In this collection of the perfect marketing strategy for your business, we're talking. This is the third main part. What we're going to talk about today is building your home base. Now, in baseball, you can get as many bats as you want, singles, doubles, triples, whatever. But most importantly, you don't score unless someone hits home plate. This is essentially the difference between what happens on social media and what happens on your website. Social media is full of singles. You can attract attention and you can do all kinds of different things. But getting people off social media is hard because they want to stay in that sandbox and play. So in the end all you have to do is use things like social media to get people back to your home base. That should be your goal. But it's getting harder, especially with the algorithmic way now; fewer and fewer people are seeing content on your business page, and more and more people are engaging on the personal side. We'll get into the details later, but let's talk about scoring. your base In my world, home base is your website. Your website is where the transaction happens. This is where you build your brand. This is where your customers end up. I've made several different podcasts about the perfect website. You need at least five pages: home page. About page. Who are you? Why should people pay attention? products and/or services you provide. testimonials. Contact us, many consider it their ultimate call to action. That's for people to fill out forms. Obviously, you can get people to do a lot of other things, but if you can't get them to fill out a form, maybe you can get them to pick up the phone. If you can't get them to answer the phone, maybe you can add industry mailing list to your email list with some kind of premium offer or some kind of freemium or giveaway or whatever. Now, when we sit down and look at the analytics (we'll dive into that later), you'll notice that your homepage will get more than 50% of the traffic, and that's okay. What happened is that a lot of people started designing websites, and they spent a lot of time trying to make the most perfect, beautiful homepage ever. Then they would come in and start filling in the gaps. I hope you start thinking a little differently. Instead of starting with the homepage, start with your product and service pages. This should be the most important part of your website and marketing message. Here's the deal: these pages answer questions. When people search the Internet, they usually do so by asking questions. They say, "I have a problem. How do I find a solution?" Now, if your website can solve those problems, you're probably where they end up doing business. Define the needs of your audience Think of it this way, let me give you an example. I have a client who is a lawyer. They can say they are lawyers, but some need family law and some need child custody law. Some people need help with divorce. Some people need financial help. Some people need to set up a company. What they have is one page, and even best of all, they have multiple websites specific to each area of ​​law. So they actually have one for family law, general law, bankruptcy, financial planning, and another for attracting clients in specific towns. Let's talk another day. But most importantly, when you go to a website, it talks specifically about what that person is looking for. Yes, you can have a website with all these options. But the thing is, if you make people try too hard to find what they want, they'll get confused and they'll give up. They don't spend a lot of time looking. So in the end what we're going to do is this. Suppose someone has a child custody issue. Or, let's say they're seeking help for their pet. Or they are seeking help with their physical recovery, whatever it is. Every web page that is a product or service needs to do this - first, it must define what the problem is and what are the symptoms of the problem? For example, for child custody: "My husband or my wife is trying to gain control, and I want control. I want to visit." For your horse, it has a ligament problem in its leg. Your knee is undergoing knee surgery and you need to recover. Whatever that specific thing is. Target page for each solution Now we break it down further. When you have knee surgery, is it a knee replacement? Is it something called "manipulation under anesthesia"? What specific things are they looking for? There's a good chance they'll dig that much deeper. So define the problem and talk about the symptoms. "If your legs don't move and you don't have a good range of motion, you may need to operate under anesthesia," etc. What you need to do next is to define what is causing the problem. In this case, what you want to do is create an emotional connection with them. In other words, you have empathy for who they are and what they want to achieve. The next thing your page should do is offer them a solution, your solution. The reason for the problem is, "You're not doing the right rehab, so we have a machine that helps you gradually move your leg farther and farther so you can avoid re-operation." Ultimately, you need a call to action , that is, pick up the phone, fill out a form, follow us on Facebook, whatever you want them to do. Blogging is a great way to cross these small niches. So let's talk about it, what is MUA? Let's say you don't want to put all this information on one page because it's too complicated. What is operation under anesthesia? So you can sit down and write a blog to define that particular thing. You can then use the blog to give them insight or do something quick and specific. But ultimately, you want to have a call to action, and that call to action is to visit a webpage dedicated to this issue. So please do more research. to know more information. Let's look at the problem, the symptoms, the solution, and the call-to-action there. So, this is what your website should be. It should be a series of well-defined landing pages. From there, once you have it, you can go back and build the home page and say, "If you have this, go to this page. If you have this, go to this page." Change these. final thoughts Think of your website one of two ways. You either need to give it a facelift or build a whole new site. So take a look at your website, determine what you need, take action on it, and then provide that website with information that will drive traffic to it and generate sales. I'd love to hear your thoughts on this. Comment below and share your thoughts, ideas or questions about presenting the concepts presented. Did you have to overcome any of the presented concepts? What worked and what didn't live up to expectations? Do you have any ideas or suggestions to share?