Using your website to attract premium clients with Robyn White
Your website is a critical part of seamless client journeys allowing you to increase conversions while building loyalty. Without a website that really tells people who you are, you can never break into the luxury market.
In today’s episode, we discuss how the right website strategy helps attract premium clients with Robyn White, owner, and founder of the boutique website design studio, RDW Design.
The importance of you as opposed to me
Luxury clients become a lot more interested when you understand their problems and tell them how you can solve them. The trick is effectively ensuring your website and marketing copy clearly communicates how high-end clients will be seen and heard when they work with you.
The critical first impression
Since your website tends to be the first touch point for your clients, your messaging needs to be bang on. The right website strategy effectively establishes your messaging to help remove uncertainty, make a strong first impression and ensure you continue to provide reassurance at every touch point.
Creating experiences and appealing to emotions
Luxury clients tend to buy with emotions as designers meet a want not a need. When shopping designers, premium clients are buying from the heart not the head, so your goal is to show them how you can create beautiful spaces that make them happy. In other words, appealing to their emotions more than the mind or logic.
Balancing design and copy for 3 client personas
Copy is an essential part of selling yet needs to flow properly within an effective website design. To achieve this balance, you need to consider how to appeal to the following buyer types or “personas:”
- The uniqueness buyer
- The legacy buyer
- The aspirational buyer
Each one requires an extremely specific approach that ensures they understand how you can deliver what they desire. Check out the full episode to learn how each persona differs.
SEO for each persona
Your SEO strategy needs to target luxury personas using keywords that reflect the attributes your ideal client admires. In hand with tailored content and designs, your message will resonate with prospects in a meaningful way.
The importance of exclusivity
You offer exclusive items that are only available to your trade, a huge selling point for the luxury client. That means you need to learn how to play exclusivity up in your marketing and you’re messaging.
Knowing your brand foundation
You can’t create brand visuals without having clarity around your brand foundations and unique value proposition. It’s not about your logo, but instead about why luxury clients should consider you the designer of choice.
Remaining authentic
Being true to who you are and what you offer ensures you remain authentic. How can you honestly reflect your personality on your website design and across your marketing? If jeans are who you are, you need to know how to package that brand in a way that resonates with your dream clients.
Good marketing and website design takes time
You and your target are critical parts of the foundational pieces that come together to create a truly strategic website. However, website designers need to take the time to get to know you and understand (or even help develop) your brand before you can consider how to approach your audience.
Knowing your competition
Understanding your competition is the key to finding opportunities. You need to know which designers are your competitors to effectively differentiate yourself from them. It’s your differences that set you apart, not your attempts to mimic the designers you admire, or feel are edging you out of the market.
Zones of genius: how DIY websites fail to drive traffic
There are several reasons a DIY website won’t cut it. In fact, poorly designed websites can be the downfall of exceptional designers who fail to create a website design and marketing strategy.
The most important elements of strategic website design
We round up this episode by covering the most important elements of strategic website design to help you create a valuable marketing tool to attract your dream clients.
Episode highlights
Here are the highlights of this episode:
- 11:01: The Importance of You as Opposed to Me
- 13:54: The Critical First Impression
- 15:56: Creating Experiences and Appealing to Emotions
- 18:01: Balancing Design and Copy for 3 Client Personas
- 24:31: SEO for Each Persona
- 27:48: The Importance of Exclusivity
- 28:53: Knowing Your Brand Foundation
- 32:09: Remaining Authentic
- 33:28: Good Marketing and Website Design Takes Time
- 35:51 Knowing Your Competition
- 38:42: How DIY Websites Fail to Drive Traffic
- 46:50: The Most Important Elements of Strategic Website Design
Don’t waste time waiting for your ideal clients to come to you. Book a consultation to learn how the right marketing strategy, in hand with a well-written website filled with intentional content can help attract luxury clients and secure your success.
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