The Hidden Power of Your Website: The 5 Essential Elements You Can't Afford To Ignore

Your website is super important for your HR Consultancy so this week we're gonna delve into what to include on there for you to have a powerful website that delivers leads and clients on autopilot.

As such, here's what you'll discover:

• The Website Mistakes You Didn’t Know You Were Making: Discover common pitfalls that might be costing you clients without you even realising.
• The Secret to Standing Out: Learn the surprising ways positioning your HR consulting business can set you apart from the competition.
• What Your Website Says About You: Uncover the hidden messages your site sends to potential clients and how to make them work in your favour.
• From Visitors to Leads: Explore unconventional lead generation tactics that turn casual browsers into serious inquiries.
• The Art of Conversion: Find out the key elements that quietly persuade your website visitors to take action and engage with your services.

Tune in and give your website the edge it needs to drive your business forward (and a whole lot more).

And click here to grab your copy of the no-nonsense checklist that'll turn your website into a powerful lead gen machine.

Timestamps:
- **00:00** - Website's critical role in marketing strategy
- **00:17** - Importance of a well-designed website
- **00:39** - Podcast introduction and host
- **01:07** - Today's focus on websites
- **01:17** - Update on new Facebook community and upcoming webinar
- **02:02** - Call for reviews and setting up the episode’s topic
- **02:40** - Website credibility
- **03:25** - Building credibility with testimonials and design
- **04:29** - Positioning your website uniquely
- **07:35** - Aligning website with audience needs
- **10:00** - Developing audience personas and design alignment
- **14:09** - Lead generation strategies
- **17:11** - Improving conversion rates on your website
- **19:22** - Personal experience with website redesign
- **22:46** - Recap and final thoughts on website importance
- **23:25** - Free checklist offer and episode wrap-up
- **24:19** - Outro and call to action

Get My Help

When you’re ready, here are 3 ways to start building your market-leading HR Consultancy.

1 - Take this free quiz to understand why you aren't getting the leads and clients you need.

2 - Get a copy of my book, “How to Land Your Dream Client” - to discover how to get control of your HR Consultancy.

3 - Become my next Case Study Client - Work with me 1 on 1 to earn £70K and above.

Transcript

00:00 Did you know that your website might just be the most critical element in your entire marketing strategy? Because whether you're struggling with lead generation, converting visitors into clients, or simply want to make your online presence more powerful, your website is at the heart of everything you
00:17 do. If it's a place where your leads go to find out more about you, and if it's a disaster or gives off the wrong vibes, then it's destroying your credibility without you even knowing it.
00:28 Equally, if your website isn't converting leads into clients, then it's a waste of your time. So stick around, because we're diving deep into why your website is more than just an online business.
00:39 This is the marketing made easy for HR consultants podcast, a show to help independent HR consultants get a pipeline of perfect fit, high pain clients without expensive at this.
00:52 Time consuming social mediativities or energy. I'm your host, Mick Peninsky or for a pousalanger dream find a book which explains everything you need to know to get every sale and client you ever want.
01:07 And if that sounds interesting, make sure to grab your coffee from the influencer. That being said, let's get into today's show.
01:17 Hello there, and welcome back to another episode of Marketing Made Easy for HR Consultants with me, Nick Peninsky. Today, we're discussing websites because as far as I'm concerned, they're one of the most important pieces of your marketing paraphernalia.
01:32 They're even more important than LinkedIn, Instagram, networking. Whatever method you use for lead generation, your website trumps it all. But before we get into that, I wanted to share a quick update about what I'm up to currently.
01:45 Because in case you missed the announcement, I've launched a new Facebook community for HR Consultants to meet, discover, and learn together.
01:53 be all sorts of exclusive and amazing resources in there, plus regular competitions and giveaways. So if you've not joined the team yet, then do so right now.
02:02 It's a Facebook group called Marketing Made Easy for HR Consultants. Easy, right? Other than that, I'm hosting a webinar tomorrow, which will be a fantastic event, and I'll be better prepared for it this time.
02:14 More screenshots of the comments that people are sharing because the insights that they got last time blew their mind, but I didn't record them, unfortunately.
02:22 Speaking of which, if you get a chance, then make sure to leave a review of the show on Podchasers.com. It's always appreciated.
02:29 Anyway, I'll see Onwards to today's show, a deep dive into websites for HR consultants. And obviously, we've covered this topic before, but we're going to look at it from a different angle this time.
02:40 Namely, why websites are so important for your business. So let's get to it.
02:46 The first fundamental of your website is about credibility. Credibility is about being trusted and believed in. It's about reliability, trustworthiness and competency.
02:57 Overall, credibility is about establishing yourself as a legitimate and authoritative HR consultant. credibility on your website is crucial, because it builds trust with your visitors, and when these people see that your site reflects professionalism, they are more likely to feel confident in your abilities
03:25 and consider your services. Credibility helps in establishing a positive reputation, and that can lead to more client inquiries and a higher conversion rate.
03:34 So, for HR consultants, demonstrating credibility can make your services more appealing to prospective clients who are looking for proven, reliable expertise in their HR needs.
03:47 the flip side, if your website lacks credibility, it can undermine your efforts to attract and retain clients. An unprofessional or outdated site, missing client testimonials, or a lack of evidence in your qualifications, that can lead visitors to question your reliability and your expertise.
04:03 They'll click off your website, never to return again. And this skepticism, that can result, effectively, in fewer inquiries, higher bounce rates, and lost business opportunities.
04:15 Overall, a lack of credibility can directly impact your ability to build trust and secure new clients. To enhance credibility on your website, consider these strategies.
04:29 showcase testimonials and cases. real names, specific results and detailed accounts to add authenticity and trustworthiness to your claims. Use real names, Positive feedback from real clients that can significantly boost your credibility.
04:45 It's proven When a client looks at your website, a potential client looks at your website and says, Hey, the help's there.
04:51 Maybe they can help me too. next thing you might want to consider is displaying certifications and awards. So prominently displaying any industry certifications like your CIPD or any awards.
05:05 You could even consider creating a credentials or achievements page to list all these accomplishments. that you've been recognized by reputable organizations enhances your perceived expertise and reliability.
05:21 obviously that helps with credibility. you want to consider having a professional website design. So that means ensuring that your website has a clean, modern design that reflects professionalism.
05:34 Avoid outdated graphics, broken links, or any elements that may appear unpolished. Having a well-designed site, that demonstrates that you invest in credibility and that attention to detail is important for you, and that reinforces your credibility.
05:49 also might want to consider providing quality content. So that means publishing high-quality, well-researched content that showcases your expertise. So this could include blog posts, white papers, or industry insights that reflect your knowledge and understanding of HR topics.
06:06 valuable information, that really helps you establish yourself as an authority in your field. consider engaging clear contact information. Make sure your contact information is easily accessible and visible on your site, as that reassures visitors that they can reach you easily, further enhancing your
06:26 credibility. by incorporating these elements, you create a trustworthy website. Trustworthy online presence that can attract and retain clients, and that ultimately supports the growth and success of your business.
06:39 next fundamental aspect to consider about your website is positioning. So what is positioning? Positioning, very simply, is about showing what makes your business special and different from others.
06:52 It's how you let people know why they should choose you over your competitors effectively. And good positioning, that helps you explain your unique strengths and why your services are the best choice for your website visitors.
07:05 case it wasn't obvious, that's why it's super helpful. Strong positioning, that helps you stand out from all the other HR consultants out there.
07:12 You're clearly the showing your unique strengths and what makes you special. And that way you attract clients who are specifically looking for what you offer.
07:21 So when your website clearly shows this, the visitors looking for what you offer, they understand why your services are the best choice for their needs and that can lead to obviously more interested clients and more sales.
07:35 On the flip side, if your website doesn't clearly show what makes you different, visitors might get confused and leave without taking any action.
07:43 They'll click off your website, never to return again. So without a clear sense of what makes you unique, they might not see why they should pick you over one of your competitors.
07:52 And that can make it harder to attract and keep clients, because they're going to choose competitors who present a clearer and more interesting offer.
08:02 So, in terms of how to do that, how to make your positioning stronger on your website, let's focus on these key things.
08:09 Firstly, your unique value proposition, your UV proposition. So, clearly explain what makes your services special on your homepage and throughout your site.
08:22 For example, if you offer HR consulting specifically for tech startups, make sure this is easy to spot. Next, targeted messaging.
08:33 So create messages. Messages that address the specific needs and challenges of your target audience. So, use languages and examples that match their experiences.
08:42 For example, if your ideal clients are HR managers in mid-size companies, talk about the specific HR problems they face and how you can help solve them.
08:52 Next up. Next, you might want to consider sharing the story of your company and what you believe in. So, this helps visitors understand how experienced and committed you are.
09:02 So, have an about page that explains your background, your experience and what drives you in your consulting work. Effectively, you could be sharing your company's story and your mission too.
09:13 terms of service differentiation, highlight what makes your services different from others. So, this could be your special knowledge, your unique methods or your excellent customer service.
09:24 explain these differences on your service pages so potential clients can see why you're the best. Finally, consider your visual and your design elements.
09:35 So, make sure that your website's design matches the image you want to show. So, use colors, pictures, and styles that fit your brand.
09:42 For example, if your brand is all about being modern and innovative, use a sleek and modern design on your website.
09:50 Overall, by using these tips, you'll create a website that shows off what makes your business special, it attracts the right clients, and it helps you stand out from the competition.
10:00 The third fundamental part of your website is audience alignment. So that means making sure that your website's content, design, and messages connect with the specific needs and preferences of your target audience.
10:13 It's a little bit difficult, but it's than positioning. It's about making every part of your website speak directly to the people that you want to reach, so they feel understood and interested in what you have to offer.
10:26 If they look at your website and say, hey, they get me, they understand the world that I'm in, they are much more likely to click onto your contact page.
10:34 That's effectively, that's why it's good for you. See, when your website matches what your audience is looking for, it makes them more interested and happy with what they find.
10:44 So by focusing on their specific challenges and interests, you create a more personalized experience. And that helps build trust and making them more likely that visitors will stay on your site longer.
10:58 For HR consultants, aligning your website with your audience means you can attract and convert clients who need your expertise. yes, that does mean that you have to have a target audience in mind when you're building your website.
11:13 If been along to one of my webinars, you'll know that that's something that I talk about frequently. Having a target audience, that is the number one step of marketing.
11:22 If you don't know who you're selling to, then how can you sell to them? on the flip side, if your website doesn't match what your audience is looking for, you will lose visitors quickly.
11:32 Because they won't find what they're looking for. A site that isn't aligned with its audience, that can lead to lower engagement, higher bounce rates, and missed chances to turn visitors into clients.
11:43 Effectively, if people don't connect with what they see or read in the right way, they'll leave your website, they'll find something better or something more in line with what they're looking for.
11:53 And that'll result in fewer leads and clients, and that will slow your business growth. to better align your website with your audience, consider this.
12:02 Consider developing an audience persona. So, create detailed profiles of your ideal clients, including things like their age, their job, their childhood.
12:10 Their challenges, their goals, their preferences. All that good stuff. And then use these profiles to shape your website content and design, making sure it meets the specific needs of your target market.
12:21 For example, if your audience includes HR managers who are looking for leadership development, then create content that speaks directly to their challenges in your in this area.
12:33 Next, you want to design your website with your audience in mind. So make sure that your website is designed like colours, fonts and layouts.
12:40 That matches what your target audience likes and expects. If your audience values professionalism, choose a clean and polished design. If they prefer a more casual and friendly vibe, use design elements that show that style.
12:55 Equally, the pictures that you use on your website should tie in with your audience. So again, if you work with local mechanics, then make sure there are pictures of local mechanics and local garages and cars and all that good stuff.
13:08 pictures will resonate with them and will subconsciously tell their brain that they are in the right place to find HR answers for their specific problems.
13:18 up, make sure to have targeted messaging. So use messages on your site that speak directly to your audience. That means, crafting headlines, taglines, and calls to action that address their specific needs and wants.
13:31 That means make sure your messages are clear, interesting, and relevant to what they're looking for. make sure to review all lists.
13:39 Make sure to check that you're hitting the mark. So, look at analytics and feedback. So, regularly check your website's analytics and get feedback from visitors to see how well your site connects with your audience.
13:51 And use this information to make smart changes and improvements to better meet their needs. Overall, by focusing on audience alignment, you make your website more engaging and effective for your target market.
14:03 And that leads to more interactions, higher conversion rates, and greater success for your business.
14:09 The next fundamental for your website to focus on is lead generation. Lead generation is about finding and getting contact information from people who might be interested in your services, right?
14:20 And this is an essential part of your website because if it doesn't capture your leads, then you have to do all the work yourself.
14:27 that should really make you question what the hell you've got a website for in the first place. having lead generation on your website is super important.
14:36 It helps you to find people who are interested in what you do. It helps you get their contact information. And you can send them emails automatically and give them offers that they might be interested in.
14:47 And that makes it more likely that they'll choose your services. And you won't have to lift a finger to do it.
14:54 means you'll always have new people to reach out to, new people who are going through your funnel and new people who may well become a client without you doing a single thing about it.
15:04 And obviously, all that good stuff means that your business is growing. being said, if your website doesn't have good ways to find and capture leads, then you're going to miss out on chances to connect with new potential new clients.
15:17 Without these methods, you rely on people reaching out to you directly, or coming through referrals, or you know, you generating the leads yourself.
15:25 And that can really slow down your growth. That means you might have fewer clients. And a harder time expanding your business.
15:32 in terms of lead generation on your website, you might want to try these strategies. Firstly, have a lead magnet. Offer something useful like a free ebook, a guide, or a checklist, in exchange for contact details.
15:43 And make sure these freebies are helpful though, and they're interesting, and they're going to get visitors to want to share their information.
15:49 They will quite easily say no to sharing their information if the lead magnet isn't interesting to them. also want to have, consider having opt-in forms.
15:58 So simple and easy to find forms on your website where people can give their name and email address to stay updated, just a simple email subscription form.
16:08 Place these forms on your important pages like your home page, blog posts, all that good stuff. also want to have call to action buttons.
16:16 So use clear and inviting buttons that tell people what to do next, like download your free guide now, join our newsletter.
16:24 for tips and tricks, and put these buttons in places where visitors will see them. might also want to create special pages for each lead gen that you offer.
16:33 So in terms of the lead magnets that you offer, these pages should focus on one thing, with a strong headline and a clear call to action that help visitors take the next step without distraction or confusion.
16:46 Finally, you might want to consider having email-up incentives. So offer something extra like a free consultation or a discount to encourage people to sign up to your email list.
16:57 But make sure the sign-up forms are easy to find and fill out. Overall, by using these strategies on your website, you'll attract more potential clients and create more chances for your business to grow.
17:11 The fifth and final and essential element of your website is conversion. Conversion is when you get visitors to your website to take an action that helps you grow your business.
17:22 Now this could be filling out a contact form or setting up a meeting, but ideally it's going to be buying something and good conversion strategy.
17:35 if you've got a website that's good at conversion, that's important because obviously it helps you make more money and grow your business.
17:42 It makes it more likely that visitors will do what you want them to, like signing up for a consultation or making a purchase.
17:50 And this means that you get more value from the people who visit your site, making your marketing efforts more effective.
17:56 That being said, if your website isn't good at conversion, you might lose potential clients who leave without doing anything important.
18:03 And this can waste the visitors that you do get and make it harder for your business to grow. You could also end up with a lower return on the money that you spend on your marketing.
18:12 if you want to improve on your conversion rates, firstly, consider having a sales page. So create pages that give detailed information about your services or your products.
18:21 And these pages should show the benefits and the features clearly. Use convincing copy, use nice pictures, and use customer reviews to build trust and encourage visitors to take action.
18:31 And make sure the button to take action, like buying or booking, is easy to find. you want to have an actual buy page.
18:38 So, for things that visitors can buy, make simple and easy to use pages that encourage this. These pages should make buying quick, straightforward, with clear prices and easy checkout.
18:50 That helps prevent visitors from leaving before they finish their purchase. you've got many products or services, then consider setting up an online shop on your website.
19:00 Organize it with categories and filters so visitors can easily find what they want, and include detailed descriptions, good quality pictures and features like customer reviews to make their shopping experience even better.
19:13 By using these tips on your website, you'll turn more visitors into clients. By making their experience smooth and encouraging and enabling them to take 
19:22 Finally I just wanted to take a quick minute just to talk to you about my experience with websites. See I have just had my website redesigned by a young chap out in Bangladesh and you know what he did an absolutely fantastic job and I'm thrilled with what he's done for me.
19:38 You know I gave him the colors, I gave him the basic outline but he ran with it. And what he's created for me, well I consider it a piece of art really.
19:46 I love my new website and I would invite you to go and take a look. The colors, the words, yeah everything's there.
19:53 It's a beautiful layout and overall I'm thrilled with the job he's done. I know there's more work to be done on the website.
19:59 It's not a finished article. You know I think, well, Even when you think you're finished with your website, if you go through a process with an external supplier or you do it yourself, it doesn't matter.
20:09 You'll find over time that there's more and more that you want to add to your website, and more that you want to tweak.
20:15 And I'm not just talking about blogs, you know, I've got a lead maker on the website plugged in, but it occurred to me, the other day that I should have, you know, another lead maker, and, you know, I'm going to have to add that to the website, so, yeah, there's a bit of work to do to improve things,
20:32 you know, to get it to where I want it to be, and I think that's going to continue for the duration of my business, right, I think there are going to be bits and pieces that occur to me that I need to add over time, and that's what I want to, you know, flag to you, is that when you go through the website
20:47 process, it's going to be the same for you, there's going to be more and more that you want to add to it, and it will never feel like you're finished, so bear that in mind when we're going through this podcast, because essentially a website is to your business, it's never going to stop, it's never going
21:02 to finish, there's always going to be bits and pieces that you're going to want to tweak, and there's nothing wrong with that, that's normal, you'll see companies around the world doing exactly the same thing, they're always issuing updates, they're always changing their services, they're updating their
21:17 terms and conditions, they're changing their layouts, they're moving with the times, and you know, things change. And so will your website, so while what we've talked about today is best practice, uhm, you know, uhm, things to add, you know, don't just think that you can do your website once and then
21:33 it's done, you'll never have to revisit it, because, yeah, there's always going to be bits and pieces that you want to go back and tweak and change, it's kind of like you know, your home, you know, even when you've finished a room, you know, you've redesigned your kitchen or whatever, then you go into
21:49 the next room and then one day you're just looking at something in your house and thinking, yeah, that could do with an upgrade, that could do with a tweak there, and, you know, that's the same it's going to be for your website, so, yeah, anyway, enough about me and my experiences, and what to expect
22:04 with your website, as I say, I invite you to go and have a look at my website, and if you want the contact details of the guy who built it for me, then let me know, I'd be more than happy to introduce you to him, he did a fantastic job for me, and, you know, I like that the content that I've got on my
22:19 website now speaks more to you and your guy, uhm, speaks more to you and your needs, and I feel like my website, it's a credible piece of my marketing paraphernalia and it's a credible piece of my business.
22:32 I'm no longer hesitant to show people to my website, I'm proud of it, and that makes such a difference psychologically, I can't begin to tell you, I'm confident about my business, and I'm confident about my website, and the foundations are in place.
22:46 So there you have it, your website. It's more than just another piece of your marketing puzzle. It's your central hub where all your marketing efforts converge.
22:55 And when your website is well designed and it doesn't just sit there looking pretty, it actively drives your business forward.
23:02 But if it's not set up properly, then you're likely missing out. Focusing on elements like clear messaging, strong calls to action, easy ways for visitors to get in touch, and content that resonates with your ideal client, that can make all the difference.
23:17 Your website should be more than just an online business card. It's a powerful tool that can set you apart and drive your success.
23:25 Now, I know it's one thing to listen along and think, well that all sounds great, but quite another to put it into action.
23:31 So let me help you get started. Head over to the show notes or visit my website and check out the freebies section.
23:37 There, you'll find a free 20-point checklist designed to analyze your website's effectiveness. This checklist will help you pinpoint the shortcomings.
23:46 of your site, giving you a clear idea of what needs to change. It's completely free, it'll take about two minutes to complete, and it's packed with actionable insights to transform your website into a lead-gen powerhouse.
23:58 So grab it today and start making your website work harder for you. And yeah, that's it for today's episode. Thanks for tuning in.
24:05 I hope you found it helpful. that remains is for me to say, remember, get marketing. Because without marketing, there's no sales.
24:14 And without sales, there's no business. So get marketing.
24:19 Hey there, and thanks for listening to the Marketing Made Easy for HR Consultants podcast. If you've enjoyed the show, then please consider taking a moment to help us grow by sharing the episode with a friend or colleague.
24:33 Leave it a positive review on Podchaser.com and make sure to hit subscribe so you don't miss out on any of the upcoming episodes.
24:41 I've been your host, Nick Finenski, and if you have any questions or want to know more about today's topic, then reach out to me on LinkedIn.
24:49 I'd be delighted to hear from you. See you next time.