What’s your extraordinary value proposition? As coaches and consultants, it’s important that our extraordinary value proposition is clear, concise and relevant. There’s no more important place to communicate this than your website. In today’s world, your website is your business’ online headquarters and front door, all rolled into one. Does your website offer extraordinary value? Does it inspire confidence? Convey relevance? Instill trust? Your website is often your first (and sometimes only) opportunity to make an impression.
In this guide, coach Ron Finklestein offers his advice for constructing an effective website for consultants. Ron dispels some popular misconceptions and offers his tips for crafting a compelling online message that makes your site sticky and keeps prospects coming back.
What is Extraordinary Value in a Website?
At its core, offering extraordinary value means providing your visitors with compelling reasons to choose your business over competitors. It’s about creating a professional online environment where trust is built, needs are addressed, and solutions are presented clearly and effectively. Highlighting elements like DISC compatibility can further strengthen this value by helping visitors understand how your approach supports better communication, alignment, and working relationships.
How to Determine the Extraordinary Value?
- Clear Unique Value Proposition (UVP): Your website should immediately communicate what sets your product or service apart. It’s essential for visitors to quickly grasp how you can solve their problems better than anyone else.
- User-Centric Design: An intuitive and accessible design ensures that visitors can navigate your site effortlessly. A seamless experience keeps potential clients engaged and reduces frustration.
- Compelling Content and Offers: Providing valuable resources, such as insightful articles, free reports, or exclusive offers, demonstrates your expertise and willingness to assist. This approach not only educates and brings high value but also fosters trust with your audience.
- Emotional Connection: Your content should resonate with visitors on a personal level. By addressing their specific needs and concerns, you create a bond that encourages loyalty and action.
Does Your Website Offer Extraordinary Value?
Business owners today are spending a fortune to build a company website with all the bells and whistles. They’re operating under the mistaken belief that “more is better.” In reality, nothing could be further from the truth. Websites don’t sell… relationships sell.
Your prospects must feel that they can trust you and that you have their best interests at heart. They want to feel that they’re dealing with “the expert.” Your website should be designed to establish these vital components in order to increase the bottom line for your business.
Prospects today won’t give you their time willingly. You MUST earn it, and that means you must give your prospects something compelling to make them want to stick around your website so they can see exactly what value you offer them.
Your website must convince your prospects that your product or service offers “extraordinary value.” And it must resonate with them emotionally. Most websites simply state the features of what you sell, and then expect your prospects to buy it. Prospects today want value. You MUST educate them as to why you’re the one business in your industry that provides them with the most value.
How to Structure a High-Value Website
The way you accomplish this is to use what we refer to as “The Marketing Equation.” We’ve discussed this in earlier emails. The Marketing Equation consists of four major components:
- Interrupt – A hot-button-based headline
- Engage – A sub-headline that promises a solution to the headline
- Educate – Body copy that conveys your extraordinary value
- Offer – A specific call to action
Why a Value-Driven Website Converts More Prospects
To consistently attract more clients to your business… and to effectively convert prospects into clients, it’s critical that you develop a compelling website that offers extraordinary value to your prospects and compels them to instantly want to know more information about your product or service.
Your website must focus on the benefits and on the value your business provides that your competition doesn’t.
Your website should offer free access to information—information that quickly and clearly articulates what you do and the benefits and value you offer. A free informational report may compel interested prospects to seek you out once they understand the extraordinary value that you… and you alone provide.
The Cost of Failing to Act
A well-crafted and well-developed website can generate a tremendous number of new leads for your business. Your offer is the key to generating these leads. Offer valuable information, free trials of your product or service, or whatever else may be important to your prospects.
When you do, a little quirk in human behavior sets in. It’s called “reciprocity.” When you give freely and willingly to help others, they feel compelled to return that generosity. The key is to know and understand specifically what it is your prospects truly want, and then give it to them. That earns you the right to ask them to do business with you.
FAQs
What is the valuation of a website?
The valuation of a website depends on factors such as its traffic, revenue, sign ups, domain authority, niche, and monetisation potential. Typically, websites are valued at a multiple of their annual profit.
What are examples of extraordinary value?
Extraordinary value could include exceptional customer service, innovative product features, a strong brand reputation, or a highly engaged and loyal audience.
What makes a relevant website?
A relevant website addresses the needs and interests of its target audience, offers valuable and engaging content, and is optimised for usability and search engines.
What is the meaning of articles of value?
Articles of value are pieces of content that provide useful, actionable, or informative insights to the audience, addressing their needs or solving specific problems.
Author of 31 books translated into over 50 languages, including best-sellers "The NEW Art of Managing People" and "The Platinum Rule," Dr. Alessandra helps organizations build stronger relationships with prospects, customers, and co-workers.
When not developing new assessment tools, Tony explores cutting-edge business communication trends. Connect with Dr. Alessandra on LinkedIn to learn how his innovative approaches can boost your team's performance.
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