Pinpointing my niche: Consultants, Authors, Speakers
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In recent weeks, I’ve been thinking seriously about the type of person I can best support with custom website design.
Firstly, I got honest about the type of work I love to do. And secondly, I took a step back and attempted to classify the driving reason for a website.
Why do you (really) want a website?
My clients come to me for one of three reasons. I’m listing them in reverse order of why I need a new website prompts them to get in touch with me.
Which of these is most applicable for you?
3. You have a passion project…
…possibly your first and only book, and you want a beautiful, professional online presence to boost both your credibility and how your work is perceived. You understand you might not make all of your money back, but this is an important project for you and you’re determined to put your best foot forward.
2. You have a cause, or a calling, and you want to build community
You might not be looking at the financial side just yet, but in the future, you probably will. You know it’s a long game, and a strong website that can grow with your needs is an important part of your plan. You’re starting as you mean to go on, investing in professional expertise for professional results.
1. You have a business, and your website is there to help you make money
Your website needs to work hard to help you book more and better clients, or encourage readers to buy one of your (many?) books. Yes, you want to be professional. Yes, you want to build authority and trust. But your website also needs to earn its keep, by paying for itself many times over.
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I work with all three of these scenarios, and I’m happy to do so.
However, let’s be honest.
When my clients come to me, ready to invest several thousand dollars in a top-quality, SEO optimized, mobile-responsive, custom website, most are looking for a return on their investment.
(And, frankly, I feel more comfortable sending you an invoice for my expertise and services, when I know you’re going to make your money back.)
This summer, I ran into a minor health problem. Happily, it’s nothing more sinister than a damaged shoulder that needs time (and some Mary-Poppins-style exercises involving a golf umbrella) to heal. But I admit, it set my thoughts in motion about the time I have left on this planet, the portion of it when I’ll be able to work, and what I want the impact of that work to be.
The outcome of that reflective process is that I will provide website strategy consulting, plus 1:1 custom website design services, for a relatively small number of clients each year. And I want to paid fairly for the 20+ years of expertise and wide skillset that I bring to your project.
(Interestingly, this goes against the trend in other businesses in recent years, to move away from 1:1 work in favor of group programs, courses, and memberships. If you’ve been around here for a while, you’ll know I’ve tested some of these business models. And without going into detail here, they’re not for me in this season of my life.)
Me? I want to work with you 1:1, where your business needs are my top priority for the duration of our project. I plan to “hit it out of the park” (as those in my adopted homeland like to say) and give you not only whip-smart website strategy, but tenacious implementation, to get you the best possible outcome in an efficient, streamlined, focused process. I will not be undercharging to win the work, or “productizing” my service to offer cookie-cutter solutions, then rushing to finish your website or cutting corners.
My process — and pricing — is aligned for a high quality result that both you and I will be proud of.
And my dedicated time does not come cheap.
Will you see ROI from working with me?
So, if the most likely scenario is that you’re looking for a return on your investment, and the cost of my work reflects my expertise and your VIP status while we work together, this means some types of business owners are more likely to see ROI from hiring me, than others.
Ideally, just one or two extra client bookings or speaking engagements, should allow you to earn back what you invest in your website. Allowing for the fact that you’ll need to actually deliver the work that you win, my aim is that you’ll make back your money in just a few months. Less, probably, if you’re currently undercharging, and the website work we do together sets you up to raise your prices.
This means that when you win a client, they’re typically worth four figures to you. And that means it’s likely you’re already established with a consulting, speaking, or coaching business. If you found your way to me, there’s a strong chance you’ve written a book as well, but book sales are unlikely to be your primary source of income. Instead, your book is your business card, conversation starter, or opens doors for you to speak, build trust, or demonstrate thought leadership.
It feels like it’s time for a Venn diagram, yes?
Here’s how I’m pinpointing my niche, and whom I am best placed to support:
If you’re a consultant or professional speaker, then my skills and experience are an excellent match for your needs. I know exactly what needs to go on your website to get you booked by the right clients, at premium fees.
If you’re a nonfiction author with another income stream(s), then you are also well placed to make a return on your investment from working with me. I’ve spent over a decade getting good at book marketing, both for myself, and for others.
And if you see yourself in any of the overlapping parts of this diagram, then we’re an even better match!
And while I love a good diagram, my portfolio is an even better way for you to see other clients I’ve helped.
Would you like me to plan, design, and build your Squarespace website?
If you’re ready to discuss a professional, strategically designed website, then I’d love to chat. After careful preparation together, I’ll design, build and launch your site in just 2-3 weeks. Learn more about working with me, and then schedule a complimentary conversation.
