I look at websites every day, and a question I always ask is, "Is your website actually an asset?" Or is it just there, collecting digital dust?
This is a crucial question for any business owner.
When I read Rich Dad, Poor Dad by Robert Kiyosaki, it made me think about how to use my design skills to create true assets—things that generate income. That’s how I see websites: one of the most powerful marketing tools a business can have, but only if used the right way.
A World of Opportunity
Your website is your opportunity to tell your story and connect with your audience. Whether you're running an e-commerce site or a service-based business, your website is your most important tool for growth. It's the hub where customers can find everything about you, read your reviews, and most importantly, build trust.
Tip: Include recent testimonials and social proof on your website. Photos of real customers (especially happy, smiling ones) go a long way in building trust. Testimonials that clearly explain what you do and what it’s like to work with you help potential customers understand your value.
You Have Half a Second
Studies show that it takes just half a second for someone to decide if they like your website. If your site isn’t professional, functional, and user-friendly, visitors won’t stick around. The messaging on your homepage should immediately grab attention, and your website’s design should reflect the quality of your business.
Tip: If you’re building your website yourself and aren’t tech-savvy, simplicity is key. Keep the layout clean, the text concise, and make sure you’re addressing your audience’s pain points. Visitors tend to scan websites rather than read long paragraphs, so offer short, punchy information.
If you’re working with a web designer, make sure they understand your brand, your customers, and your goals. Their design strategy should be based on these factors, as this will determine how successful your website is at converting visitors into customers.
Making Your Website an Asset
So, how do you turn your website into a revenue-generating asset?
Your website should guide visitors through a sales funnel, providing all the information they need to hire you or make a purchase. Every page should subtly encourage users to take action, whether that’s booking a service, making a purchase, or signing up for a newsletter.
I like to think of website content in terms of logos, pathos, and ethos:
Logos appeals to reason, building logical arguments.
Ethos appeals to your authority, making visitors more likely to trust you.
Pathos appeals to emotions, making visitors feel a connection to your business.
Think of your website as a salesperson working 24/7. It should address the pain points of your customers, explain why you're the best solution, and offer a clear path to conversion.
For instance, if you're a plumber, why should someone hire you instead of another plumber down the road? Is it your reliability, your fast response time, or your friendly service? Whatever it is, your website should clearly communicate it.