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Your Website Needs a Personality Check

Wondering why people keep leaving your website?

It could be because your site lacks personality.

Let me guess:

Your “About” section is generic. It reads something like this:

My name is Sheryl and I am a certified Life Coach. I am passionate about helping people find their true life path. I’ve been working as a Life Coach for 10 years now, and my business is based out of Mississauga, Ontario. 

Your visuals are stiff – like the corporate headshot you took while working from the stuffy cubicle with the company you were once so excited to leave behind.

Your blog posts are jam-packed with keywords, because someone, at some point, told you this is the secret to finding leads online.

Well, I hate to break it to you (OK, I really don’t hate this at all), but that someone was wrong. The key to building long-lasting relationships on the Web is about a whole lot more than a handful of keywords.

Don’t get me wrong, keywords are important to understand. When used strategically, they can greatly influence your search ranking, making it easier for people to find you online.

But finding you is just the beginning.

If you really want to make your website work for your business, it has to do a lot more than show up on the first page of Google.

It has to connect with people. It has to keep them interested. It has to keep them coming back for more.

And in order to do all of this, it has to make them feel something real.

If your website reads like anybody with a keyboard could have written it, then you’re going to have a problem connecting with prospects. And if you can’t establish that connection, your sales will suffer.

Ask yourself: how do you want your brand to be perceived?

You want them to understand your expertise. But there’s a much better approach than telling people you have 10 years of experience under your belt. Show them what you’ve learned after a decade in the field. Who have you worked with? What problems have you solved?

Be specific. Dig into the details. These are the stories people can relate to. This is what they want to read about. This is what will convince them to reach out.

You want them to put a face to the brand. People connect with other people, not companies. Your visuals – from your headshot to the images you share on your blog – should all represent who you are.

Invest in professional photography that reveals your individuality. It should be attention grabbing. It should be original. It should reflect the persona you want to convey in everything you do.

You want them to feel compelled to connect. Rather than focusing on stuffing your blog posts with keywords, pay attention to the way you’re communicating with your readers. What are you offering them that they can’t get somewhere else?

This is what will keep them coming back again and again. It’s what will inspire them to share your blog posts with their friends. It’s what will encourage them to leave a comment, or to engage directly with you on social media.

After all, the purpose of your website is simple: to help you sell more stuff. But your audience shouldn’t feel like they’re being sold to. Instead, they want to understand you. They want to see who you are, and why you do what you do. They want to trust that you are the one for the job.

Want to learn more about building an authentic Web platform that converts readers into long-term, paying customers? Sign up to receive tips on how you can share your unique brand story, straight to your inbox each month. And don’t forget to connect with me on Facebook and Twitter (@charlottaway).

*Original photo by Mark Sabastian.


Charlotte Ottaway

Charlotte is the founder of Web of Words. She helps solopreneurs and small business owners create real human connections online through blogging and social media. Her work has been published in Maclean's, Canadian Business, Zoomer, The Globe and Mail, The Huffington Post Canada and other Canadian publications. Better known by family and friends as Carly, she currently resides in Newmarket with her husband and fur-babe. To learn more, check out her portfolio at charlotteottaway.com and follow her on Twitter @charlottaway.

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