What opportunities are you missing with your website? With Clare Walter

Is your business relying too heavily on social media? 

Learn from Clare Walter, a seasoned brand and web designer with over two decades of experience, as she explains why a well-designed website is your ultimate digital storefront. 

In our conversation, we unravel the dangers of putting all your eggs in the social media basket, particularly the risk of hacking, and emphasize the importance of owning a secure, professional platform to ensure your business thrives. 

Clare's insights will challenge your perception of a website as merely an online business card and demonstrate its pivotal role in capturing and retaining potential clients.

Explore the evolution of marketing from traditional methods to today's digital strategies, and understand why a well-rounded online presence is crucial for your business's success. 

We'll highlight the necessity of nurturing leads through effective email sequences and balancing your marketing efforts across all stages of the funnel.

Clare and I also discuss the pitfalls of focusing solely on social media engagement and share practical advice on how to leverage your website to enhance your marketing funnel. 

Discover how a cohesive online presence, including SEO and social media, can attract both clients and potential employees while building a strong, consistent brand. 

Don't miss this episode packed with valuable insights on how to harness the full power of your website for business growth.

Clare is a Brand & Web Designer, and Digital design specialist. She has 2 decades of experience across big corporations where she headed up teams of digital designers taking care of global web and app platforms as well as design agencies, looking after clients from finance to broadcast media to healthcare.

After having 2 little people, Clare decided she wanted to take her expertise and goals into her own hands and went out on her own to create Clare Walter Design. She began helping her clients do the same: go from working for a big corporate with limited flexibility, to running their own successful businesses on their terms around the life they choose. She helps her clients start strong with a unique brand based on research, and an impressive online presence that ultimately helps them land ideal clients of their own.

https://www.clarewalterdesign.com.au/ 
https://www.instagram.com/clarewalterdesign/

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This podcast has been produced and edited by Snappystreet Creative

Transcript

Speaker 1: 0:13

Hello, hello, welcome back to another episode of Marketing Espresso. So grateful you guys are here with me today. I have got another guest back today. You know me, I love getting people back. Actually, you all already know I batch these. I can try and lie to you guys as much as I want, but there's no point. So today we have the amazing Claire Walter back in the hot seat to tell you guys all about things that she does, and I'm excited for today's episode. I was also just excited to have Claire on the show. She's really stepped outside her comfort zone in doing this podcast. So if podcasting is something you've been thinking about and you're a bit scared, take a leaf out of Claire's book. She is fantastic and, as you can hear from this episode and the other episode, if you haven't yet listened, make sure you go back and do that. Claire is an absolute genius in her field and her voice needed to be heard. So little intro for Claire here.

Speaker 1: 1:01

Claire is a brand and web designer and digital design specialist. She has two decades of experience across big corporations where she headed up teams of digital designers taking care of global web and app platforms, as well as design agencies looking after clients from finance, to broadcast media, to healthcare. After having two little people, claire decided she wanted to take her expertise and goals into her own hands and went out on her own to create Claire Walter Design. She began helping her clients do the same go from working for big corporates with limited flexibility to running their own successful businesses on their terms, around the life they choose. She helps her clients start strong with a unique brand based on research and an impressive online presence that ultimately helps them land ideal clients of their own. Excited to bring you her again, reach out her details in the show notes. If you haven't yet subscribe, leave me a review. Tell me all the things you love about Marketing. Espresso have a great week guys.

Speaker 1: 1:53

Claire, you're back again. I'm back. I love this. All clients, all podcast guests always come back. It's great, I know so good. You just couldn't let me go. Couldn't let you go. That's too much goodness in the last one, too many coffee chats so much goodness.

Speaker 2: 2:08

And also we could just talk all day. Both of us could talk all day, yeah.

Speaker 1: 2:12

For everyone that meets me. Yeah, it's a problem. It's a problem. So this time we are talking about websites and their actual importance, because I think and you and I were just talking about this offline websites and their actual importance, because I think and you and I were just talking about this offline there's such a missed opportunity for people with websites, because I think I'm blaming social media, but I don't know if that's fair, but I think, just with I'm going to just say with our digital world now we don't feel like the emphasis is on websites anymore, and I think one of the contributing factors is this conversation around social media being the biggest search engine now for business and you know whatever, and I highly disagree with that. It's the biggest search engine among a certain demographic, but Google is still getting more hits every single month than TikTok.

Speaker 2: 2:57

So well, that's it the social media. You know TikTok is only delivering you results on TikTok. There's a whole big, you whole big worldwide web out there that delivers you everything.

Speaker 1: 3:08

And we all need a little bit of critical thinking, hey guys, Don't we? So I think today we wanted to talk really about this missed opportunity, with websites and people thinking that it's just an online brochure or it's just a business card or it's just a placeholder that I'll deal with later and how that's actually damaging your brand. I always say your website is your online shop front. So if you're happy for your shop front to look like shit, congratulations, but people won't walk into your store.

Speaker 2: 3:36

So talk us through it. Well, that's it. If people are looking at your shop front and they see, you know a DIY website and you know some people are great at DIYing, like that's you know.

Speaker 1: 3:52

If that's you all kudos to you. My original website was DIY. We've come very far since then.

Speaker 2: 3:54

It did serve a purpose. It does serve a purpose. You know, to a point, you know if people are coming to your shop front or you know they're walking by your shop window as they do. You know, on Google, if they're saying something that you haven't taken seriously and that you haven't, you know, bothered to create a brand and invest in a brand that's really appealing to them, then you know they are just going to walk on by and they're just going to be like this is just another kind of business in the infancy, they're not for me or they're not appealing to me because they haven't really thought about it.

Speaker 2: 4:21

So that's kind of you know, priority number one for your website. But also, I just listened to one of your podcasts about you know what to do when your social media is getting hacked and this is happening constantly, right, constantly, and businesses are losing all of their contacts. So you could have, you know, grown this huge following and you know you do all your DMs through Instagram and you're nabbing all of your clients through Instagram. As soon as you get hacked, you lose everything. So you really need to move people from your Instagram.

Speaker 2: 4:50

It's great to use as a funnel and getting people through Instagram, but you really need to move them to your website as quickly as you can through like a really good link tree or some like call to actions freebies on your website. You want to move them to your website and you want to use your website to capture their email addresses and once you've got their email address and a little bit of info from them, they're yours. They're not Instagrams, they're your contact, they're your list. You can do with that list what you will. So that's really important and it's not something a lot of businesses think about until it happens to them.

Speaker 1: 5:16

You know, yeah, and I think we all think, oh, it won't happen to us. But I think also like if you have this shiny, brilliant Instagram account or LinkedIn or whatever it is and there's a mismatch between that and then your website, I'm going to be like what?

Speaker 1: 5:31

Like, why is there this mismatch? Why do they not care about their website? You know, like, and I think that's it. Yeah, and it's a huge thing. Like, people judge you on your website and we think that they don't because, like, oh, no one goes there now because they buy straight from insta or whatever. Not at all like, even if they're going from your insta, they're going somewhere, like, and they work in conjunction right like they're.

Speaker 2: 5:51

You know you can have many equal parts to your online business and you know social media does play that role in that.

Speaker 2: 5:58

You know that's regular updated content that gives you sort of behind behind the scenes of who you are but at the end of the day, your website is, you know, your shop front and your education piece, your brand awareness, yeah, and ultimately you really need to harness your contacts there. So, whether that's true, you know, like a newsletter set up and with your newsletter, sign up don't just put sign up to my newsletter. No one's going to sign up Like. You need to give them a reason to like. What are you giving them in your newsletter? What kind of like info can they get from your e-newsletter that no one else can get?

Speaker 2: 6:26

And then you've got your lead magnets, hopefully, where you know you're giving a freebie out in exchange for an email address. And then you've got your contact form. So you know there's multiple ways to get those people onto your email list, but they should all work in conjunction, right, like, and even your google my business I think it's called google business now that little profile when people Google your business and the profile on the right-hand side. You should be constantly, constantly updating that with your hours, your services, even behind the scenes, pictures of treat that like your Instagram. All of these little pieces work together to give people an idea of what your business is and who you are, and the brand needs to be consistent across all of them Completely.

Speaker 1: 7:05

And I think also, how are you positioning yourself in the market, too, plays a big part in this. Because are you a cheap and nasty? Because, like that's going to really be portrayed in the way that your website looks, exactly.

Speaker 2: 7:18

Or are you?

Speaker 1: 7:18

premium. Yeah. So like, place yourself where you want to be and and that shop front is what's going to give someone actually the impression Like they'll get a feel for you. They'll potentially like no trust you from your socials, but they will at some point land on your website and you're right, you want to get them onto your email list. You want to own that data. You want to own that person.

Speaker 2: 7:39

You want to know you know, even with me with my podcast.

Speaker 1: 7:42

Ultimately, I know people are probably going to go Google me. They're going to end up on my website. They're going to end up on my socials because they feel like they know me, because they're listening to me. If I'm selling a premium here, like, my website needs to match that, my socials need to match the same thing. I have to be consistent everywhere. Absolutely, yeah, and it's so important. It's interesting. I was talking to someone for three hours yesterday. It's a shock.

Speaker 2: 8:03

It's a shock.

Speaker 1: 8:05

I believe it. You're like, I am not shocked. Congrats on wasting your day. That was a great chat, great chat, but you know and we were talking about this whole we're so focused on followers, we're so like so many people are focused on this online, social media, digital presence, that it's, at the end of the day, it's fake.

Speaker 2: 8:26

it is fake like totally, and you said to me that I think in a couple of years, or I think in five years, 90 of the things that we see online, whether that be in social media or, you know, on the, the greater web, is going to be generated by some kind of ai or bot. So it's just like you don't even know if those followers are actual people until they give you their email address, which you know kind of can prove that they're a real person. You've got absolutely no idea.

Speaker 1: 8:53

Yeah, and I think, as a business owner, you look to these vanity metrics because that's what we're told that we should want more followers, we're told that we should want this, instead of setting up that foundation stuff, that stuff that actually, like you, or even now, like I know, businesses that have huge followings and sure they're very profitable at the moment, but they don't have a business plan.

Speaker 2: 9:15

But if you know, they probably don't even understand what their messaging is, you know so and that was one of the first things you taught me was you know, you've got to have your three content pillars, everything you put out into the world. I've got them on my wall, actually I have good look at that.

Speaker 1: 9:29

Sometimes I give some good information. Yeah, you do Occasionally and this is why, like for me actually this year, I'm on a flat out mission to remind people that social media is not the be all and end all. It's important A thousand percent. It is a free channel. Well, it's not because it's your time and energy, but in terms of you know, back when I started in marketing, your website was gold, but then you did your magazine advertising, your billboards, whatever and you had to try and get people and good luck trying to measure that.

Speaker 1: 9:59

We have so many means to measure stuff now. And also, the other thing is website builds. Like you're not talking back in the day when it was like 90 grand. Yeah, Because, like, it is more accessible now to even have a website, but don't treat it like an online business card because it's so it can be so much more valuable than that. If you're putting all this time and energy into building this beautiful social media presence and you're killing it in that space and you're doing super well, don't disappoint someone when they land on your website.

Speaker 2: 10:28

I know right, yeah, it really it almost needs to be a step up. So your Instagram needs, so your social media needs to be like a little taste tester of what you can provide. And then they go to your website and then like, ideally you want people to get either to click that book button or fill in your contact form or to get stuck on your website.

Speaker 2: 10:44

So if you've got updated content, if you've got a killer blog, if you have, you know, some really good information on there. Not only is that going to, you know, keep Google really happy, it's going to keep your website visitors happy. So, yeah, it should be a step up. And then the next step up after your website should be and I don't really talk about this enough is your email sequence. So that should be the next level.

Speaker 2: 11:04

So, once someone is on your list, your and I don't actually don't offer this as a service, but I work with a lot of service providers who do specialize in it like your nurture sequencing, and you know when someone feels in your contact form they should get an instant email. I think you talked about this in a podcast they should get an email instantly saying welcome to Claire Walter Design. Here's all the ways that I can potentially help you. Hopefully, in your contact form, you've got little click boxes that are qualifying people, so you qualify based on, potentially, their budget or how they found you or you know, just a little bit of information and you tailor that email to that person.

Speaker 2: 11:35

So, you know, along the journey they're just getting more and more and more impressed with you. But the top of the funnel is the Instagrams and the LinkedIn. Yeah, that's just the start, you know.

Speaker 1: 11:45

Yeah, and I don't feel like we talk funnel enough anymore either. Like I think we just talk about the funnel is get them into your social media and just convert them there in your DMs, and it's like, yeah, it's not.

Speaker 2: 11:55

And then we spend so much energy on the top of funnel and I find a lot of businesses are like really pumping a lot of time into their top of funnel and like all their energy and that's where, like, the least amount of energy really should be spent. You should be putting a lot of content out and a lot of sort of teasers and stuff, but the energy should be you know your hot leads that have, you know, made the journey to your website and clicked that book button. That's when you should really like pay attention to those people, because they're the ones that are going to buy and the people who have already bought from you. They're probably going to buy from you again or use the services again. Like that's where the energy should be. Yeah, yeah, the shininess is in the social media and the instant gratification and the dopamine. There's no dopamine in email nurture sequences.

Speaker 1: 12:35

Nah, I love that. I love that. You said that because I was like I think I just had a rant about that on my Instagram this morning because I was like so many people I work with, we work together, for, like they do the journey that I like convinced them to finally do for three months and they're like that's not working and I'm like when did we get to a time where, like, we think that we can build these huge? It's because, like we see these things, like we hear about Canva and we're like, oh, overnight, it wasn't a fucking overnight success. I guarantee you they. They were at the grind, yeah, for so long before rubber hit the road and they actually saw results.

Speaker 1: 13:10

Like we look Like we look at tech companies and we're all like I want to be the next tech, but we're not even in tech.

Speaker 2: 13:17

It's like what the fuck are you thinking? And also if you look at the statistics of how many tech companies fail like so, so, so many. So you know, the canvas are the ones that have just like been. You know, the cream that's skimmed off the top.

Speaker 1: 13:36

There's been a lot of failures going. Yeah, and I said this this morning, I'm like, if you don't have that idea, like if you are lucky enough to come up with the idea, that's going to save humanity.

Speaker 1: 13:40

Yeah, you're going to have like, honestly, if you, if you are so, if you're the Einstein of the world and you understand someone's problem which, by the way, all of us would love to be that person but the reality there's, there's top one percent of people that are that in tune with. That's a problem. I can solve that with xyz because I have, you know, it's that whole icky guy like my skills and expertise. Meet an icky guy, love a good icky guy.

Speaker 2: 14:02

Thank you just dropping in some cultural references. Do we need to explain to people?

Speaker 1: 14:09

people can go google they can google it okay. Um, I think you know we, we all think that we're and we look, we are all capable of it. But you you that shower thought, that toilet thought, wherever the hell you have your thoughts you are so blessed if you come up with that and you also have the advertising budget to meet your market or you have the contacts right. The rest of us, we unfortunately have to do the hard yards and do the time in the saddle to build the brand, to build who we are, and we have to have the things behind us, like websites, like good social media presence, like all of the things. And my rant this morning was just around this whole constant need for dopamine, the instant gratification. We are literally de-evolving.

Speaker 2: 14:51

when you look at our brain, I know I know and you have to think about as soon as you jump onto these social media platforms, like they're using this dopamine to you are their business, so you say they're a free platform, but they're not there to promote your brand. They don't care about that they're there to get your data and to use that data in a grand scale. Know grand scale to you know, basically advertise, so you've got to think about that as well. They're not serving your business.

Speaker 1: 15:15

No, you are serving them.

Speaker 2: 15:17

So you know, limit the amount of energy. I mean, if you love posting on socials, then all be it.

Speaker 1: 15:22

Oh, yeah, a hundred percent.

Speaker 2: 15:23

You know if it gives you that hit, then you know go ahead. But don't neglect the other steps of your business. And my business has grown mostly from nurturing existing clients and getting referrals and having brand consistency. And put it because I don't put that much energy into my socials I know I should, everybody should the socials say we should put more energy into the socials.

Speaker 1: 15:45

But I think you put an adequate effort. In is what.

Speaker 2: 15:48

I will.

Speaker 1: 15:51

No, because I think the thing is like adequate is actually perfect, because if you're putting all, as you said, if you're putting all your time and energy into that channel, you're putting all your eggs in one basket, and if that doesn't go well for you which, by the way, we know that engagement across the board is down. Like you know, people are becoming less and less engaged by these things, because they're like we're also just too much content.

Speaker 1: 16:13

Yeah, there's just too much content and we're sick of the bullshit, like I think you know, humans, even though, like AI, serves its place, but I think people are pretty over it too, right.

Speaker 2: 16:23

Already.

Speaker 1: 16:24

Because it's like except I saw a, really I shared it. It was like AI had created like if dogs were to wear clothes like what they'd dress up like.

Speaker 2: 16:34

Of course it did. I get dopamine just like hearing about stuff like that, and I'm 100% going to go and look it up after this.

Speaker 1: 16:42

It was so good Like the Golden Retriever had, like it was reading a book and it was so good, and that's what we should be using AI for obviously Obviously Productive methods like that. But yeah, I think you know, don't disregard your website because you think that it's the most unimportant part of your marketing. It's actually such an important part and it feeds that whole. If someone refers you to, you know, help them, send you to their like. Help them by giving you a good website to go like yeah, you know, if someone's referring you.

Speaker 1: 17:18

That's the highest form of a compliment, is it not? Yeah, totally. Yeah, help them with that exactly.

Speaker 2: 17:25

Yeah, and I say to my clients as well, like a lot of you, your website can be. You know it can be twofold, so it can be an efficiency tool, so you can help you schedule in appointments. If you know, a lot of my clients are healthcare based. They don't necessarily want their clients to be able to make instant appointments with them, but you know, if you have discovery call processes and stuff like that, it can automate that entire process and make them feel nurtured, send a personalized email to make them feel like you're there even if you're on holiday or it's the weekend. And the other thing is, if you're looking at growing your business, I've got quite a few clients who want to entice, you know, employees to work for them, and so you want to put yourself out into the world that you're not only a great business to provide to clients, but you're also a great business to work for.

Speaker 2: 18:06

So you know your website and your online presence Like when I say website, I'm talking about website your Google business, like any kind of SEO and also like your social media should portray that Like it all should just work in conjunction. And then your brand, because you know branding is paramount to the beginning of the process. You know, like people should just and I see your brand color and I instantly know it's you Like I don't even have to look at your logo because you've chosen this lovely hue of purple, you know what I mean. So, like, people should be able to recognize you across all these platforms pretty instantly, and then you know, they might walk across your shop front and see the same color and go oh yeah, I know who that is. It's back, it's bloody back, it's there's back again, she's everywhere. That's that's great branding, you know, and it all works together.

Speaker 2: 18:51

And you know, like, if you, if you view your website as just an add-on oh, someone told me I have to have a website, so I'm just going to do a website. Like you know, like, if you view your website as just an add-on, oh, someone told me I have to have a website, so I'm just going to do a website Like you know, don't miss that opportunity and really put some effort and time and investment into it, whether it's, you know, if you're great at DIYing, then you know, put in the 20 hours it takes, and it does take up to 20 hours to build your own website, which have the cost beside it.

Speaker 1: 19:12

Don Just beside it. Don't forget your per hour cost when you're doing that. That's it.

Speaker 2: 19:16

Absolutely. It's worth the investment you set and forget I mean update content. Obviously, your online presence is there and it lasts for as long as you want it to last. So, yeah, it's really important.

Speaker 1: 19:28

Yeah, I love that. I think all very, very good points. So one question if you had like a checklist of these are the things that I think a website should have non-negotiable, what would they be?

Speaker 2: 19:39

So a great homepage is the absolute paramount. So, even if you just have one page, even if your business isn't up and running yet, put a coming soon page up there and put a contact form on there. So like, even if people don't quite know who you are, that yeah, you can put something enticing, just saying you know for updates or if you want to be the first to find out about this great offer, get their email. So email capture is the second one you really need to, and I've built a huge email following, so my social following is pretty low, but my email following is pretty high. So start from the get-go, even when your website isn't even online yet, capturing those emails. Yeah, again, your homepage needs to be like an airport terminal. So people coming to your page need to see what's available throughout the rest of your site, and then each page is like the gate. So if you've got you know someone who's looking at you as a potential employer, they can go, you know, to this airport gate. If someone's coming and they just want to book with you straight away and they're a hot lead, the book button will take you there. So, yeah, a killer home page is paramount, and then your contact form.

Speaker 2: 20:45

A lot of people don't utilize your contact form as much as you could. So the idea is the inquiries that you're getting through your website should have qualifiers around them. So, rather than just having you know name, email, name, email address and you know a message or something kind of open text, have some checkboxes that people can click around their budget if you're a service provider or if you're, you know a clinician, the treatment area that they are looking for help for Because at the end of the day, when you get the inquiry, you're going to know straight away if that person is requiring a lot of energy or if they're sort of the not ideal client basket, and you can kind of park them for later and focus on them. So yeah, a contact form is like a most underutilized component of your website.

Speaker 1: 21:26

With the contact form. Like I remember back in the day there was like this whole theory around the more fields you have, the more drop-off you have. Like people won't want to fill it out. Is that still accurate? Or like, is there like a really happy place of how many questions you can ask before it's like this is too tedious, like I'm not fucking filling it out?

Speaker 2: 21:45

Yeah, absolutely, there's a huge drop-off.

Speaker 2: 21:47

So if you've got, like you know, a huge amount of fields, and especially if they're all required so you can dictate which are required and which are not, then yeah, yeah, like people are going to drop off for sure, but it's, it's as simple as you know. First name, last name, I don't like to have like the message, because people kind of tend to sort of go on and on about the message and that's sort of not necessarily qualifying them, and they might give you a little bit of information, a lot of information. I like to have check boxes or radio buttons and I'd maybe just max it out at three. So like your budget, your treatment area, if that's you know, your jam and the services you're looking for, and then by the time they get to your inbox, you can make a little folder for you know urgent contacts that are probably going to pay me a lot of money and not so urgent contacts that you know I don't want to deal with right now but I would like to deal with at some point, you know.

Speaker 1: 22:32

Yeah, I love that. That's awesome. Yeah, yeah, so kick-ass homepage contact form. Two key things email capture, email capture, love it, yeah, what.

Speaker 2: 22:43

And that's all you need really. The rest is, you know, about pages, I find a lot of people want to put a lot of information about themselves and their qualifications and their history, like, just keep, keep it really interesting, make sure it's appealing to the person who's coming to your site. So I don't really care what your qualifications are like, how's, how is that going to help?

Speaker 1: 23:03

me with my problem. You know what I mean.

Speaker 2: 23:05

Tell me and that you do that in your marketing yeah strategy as well yeah, it's all about the client.

Speaker 1: 23:10

Yeah, tell me, tell me the wars that you've won like. Tell me, yeah, you know the things that you've like actually achieved, rather than I went to. You know like.

Speaker 2: 23:20

Qualifications are all well and good, but, at the end of the day, experience is key yeah, so unless it's a necessary qualification for your oh yeah, you know, like a degree if you need it sure like, if you're a doctor, maybe say that you're a doctor please, but that can come at the end you know, that's just like for someone to tick off. Oh yes, you do, you know, you have been through med school. You can give me heart surgery.

Speaker 1: 23:44

Okay, good, you have done this before.

Speaker 2: 23:47

I don't know if many people are finding their heart surgeons on Google, though I'm not sure. I would hope not.

Speaker 1: 23:58

Maybe I mean, who knows right, maybe there's an opportunity that has been incredibly helpful. Good, I'm glad yeah, glad to be of service. Yes, and I think, because you and I speak very similar languages in this space, because you know we are both so passionate about, I guess, the foundation stuff, because it's just to me, it's just like it's a non-negotiable if you want longevity in your business, it flat out, it will serve you long after social media will.

Speaker 2: 24:24

Yeah, and if you do it properly upfront and you get all your ducks in a row from the beginning, everything else will just flow from there, and when you come to Instagram to post about something, you'll just you'll know your brand, you'll know that you can direct people to your website. That looks a million dollars and everything just becomes easier if you do the foundational work upfront. Yeah, I love that.

Speaker 1: 24:44

Thank you so much for joining me again today. Where can people find you? Thanks?

Speaker 2: 24:47

Bec. They can find me on Instagram at ClaireWalterDesign, or my website is ClaireWalterDesigncomau, just to make it easy, love it.

Speaker 1: 24:56

I'll put those dates in the show notes and hopefully people reach out to you. But thank you again. Thanks, bec, bye Pleasure.