Focusing so much time on a) having a website, and b) making it pretty is a time suck.
It just is.
Designers don’t want you to know this. (They probably don’t know it themselves.)
Coders are pissed at me now too. (I’m taking food off their table.)
And every friend I made while working at Google wants my head on a stake.
Once I hit send, there will be a mob outside my door waiting to rip me apart.
Not a fun, Simpsons episode mob either.
As you read this sentence, my Mom is crying over my corpse.
It’s a Shakespearean sight in once civil and peaceful Saratoga Springs.
So before I utter my last words, let me speak the truth with you…
…assuming you’re still here reading.
What matters most in business is you, the relationship you have with your customers/clients, and the results you consistently provide.
In that specific order too.
That’s it!
A website isn’t part of the equation. Ever.
Yet businesses invest so much time on them.
Building sites haphazardly. Hiring designers to make them attractive. Making backend changes with coders. All the while never seeing the return on that investment of time, money and energy.
Yup!
How’s that working for them?
It’s not.
They’re focused on “looking cool” instead of “being cool,” and more important, being ready for their next best customer passing by.
They’re caught up in the distraction of what business work looks like from the outside. They see businesses they like with sexy sites, so they follow suit and do the same.
What they don’t see is that these businesses focused on their branding image as a final design choice, an accessory to their overall work and message.
Even Apple fanatics have to acknowledge this. Apple products existed well before the name and design element that designer, Paul Rand helped establish.
That’s how aesthetic design works.
As busy coaches, experts and leaders we aren’t trying to put makeup on a pig, we want to take care of our bottomline and provide our best work first.
Instead of the site we’re focused on the choices that bring in new work, empower our customers, and put money in our pockets.
Website design doesn’t do that. It’s a distraction. “Busywork.”
It makes you feel good that you’re “making something” and doing what you think all entrepreneurs do.
After all it takes time and energy, so you’re being productive with each nuanced decision you make about color, fonts, shadows and sizing.
You’re putting in that sweat equity the pros talk about right.
That’s all wrong though. The true professionals will tell you, time and time again. I’m one of them.
If you don’t believe us, your customers will tell you too.
People who want to work with you aren’t worried about your site. They care about the results only you can promise and guarantee.
At most they care about your portfolio as proof you can do what you say you can do.
Every day people are managing their business growth without a site.
They do clever things like:
– Work through Facebook and host private groups where they can talk directly with their audience.
– Build an email list, and link to the opt-in page via guest posts and social media. Then sell directly to their best customers with each message.
– Live on social media apps like Pinterest, Periscope, Youtube and the like, and post contact information where you can reach them directly to do business.
The reason they can get away with that?
They realized their best resource is themselves, not some pretty site.
That they need to do what they do best, and build relationships with people first, to grow their reach. So they creatively use the immediate tools at their disposal to make it happen.
So what’s the point?
You already have your site, and business is good.
The lesson, don’t put so much emphasis on what you think you need. In most cases, you won’t need it at all.
If you ever want to double check, you can ask me.
Really though, customers will tell you upfront. Either with their business or their lack of it.
Still don’t believe?
Let me ask you this: **Have you ever been to my site**?
How are you on this list then?
This isn’t The Matrix. Don’t worry. I cleverly led you here without using a domain name. I have a site, reply back if you know where it is… most don’t because it’s irrelevant… for now.
Focus on what matters in business– relationships. Nothing more. Nothing less.
At every stage remember that, and you’ll never waste your resources, most of all your beautiful ingenuity.
Here’s a handy list of other things you can stop fretting over this season:
– A fancy portfolio – A business email address – PayPal – A business bank account / credit cards – An “About” biography – Press kits – Invoice templates – Logos – Search engine optimization – Updating your LinkedIn / Facebook / Twitter – Signing up for business newsletters or industry blogs Blogging – Registering a DBA (Doing Business As) name – An EIN (Employee Identification Number) – Business cards – Incorporation or an LLC. – A website, hosting, domains – Office supplies – Designed materials (reports, stationery, mail) – Printers, fax machines, scanners – An email byline / signature – A brand / mission statement – A business phone number –
If you already have these. Fine. No stress. The money is spent, the project complete. No going back.
Moving forward, you’ll start focusing on the truly relevant things.
Mainly the priorities: doing something worthwhile to empower your best customers and make sure they’re aware you exist.
Put your best energy to making those 2 things clear, and consistently improve your methods.
As you grow, and earn more, you’ll happily invest in the above list.
Now that you know what not to do, let’s talk more about what you can be doing in the next 14 days via email to really grow your business like the true professionals.
I have a new setup. Take this [2 minute survey](embedded link) and let me know where you are in your business today.
If I can help, I’ll message you with a tailored tip to help you transform your inbox into a bank.
Be well,
Max!
P.S. I have a site, but I earn more money through my list than I do my site.
If you want to do the same, let’s step your email game up this January. [Take my survey now](embed link).