[TRANSCRIPT]

0:00:00 - (SAM): Hello and welcome to another building the Abundant Woman podcast. I'm your host, Samantha Cook, and today is going to be a little bit more of a business oriented episode. We're going to talk about three ways to create highly effective funnels. So this is something I love to do with my clients. This is something I do with them as I'm working through building their website and creating a funnel strategy that's actually working for them.

0:00:31 - (SAM): So, as you know, I am a web designer, entrepreneur, and mom, all of the things. But when it comes to this podcast is like, we're not only talking about being abundant in business, but we're going to be also talking about being abundant in your family life, your marriage. All of those factors play a huge portion in what it is you are as an abundant woman. And so let's hop into the three things for highly converting funnels.

0:01:06 - (SAM): So the first one I'm going to talk about today is compelling copy. Now, let me just paint the picture for you. Now, you've walked into this coffee shop. Everybody's looking down. You can hear the milk steaming. You are just hearing the hustle and bustle of the employees. They're calling out one name at a time and they're getting back to work, okay. And you're like, man, I just need a cup of coffee. Whatever, it's fine.

0:01:31 - (SAM): They didn't hear you right. They put the wrong kind of milk in there, whatever. And you're just like, all right, I'm ready to move on with my day. Well, then later that week, a new coffee shop opens down the street. And you walk up to the door and it says, we love you a late. And you're like, that's funny. I love that. So you've already walked in and you're feeling the laughter in your soul of like, oh, that was really cute. That's really fun.

0:01:57 - (SAM): And you walk up and they say, hi, how are you today? Welcome to new XYZ coffee shop. And you are just like already over the moon because you can just already tell this person is totally focused in on you. And so when you start talking about, hey, this is what I want. This is what I normally get. Great. What kind of milk do you want in that? I need this type of milk. And they ask you, hey, do you want breakfast bites, a pastry, anything like that? And you're like, oh, well, they're really thinking about me.

0:02:29 - (SAM): I would love to try a pastry. Great. It's from a bakery down the street. Blah, blah, blah. They're named this. We're so good, so glad we get to partner with these people. So you're like, oh, great. They are invested in the experience. So you go sit down. There's people chattering in the background. You look up at the walls and you're like, oh, there's inspirational quotes and things like this. So now you're already slightly invested in this place because you feel like it's slightly invested in you.

0:02:59 - (SAM): And so they say, hey, Sam, your coffee is ready. Hope you have a great rest of your day. Here's your pastry. Enjoy. And you walk out feeling like you're connected to these people. And so you go back the next day and the next day and the next day because they keep drawing you in with the experience. That is how I build websites. Now, typically, what websites have always been and what they get a bad rap for is like, being a digital brochure. You're here to do your business. Get in, get out, be gone.

0:03:31 - (SAM): That's the first coffee shop. Now with a second coffee shop, it's an experience. And so that's how I build websites from your customers experiencing your brand, how do you want them to feel? And a lot of that starts with the copy. Now, when you get on a website and it's just like, hey, I do XYZ business. These are the services I offer. Blah, blah, blah, blah, blah. And book. Now, girl, I'm turned away.

0:03:58 - (SAM): I am not buying anything from those people unless I absolutely have to. Unless I absolutely have to. I am not doing any of that. And so when you get on websites where they're truly focused about the customer, you get on there and it's just inviting. It draws you in. There's a wonderful hook, just like the I love you a late. That was their hook because they wanted to invite you into the culture that they're creating.

0:04:27 - (SAM): Same thing with your website. You're inviting people every time with the culture you have created into your business. So if you can hook them and then give them some information, hear them, it's almost like you're in their head. So when people come to me, they're like, Sam, I don't want to do this again. I've had so many websites build for me. They suck, whatever. And I'm like, trust me, you're going to want to get this done right the first time.

0:04:57 - (SAM): And they're like, yeah, I want this done right the first time. How do I do that? Because I know. Let me hear you. Somebody built your website for $500. Let me guess. And they're like, yeah. And it was probably like some guy that your cousin knew that's like, hey, they built my website. They'll give you a good deal on, it's like $500. And you're like, sure, I just need a website. And then it's just crickets.

0:05:30 - (SAM): And if I can find a way to insert cricket noises on this podcast, I will absolutely do that. But then it's like, wow, you just had a whole conversation with me just through the first section of your website. And so this is what digital abundance is about, because I want people to be abundant online. And so when I work with them, these are the things you need to have in your website. So number two is the design and layout.

0:05:59 - (SAM): And people are like, it looks okay. It looks okay. Well, from an end user's experience, what I want to talk to you about is how people are experiencing your business. Once again, it goes back to you walk in, you feel like you're part of the culture of the coffee shop, what's on the walls? What does the building look like? Does it make you feel invited there? So you have to think about when you're marketing and doing the things, you're inviting people in to do life with you.

0:06:29 - (SAM): Regardless of what that looks like, you are still inviting them to do life with you, even if it's a branded business or a personal brand. And so you're inviting them into your culture. And so what does your culture value? What does your culture look like? What does it sound like? What are the important parts of being part of your community? Well, that's exactly what you have to design on your website is you want them to get that feel when they go to your website. So that way when they see an Instagram reel and you say, click comment link, and you send them to a landing page for something that you're associated with, they get to that landing page and it feels totally different.

0:07:12 - (SAM): Now that trust, that relational aspect, is now going back to a transactional, and they feel like it's a transaction because now that trust has been broken, because it doesn't feel identical. And so when I talk to especially clients about what do you want your customer to feel when they work with you? And I'll talk about one of my clients right now, she's an esthetician. She wants people to walk in, feel stress free, want to create that vision of them coming in to take care of themselves.

0:07:49 - (SAM): Like the culture is stress free self care. That's the culture. So when she creates her place and her website, when you go to her website, it should exude stress free self care. Now, if it's bright blues and purples and things like that. That's not going to feel very stress free, at least not for me anyways. And so we have to take a look at how the customer is experiencing your business and through the compelling copy, but also the design elements that go into your website.

0:08:30 - (SAM): And so that's how the design comes to. We use strategic buttons. We place them in throughout, make them go to certain pages on the website because we want them to keep having that conversation. Those subtle opt ins, they click one button, they've opted in a little bit. They click a second button, they've opted in a little bit more because they're engaged. Basically, that button is their communication back to you on your website.

0:08:56 - (SAM): And so when it's hard to use, things are hard to find, it's not going to be as effective. You're not going to convert people because it's hard to use. So you want to make it as simplistic as possible for people to get from a to B in your website. All right? And then number three is going to be always test and tweak. Always change things. If you do one landing page for one offer, you need to have a second landing page. You need to switch up the colors. You need to switch up the design a little bit. I wouldn't say a lot, but you need to give it. If you've ever heard of a B testing, it's like, let's try text that sounds more like this.

0:09:42 - (SAM): Let's try text that sounds more like they're a little bit more engaged versus someone finding this for the first time. Because if you're talking to people that have been engaging with your brand for years and you're talking to them like they don't know anything, that's an immediate turn off to people. It's like Amazon doesn't go and talk to clients that buy 14 packages from them every day and be like, did you know that Amazon. No, we already know.

0:10:11 - (SAM): Talk to me. Like, what's the perk of being with you for so long? And so you cannot talk to people the same way as, like, if you're brand new and you just met me, I'm going to talk to you totally different than a friend I've known for 20 years. So remember that when we're engaging with our clients is like, what platform are they coming to us from? So what's the ODs of this being a new follower or an old follower?

0:10:42 - (SAM): What's the ODs of this person finding us on YouTube that I posted a week ago? Well, that's probably going to be someone that's following you for a while if they're finding your clip fairly often. So you want to engage with these people, you can't find them all, but you can do your best to be open to converting more people through different landing pages that serve the same offer. It's like when you do things one way at a time. It's like I was having a conversation with a woman and she was like, let me see what you do. And so I'm like, these are like my favorite two layouts that I've ever done.

0:11:21 - (SAM): And she was like, that's not enough color. I'm looking for somebody who does more bright work. Well, I can't control. So I was like, oh, hey, these are two other clients. One wasn't done. And so I said, hey, this isn't mobile optimized. So just like, when you look at this, you're just looking at the laptop version. So just FYI, because it's not done. But I said, oh, I can do color, but it's just not based on me. It's based on the brands that I work with.

0:11:54 - (SAM): Like, I don't pick just people with muted colors. I don't pick people with just bright colors because the type of woman that I am serving could like bright colors. The type of woman that I'm serving could still like muted colors. The colors are not the defining factor of the woman that I work with. And so I'm always testing different things. I'm using more bold patterns and things like that with other people that I know. Like, hey, this is going to be more, this type of woman who likes a little more out there. This is going to be someone who likes a little more subtle.

0:12:29 - (SAM): My best friend, Christine, I'm working on her website. She is bright pink as it comes. But do I still love and resonate with her even though I am not bright pink as it comes? Absolutely. I still resonate with her brand because of what she's trying to do. So don't let your style be like the one thing that defines people. Take your brand and give it a little bit of personality. What does it look like for your brand to be a little more fun?

0:12:58 - (SAM): Does it look like for your brand to be a little more muted? You can do those things, and you can test and tweak and see what's working best with your audience and converting more people. And so those are the top three things as I am working at building funnels for my clients, these are the things that I am definitely connecting with. This is how we're testing tweaking. I use different platforms to see how people are engaging with the page.

0:13:25 - (SAM): If we need to move buttons, if we need to move sections, things like that. So that way they can engage better with that content. So hope you guys have a great rest of your day. See you next time. Bye.