Yesterday we explored the challenge of starting too late. Today’s mistake is even scarier: starting too soon.
There’s good reason to be nervous about starting too soon. You can find yourself going full speed ahead with a new makeover…and then you hit a wall. For instance, one professional “Sam” made a wise decision to remodel his website and create a more compelling online presence. Unfortunately, he began by choosing a design team. The team recommended content, but their focus was on building a jaw-dropping site.
They did. Today Sam’s site is one of the most sophisticated, from a design perspective. Unfortunately it’s also hard to navigate and the content gets buried by eye-popping graphics. He ran out of money before he could afford additional services to write more copy and develop and article marketing campaign.
But it’s also easy to get paralyzed, waiting for the perfect new idea. Very few things are written in concrete, especially on the Internet. Rather than blow your entire budget on your new site, take a few small steps. As your new online image takes off, you can go back and add more.
If you’ve been in business awhile, you need a strong sense of what your market wants and will pay for. You need to know your own strengths, so you capitalize on your “fab factor:” what makes you fabulous. Invest in uncovering your core elements before setting out design and content.
If you are just getting started, put up a bare bones WordPress site. Don’t wait! Get it up in a week – no more. All you need is a destination to put on your business card, a statement of who you are and what you do, and a place for visitors to sign up for your future mailings. Don’t bother with a web designer. I can give you the basics – just ask about my start-up specials.
Once you’ve got the site up, get out there and network. Do whatever it takes to get a dozen paying clients, even if they pay you a discounted rate. (You may be surprised: if you’re leveraging your experience, you’ll find clients who pay full fare.) Write articles to drive traffic to your website. Get to know your clients: chances are they’ll want something you don’t offer when you’re starting out.
Then, and only then, consider your makeover.