I need to let you in on a secret. I've been looking at your website.
Well, possibly not yours. But I may have. I've taken a look at the personal concierge websites of some of the members of our private facebook group. Don't worry, I won't be identifying anyone. However, I would like to take this opportunity to offer some suggestions and insights that you may be able to take on board.
Below is my 10 point website review. These are the ten things that I believe all personal concierge websites should include. You may not agree. You may have things you would add or remove. If you do please share in the comments below. However, in my experience, and years of learning about what makes a successful website, these 10 points seem to resonate most with those of us in the personal concierge industry.
I suggest you take the time to work your way through each of these points, review your website, and make the changes necessary. Each point shouldn't be an onerous process to implement, but in the end it could prove to make a big difference to the way people interact with you once they land your site.
The 10 Point Personal Concierge Website Review
1. Show your face! - The personal concierge industry relies heavily on our clients having trust in the people undertaking their tasks. One quick and easy way to put your potential clients at ease is to have a photo of you on your website. So many of us avoid this because we feel uncomfortable. Let me tell you, you're going to have to get over that pretty quickly. People want to know who you are, and they want to be able to visualise the person they're going to meet, and the person who'll be walking their dog, or letting themselves into their house.
2. Make it easy to contact you - The number of times I've been on websites where I've had to hunt for contact details. It should be absolutely super easy to find your contact details. I recommend (a) as a button on your menu, (b) in large font in the main content section of your page and (c) in the footer of your website, all of which link to your main contact page. Also, I am personally not a fan of the contact form. I believe you can have it on your website for those who prefer it, but I also feel you should provide your email address also. If you're worried about spam, ask your web designer to encrypt it so that only authentic enquiries come through. And please, always include a phone number! People want to know they are going to be able easily contact you when it's urgent.
3. Social media up front - Often the first time people land on your website it is unlikely they are going to contact you direct. However, if you have piqued their interest, it is highly likely they will follow you via one or more social media platforms. Once again, make it easy for them to do this. Include your social media follow links on the front page (preferably up the top) and somewhere on every page. Not a fan of social media? I'm cool with that (as long as this is not THE number 1 way your ideal client accesses information and referrals). However, I do recommend you all have an up-to-date LinkedIn profile. It demonstrates professionalism and is a great way for people to provide you with testimonials and referrals.
4. Case studies - Once you have a few tasks under your belt, it's a great idea to share the stories of what you have achieved in the form of a case study. A case study (or whatever name you choose to give it) shares a details about the client in terms of who they are, what they do and what their situation was. It then goes on to describe what they needed you to undertake for them, and how you successful completed the task. A case study is one way of giving your prospective clients a true understanding of what a personal concierge does and how we help our clients.
5. Testimonials - As soon as you start undertaking client work (and before if you have donated your time or done work for friends and family) you should be asking for testimonials. Don't be afraid to ask. The worst they can do is so no, but it is more than likely that they will be happy to help. Once again, make it easy for them. I tend to write a 'draft' testimonial that they can then choose to edit or sign off on. The majority of the time they say yep, this is great, and voilà, you have a testimonial! Then, don't forget to share it, on your website (front page and a testimonials page) as well as via social media and other marketing materials.
6. Share your prices - I know that I have a differing opinion to a lot of people, and I truly believe you should do what makes you feel comfortable. However, in our industry, when people hear the word concierge they often link the words 'luxury' and 'wealthy' to it. We know that a huge variety of people use our services, but if it is assumed that someone can't afford you, before they've even taken the time to find out your prices, then you are potentially losing a lot of clients. I recommend putting your prices up, front and centre. There are plenty of ways your competitors can find out your prices, so don't take them into consideration. If you are nervous about putting yourself out there then, once again, you are going to have to get over that pretty quickly, so just put your prices on your website and be done with it!
7. Tell people how it works - A lot of people can't quite grasp how they can actually get a personal concierge to complete their tasks. To us it seems obvious and straight forward. Well, your job is to show them that it really is straight forward by including a 'how it works' section on your site. This can come in any form your choose, but it could be as simple as Step 1.... Step 2.... Step 3......
8. Show people how to book - Create an online booking form, provide them with a downloadable questionnaire, give them a free consultation offer. Whatever it is, point them exactly how to book your personal concierge services and what information you need from them. The easier it is for them, the more likely they will take this next step.
9. Share who you are and why you're doing this - Telling your personal story is a big part of this industry. Just like sharing your photo evokes a level of comfort, being able to read our story and why you decided to start your business gives a real insight into the type of person you are, and the level of understanding you have for the people who are seeking out your assistance.
10. Call to action - In every marketing activity you undertake there should be some form of call to action. Whether it's Book A Free Consultation, Download Our Free Checklist, Call Us Now, Sign Up To Our Newsletter, you should endeavour to get everyone who lands on your website to take a second step. Not everyone will, but if you're ideal client is on your site and what you are saying as resonated with them, then give them a clear call to action, so that you can find out who they are, and start the process for them becoming your client.
So, that's my 10 Point website review. I'd love to know how many you've already done, and how many you are planning to work on. Please share below how your website stacks up (and remember, websites are a continually evolving thing and it is very rare that everyone has all these 10 points in place) in the comments below. What resonates with you? What resistance do you have to any of the points?