails to mention anybody it doesn't talk about when the company was started it doesn't talk about why the company exists What was missing from the marketplace that created the need for this company to come into existence that's what that's what a good about page does so introduce your key team members or if it's just you great introduce yourself all of these about us page examples do a great job using images of the people behind

the brand so this just helps your site visitors see that you're real whether you're a big team or a oneperson show and next we have conflict what was The fail in the marketplace that forced us to create this business what problem is it solving there was a problem and we care so we're there to fix it there's a dragon and it's bad so we're there to fight it and here are a few ways that you can fight those dragons on your about page first check out this example from New Era they use stats to show

that a big problem exists then they go on to personalize it with an origin story of sorts something that they fight against Or you could have even more fun with the approach used by fresh desk so they just use a simply styled timeline to show that a bad customer experience sparked the idea for the company then the rest was history but the idea of fighting off metaphorical dragons is really just one way of using conflict the other type of conflict is a simpler one it's just the passion of the founders our company's kind of like

that I didn't want to do anything else this is all I wanted to do I'm just a bit obsessed with the intersection between Art and Science creative and Technical that was the conflict for me is that I would not have been satisfied doing anything else resolution what is the outcome of this work what is the impact of this work how does it make a difference what is the sort of emotional connection that the reader can have to the results that connect to the purpose so every story has a resolution the resolution is kind Of the

moment you know the the new Bliss uh you might call it and you can show that new Bliss in a few ways so check out this about page from aop payment they show their results in the form of social proof and evidence that their methods work followed by showing how they get those results by doing more than the other guys so next up we have something that most about Pages skip alog together and that's to briefly touch on where you're going next roads But we're going we don't need roads think of this like a sequel

what's the vision a sequel element would be like a in you know a cliffhanger ending what do we believe will happen in the future what is the position of this brand in the context of going forward so this is something that uh is sort of easy to do even with a simple statement uh it helps people see that you're thinking bigger than just this current moment it gives them something else that's memorable About your values and this doesn't need to be its own section or anything it can just be mentioned toward the end of your

page along with any of the other story elements that Andy's mentioned so far there's no rules for this stuff I've seen very successful pages that are very light on text but heavy on video I've seen very successful pages that have no video but a super super long story I've seen single paragraphs where each sentence sort of checks a box on those Seven things you can actually make them very condensed sometimes but still impactful still addressing still including the elements but we're not done yet so what comes next Andy I read stories to a four-year-old every

night the ones that she loves are the ones that have dialogue people talking to each other quotation marks the most powerful key on your keyboard put something in quotes and it's just instantly more credible uh and more Compelling so dialogue really hearing the voice of the brand literally hearing the voice of the brand written as text or in video a great format for that is video because it's going to let them you know they're going to see your face and hear your tone of voice and when the words you speak and the expression on your

face and hands and the tone of voice you use when those three things com uh align then you're credible so uh video is a super super powerful format For about us pages and then finally the setting what is the context what is the business what is the category where are we in the world people want to know that right it's an indication of spam if you cannot tell where that business is so picture the exterior you know just a a map of locations some visual ideally it's visual again uh that shows uh where this company

is there's something you can add to your website today if you wanted to that's Going to immediately give your websites SEO and ability to rank in Google a serious boost want to know what it is let's get right into it so this is something that people like so much on a website that it gives really strong signals back to Google that they should show this page to even more people so when you add this to a page on your website it's going to keep people on that page for twice as long and pages that have

this on it get three times as Many backlinks on app average and backlinks are still a really important ranking factor to Google and all in all pages that include this are 53 times as likely to rank on page one of Any Given Google search think you know what I'm talking about it's video right adding simple videos to your website can do all that for your rankings and even if you don't have any videos and you have no desire to ever make any this can still work for you I'm going to show you Exactly what I

mean uh in a few minutes so let's talk for a second about how and why video can help your SEO uh this really works in two main ways first of all uh video is just much more engaging than written text alone and most people would rather watch a video than get the same content by reading it and anytime you can include content on your website that actively engages people and keeps them on your site for longer you're going to win uh Google sees that people Are sticking around longer remember twice as long on average and

that tells Google that people are really liking this page and that is going to make them show it to more people more often the fact that video is stickier is also going to help any page that includes it naturally attract way more links from other websites now these links from other websites are known as backlinks and Google looks at pages that get linked to as being worthy of high Rankings because hey these websites seem to think this page is worthy of linking to um in other words they vouch for it so we'll give it a

bump in the rankings as a result and the other main way that video can help your website's SEO has all to do with the connection between Google and YouTube more specifically Google owns YouTube so they're a family and you don't turn your back on family so when you want to rank a page for a specific keyword phrase you of course Want to optimize that page for that keyword and a really powerful extra boost here is to upload your video to YouTube then use your keyword phrase in the title and description of that video then when

you embed it right on your website page all those signals get Amplified and are much stronger when used together like that and a really cool added benefit of doing all this is not only can your page have the chance to rank in those Google searches but Your video itself can rank in the search results too helping even more people discover you using that same video but the power of video doesn't stop there so I've got to few more tricks up my sleeve that you can use to help you rank in the map pack when someone

does one of those local searches so first be sure that you're adding at least a few videos to your Google business profile not only has this been shown to give you a slight Edge in your ability to rank in maps but It's another chance to show your prospects how you can help them if you choose the right video to put there and you also want to copy your business name address and phone number exactly as it appears on your Google business profile and then you want to add that to the end of all your YouTube

video descriptions because any mention of your business information like this is known as a citation and having lots of really high value citations like the ones you can Get on YouTube is one of the biggest ranking factors for local SEO so then you want to finish it up by including a link back to your Google business profile and to a few specific five-star reviews and you've got a really nice little backlink package to help your Google business profile rank in any app searches and I know some of you might be afraid of this so I

want to alleviate that fear right now know these videos don't need to be fancy or have a really High production value to get these kind of benefits for you you've got a smartphone right use that just take it out and record yourself in good lighting uh usually just facing a window is going to work wonders for that and you're good to go so what kinds of videos can you create that are actually going to help you rank um let's go over some of my favorite ideas right now for any small business so first and probably

the most powerful type would be those FAQ videos Right you know the questions you get asked all the time in your business well people are probably asking Google the exact same thing so you want to be the one who answers it for him so this is a super easy type of video to create it can literally just be you talking directly to the camera um which is your phone obviously answering the question is completely as possible after that you just create a new page or post on your website use the question as the headline Embed

the video on that page and you probably will also want to answer the question in text form on the page as well so just make sure that within YouTube you title the video with the same question and use it in your description somewhere and you're golden next and along the same lines you could create a video where you teach something or give out some valuable advice related to what you do right it could be a full-on start to finish tutorial or you Know a top five list or even more of an opinion piece like let's

say you're a dog trainer you could talk about why you think training a puppy using treats is a bad idea now I will say this does work best when the subject and title of your video aligns with something people are actually searching Google for so always keep that in mind when you're planning this out ideally what you want to create is something that can be found in search as well as something that's so helpful That other websites are going to want to naturally link to your page as a resource um those backlinks like I said

are going to help strengthen your SEO even more more so those types of videos are going to be your best bet when it comes to being found in Search and being sharable uh but there are also a few more types that can help you rank higher as well these ones are going to be more about you as a business so these are mostly just going to help you by keeping People on your site longer increasing what we call dwell time um as well as being another opportunity to bring in your keyword phrases in those video

titles so they're still valuable but I wouldn't really expect people to share in link to these type of videos okay so what I'm really talking about here are those more busy videos like you know where you talk about the problem you solve and how you work with your clients or you know if you sell a product or Service that requires a bit more explanation you can make one of those animated explainer videos or even a product demo of some kind you could also make a case study video where you basically show the story about how

you took one of your clients from that sad State they were in before you to the happy after State and of course testimonial videos are an amazing video type to include on your site because not only do they do an excellent job of Communicating your value but they're also great for SEO if you title them right with the name of your service and the city where your client lives you can definitely go after some of that local SEO and I did say way back at the beginning of this video that you can still harness the

SEO power of video even if you don't have any and you don't want to make any so the thing is you can legally and ethically place any video you find on YouTube on your own website Now this will provide you with a lot of the same benefits as if it were your own video so it'll still keep people on your website longer which again tells Google that people like your site so they'll show it to more and more people over time and if you choose a video with the keywords that you're trying to rank for

in the title of that video that's still going to strengthen your ability to rank for that phrase now I only recommend doing this for AR I and helpful content Post you want to rank for I definitely wouldn't recommend putting someone else's uh video on a sales page right if you're a local plumber in Long Beach you don't want to put your competitor's video on your homepage that wouldn't make a lot of sense right but if you're trying to rank a blog post for a term like how to unclog your kitchen sink you can use any

video you find with that title on your post and that's going to help it Rank and keep people there Longer and you didn't have to make a video yourself imagine leaning on a scientifically proven Website Layout and tripling your growth and sales as a result that's exactly what Mike did his secret he figured out what real users were up to on his site you know where they were getting stuck and why they were ultimately Jumping Ship then he fixed it and the way he figured all this out was through some really fancy ey tracking Software

that showed literally where people were looking and what they were ignoring and the really cool thing is you don't have to pay for studies and tests on your own website because many other businesses have gone before you and the science is already in and as it turns out people are kind of predictable which means experts now know the optimal layout where things should go on just about any website for Maximum Impact all you need to do is put your most Important stuff where we already know they're looking and in this video I'm going to show

you five layout tricks tricks that all add up to a scientifically perfect website and I'm going to show you exactly how to use each to play right into their hand before we can go any further here there's one overarching truth that you need to understand people aren't settling in to read your website like it's the next Harry Potter book it's Much more like your website's a billboard they pass in the desert on the way to Vegas they're looking for signs signals that you've got what they need if they don't see those signs in that brief

moment they're zooming right on past on my own website I tell visitors what I do right off the bat you know learn from me and we'll put your website to work for your business it's just a one- sentence summary of what you get when you keep reading it addresses the Pain driving your audience and says hey business owner you've landed on the right solution for me I help business owners generate more profit and clients from their websites and I don't mince words about it but what should you write there just take the advice of legendary

copyright writer David Ogie he says that when you've written your headline you've spent 80 cents out of your dollar big headlines draw the eye and they're where the money is made put as much energy as You can into writing this one sentence and my best tip is to be clear not clever your goal isn't to impress your competition it's to beat them you know it's cool to have an impressive website but it's better to have an effective one which means making more sales and you can't do that without Clarity picture the old days way before

the internet was a thing and news stands were on every city street newspapers Were King in those days and if you were a headline You wanted to be above the fold that's right the top half of the front page folded up and facing out into the world it's where editors put the most gripping Stories the breaking news the headlines that made people stop and want to buy a copy but fast forward to today and your website is that front page the most crucial content it's got to be above the full just like those riveting headlines

of the past because we know this to be true people will scroll but only if What's above the fold tells them they're in the right place so how do you master your above the fold section for a great first impression you want to create an immediate hook that the eye can land on that's why the meat of your message needs to be in the hero section above the fold at the very top of your website before they have to do any scrolling when a visitor clicks on your site you've got about 5 Seconds to give

them that quick hit you know what you do why It matters and what they need to do to get it now hero section always has a few elements your main headline where you emphasize either the value result or transformation that you use to entice your customers this is the answer to why it matters right then your sub headline is the supporting statement how do you create a result that your customers would want here's a great example of an above the fold section that hits on a result in this case tax reduction but People might read

that and still be like okay well how do you do that for me though so she goes into exactly what she provides to get them those tax reductions right here in the sub headline now your goal here is to communicate two things work with us and you'll get this amazing transformation and here's how we do it below that your call to action button should be specific not click here but schedule a free consultation or download this lead Magnet of course there's one thing that each of these elements have in common that you may not have

noticed they're all on the left and that's no accident because in the Western World we read left to right so this habit is just so ingrained in us we don't even think about it when we do it now think about someone who's just casually surfing the web they're not reading every sentence down to the last word their eyes are fluttering around hunting for a sentence To grab onto and they have to grab the beginning of sentences that's why why users spend about 80% more time with their eyes on the left side of the page and

it's why the left side sucks up all the attention so don't get cute with right-hand menus or left-hand hero images you're just going to end up fighting your visitor's instincts and do this everywhere you know do you have a two column section put the service that you want to highlight on the left if You're building an About Us section put the text on the left and your image on the right if you're building your website's hero section put your header subheader and CTA button all on the left side so if we're supposed to put all

the important stuff on the left what do you put on the right empty space would just look kind of weird even though we spend 80% more time looking at the left side everything above the fold is still Prime real estate and it should communicate Good things about your business there's this usability Guru named Jacob neelen and according to the eye tracking studies that he's done image quality is a sign ific factor in drawing attention specifically he found a few things so first big wide images are more appealing to most people meaning they look at them

longer than they do with small images and people photos with faces get the most attention so you'll probably want nice fullwidth shots of what I call the Happy customer photo high resolution high quality images are the most striking here but don't think that they need to be 100% Glamour Shots either if the customer in the photo doesn't look like a model that's even better neilen actually says that if you put real people in these images and avoid the stock photos they're way more attention grabbing you know neelon says a call center ad with a model

in it on the phone may be a good picture technically But it's going to most likely get ignored and he gave another tip from his research which is to have the person in this photo facing forward they look more inviting and approachable which is exactly what you want right next to your call to action you don't have to overthink this because otherwise it comes across as cheesy and inauthentic no crazy Smiles no fist bumping or jumping for joy just a happy customer looking like they're happy or even just Satisfied that they chose your business make

sure your photo is at least one column wide so that it's strong enough and if you have higher resolution it's less likely you'll get those blurry pixelated photos that make you look unprofessional that's it what do you do if you want to get people to read something longer like a sales landing page or an About Us section it's a little counterintuitive but think big you know studies show that visibly Bigger intro paragraphs improve attention in one study 95% of test subjects faced with a bigger opening paragraph did view all or part of it so my

super simple trick is to just bump up the size of the first sentence of your first paragraph This draws the reader in it says Hey pay attention this message is actually important and spend some time on that sentence you know talk about the most compelling pain that your visitors are feeling then start Bolding Key phrases around the rest of it to feed those skimming readers the key phrases that you really want them to see and if you're unsure which phrases to bold just ask yourself if someone's only going to read three key ideas here what

do I want them to take away bold those ideas you've now got skimmable but engaging long form content and you're smarting the websites who think every paragraph needs to be just one sentence creating a new website for your Business is exciting from the creativity of the design to the anticipation of the launch what's not to love the writing it's the writing writing content for your website almost always sucks and statistically it's the number one thing that'll stall your site from actually launching in the first place but it's not all bad news here because that job

just got a whole lot easier as in next to no work at all easy as in you can get your whole website written in a half Hour easy and it's actually kind of fun now how is this possible well you may have been hearing lately about a new free online AI tool called chat GPT it blew up practically overnight and for a really good reason it works way better than anyone expected it to so um Elon Musk actually put it best when he he called it scary good I've wanted to make a video like this

for months basically testing if you could really write your website using those free AI writing Assistants um I even got pretty far into planning one but I ended up scrapping it at the time because it just felt really gimmicky and the tests that I tried were pretty terrible and not ready to share with you yet well the game has changed with this one and in this video I'm going to show you how easy and effective chat GPT can be and how to use it to get your whole website written today not only is it going

to help you produce well- written website copy but it can Actually create the kind of benefit driven messaging for you that will help sell your products or Services if you use it the right way now I do need to say that this is still in beta as of when I'm recording this meaning they're still working out some of the Kinks and this definitely isn't a Magic Bullet you may need to use a bit of trial and error in your requests to get what you need as you'll probably see as we go through this now I'm

not going to edit this Video to make it look any easier or any harder than it actually is to use it you're going to get a completely authentic front row seat to the process The Good the Bad and the Ugly so that you can decide for yourself if it's something that you want to try out so let's get started with the first test writing the hero section for your homepage now I've seen other videos try to write whole web pages at once basically just saying write a homepage For a plumbing company in Dallas the problem

with that approach though is that AI doesn't really know the optimal start to finish page flow that's going to help maximize conversion so in my testing it works way better to first know what sections you want on your pages and then make those requests on a section by section basis okay so here we are on the chat GPT website um you're going to need to create an account for it but it's easy and again it's 100% Free to use at least right now um it is I definitely think this is probably going to have some

kind of a pro level feature later on but for now it's free and the reason it's got chat in its name is because you can literally just chat with it so all you need to do is go down here and just type in exactly what you're looking for as if you were texting with a real human copywriter so um what we're going to start with here I think is just a hero section which is uh The the top section of any model website and we just need a headline and a sub headline for that let's

do this for um a whale watching Excursion company in Port of viarta for our test here so I would just type in something like write a results focused writer results Focus headline for the homepage of a whale watching excursion business in P of varda and then just click this button right here and it's going to go to work um so let's See what it comes back with okay so pretty good experiened the thrill of watching Majestic whales up close on our expert lead excursions in Porto varda I actually think that's pretty good and it's better

than what most people would probably come up with on their own you know most people would probably just write something like you know whale watching tours in PTO varda you know this means a little bit more because it's got that result attached but you Don't have to take exactly what they give you what let's say um the tone was wrong what you can say now is something like you know rewrite in a friendly playful tone or you could type in per more professional tone you know whatever kind of adjective you want to go with so

what is it coming back here it says uh come join us for a splashing good time on our whel watching excursions in Porto varda so you know your mileage may vary you may like that you may not but the Point is you can kind of go back and ask it to do things a different way which I think is super helpful and it's really what makes this better than other AI tools I've ever used so let's say we wanted to use this so you would just kind of write it down in a word doc somewhere

but then then now we want the sub headline so we would write something like you know write a sub headline that includes this specific thing like maybe you have something specific that you Want to include and here would be you know we can do custom Charters or um you can be part of a group tour so let's see what kind of sub headline they come back with oh and it's what I should say here is they remember what this is for it's not like you have to re-explain each time that this is for a whale

watching tour like it's a conversation and they remember what was said before so I think that's pretty cool all right we have book a private Charter or join a group Tour to see whales up close and personal I think it's pretty good and you definitely want to do a quick pass just to make sure nothing's inaccurate here or to make sure um that it's it's in your voice okay so now let's put this to work on a more text Heavy section let's say you want to have a section um that talks about the problem that

you solve and how you solve it which is just a great section to have on any website so there's actually a proven copywriting Formula that marketers and copywriters have been using for decades and it's called the Pas or problem agitate solution copyrighting framework so the idea being you lay out the problem your customers likely experiencing then you agitate it to really paint a clear picture of what the paino looks like you know with examples and then you lay out your solution and maybe you already know the problem that you solve a few examples of how

that problem looks and How you solve it but just to show you what this can really do let's see uh what they can come up with on all on their own because maybe you're thinking well we're a whale watching tour like what problem do we solve so I'm actually just going to type right in here you know use the problem agitate solution framework to write a few paragraphs showing the main problems we solve so um I'm being really specific here and that's the point you know you want to Really tell them what you're looking for

for um so they come back with something good that's how this tends to work best so let's see what they got for us here okay so we have are you tired of being stuck on land watching whales from afar through binoculars um do you want to get up and close and person with these majestic creatures but don't know where to start look no further because our whale watching excursions are here to solve all your problems so here's a Thing maybe that lands with you and maybe it's like oh that is the problem we solve maybe

it's not though right maybe the real problem is that you know people come to Port of varda and they tend to just go to the beach but we have something that's more unique than that so let's just say here I'm going to say um you know rewrite this section with the problem that most vacations in uh PV are just going to the beach but this is a more unique experience just going to Correct that in case it matters probably doesn't um all right cool let's see what happens next okay so are you looking for a

vacation experience in PV that goes beyond just lounging on the beach see they've taken what I've what I've given them there want to add some excitement and adventure to your trip our whale watching excursions are the perfect solution then we have um kind of the agitate part where you know people tend To stick to the traditional stuff but with us you get to see a side of the city that few get to experience so I think this is written extremely well now again you may want to go through and kind of make little tweaks here

and there and you're free to do so you can even write you know write in that more playful tone if you wanted to do that but I want to show you our next thing here which is um let's have it write a nice benefits and feature section so you Always want to let people know um on your website what you include in your offer to help you stand out against your competition but the thing is most business owners confuse benefits and features so using chat GPT here is a great tool to help you not only

brainstorm the features that you can include for your business but it can help you find the hidden benefit behind each of those features too so um since benefits sell better than standard Features do I like to use the formula of a benefit driven headline followed by a short description of the feature that makes the benefit possible so maybe you already have a good handle on the features that you include with your offer in which case you might just type those in and then ask for it to come up with a benefit for each of them

but maybe you need some help coming up with the whole thing so in that case we would just brainstorm a bit um by typing in Something like write 10 benefit feature combos write each with a one to three-word benefit driven title followed by a one sentence description of the feature behind the benefit I'm getting super specific here um but feel free to use this this is a great way to come up with this um this section so let's see um what they come back to us with here okay so it came back with 10 now

I would say these aren't all great but a few of them I think really are so I Think up close encounters is great so that's the title that's the benefit you get up close and personal right get closer with the whales than ever before with our custom Charter options um you know maybe tailored tours is a good one um Scenic views familyfriendly adrenaline pumping that's a great one get an adrenaline rush as you come face to face with these Majestic whales um lifelong memories so it's basically like I asked for more than I needed on

Purpose so that I can Whittle them down and you know some will be better than others and you can go back and say hey actually um we do like we provide lunch or we provide beverages or something like that like add that in there too and just type that in and it'll come back with that okay so now what about SEO right how can we add in certain keyword phrases that we might want to Target so um I highly recommend using an SEO tool like semrush that can not only come up With those possible keyword

phrases for you um but they can also show you the numbers in terms of how many searches each gets per month and how competitive each of them are so I really encourage you to start there then bring in your top keyword phrase but let's just say that you wanted to use chat GPT to help you find those phrases um right in here so I would just type in you know what are 10 relevant keyword phrases I could use on this page for SEO let's just see What it comes back with now okay so you've got

whale watching excursions Porto via whale watching whale watching tours then you know you'd pick the one you want to go with or a couple you want to go with and then just ask it to insert the phrase a few times but to make it read natural so let's just see like I've never gone this far with it but let's just see what that would look like so um let's just say we want to use Porto varda will watching Number two so um um use port OFA wh watching keyword phrase in the problem solution section from

before let's just see what it what it does here okay so it's writing the same thing it looks like um and Okay so we've got our PTO varda whale watching excursions are the perfect solution so it did it it remembered what it did before and then it added that phrase in which I think is great I think this is a really slick Tool to use I just made a game-changing hire for my business and the best part is that this employee only costs me 6 cents an hour Works Round the Clock and helped me passively

boost my business by $5,000 last month alone so in this video I'm going to tell you exactly what I did to get a 100 times return on my investment how long it took to set it up and exactly how you can add this to your own business to boost sales passively too no Matter what you're offering but first I need to show you the giant problem you don't even know you have I had it too and it was responsible for me losing well over 100 Grand imagine there's a new car that you've got your eye

on so you look online for reviews you watch YouTube videos showing you how sweet that interior is and then you start to picture your life with that brand new car but the one thing you avoid like your exit the supermarket in these early Stages is actually going to the car lot that's where the scary salespeople with their high pressure sales tactics are and you're not ready for that yet because the second you talk to a salesperson that makes the whole thing real now think about your website visitors doesn't matter if you're selling a $20 product

or a $110,000 service they just want to explore learn and you know get a feel for what you offer all at their own pace but as many As 96% of them aren't quite ready to jump into phone call or even an email and they're certainly not ready to be sold to so knowing this I added a feature to my main sales page for the program I sell that would help those casual visitors get answers to their questions while still playing into this you know sales avoidance tendency that most of us have it was a simple

old school live chat and it worked okay traditional live chats aren't perfect But the thing is even when your site visitors aren't ready to buy yet asking questions in a chat doesn't feel like a commitment but the second they start asking those questions they've started getting invested making it way more likely that they'll actually follow through so it definitely drives sales if you do it right the problem is people expect their chat questions to be answered pretty much right away and if you don't they'll think your customer Service is bad and now they don't know

if they can even trust what you're offering anymore so I always tried my best to respond to the messages as soon as they came in but that created another problem so I kept having to interrupt my workday to quickly transition myself into salesperson mode so it was honestly like trying to run a marathon while stopping to tie my shoelaces every few minutes it's no way to win a race even if ID hired someone to respond to Messages for me the cost of that would have been way too high but by doing it myself I was

tanking my productivity and losing out on salale at the same time that's when I stumbled across a $49 a month AI tool that changed my game completely I'm using this tool to ramp up my course sales but you can use it to help you sell anything products Services courses whatever you offer it can streamline your sales process and make things simpler for you and better for Your customers it's called custom GPT and it's powered by the same technology that runs chat GPT but with one really important twist it let me train it on my own

data all the sales materials for the program including you know what's included in the course what it covers and all the questions that I've gotten over the years along with my answers but when I first took a chance on letting AI take control of my live chat I definitely had my doubts will it get Stuff wrong will it sound robotic and cold will potential customers be turned off by it in other words will it do more harm than good for my business and we'll get to what it looks and feels like for your customers in

a minute but first let's just look at how you can train your own chatbot in an hour or less with custom GPT all I did was just compile all the documents that I had about the program including having sales videos transcribed into text as well as combing Through all my old live chat conversations just copying and pasting them into a document of their own now that gave me a huge Bank of questions that real people have asked both the common ones that I get over and over again plus the more obscure one-off questions so gather

up what you've got or just sit down and brainstorm all the questions that you get about your products or Services write them down in a Google doc along with all of your best Answers and if you have any trouble there chat GPT can definitely help you come up with a good solid list the idea here is you just want to feed the AI as much information as you can about what you're selling so that it can answer just about any question people will ever have about it and if your website already has a bunch of

information on it you can add your website link to have it crawl your entire site for an extra information boost so once I added all my Own documentation including FAQs I was super excited to test it out just to see how it would actually work and more importantly what it would feel like for my prospects who were actually using it so I typed in my first test question and waited for the response and my heart just about say pank into my shoes it read less like a helpful pep talk and more like a soulless term

paper in other words it sounded exactly like AI you know not exactly the kind of heartfelt Customer service that I prided myself on delivering because I had trained it on my information but not on my style my tone of voice or My overall salesmanship and without those things this just isn't going to do much to turn casual browsers into buyers so just when I was ready to call this a failed experiment I found what I needed to make everything work perfectly all I had to do was adjust a really specific setting in custom GPT to

add a more personal touch as it turns Out this tool has an option to customize the chat bot's responses not just in terms of content but also in style and tone so I spent some time training it to respond not just with the right answers but with the right Vibe My Vibe I added a Sprinkle of humor here a dash of empathy aathy there and suddenly it was like the chatbot had a personality transplant it went from sounding like a boring instruction manual to really feeling like a conversation with a Knowledgeable friendly guide it was

like having a clone of myself minus all the coffee breaks and the best part my customers couldn't tell the difference you know they were getting their questions answered in real time with all the personality and flare that they would expect from a real human interaction but better just because of how fast it all is cuz remember online time is a really precious thing that you cannot afford to waste so let's talk Real dollars and cents here you know you'll remember this cost me 49 bucks per month and in the first month alone I can directly

attribute 10 additional sales of my paid program you know comparing to the chat logs that I have and that's being conservative I would bet that at least another 10 were at least influenced by the fact that they were able to get their questions answered so thoroughly and instantly so that's going to fall somewhere in the Neighborhood of5 to $10,000 in extra profit that I wouldn't have made without it so now that you know what your website needs to be a client generating machine you may be left with even more questions like okay Wes but how

can I make these changes myself without spending a ton of money on writers and designers well I've got you covered in my free onDemand masterclass training where I will lay it all out clean and simple so click right here and I'll save You a seat in the masterclass training it's everything you need in one easy to sit through session so click right here and I'll share the whole system with you