- Posted by Alaia Williams
- On June 18, 2018
When is the last time you updated your website? Changed your headshots? Refreshed your “About” page?
If the answer to any of those is “more than a year ago,” listen up: if you’re running an online business, bigger deals often require more than a fancy sales page and an email pitch. If you want to attract high-end clients, you have to look and act the part.
Headshots Done Right
Many of us looked better ten years ago, but that’s no excuse for using old, outdated or—heaven forbid—amateur headshots. I looked like I was still in high school 10 years ago, and I was definitely using amateur pics. I’ve learned better since then.
It’s not about misrepresenting yourself or seeming “bigger” than you are – it’s about presenting your best self to your potential clients. It would be great if everyone knew how amazing we were just because but unfortunately, things don’t work that way. For the first few years of running my business, I had no pictures of myself on my website. I had all kinds of insecurities about it – I didn’t necessarily want to have my picture floating around online back in 2006. I was concerned about how young I looked (and was concerned people would think I was inexperienced), and I’ve always hated most photos of myself and don’t feel photogenic at all. But you know what, for the sake of my business, I got over it. And I got more business. Of course I did – because people are naturally more comfortable inviting you into their homes and offices and signing your contracts when they know who they are dealing with.
When you’re selling coaching programs or consulting packages that range into the five figures (or more!), looking professional is critical, and that starts with great headshots. Hire a photographer who specializes in portraits for speakers and coaches, or whatever it is you do. Expect to spend a few hundred dollars for a selection of high-resolution images you can use in all your marketing materials, including on your website.
Get Your Website Redone
While you can say that potential clients should not judge you by the way your site looks, they will. A clean, modern website will work wonders to improve your credibility and start attracting the right clients. Lean toward clean and simple and minimize distractions. It’s easy to add more things in as you go than it is to figure out what to cut. I’ve stayed up until 3am several times thinking about what to take off my website. I still think about it!
While you’re at it, take some time to gather new testimonials. Don’t just load them all up on a single page though. Take the best ones and add them to your sales pages, put them in your email newsletters, and include them in your lead-gen materials and social media posts as well.
Don’t neglect your “About” page, either. This one is hard for most people, so it’s a good idea to have someone else write this, or at least have a writer revise the one you wrote. Remember to include your most recent accomplishments, any awards or accolades, your speaking engagements, and anything else that lets people know you’ve got what it takes to help them grow. Include a few personal details as well, so readers will feel as if they know you just little better for having read it. And always speak to the needs of your ideal client. Your “About” page is, yes, about you – but even more importantly, it’s about who you help.
Lastly, remember to update your social media profiles. LinkedIn, Facebook, Twitter, Instagram and Pinterest have a long reach, so you want to ensure that no matter where potential clients find you, the information is consistent and professional.
Getting new headshots and making over your website might feel like a waste of time, but the truth is, people do judge a book by its cover, and you often only have a second or two to make an impression. Make sure it’s the best one you can make.
Grab my list of 15 free systems for small businesses
You'll also receive tips, resources and advice for growing your business.