Bonjour!

Christian here, getting ready for the weekend!  The last few weeks have been pretty busy with the new 6-Step Marketing Blueprint and working with new members and getting use to Always Sunny Miami!  What a change from Seattle!!! 

With that said, there is One thing we can all agree these days:  Each day we’re bombarded with more media clamoring for our attention.  Emails, website links, text messages, FaceBooks, electronic billboards, televisions in elevators (even in the restrooms), you name it…with the next invasion just around the corner.

Problem #1:  More distractions means ever-smaller attention spans on the part of your prospects. 

Problem #2:  Most architectural practices think in parallel while most prospects think serially.  Practices structure their websites with too many different type of services on a page and too many decisions for any one prospect.  At the same time, clients tend to have one dominant thought at a time:  “My project can’t be too expensive” or “I can’t decide what I really want” or “Can you do something about my house remodel?”

If you try to make one web page address all those needs (problems), you’re likely to address none of them adequately. At the other end of the spectrum, if you say nothing on your page, well you say nothing and it is a big waist of your prospect time. Unmotivated people who are merely browsing will think in general terms.  For instance, they may search for “architect”.  But motivated clients are more specific in their searches and already looked for ‘best architect for house remodel’.  They will have already Googled multiple websites and now want to know more about “alternative construction”, “new products and finishes”, and so on. 

The bottom line is you should not have a one-size-fits-all web page with every conceivable link on it.  You are better off having multiple, detailed pages on each aspect of your practice.  The first objective of your site should be to build trust in your experience, so prospects will give you their names. The concept of ‘Free Report’ in full speed here for those of you that decided to get your copy of the Blueprint. You can then expose them to the full array of your services once you have that critical piece of information. 

If you first attempt to expose them to all your services, you risk overwhelming them.  Overload leads to delay, which leads to indecision and the reflex of “I’ll come back here later.”  As soon as your anonymous visitors have left your page, there is an excellent chance they will not remember to return.  Even if they do remember a week or month later, the chances are not good that they’ll recall your exact website address.

To sum up:  It’s fine to have a website that covers many aspects of your services.  You’re much better off targeting that advertising to attract fewer tire-kickers and more solution-seekers.  Then deliver a targeted page that addresses one of the services you offer.  You’ll come across as a specialist and will stand out from all the distracting, general sites.

Your site can indeed become an island of professionalism and clarity in a sea of distraction.   

To your Success!

Christian

Ps. The holyday season is just around the corner, don’t wait to be the last one to send a card to your current clients and to your prospects…be sure to be The First One!