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Your Website Might be Functioning. But It's Not Working

Most of us spend a lot of money on our websites because we have to; our websites are often the first impression we're giving a potential client, so they need to represent us well.

The problem is that many people get that website up and then that's it. They don't do anything with it.

With my clients, we're always working on content that not only appeals to their ideal client, but we also use that content to drive traffic and improve their ranking.

But a well-thought-out website does more than that. It works hard for you.

And that's where the opt-in comes in.

What is an opt-in?

An opt-in is content that someone visiting your website is willing to give their very valuable information to access. It can be in the form of an eBook, webinar, video, course, or any other medium that provides the visitor with free, valuable information.

Now, I say "free" but it isn't really. There's a lot of value in capturing someone's email address that then goes into your email marketing list and/or CRM that allows you to follow up with them.

The truth is that you will always have a higher client conversion rate over email than you ever will with social media. So, if you're relying on social media to capture leads, you might need to rethink your strategy.

What are the components of a good opt-in?

  1. It's specific. VERY SPECIFIC. It addresses a specific demographic and solves a specific problem. If you have a webinar about tax strategies for anyone who is nearing retirement...that's not specific enough. Whittle it down to a very specific issue for a very specific type of person.

  2. You can't find it just anywhere. If I can Google this problem and find the solution without giving my email address away, I will. It needs to be something that only YOU can provide and/or in a format that is engaging to your ideal client.

  3. It communicates exactly what it is so there's no question of what I'm getting.

We've all opted into something at some point. Heck, I did just this morning and I'm a hard sell. Every time I give away my email address I ask myself, "How did they do that? How did they create a message or product that made me want to know more?"

We're going to dig into this more, but in the meantime, I encourage you to just take a mental note of the things you subscribe to and ask yourself why. Think about how what they've done can be applied to your business. A good opt-in is not something that comes together overnight. It takes time to do it right.

But then you're really making that website work.


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