Personal Branding Series, Week 3: What to Put On Your Website
You’ve set the stage for crafting your personal brand on the Internet, and now it’s time to execute. It’s important to remember that creating a personal brand takes time and effort, so consider it a long-term solution that will help you to yield the results you’re after — rather than a quick fix for a lay-off or furlough situation.
To create a successful personal brand online, you should be two things: consistent and service focused.
“Inconsistency across channels is often a pitfall of personal branding,” explains Natasa Djukanovic, a personal branding expert and CMO at international tech company Domain.Me. “While you’ll need to adjust the tone of the voice depending on whether you are posting on Instagram or LinkedIn, for example, your logo, tagline, name, etc. should always be present.”
Being consistent also refers to creating and posting content regularly on social media platforms and your blog. It is important to establish a timeframe when your audience can expect content from you, Djukanovic adds.
Second, your content should be providing value. “[This is] what can help you hook your audience and convert them into your customers, and in today’s world, personalization is the key to making that happen,” Djukanovic says. Hint to your audience that you have the solutions tailored to their needs by asking questions, engaging in two-way conversations, going live on Instagram, etc.
We’ll dive into more about content strategy around personal brands next week, but first, you need to get your website up and running. Once you’ve secured a domain that is meaningful, easy to remember and contains a call to action, you are ready to make a checklist of the basic information you need to incorporate into your website, says Djukanovic. Here’s what to consider.
Your homepage is the first impression a visitor has when they pay a visit to your website. This page should help visitors understand these three questions: who you are, what you do and how you can help them.
Don’t over complicate or overcrowd the homepage. A clever hero text (also known as a headline) should be short and clear but send your desired message to your target audience. Another important element of a homepage is a cleverly worded call to action that prompts your prospective clients to take the next step, whether it be contacting you, seeing your portfolio, making appointments, etc.
This is one of the most important pages on your website. Think of it as your biography — but not the uninspiring, monotone kind. Here, you have the opportunity to introduce yourself to your target audience and acquire prospective clients by letting them know how you are uniquely positioned to solve their problems.
The contact page tells visitors through which medium you’d like them to contact you. It can be anything from a contact form to simply stating your email address or social media handles. No matter what you choose, make sure the contact info is clearly visible. Chances are, if visitors cannot find your contact information right away, they’ll give up.
If your homepage and about page are ways to hook a client, consider your portfolio page as the way to seal the deal, says Djukanovic. Show your expertise by making sure your past projects are both visually and contextually presented in the best light possible. If you are just starting out and are short on projects to showcase, create a few personal projects that will depict your skills and level of expertise. Make sure you take time to write a quick summary underneath each project, explaining the idea and process behind each one.
When you’re ready to take the next step, having a blog on your site becomes your space to showcase your expertise and set yourself up as an industry leader through words, tutorials, etc. Enrich your blog content with keywords to increase SEO value and share your posts on your social channels to bring in more traffic.
Have you launched your own website this year? Share it with us in the comments below.