The Accountant's Guide to a Website That Sells

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Hi everyone. Welcome to another live stream. We're gonna get going in just a couple seconds. Just popping on to say hi and hello to everybody who's here early. Let me know if you're new, if this is your first time, let me know in the comments, let me know where you're from, all that good stuff or what you're hoping to learn. I will apologize in advance. It is cold and flu season unfortunately in the UK at the minute, so I'm a bit coffee sore throaty. So if I'm a little bit quiet or I have to keep having a drink, I'm gonna power through because the show must go on.

But just an FYI. So thank you for your patience with me today.

Today's live stream, today's session, we are looking at how to build a website that sells. So really I'm going to be going through 10 different.

Essential elements that you want to be including on your website or doing to your website to make sure that it is performing at the optimal level. But before we get into all of that, I have a couple of announcements that I would like to go through. So let me bring up my slides. So for anybody who hasn't been with us before, get rid of that. For anybody who hasn't been with us before, we work with an organization called B1G1 and I've just popped a link into the chat. What this collaboration allows us to do is whenever you guys turn up live to one of our events, it allows us to make A charitable donation on your behalf that comes from our bank account, but you guys get to make the decision on where it goes to. So if you click the link right now, or if you're very quick and you scan the QR code with your phone and go to the website there, you can choose where you would like your donation to go to. It comes from us, but it's as a thank you for you guys being here on one of our live sessions. So thank you for being here because it allows us to give back.

A couple of other things to let you know about, to make you aware of. So a lot of our sessions we got are kind of around AI and chat GBT for the accounting profession. So we do have a lot of resources around that if you are interested in learning more about chat GPT for the accounting profession. So on the screen right now and in the chat box, I've just popped the two links for the two different chat GBT ebooks that we have, the guides. So the one on the left is, I think, goes through six different practical use cases. So ways that you could be using ChatGPT in your accounting firm. So it's a good sort of starting point point, and it's a free, free guide. You just go and grab that using the link. And then the one on the right was a deeper research task that we did. Kind of looking more into the future of the bookkeeping and the accounting industry. As bookkeeping becomes more automated and AI, what kind of things can we do to stay on top and to continue to thrive and stay relevant and competitive in a changing landscape where bookkeeping is becoming more automated and more, you know, less of a task that we need to be doing, less time consuming. So those two ebooks, if you want to go and check those out, we also do have a introductory course, a beginner's mini course that you can go and grab. And that is about two hours of training that to get you started with ChatGPT. So if you've never looked at it before, you really don't really know what chatbot and these different AI tools are all about. That might be a good starting position for you to go and check out.

And the link is in the chat for that. And then we also have a free community which you are welcome to join and be a part of. In this free community, we share, everybody shares, you know, things that are working for them, prompts that they're using, questions that they have as well. And myself and Mark and a lot of other people from our academy are all in there. Sharing their top stuff. All of our free resources and our best AI stuff is in there. And the crazy thing about that community is it's completely free. But we also do have some training in there. So if you engage in the community, that's if you leave comments, if you like people's stuff, if you ask questions, you just just generally chat amongst yourselves in there. That earns you points, which levels you up, which you can then access the training that is in there as well. So it's still free. All you have to do is just get involved. Okay, so that is the AI community and the link is in the chat for you there now as well. And then just finally as well, we also have the AI Academy. If you did want to go above and beyond that is where we give that all our top training. I do live training every month. We have other live streams, we have other courses in there around all sorts of stuff. Privacy, security, prompt engineering, custom DPTs, making chat to easy projects, etc.

Etc.

And we're always adding new content in there as well. So if you wanted to check that out, you can do so the link is in the chat right now. And then just one more is we have a date for your diaries and I have a link for you here as well. Next week we are running the future Proof your practice event. We've run this once before last year we run it once a year and in this event we are covering a lot of key areas such as.

Pricing, advisory, marketing and AI and how AI incorporates into all of those to help you improve on each of those areas in your business. We've got seven people speaking, I believe so Mark and myself as well as a lot of our other Academy trainers and members who have been through the academy. They've applied all of this knowledge, the pricing stuff, the they've built their advisory packages, they've done all of this stuff and they're now running amazing accounting firms. So if you interested in joining that event, it's totally free, you can grab your ticket now. We will be running it for. It's on Wednesday and Thursday next week. Sorry, that's a total lie. It's this week, it's on the 22nd and the 23rd, so make sure you grab your ticket now and then you will get an email with the link to join and all of that information. It's this week. So just put that date in your diary and join us there for I think it's around six hours worth of training, all completely free.

Free.

Make sure you're there. Okay.

So that Is it for the announcements, we can now go ahead and get stuck in with today's session. So what we are learning today is how to build a website that sells, how to build a website that works. Okay, so I'm going to talk to you about 10 different essential elements that you want to include in a high performing website. And this is going to refer to if you're building a website from scratch or if you are just wanting to update a website that you currently have as well. It applies to both scenarios and we're going to look at for several of these points, how we can utilize AI and ChatGPT to apply those techniques and the, and the elements across those so that we are optimizing our website with minimal efforts but maximum results. So 10 essential elements of a high performing website. Now, the first one is probably the most important one and it's the one I talk about all the time. And this is about defining your ideal client. So make sure your website has an ideal client focus.

So we need to know who we are targeting so that you can tailor the language of your page and the services that you offer to those specific people. Okay, so I'll hop out of it. We need to understand who we are trying to reach with our marketing, because our website is marketing. We need to understand who we're trying to reach so that the wording that we put on there and, and the services that we offer on there and, you know, whatever else things we do, if we have videos or extra content on there, all of that stuff needs to be geared around attracting the kind of person that we particularly want to be working with. So I have had a lot of people say to me before and I've worked with people on their websites and on their marketing strategies and I have seen a lot of reluctance for people to niche or to choose a particular industry or choose a particular, you know, narrow and defined area that they want to work with. And people have this belief, which is a logical belief, but it's a misguided belief that if I niche and I reduce the amount of people that I work with, because I say, okay, I only want to work with this industry, or I only want to work with startups, startups, or I only want to work with female entrepreneurs or what, whatever it might be when we, we have this belief that when we niche, we're actually going to reduce the amount of people that we can work with. But what happens is you might see a reduction in the physical number of people that you can potentially work with. Sure. But those people that you do put yourself in front of are more likely to convert. They're more likely to be good clients that don't complain, that really appreciate the work that you do. And they are more likely to be clients that would pay a high price to work with you because they understand and they appreciate the value in your experience and specific knowledge of their circumstances in their industry, their particular situation. So having an ideal client focus is the first thing that you can do to improve your website to make sure that all of the wording and the language on there is directly targeting the people that you want to reach. That's going to mean that they're going to convert better. They're more likely to stay on your website for longer, to engage with it, to click the buttons, to book an appointment, to do whatever it is you're trying to get them to do on your website. They're more likely to do those things because you're bringing the right people to the website and in the same breath, you're repelling the people that you don't want to work with. Okay, so, you know, if, if you really have decided that you don't really like working with people in the construction industry because there's a lot of different stuff to do with that task that, that particular job that you don't really like doing then creating an industry, but you do like working with restaurants, for example, then the people who land on your website who have a construction business, this, when they see that it's we work with restaurants, they're gonna bounce and they're gonna leave. Okay, so, so we're, we're bringing in the people that we do want to work with, but we're also repelling the people that we don't want to work with at the same time. Okay. So having that ideal client focus is really, really important. So I do have.

I do have an example client profile that I just have here ready. This is my ideal client profile that I use for demonstrations. It's around a, a nomadic tax solutions. It's called Nomad Tax Solutions. So it's around an accounting firm that specializes in tax planning for digital entrepreneurs and nomadic entrepreneurs. This is my example. And in here I have a lot of detail and a lot of information about what that kind of client is interested in. So first of all, I'm telling it what we offer, but then the problems that we solve and what makes us unique. I then have information on the demographic I'm trying to attract, so the age, the gender, the location, the income range, and the education level. I then have more Information on what their core values and beliefs might be, their biggest challenges and pain points, short term and long term goals, lifestyle, what motivates them to take action, what objections might they have before purchasing something, their buying behaviors. So what kind of things are they searching for on Google? This is particularly an interesting thing that you need to know because when you can understand what they're searching for on Google, we can optimize for that on our website and make sure that our website will appear when they type that thing into Google. So we'll look at that a little bit later as well. What kind of content are they engaging with, what is their preferred communication style and what other kind of influence things influence their purchasing decisions.

And then the various other information in here as well. So I've got current client insights, I've got branding and messaging, refinement and targeting. So this is looking at industries, brand influences, preferred payment methods, all of these kind of stuff. So I've got a lot of information here in my client profile that I thought I would just quickly show you that first because what I've done for today's session, excuse me, is I have built a project and in that project I have uploaded that client profile and also a writing style guide so that the within the project Chat GPT knows how I want it to write things so that when I now start my project where I'm going to be creating my website basically from scratch using Chat gbt, it has that knowledge preset in there which simplifies a lot of the prompts that I need to use. So rather than using a really complicated prompt, I can give it this. Com, this really detailed context behind the scenes and then my prompts can be fairly simple because it already has that information. So, so I created that ideal client profile using a custom GPT which is in available in the AI academy. So let's see what it does.

With that copy by drafting a. Let's see what it does using the ideal client profile and how it creates that copy using that. So let me just bring this prompt up.

Okay, I'm going to zoom in a couple times as well, so hopefully it can be seen because I know people previously have said that the screen can be a bit blurry. If it is, just let me know and I'll see if I can zoom in anymore more so because in this project I have already added my ideal client profile and my writing style guide, the prompt that I give it can be fairly simplistic and I also like to keep these simplistic just to demonstrate the power of ChatGPT. Even with a basic level of knowledge, you can create prompts that go into a lot more detail, give it a lot more information about how you want the website to be structured and, and all of that. You know, I want it to have this headline and this, I want it to hit these points. I want it to be written in this style. Okay? But just for the simplicity of this, one is the prompt. I'm creating a website for my business. In your files, you have my ideal client profile and my writing style guide. Using these documents and your and your knowledge of the best website practices, can you create compelling and engaging wording for the homepage of my website?

So here's what it's come up with. Because it has that information that I like to work with digital nomadic entrepreneurs and that's my audience, it's now created a website for me that uses language that will apply to those people and that will attract those people. So first of all, the headline. Keep more of what you earn wherever you roam. Tax compliance and bookkeeping solutions built for digital nomads, ads, remote entrepreneurs and global professionals who value freedom, flexibility and financial confidence. So that is a lot better and a lot more specific than something like we do accounting for all businesses, big and small. Okay, If I'm a nomadic entrepreneur, I'm somebody that travels around a lot and I have very specific requirements and very specific things that I deal with in my business and I land on the website that says we deal with all businesses, big and small, there's nothing in there that speaks directly to me. Whereas when I land on this one that says we work with digital nomads and remote entrepreneurs, people who value fleet, freedom, flexibility and financial confidence. I'm going to read that and I'm going to say, brilliant. This is what I've been looking for. So the person that does land on your website, that is your ideal client profile, is going to be more likely to convert when you have this level of context in there. So we've also got a section here on the pain point. So I don't believe that this section one pain point is you would put on the website. This is just chatgpt giving you the sections. So you didn't start your business to stress about taxes. You built it for freedom to work from anywhere, live life on your terms and never worry about where your next flight or tax bill is coming from. But here's the thing. When your life crosses borders, so do your tax obligations. And that means double taxation risks, confusing residency rules, and accountants who just don't get the Nomad lifestyle. Sound familiar? Okay, so this is also pulling through from my writing style guide as well. So I've uploaded the Idle client profile and the writing style guide and that gives it some information on how I would like it to phrase certain things. You know, I want this kind of length, I use these particular phrases or I use this copyright is kind of style or approach. I have this tone, I have this.

Structure. And all of that information is in my writing style guide as well. So utilizing those two documents, which are things that you should probably create and just save and add to your desktop so that you can always click and drag them into anything you do on ChatGPT.

Using those two documents, it's created some pretty decent website wording for me here. So it's got what we do, some information there, who we help.

Excuse me, and why, why they should work with Nomad Tax Solutions. We've got some social proof in there. Now that's placeholder stuff because it's not going to make that up for you. So you need to add your own and then some calls to action as well. So that's a good, really, really good starting point. Just by having my ideal client profile which I should already have ready. And then just so you're aware as well, let me just show you how you add that to the project. So I've created this project just for today's session and what I would do is I would build that project. And something that is a more recent update as well is if you create a new project and you click the settings cognitive, you can choose whether you want the memory of ChatGPT to apply to everything outside of your chats, or do you want it to work specifically with project only memories. So everything I put in this project, it's going to read all of the, the chats and stuff amongst that project to apply its knowledge to the next conversation that you have within that project. That makes sense. So it's very specific and it means if I'm having several different conversations within that project, it's going to remember everything we've talked about. So I did that and I created the project only version. So if you are building your website from scratch or you're updating your website, you might like to do that and create a new project that is a project only memory version. And then you can do all these kind of prompts in there and you've got it all together in a nice, nice place as well. So creating your ideal client profile is the first step. Now that is going to help with all of the other steps from today. So the next step is to have a clear headline message. So this could be the headline and the subhead. It's basically what is the first bit of information that we see on that page? When somebody lands on your website, what do they see above the fold? So there's this phrase that we use above the fold, and I think it refers back to days of newspapers. If anyone still reads a physical newspaper where it would be folded and you would have to, what, what would you see before you unfolded the newspaper? And the thing that you see on that displayed bit is the bit that grabs the attention. So the bit at your top, top of your website, before anybody scrolls down the page, the first thing they see has the, the job and the, the work, the heavy lifting work of grabbing somebody's attention and maintaining that attention and getting them interested. So what they see first is really important. We need to give them a good title and a good headline and subhead, and we want that headline and subhead to.

Address the audience. Okay? So if we have that ideal client that we know we work with.

So in that case, my case that I have is digital nomads, we want to specifically address them right up there at the front so that they can see this website is for you. Okay? So you need to address who you help, who you serve, why.

What you do to help them, and why that matters to them. What, why is it important that you help them in that way? What results can you get? What value are they gonna get from that? So it's essentially kind of like a value proposition that you're doing right at the start. You're saying, this is who we help, this is how we help you, and this is why that's going to be of benefit to you. We're putting all of that in the first and second sentence. So a headline and a subhead, and that might be, you know, the, the headline and subhead together might be 20 to 30 words. So it's not a lot, but it's the first thing that we see up at the front.

So we can use ChatGPT to help us create that.

So let's have a look at that clear headline message.

So because it already has my ideal client profile in there, it knows who I'm trying to reach. I can be very basic with the prompt that I give it. Of course, if you don't have an ideal client profile, I recommend that you do that first anyway. But if you don't and you still want to try this prompt, you just add that extra information into your prompt. So you would just say I work with this audience, I'm trying to attract this audience. Can you create me headlines for that audience? But because it already has that information, I don't have to add that to my prompt. So help me draft a headline, message, a heading and subhead for my website to attract my ideal client profile. And I do often just put in brackets, this is in your profile project files or check your project files for this just to make sure that it does go and check it before it gives you its answer. It should powerfully and engagingly capture who we help, what we do and why it matters to them. So I've given it a little bit of what I want it to include in there. So it's given me a couple of options that I can now choose from. So my first one, and this is for my Digital Nomad business.

Freedom meets Financial Clarity. And then the subhead here, Stay global, compliant and strict stress free. We help digital nomads legalize, legally minimize taxes, manage bookkeeping and structure smarter businesses. So that's the what we do.

We who we help is the we help digital nomads. What we do is legally minimize taxes, manage bookkeeping and structure smart businesses. Why it matters so you keep more of what you earn while living life on your terms. So that's the framework for that, that first bit and that's going to go right up at the top of our website. The first thing that they see. Option two, keep traveling. We'll handle the taxes from Bali to Barcelona. We take the guesswork out of international taxes, compliance and bookkeeping, giving you the confidence and freedom to focus on your next big move, not your next tax bill. So why it matters, you're focusing on where you're going or you're moving, you're traveling your business, not the tax bill. Okay. It's relieving stress.

Option three, the tax partner for global Entrepreneurs. So in that headline, we're calling out the audience that we're trying to attract global entrepreneurs. We're also telling them in within that headline as well what we're doing. We're, we're a tax partner. That's also maybe kind of telling why it matters as well. Because we're your partner, you know, we're going to do that for you. We're going to work with you. You know, it's, it's, it's bringing somebody into your business that's going to help. So at a stretch it does it in the, in the headline all entirely. But that's a really Good one. The tax partner for global entrepreneurs is a very professional one as well. Whereas the other ones were a little bit more conversational or a little bit more, you know, playful freedom meets financial clarity. Whereas this one is the tax partner for global entrepreneurs. Entrepreneurs that's a bit more professional. So it's given me a range of different ones that I might like to go for. The snowped for that one. You've built a business with without borders. Now build a financial strategy to match. We help remote founders and freelancers cut tax bills, stay compliant and grow wealth anywhere in the world. Okay, so three great options. If I don't like any of those options, I can just go to ChatGPT at the bottom here and say, give me five more or give me a couple more. You can give it some guidance as well and say, can you give me a couple more with this kind of feel or this kind of tone? But that's a couple of good introductory ones that I can go with. Okay, for the, the headline for my. For my website. So there we go. Clear headline message.

Next up, we have authority position. So this is about.

Positioning yourself as the expert on your website so that when people land on your website, they are immediately understanding the expertise that you have and that you are the person that they need to be going to, to help that you are credible. You know, you're not some randomer. You, you've got knowledge, you've got experience, you've got qualifications. Okay, so this is stuff that we want to be including on our website. We want to put our qualifications, if you have any awards, put those on there. The, the kind of experience that you have. Now I will say if you're doing something like an About Me page, it's more powerful for you to use a storytelling arc there to sort of say, I noticed this problem or this problem was affecting me in some way. I did these things or set up this business to address these problems. And these are the results that we're having with that. So that framework is what you want to be putting on your About Me page to help position that authority and to show that expertise. That really is where that comes through. So putting your qualifications in your award, making sure that About Me section is the About Me section where you want to talk about yourself. Really you don't want to be doing that. You want to be talking about.

Talk about why your story is important to them. Why is your story important to them, how are they going to benefit from it? And everything around your website wants to be addressing them. Their pain points, their Challenges, the things that are going to value and benefit them, what results are they going to get? We want it all to be focused around that, them. So even the section where you're talking about me, you're saying I have this experience, which is why that's going to benefit you. Okay, so that's why we're always pulling that back to that, with that authority positioning. So if you have qualifications and awards, put those on there. If you have worked with any kind of recognizable brand or business or company, put that on there. Put their logo on there. Just to say that you, you know, work in collaboration with, with if you have content that you want to share. So that's blogs, that's video tutorials, you know, anything like that, you have a guide or a lead magnet, which is one that I'm going to talk about in a second as well. Put that on there, put that on your website and, and, and use all of that to build up your positioning as the expert because that's going to make you a more attractive option to work with as their account accounting professional. Okay, so authority positioning is number three, number four. And this is one that I actually really like and I don't see it talked about very much, but I do think it's a really powerful one. So this is having FAQs on your website. So this is frequently asked questions. So it kind of ties in a little bit to the one we've just done, the authority positioning. I think it's really important that you have frequently asked questions on your website and that's going to cover both questions around your service. So, so people landing on your website, they're going to ask things like what services do you do, you know, what, what do the meetings look like? What, what, what are the prices going to be? And we can find ways to answer those ones, but we also want to be answering on there common pain point and burning questions that you know, your ideal client have. So, so it shows that you have the specific knowledge to help them by answering a question that you know they have. And it also shows, it also kind of acts as this. You know, if I come to somebody's website and I have a question and I see that, that that question is listed on there, it makes me feel like I'm not alone in asking that question because they've got it on here as something that's obviously a common issue and a common problem and something that they deal with a lot. So it shows that you understand their problems and you understand how to deal with them because you can give them a very quick answer. It's also really, really useful this for search engine optimization because if somebody is going to Google and typing that in as a question.

Your response is going to come up into their searches because you have answered that question. So it works really well. Well for SEO purposes as well. Another point as well is that people don't buy when they're confused. So you want to give people as much clarity as you possibly can around what you do, your service, how that's going to play out. You know all of the information that you can give them, give them as much as possible on your website as you can. And that's going to help them be a bit more confident when, when it comes to booking an appointment with you or choosing to work with you because they have all of the information that they could possibly need. So let's look at how ChatGPT is going to help us to create those FAQs.

So I do think this is a really powerful thing to have somewhere on your website.

This one. So again, I have already uploaded my I your client profile and within that it has a of lot of information about the pain points, what kind of things they might be searching for, the challenges that they have, and therefore it's already kind of got some information on what questions might be being asked.

But you can also use ChatGPT to do extra research on that as well. So if you have a vague idea of what your ideal client, ideal client wants to be, or you've got a vague idea of what niche maybe you might want to go into into, you can go to ChatGPT and ask it to do research on that particular industry or that particular section and say what kind of things might these people struggle with? Give me some suggestions of what kind of things that they might want to know so you can get it to do that research as well.

And I've kind of got it to do that as part of this prompt here as well. So when people visit my website they might have have some standard questions both to do with my service, but also general inquiries about their taxes and business situation. Can you research the kind of things my ideal client might ask, which it already knows because it's in I've already uploaded that file and then create 20 FAQs with keyword heavy questions and answers to address those quick pain points and fixes that we can offer? So, so this works really well with your SEO and improving your searchability of your website. Because what we're going to do with this is it's going to build into its Answers common phrases that people are looking for. So the first ones here are some service related questions. What makes nomad tax solutions different from other accountants? Okay, we, and it's highlighted in bold the wording and phrases that would be the keywords that you would be boosting for. So we specialize exclusively in tax and bookkeeping for digital nomads and remote entrepreneurs. So you've addressed the people in there. That means we understand the challenges of managing taxes while traveling, earning from multiple countries and staying compliant across jurisdictions. We don't just file your taxes, we help you legally minimize them while keeping your lifestyle flexible.

So some other questions that people might ask. Can you help me if I'm clarifying constantly changing countries? Yes. And it says personalized tax strategies in there will help you stay compliant and avoid double taxation. So that might be a common phrase that people are looking for. Avoid double taxation. That's in there. It's embedded into the question. Do you only work with UK or US citizens? No, we handle cross border tax planning. So that's a phrase that it might be. Might be people might be searching for. How do you communicate with clients who are always on the move? We're a fully remote firm, so that might be something they're looking for. Fully remote accountants, fully remote bookkeepers. And it's pulled that into it. Can you help me choose the best country to set up my business? Yes, we provide international business structure consultations. That might be something somebody's looking for. Tax efficient jurisdictions. So you can see that it's, it's answering those questions very quickly and succinctly. But it's also pulling in keywords and phrases that people might be searching for. And having these words dotted and scattered throughout your website means that when somebody searches for something, yours is going to come up as the relevant website to show them because it covers a lot of these areas and it's got very similar phrases and wording to answer their questions. So if somebody's going into Google and they're asking do I still have to file taxes if I'm living abroad? They're not particularly looking for an accountant per se at this point, but they are looking for the answer to that question. This gets shown to them. Yes, most countries require tax filing based on citizenship or income source, not physical location. For example, US citizens must file worldwide income even if legal living abroad. So it answers the question very quickly. But then it's also saying we'll handle that paperwork and maximize your exclusions legally. So that might intrigue them to say, oh well, that's answered my question. But yes, I do need to file taxes, but I still don't know how to do that. And these people clearly have the answer. So I'm going to go and look at that website. I'm going to go and look in more detail at what else they offer. So it's a way in to, you know, by answering some of their quotes, questions, you're showing you have the knowledge and the ability to help them. And it's that way in to get them to then look at the rest of your website and then engage in different areas and book an appointment and whatever things you want to get them to do after that. So chat GPT's made a great list there of 20 FAQs I asked it to do. It's kind of categorized them as well. We've got tax and compliance FAQs, business and bookkeeping, and also lifestyle and legal FA FAQs. So that's stuff like do I need to pay Social Security or national insurance if I live abroad? What happens if I haven't filed taxes for a few years? Another section here, getting started FAQs. Okay, so how do I get started working with Nomad Tax Solutions? Simple, you book a free consultation. Okay, so a lot of those FAQs, you put them on your website and that's going to help boost your search. The way that you turn up in search engines is going to make you more likely likely to appear in search engines based on what those people are searching for. So that's why it's also really important to know what kind of people you're trying to attract to in, to the depth and knowledge you want to have a good knowledge on those people to the extent that you know what kind of things they're typing into search engines so that you can then put that stuff onto your website and make sure that they are seeing you. Okay, so that's a really cool one, that's really powerful one.

And it's one that's fairly easy to just add an extra page to your website. Okay, next we have social proof. So social proof is about.

If you say how awesome you are, you know, that's not as believable as somebody else saying on your behalf how good you are. So you want people to be advocating for you and you do that by delivering a, a great valuable service and then collecting testimonials and case studies from those people that you have helped. So if somebody lands on your website and they see a story on there, a case study about somebody who is very similar to the to to them because they have a nomadic business. They, they do consulting online or whatever it is. Some they see that person who is in a very similar, similar scenario to them and they see the results that they've been able to get by working with you. That, that story, that case study says I was really struggling because of xyz. I didn't know how to file for these different taxes in these different countries. I got in touch with this company, Nomad Tax Solutions, and they clarified it all completely and I helped me save $5,000 in tax. Okay. When somebody sees that story on their website, they think, amazing, I wish I could have that same result. And in order for me to have that same result, I need to get the same bridge that got them there, which is your service. So it makes your service more appealing to add. So, so on your website you want to be adding testimonials and case studies. If you have something like Google Reviews as well, attach a link to that so that they can see all of the reviews that have come through. It may be that you add things like you can get little pop ups on your website that show how many people are visiting, how many people have downloaded your guide, how many people have booked an appointment in the last couple of weeks or whatever it is the last couple days. You can get things like that, that just show kind of like your popularity, which might be a neat little thing to add if you do get a lot of traffic on your website. But definitely testimonials and case studies and make sure as well to try and get permission to add people's name, face and business to it so that they appear to be a real person, which they are, get these from real people. But if you just kind of pull the text from what they've said and put that on the website with no other context, it doesn't appear as real and as genuine. So you want to be able to, if possible, grab people's name and business. At the very least, sometimes it actually works better if you just screenshot the message that they sent you. So if they sent you, they left a comment on your Facebook group or they sent you an email, you can just screenshot that and add it into there because then they can see exactly where it's come from and they can see that it's genuine and it's real.

So make sure you've got social media social proof on your website. Next is a really important one. So we want to have a lead magnet and our lead magnet. The function of this, a lead magnet is, by the way, something that we use to attract a lead. So this is generally a valuable piece of content that we give away for free, but in exchange for somebody's email address. So when somebody lands on your website, you have a certain, certain kind of amount of time to win them over before their attention span wanes. And in today's day and age, there are, you know, some reports that say somebody's attention span is 7 to 13 seconds. So your website has 7 to 13 seconds to grab people's attention enough for them to stay on there or to spend more time on there. So having a lead magnet is a way for you to grab their contact details and maintain contact with them even after they've left your website. Okay, so which is really, really important because some people won't buy from you straight away because it is a, you know, it's an important decision, choosing an account accounting professional.

And it's generally a long term investment as well, because it might be working with you on a yearly basis exists. So it's quite a big decision for a lot of people to make. So what we want to be doing is when they're visiting our website, we want to make that connection so that we can continue to build a relationship with them by emailing them more valuable content, you know, sending them your blogs and your videos, inviting them to speaking events that you're doing, whatever it is, and building that connection with them so that you're warming them up to a point where they are then ready to make a, a buying decision with you. Okay. Or, or it might be you're warming them to the point where they book a meeting with you, you know, and then, and then take them through that process. Okay? So having a lead magnet on your website is really important to be able to do that because it means that you can capture that information, that, that email address and stay in touch with them. We recommend that you have that lead magnet somewhere high up at the top. So remember that above the fold where you're going to have your title and your subhead, you might have like a little banner that goes across there that points out your lead magnet.

And you may also have it somewhere consistent on your page. So it may be that somewhere in the footer of your website, which is right at the bottom, you might have a little section that always has your lead magnet on there on every single page of the website that they're on. So if they're scanning through your, your menu and they're jumping to the about your team page and then they're looking at services and whatever Your lead magnet might appear on every single page because you want to make sure that they've got the opportunity to click and see it and it always wants to be present and they're available for them to, to add, to interact with. So it also might sit separate to your website and you might also run traffic directly to that page. But you also might have it on your website as a link to get that.

Now I have a GPT that does helps you build that landing page as part of a larger process.

And then I, what I did as well is I also asked it how to.

To create a sort of tagline that I can could put on a short banner that goes across the page. So first of all I that I've got this GPT that you give it your idle client profile and your lead magnet and it creates the wording for that page. So on that page you would then have your headline, your subhead and stuff all to do with the lead magnet that they're downloading. But if we, but if we view that as something separate to a website on the website, we might like to have a banner or two. There's like a little box or something on their website that points out hey, you can grab this lead magnet and that would be some, we'd want some wording for that that would grab their attention and that might be something like this. Want to save big on taxes as a digital nomad? Discover the seven best countries for legal tax savings Free or here's option two Digital nomad. Learn where to live and save legally. Grab your free tax saving country guide now. So if you have that somewhere on your page with a little banner and maybe a little image of the guide itself as well, and a little button that they can click to go and grab it and download may also be that.

You can get pop ups for your website again as well. So as somebody is leaving your website, a pop up comes up that says hey, before you go, do you want to grab this free guide? And they can put their information in there. So that might also be a pop place to put that and have your lead magnet in there so you can utilize AI. And I've done previous sessions on, on how to create the lead magnet and then also how to present it and then how to add it to your website as well. So you can use AI here to create that little banner section that would advertise it if you will. Okay, so kind of following on from that, we want to have a good lead magnet where we can capture people's content, contact details. We Also really want to have a very strong cta. So this is call to action. We want to make sure that on our website there is a clear pathway of where we want that person who's viewing the site. We want them to navigate through the website in a clear way. And we have an ultimate purpose that we would like them to fulfill. So that's going to be either grabbing the lead magnet, if that's you more of the priority, or it may be that you have an option to book an appointment with you. So you want to have a strong call to action and this is going to be. The wording on your button is also really, really important. So there should be buttons on your website. A couple of quick, quick fire little things that'll help you with that. First person language or second person language works a lot better. So rather than saying grab the guide, say grab your guide or I want my guide. Because then it's first person. I want, I want it, I want that guide using first person language or with second person. I think it is second person grab your guide now. That's more powerful than download here or grab the guide. It needs to be yours. Or oh, mind, that makes a big difference. You want it to be a short button, maybe five words max. You can use urgency in there by putting a time limit or saying grab it today, grab it now. Whatever it needs to be. Urgency by saying offer ends at this time or you need to grab it by this date. Offer running out soon, whatever you need to put somewhere around that area and then on the button have the couple of words grab it now. Yes, I want in, whatever it needs to be. You can use scarcity as well to get them to make that action limited offer or there's only 10 available or something like that. Guide them on the page visually as well. So if you want them to click that button, make that button stand out. And generally that will be by using majority of your website you want it to be either white or very light, light pale color that ties into your, you know, so maybe a very light gray or very pale yellow or something like that. If that's your color themes, then you want that button to be one of your primary brand colors. Big and bold and stand out. So that that's the thing that you want to draw to their attention. Let's make it really obvious that that's where they need to click to do stuff. What you also might do is so I mentioned with the lead magnet, having that on a banner, you might have a.

A sticky, what's called a sticky Header so that as they scroll down the page, that section follows them as well. So the button is always visible wherever they go. As they scroll down, that button is always available. Okay. Okay. So that's having a strong call to action. Next up is video. Video is really important to have on your website. Website for several reasons. So video can help you stand out because not a lot of accountants and bookkeepers utilize video. Okay. A lot of them are maybe a little bit more on the shy, introverted side of things and they're not as confident on video. But in this digital day and age, being on video is really important. Especially if you're going to be working remotely or you're going to be having meetings on Zoom or something like that. Being on on video and showing that you have confidence on video is really important. Having that human connection as well. In a time of AI, being able to physically see somebody's face. This is a relationship based industry. And the way that you come across, your personality, your energy, the way you communicate can be a really important factor in somebody deciding to work with you. So they might really like the way that you come across and decide this person looks really cool or they seem really chill. That's really my kind of vibe. I would like to work with this person. They seem really interesting or well suited to me. And your communication style as well is also really, really important because you're going to be the person that is basically translating this financial information and data to them. So when you can explain things in a really succinct and easy to understand and comprehend way and a fun way or an engaging aging way, then that can mean they're more likely to want to work with you. So check all of those, make sure you've got video on there. You can use ChatGPT to help you script your videos as well if you wanted to do that. So using that similar framework maybe that we use for the About Me page earlier, with the authority positioning, you might have a video on your website that is talking about this is where I started or I noticed this common problem. So I built this solution which is the business and we've started helping people. And these are the results that we've managed to get for people and talk about that process and that journey and how it benefits them, how your experience benefits them. Have a video about that. It may be that you're also trying to push them towards booking an appointment with them. So maybe you have a video on there that just very quickly explains what the booking process is like or what the meeting would be like when you got to the meeting. So we'd love to have a meeting with you to discuss XYZ. We're gonna, it'll be a 30 minute chat. We're going to talk about these sorts of things and at the end of it you'll walk away with this information. So if you're interested in doing that, you can find the link here below. You can do some sort of video like that and that for the people as well that that skim read. Because a lot of people have very short attention spans. They are more engaged with a video than they would be with trying to skim that information and read it off of your page. So it gives them also another way of, of interacting and getting that information from you. So they might take that information in better than something that they read. If you are putting videos on your website, make sure they load very well, make sure they load quickly. Okay. As well. So that it's not making your vid, your website run slowly. So it may be that you don't necessarily embed the video directly onto your website, but it's more of a link to somewhere else where it's hosted like Vimeo or YouTube.

But those are different things to look into as well. Okay, Number nine, I think this is, number nine is SEO, which we have mentioned briefly when we talked about the FAQs. You want to be making sure that you're pulling words onto your website that are words that people are going to be commonly looking for and searching for. And we can do a lot of research to try and find the key phrases that are going to help us perform the best. So search engines, they kind of of the way they work is they crawl your website to see what your website's talking about and then they look at the query that they've just received and they see how well your website is going to answer that query and then they'll put you in front of that person. If it, if there is relevance. Okay, if there is relevance to what? If, if your answer is going to relevantly answer their query, then they will put push that in front of them. So you want to make sure that you understand what kind of things people are searching for, understand what their burning questions are. If you can have on your website as much content as possible. So maybe you have a blog on your website which has a lot of wording in there. Okay. A lot of wording that answers particular questions or talks about particular topics. That, that's really, really powerful. To have a blog on your website equally is the FAQs that we talked about earlier, you're quickly answering those questions for them. And if, if you've used Google a lot and you see that what it does now is it sometimes finds a very quick summary answer for you if you have a very short summary answer of stuff like the FAQs, that can often be brought up higher in searches because you're very quickly and succinctly answering the question that has been asked, asked. So work out what people are searching for. Do some, some keyword research as well, using ChatGPT to do that as well. Have FAQs, have blogs. Another one is internal links. So if you have a blog and you have several blogs in one of the blogs, link to the other blogs. So that when they're reading through it and they say, oh, we, here's this subject, here's the subject. And, and we talked about that in a different, different blog over here. If you want to check that out, they can click on that and then they're staying on your website for longer. And because they're clicking through to lots of different pages, Google is recognizing that and saying, oh, this was clearly a really good thing to show them because they're, they're really engaged and they're clicking through and they're reading a lot of stuff on here. So that was a really good one to show them. So I'll push that website more often. Okay, so that's kind of how that works.

Finally then. So this is not something to have on your website, but it's, I guess, something to do with your website. And this is tracking. So if we just build our website and then leave it and then we walk away and we don't ever really do anything with it, we don't ever monitor it, then we're not optimizing it. We need to make sure that every now and then. And this is going to be dependent on, you know, how much time you have have that you can actually dedicate to doing this. You want to be tracking certain metrics. So maybe that might be how many people are visiting your website, what source are they coming from to visit your website? Because that's going to tell you how, how effective your marketing is. If you can see that you're running a series of Facebook ads or paid ads on Google, and that seems to be a key driver of why people are visiting your website, then that can show that they are performing really well. Or perhaps you do free content, but you post stuff on Facebook, Instagram, LinkedIn. And LinkedIn seems to be the best avenue for getting people to Your website, then that might mean, okay, I'm going to put more effort into my LinkedIn marketing. So we want to look at lots of different things along the funnel. So number of visitors, sources, where are they clicking on your page? Are the they clicking the button that you want them to click? How many people are visiting versus how many people are then clicking? Because that shows if there's relevance. You know, if the lead magnet that they're clicking on is powerful enough to convert them. If people are landing on your website, they're not clicking anything and then they're leaving, then that's considered a bounce. They, they, they quickly leave your website after getting there, then that is kind of negative information sometimes because it means they haven't found what they're looking for. That's not necessarily the worst thing in the world because it could be they weren't the ideal client. Okay, but that would mean if you're getting a lot of bounce rate, maybe your marketing is wrong because you're drawing in the wrong people and then they're quickly leaving your website. So you would address that area of the situation of the funnel. Okay, how many people booking appointments after viewing your website? We can track that kind of stuff because that might mean, okay, well, a thousand people visited my website in a month and only one person booked an appointment. How can we boost that? And we can look at areas of the website and areas of different stuff, you know, getting them to, to prioritize the lead magnet and then following through with emails and that kind of thing. And we can improve our website in all of these different areas by understanding as a whole part of your marketing strategy, how well does that section of it perform, the website section, and therefore which areas and elements do we need to update? It may be that we then update the images or we update the title that we've looked at, or we move the lead magnet somewhere else on the page because we want to get more clicks on that. Okay. We can change different things on our website to adjust to that. Okay. Okay. I've seen, I've just seen a couple of questions come in. So let me just answer if I can at these ones.

So I think it's Rick. Rick asks, what is the name of the custom GPT for building a client profile, please? So that is available in the AI Academy and it's called the Ideal Client Profile. I think it might just be create, called Creating an Ideal Client Profile.

Let me just quickly find what the actual name of that is for you, Rick.

It's in the AI Academy. So you'll need to be in there, although I think you can also be in the AI community to get that.

And.

Somebody says, somebody says, can I ask, can I ask two questions? Go ahead and ask the questions. Yes, please ask the questions.

Linda says yes, please ask the questions.

But I don't see the questions in there so I can't answer them as of yet.

I'm just finding out what the name of that GPT is. If it loads for me. I have a, a bunch of GPTs.

But I'll show you them if it loads. It doesn't seem to be loading for me, but I do have a bunch of GPTs in here I think all of which are in the AI academy.

I'm sorry it's not loading but I think it's called creating an ideal client profile and if you are already in RA Academy then if you use the prompt library in there you can quickly find. Type that in Ideal client profile. Type that in. You'll, you'll find it in there. So hope that helps. Okay, that's, that's everything for today. Hopefully that has been helpful for you looking at your website.

And you can take some of that information there, plug some stuff into ChatGPT, create your own little project and go ahead and start updating your website, making changes, tracking those changes so you know what's working and you know, seeing how we can get that to optimize. Thanks everybody and hopefully see you again soon on another live stream, if not at the future Proof your practice event which is tomorrow and Thursday and I'll be speaking on the Thursday if anybody's interested. And I'll be looking talking about AI powered marketing strategy. So kind of holistic look at all of that. So hopefully see some of you on that and if not I'll catch you on another live stream soon. Thanks everybody and have a great rest of your week.

Sa.

Sa.