The Art of Online Business
Welcome to The Art of Online Business podcast, your go-to source for practical tips and strategies to boost profits and impact in your online business, WITHOUT the hustle.
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The Art of Online Business
Website Design Strategies That Convert Visitors Into Customers With Krissy Chin & Claire VanBemmelen
Krissy and Claire are back to share expert tips on making websites that work really well. They focus on the importance of strategy over design, explaining that your site should focus on what customers need rather than just looking attractive. Learn about common pitfalls like focusing too much on personal achievements, which might not appeal to the audience.
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They further explain the crucial balance between design and copy, emphasizing that while eye-catching visuals are important, it's the clear and compelling message that truly drives sales. Krissy and Claire also introduce their new service, "One Page Website in a Day," designed to help businesses quickly establish a compelling online presence affordably.
This episode is for anyone looking to improve their website and work well with partners, making it crucial for those aiming to enhance their online engagement and conversion rates!
Create or improve your website today: Get access to Krissy & Claire's "One Page Website in a Day" here!
Watch the previous episode on YouTube 'How Two Sisters Built a Successful Website Design Business Featuring Krissy Chin & Claire VanBemmelen'
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Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:
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Krissy and Claire's Links:
- Connect with Krissy and Claire on Instagram
- Take their Margarita Marketing Quiz today and discover your unique qualities that will help your website wow!
Welcome back to the Art of Online Business podcast, and you can see that I have guests Chrissy and Claire back with us, and in this episode, we're going to discuss approaching your website with strategy first, so that you can convert more website visitors into customers quickly. And I think, as a listener, this is really going to benefit you, because if you have a website like I do, you want it to be the most effective and convertingist website ever. So who are Chrissy and Claire? Well, they are Kajabi experts, but they're not just experts at Kajabi. They have built websites for tons of online entrepreneurs using Kajabi or ShowIt or WordPress or other platforms Like have you guys done Wix? I know you've done Squarespace.
Speaker 3:Yeah, I've known Wix before. Yeah.
Speaker 1:So you've done all those.
Speaker 3:Squarespace.
Speaker 1:yeah, right, and so after Chrissy say it again Shopify Shopify, too. How can I forget that platform? Okay, let me read the rest of the bio. After Chrissy and Claire leveraged their website though an automated funnel to enroll 4,000 people into their paid membership in just four months, chrissy and Claire knew they could make greater impact by helping ambitious entrepreneurs get their business online with a magnetic website and automated funnel to help them live out their purpose while still having time for the people and things they love.
Speaker 1:So between Chrissy's strategic wisdom, gift for messaging and love of sales and Claire's beautiful design and functional design might I add, skills, they are the perfect duo, and we talked about just how good of a duo they are in the previous episode, which is linked up in the show notes below.
Speaker 1:If you're curious about how a sister team works together and even some of the highs and lows that they've gone through as they have built their business and this iteration of it, please have a listen to that episode. But I can say their unique approach to how they build websites ensures it's not just a landing page but a place your people want to be and take action, and that, at least for me, is the kind of website I want to have A website that people like and want to take action because the website is set up right. Chrissy Claire, welcome back to the show. Yeah, thanks for having us. You're absolutely welcome. So, with the theme being website strategy first, so that you can actually convert, I want to know the biggest mistake that you see your clients have made, who are hiring you for a website makeover.
Speaker 2:Oh, that's a great question and twofold right, Because there's mistakes in the copy and mistakes in the design.
Speaker 2:One is not having clarity on really what they're doing, and so they actually we see this all the time just putting their website as, like their about me, go on a date with me, type of website. I would say. When people are beginning and we see their websites, that is the thing that most people are doing is they're really highlighting themselves and not their ideal customer, and so that is probably the most common mistake that I see people making in the actual content.
Speaker 1:Okay.
Speaker 2:Claire, I don't know if you have one for design.
Speaker 3:Overdesigning. I know that sounds like such a blanketed yeah what does that mean?
Speaker 3:Untangible thing. I think a lot of times people will start putting things quote unquote down on paper, start putting things quote unquote down on paper and it it's like they either have way too much detail in their pictures, way too many colors, all layered with all like text and different fonts, because they're trying to figure out what that, what that cohesive brand is, and so they just do it all. And I, you know Chrissy's all like her taglines are done is better than perfect. And what was the other one, chrissy, with action, action, clarity.
Speaker 3:For me, that action of just putting it all on paper is the clarity of like less is more right, like. That's what I usually start with less, you can always build on top of it. So I find that oftentimes it's over-designing and or not enough visual breaks on the page, just lots and lots of texts trying to you know word vomit everything that you do, everything that you offer, everything that it makes you credible for the thing that you provide, and never just giving them a break as they're scrolling to take in the thing that you're you're talking to them about. So, yeah, so when it comes with websites that like visual break, that negative space, that ability to break up text so that they stop. The scroll is one of the most important things in design.
Speaker 1:Break up text so that it stops the scroll. What's some of your favorite design elements, if we're talking about strategic design elements that help website visitors convert.
Speaker 3:Well, as far as visitors converting, that's different than my favorite design elements. Okay.
Speaker 1:Okay.
Speaker 3:As far as converting, I think that clear, visible buttons and direction as to where to go next and what to do next is the most important thing. And then, in order to help someone stop to read so that they have the opportunity to convert, there can be some great tools, depending on the platform. I, you know, I always appreciate of like a banner parallax or it's called. It's called a parallax, but it's like a background feature. I can show you, when we kind of maybe dive into your audit kind of, some examples.
Speaker 1:Oh, is that the thing where, like, the foreground moves and there'll be like a solid section, so to speak, and then that section is like almost scrolling up over a fixed, very tall background?
Speaker 3:Yeah, it just creates a little bit of a dynamic for that reader to pause and read the text. That's there. So maybe in you know, in a little bit I can pull up one of our sales pages and and and show your audience who can watch the video. It's just it, it just creates that. Stop action, whether it is movement to call out the thing you want to call out. Animation is also great, but that again, less is more. Use that sparingly. You don't want everything to be flying in or flipping around, really like in a moment where you want the viewer to just stop. That's when you would bring that in.
Speaker 1:Gotcha All right, so you're not bringing back the MySpace kind of websites.
Speaker 3:With the falling stars and the emo music in the background, retiring that I say I use those examples because that's exactly what I had on my life I think we all did.
Speaker 1:I think we well, I did not have falling stars, just to be clear but, and they weren't, they weren't pink minor? No, they were not. They were not pink. Do you remember way back in the day actually no, I think I'm quite a bit older than you guys. Do you remember that website called Hamster Dance?
Speaker 2:I mean vaguely.
Speaker 1:Of the internet. I don't know if I ever asked Jeans to show me that there's another old school name. Oh man, that website was a trip. It was just a bunch of dancing hamster sprites and they used to, and the song would play.
Speaker 3:Oh yeah, I remember that yeah.
Speaker 1:So you talk about strategy and I know that you mentioned, chrissy, ad copy. So so far we've talked about design. But what is it? Is it the design? Is it the copy that matters? Would you rather have? I mean, cause, claire, you're the designer I don't think you mentioned in the previous episode who really kind of spearheads the ad copy. But I really want to know, like if you had to pick an ugly website with great copy or a beautifully designed website with poor copy, which would it be? And I'm pushing you have to pick one.
Speaker 2:We're each going to pick the opposite, because I want that copy and that message, like I want that messaging to be good, but they just play such an equal role. But I'm going to go with messaging and copy because that's my zone of genius.
Speaker 3:Clayjo, I believe it was out. The podcast you did with on Badass is the New Black, where you said you have experienced or no. Maybe it was on our access to the experts. You said you've experienced horrible, horrible. Maybe it was on our access to the experts. You said you've experienced horrible, horrible design that has amazing conversion.
Speaker 1:Sales pages.
Speaker 3:yes, Sales pages and that really hit a chord because as a designer, I think that design is so important, but I think numbers also don't lie. And one of our peers, brad. He has a sales page that converts extremely well and on my end as a designer I would go in and definitely change things up, but it works for him, it translates really well and he gets really good conversions. So I actually am going to say copy yeah.
Speaker 2:Just think about it. If the messaging is not clear and your person is very confused because they don't know what you're providing, what to expect, where to go next, Like it's just they don't know what to do, they're not going to take any action. So there's not even an opportunity yet to you know, help, overcome, overcome that. So you definitely, and this is like in our formula we use the solid framework to do websites and the copy is technically the I in solid, irresistible copy. It comes before design. The copy informs the design. So if the copy is not there, then we're going to be lost and not take action.
Speaker 3:And just think about all of the ads you get hit with that. Are you know? On my Instagram ads you get hit with that, are you know? I, on my Instagram, I I get hit constantly with ads from companies for pushing the exact same product. But there's a bunch of different companies that do it, right? I don't know what that style of business is called, but you may know. But I start to I'm like I'll see that product to be like, oh, that's really cool. I'll go to the website and the copy isn't clear about what it is they're actually even pushing and what it is that they're trying to get me to buy. Because it's this like generic company, possibly in China. That is questionable at best, and the design can be amazing, but if I don't know exactly what it is that I'm about to possibly try to purchase, that's terrifying, like I'm going to get scammed, right? So you have to be really clear, honest and straightforward. The copy has to be good or it's. You're kind of in this dangerous zone gotcha random fact.
Speaker 1:Please refuse to segue because we're going to keep this train moving, but I did used to be a project manager at a company in china that made touch phone or touch touch screens for the iphone. Back in the day okay, part of my 12-year stint in china fun facts about Cuejo intermission. Fun facts about Cuejo intermission. All right, so, as I'm sharing screen and I allow my computer to share screen, all right, here it is what is going on, there it is.
Speaker 2:I want to make a little note before we dive in that. Just two things. One small businesses that have a website grow two times faster than those without.
Speaker 1:Whoa.
Speaker 3:So, yeah, oh, and I'm going to show you how we showcase that in a design.
Speaker 2:So that alone, like if you're listening and you don't have a website and you're like, but I don't know all the ins and outs and I'm not super clear on my offer yet or I don't have this freebie set up, don't wait, or I don't have this freebie set up, don't wait, and we'll get to being really simple to start. But small businesses with a website grow two times faster. Customers 70% of customers visit a website before they purchase. If you don't have one, you're already being left behind the other people that do. It's 2025, now right.
Speaker 2:Like, what business doesn't have a website and the amount of confidence that it brings to your business?
Speaker 2:We just hear this time and time again and people like I just want to feel more confident. I want to feel like a legit business owner. Websites do that and, yes, your website can improve over time and you know, if you do yours on your own without any support, it's. You know it's not going to be the best and that's okay, but like you can get better at it and so that's if that's also you where you're like, okay, yeah, I started a website because I know I need one and I wanted one, but I've never had support, either from a template or from someone giving me instruction or someone doing it for me. Likely. You're missing a lot of key pieces in the strategy of getting your business online and showcasing it, and so just want to put that out there, that this is a really important, critical part of your business, and to have a simple one, even before you have all of the answers to your business or multiple offers and things like that, it's really important.
Speaker 1:You know before we even talk about my website. Having said that, I feel like the listener needs to know about this new service that you guys have rolled out. Can you share a little bit about that, Because I feel, having worked with somebody on my website before, I feel like everyone needs and deserves a website that works and that's simple. Can you talk about what you were telling me about?
Speaker 2:Yeah, so it's called the one page website in a day. And this offer really came about because there were so many people that A we know every business needs a website. But then so you're like, okay, I need a website. People don't either have the confidence to get moving and write the copy Again, like maybe you're not a copywriter and you're like I just have no idea where to start, and so you just you don't right, you don't start. Or they think I need a seven to 10 page website and I don't have a five to $10,000 budget to have someone do it for me. And so you wait, and you wait and you wait, and that is really hindering your business growth and your confidence to put yourself out there. And so it was like you know what? You only need a page to start, a one pager that can highlight what your business is like, what your business is, who you're serving, what you have to offer and getting them to take that first step in the journey with you, whether it's just getting on your email list like I haven't figured out my offer completely, I'm just going to start growing my email list or you have an offer to sell and so you're highlighting that right, so that's part of the strategy is just understanding what's that one step you want them to do. But that was really how this offer came to be the one-page website in a day. So we can stop making excuses. So you don't have to be a copywriter, you don't have to know what to write.
Speaker 2:We've created these incredible AI prompts where you literally answer I think it's like five or seven questions about your business, and they don't even have to be super elaborate. You don't have to have all the answers. If you know who you're serving, what your offer is or could potentially be, and a few other answers about your business, ai will write your copy for you because of the prompts we've put in to instruct it to do so. 10, 15 minutes, you'll have website copy written, and then there's the design part, right? So we have to get the great copy first and then the design.
Speaker 2:How do we make it look incredible?
Speaker 2:Well, claire's pre-built these designs, pre-designed them for you to follow how we've instructed it to write the copy, and so it's already pre-designed and you can either update it with your existing brand colors or choose from one of 50 that she's handcrafted and selected, designed colors together to plug those in and just make some modifications and update that and so, literally in hours, you will have a professional website set up, ready to share with people. And also we had people coming to us like, oh, I booked this talk, or I'm speaking in this Facebook group, or I'm speaking at a conference and I have zero website to show them, and it's like can we just get a one pager? And it's like, yeah, absolutely so. It's like you have this one professional place that presents you as the professional that you are, the legit business owner that you are to start showcasing either an offer or growing your email list. And so that is, you know, the greatest place to start. If time and budget is not on your side, it is, you know, unequivocally, the best way to start.
Speaker 3:Yeah, and we have strategically designed it for growth. So each section, so you know, on this quote unquote one page. It's not just a landing page, it's a page with like, with anchor menus and a way for someone to click on services at the top and it brings them to the services section and it's a short synopsis of what they offer so that when they're ready to create a sales page for that service, you can then flip that and make that a link to that page. The about section is like this mini about, and when they're ready to build on their about and have their own about page, they can then link that section to the about page. So that page is designed for growth. But it's a great jumpstart when you don't have the capacity to build on all these other pages just yet.
Speaker 1:Sounds to me it's like the literal one pager that a website, like a website design dynamic duo, thinks you should have. If you can only have one page and you two are used to designing out, you know websites have multiple pages- and that to me sounds like a very worthwhile investment.
Speaker 1:So I'm linking that up in the show notes below and we're going to wrap this episode up with only the two things, strategically, that each of you would change. Looking at my homepage Selfishly, I get to benefit. The listener gets to see and maybe apply some of these strategies to their own page. I put a link in the private chat for you, by the way, so that you can just scroll around and talk about what you want to talk about, and I'll keep up with you by moving the visuals to wherever you're addressing.
Speaker 3:I'm, first of all, love your site. I just chuckled because it says choose your own ads venture. That's clever. Okay, Kristen, you want to go first?
Speaker 2:Oh gosh. Well, without having reviewed any of the copy, I mean just first and foremost what's at the very top here, or, if you scroll back up, love this very clear. You know, normally I wouldn't introduce the owner, but I think again, you guys have this unique dynamic where there's two of you, so it's kind of fun and your picture is going along with it. So I'm not X-ing that, but the main your strategic Facebook and Instagram ads partners very clear. If I'm literally reading the one sentence, I know what you do. You do ads for Facebook and Instagram. And then the second line, our sub headline usually adds a little bit more. Sometimes that could tell someone what type of person you're drawing in. So that business owner.
Speaker 2:But you've gone a different angle and I don't hate it. It's actually quite great. We'll bring you more leads, profits and sales. So you're going transformation focused here and so you're saying here's what we do ads and Instagram and here's what we're going to do for you. We're going to bring you more leads, profits and sales. So if I'm your visitor coming to here, it's very clear on what you do and the outcome you're trying to get. So if I'm not someone who's looking for more leads, profits and sales. I know I don't need to waste my time here, okay. So you've done an incredible job about being very clear, getting them excited about how you're going to help them, which makes them want to move down, and you've done that visual of the arrow Like, if, like. Basically, if you're liking this, keep moving down. I'm loving the top part already.
Speaker 1:Okay, what are you not loving so much?
Speaker 2:I mean so far. Again, like I've, I have hardly looked at it at all, but I like this. You know, which sounds most like you if you have sort of different avenues that you need people to take, like, for example, for hours done for you services or DIY, and we're actually going to update our website for this. It's sort of like highlighting those couple different things, because the messaging might need to be different for each one. It might be a very different client. So I like this part. And, of course, like Claire said, the copy, that ad venture.
Speaker 2:It's great to have in your voice and your branding, because you guys do ads and it fits well being careful about not being too clever to where it breaks the clearness, and so this, I think, again, you're doing it great here. I have a product and want to start. Before you decide to learn from us, let's make sure we're a great fit. Yeah, so I like that. You're kind of highlighting here the three options and you're highlighting your services up high and then you get into the about. So, again, I think you're doing a great job here. In terms of layout. This is how you know how hierarchy, how we have our one page website in a day, right, you're featuring your things and then a little bit about you, okay, or actually this is these are your connection points with them, right, what we know about you, right? So you're trying to connect more with the audience, so I haven't read the copy specifically.
Speaker 1:I mean, it's just basically saying yes, we're connecting, but also kind of calling out who we want to work with.
Speaker 2:Yeah, Yep, exactly, so you need that again. That's a big piece that most beginners are missing on their website. They're jumping straight to who they are and not like connecting with them what you should know about us. Okay, and so here now you're building credibility for yourself, right? So it's like if I'm a stranger and I don't know you, it's like, okay, but why are you two the perfect people? And so you've got this information in here. So, again, I think you're doing a great job. The text is short.
Speaker 1:Wow, I guess the website passes mustard. That is great.
Speaker 2:All right, this is exactly what you need. Let's scale your business with paid ads. Here's how it works. Okay, here, I love this section. It's very clear. If you're like okay, if you're still with me on this page, you're still following, you're still interested Let me show you how it works. And you've got it broken into three different steps, which makes it very clear, so it's not overwhelming. So someone knows exactly what to do breaking it down. And then there's one button start your journey.
Speaker 1:Cool.
Speaker 2:So loving that and then here. So this is similar to like us in terms of DIY or one-on-one. So, having these two different and really breaking them apart to describing that person. So love what you've done here, yeah.
Speaker 1:All right, all right, I'm feeling better about myself.
Speaker 2:Yeah, I love it. Now you've got testimonials in here.
Speaker 1:And I think I will add for the listener, like I didn't design this myself. I actually paid somebody, a sales copywriter, to look at my website and she happened to redo the page. Highly worth it to get the help of a specialist, even if you're like I'm not sure where the money would come from. You will benefit by hiring somebody who's good at what they're doing. Your business will benefit and it will speak. It will grow much more quickly and it could be taken like oh yeah, I'm just promoting the guests on this show, but no, I'm speaking from a person who has put my money exactly where my mouth is and hired somebody to work on my website and it shows.
Speaker 3:Do you want to hear my design feedback?
Speaker 1:Sure If you have the time. I want to be respectful of your time.
Speaker 3:Yeah, I will share my screen, so that.
Speaker 1:You can share your screen.
Speaker 2:I can tell that I mean I'm like, now that you've said I hired someone, I mean that's what I was sort of thinking. I was like either Quajo's really good at this or he hired someone to help him, because most people when they hand over a website, they did themselves. If it's not their zone of genius. It does not look like this. So it is very like you paid probably very good money for this. You got your money's worth here. They did a very good job being clear, being concise, taking them through, making what could feel like a very overwhelming topic very simplified, and I know exactly what to do. So that's a great start, and then Claire will add to the design.
Speaker 3:For your viewers that can see your site. I think one thing you did a really great job on this is what I was saying earlier. Where it's there's visual breaks, you're giving them bite-sized pieces and then telling them keep reading. I think you do an amazing job on your site. A lot of negative space around it so that people have the opportunity to digest in little, bite-sized pieces. One thing these arrows I thought that they were just saying like this is the path. So yeah, so think about that. These are buttons, these are links to go to the pages for each one of these adventures.
Speaker 3:So I would I would maybe think about making that button a real button Cause, cause I didn't. I didn't know until I scrolled over it that that was actually a place to go to. I thought that it was just oh okay, so I could be this, I could be this or I could be this. As far as the three different paths you can take, I didn't realize that that was necessarily an opportunity to take that to work more.
Speaker 3:And then, just a quick side note, they're cracking down on ADA compliance for the blind on websites. So something that is really beneficial and important and required in a lot of states is to make sure your buttons and your links are very clear about where they're going to go, because if you have an auto reader, that needs to be able to be communicated, so you do a really great job with learn more about us here, like they know that they're going to learn more about you. Right, start your ads journey. Like those buttons are great. That's all I really have for, like that top bit. Everything else feels, feels so great.
Speaker 3:And then this section here I would you, don't you? When I scroll through your entire site, it's the duo I see pictures of of you two throughout, but I don't see any pictures of you connecting with your audience. So I think that you are a great fit to diy or get coaching on your ads if we can give you one-on-one assistance. Having an image above that shows that work. Maybe it could be sock photo, but just a way to paint the visual picture of of that.
Speaker 3:The end user, your ideal client, is always really helpful on a page so that they have an opportunity to stop and be like oh, this, this, like this image looks like I'm working on it on my own, or this image looks like coaching. What are they about to tell me? So it stops them, so that they read the content that mirrors the visual.
Speaker 1:Gotcha.
Speaker 3:Okay, and then it's always nice to have faces of your testimonial people, if they consent and are okay with it. But having an image of your testimonials or who is speaking about you is always great to have too. Just a little more visual, though that would be my notes.
Speaker 1:Okay, cool. Well, thank you for that very concise Like. I agree, I like what you're saying. I will talk to my team and change it. Thank you for that. What's the last thing? We did this in the last episode, but let's say somebody was really busy and listening to this episode got the strategy, saw the website, even had some practical takeaways, which they did get, about what they could do to change their own website. What is the absolute one thing you would want somebody to remember and take away from their time with you today if they weren't able to follow up with you or go down to the link in the show notes below and learn anything more about you?
Speaker 2:For me it would just pick one thing, because I'm sure there was a long laundry list of things and that can create overwhelm and analysis, paralysis and all that. Pick one thing that you're like I could do this in the next week and then mark it in your calendar and do that one thing, just that one little baby step, like okay, I'm just going to fix the top part of my page right or something. So for me that's it. Just pick one thing, claire.
Speaker 3:Yeah, I mean, I was going to say just get started. So I think that aligns pretty well. I think we have a lot of people that and Chrissy spoke to this earlier that are resistant because it feels overwhelming, it feels daunting In true Nike form. Just do it, you know it's. It's that first step and, yeah, things get easier as you keep taking baby steps.
Speaker 1:Well, thank you for being so generous as to share your time with us so that me and the listener could get a lot better about being more strategic with our websites, and I really appreciate you being on the show Of course, so glad to be here and we cannot wait to connect with anyone out there that's listening right now.
Speaker 2:Like, please connect with us. Send us your messages, like we love communicating on Instagram and the DMs and having conversations back and forth, and whether you want us to just peek at your website and give you a little tip, like we're here for it.
Speaker 1:Right on. That link is going to be, or it is in the show notes below. Right on. That link is in the show notes below. And until the next time you see me or hear from me, take care, be blessed and we'll see you in the next one.
Speaker 3:Adios, bye.
