Why The Launch Isn’t My Favorite Part Of Building Your Website
Imagine it now … launching your new website!
Oh, think of all the new possibilities: a new look, a new feel, and the promise of new clients flowing into your business. You’re turning a corner and seriously upping your game with the new build.
Launching a new website design project is always an exciting time! Okay, it might be a bit stressful along the way. There’s usually a lot of content to write and gather, images to find, and don’t forget finding the time to schedule in design meetings and such.
But all of that worry melts away when you picture the positive impact a fresh website will have for your business. And that’s why I love helping my clients launch new websites.
However, even with all that fanfare, it still takes second place to my favorite part of every build.
Let me explain…
Starting With A Simple Question
Here’s a simple question for you:
Why do you need a new website?
Typically when I ask this I hear about how your old site is troublesome or outdated. It’s not mobile-friendly. The previous web designer has disappeared. You just need something simple. You want more fitness leads.
And the list goes on and on…
But, most of the time, this isn’t actually why you need a new website. It’s not even close.
I won’t deny that these are all valid reasons to have a new website built. But they aren’t the real, true, deep-seeded, core reasons why your fitness studio needs a new website.
In fact, I believe NOT exploring those deep reasons is why many small business websites fail to reach their full potential.
If you don’t ask the right questions, you won’t get the right answers.
The Trouble With NOT Starting With Real Reasons
If you can’t articulate – in exacting detail – why you need a new website, it’s extremely unlikely that the effort will be successful.
And it’s a lot of effort.
Many website developers will hear “My site isn’t mobile friendly” and start thinking about how to make your new site responsive and look great on a wide variety of screen sizes.
But did they know WHY you wanted to build that site? Oh, you need to build a better, more efficient system for turning web visitors into leads so you can grow your email list? Because you need those email subscribers to schedule more classes with you? That you want to hire 2 new trainers by next year? You want to (finally) take vacation time this year to spend it with your growing family?
Suddenly, we’re solving a much different problem. And now we’re a looong, loooooong ways away from simply making your website mobile-friendly.
Selling yourself short there is like concentrating on how great your frosting is without considering the cake underneath.
You know, a client recently told me how he was really floored by how I had him thinking about a slew of things he wouldn’t have considered before we started working together.
I take that as high praise. After all, that’s why I’m here for you.
Asking The Tough Questions
If I’m not asking the tough questions then I can’t say I’m giving my best to my clients.
Normally, when I start website projects I’m asking a lengthy series of questions to dig deep and learn more. I must know the intimate details of the problems I need to solve to give an accurate diagnosis. You could think of this like visiting a doctor. They need to start with an exploratory process to find out what the underlying problems are. After uncovering the root cause, they can prescribe the right solution for your situation.
Circling back to web design, I have a simple 5-stage web design process: Discovery, Content, Design, Development, and Launch.
Everything … and I mean EVERYTHING … hinges on the success of your Discovery stage. Ask the right questions there or fear the threat of malpractice in subsequent build stages.
So, what questions should you ask to really discover your WHY for building your new website?
How To Dig Deep And Poise Your Fitness Website Project For Success
Let’s pretend we’re good doctors now and get to really solving your website pains.
What are your specific goals for needing a new website?
This is always my #1 question when building new sites. I need to know, with specific details, what you need to accomplish.
An example of a good, specific goal is: I want to grow my email list by 25% by the end of August.
And this is why “I want more leads” isn’t a great goal. It’s not specific enough.
Who are you trying to serve and what are their goals when visiting your website?
After you’ve set your own goals, you need to turn immediately to the goals of the people you’re trying to serve.
Who are the people who “get” what you’re offering? Or rather, who will your website speak to?
We don’t want to write content and create designs for the wrong audience. We want to build an engaging experience that “your people” will easier relate to. That helps build trust, rapport, and business opportunities.
Plus, knowing what they need from your site tells us how to structure and present the information so it’s most useful to them. Your website needs to be a valuable resource to drive business – not just look pretty.
If you’re celebrating a successful website build in 12 months, what does that look like?
Look into your crystal ball and think about the future. In a year or so, if I’ve done a great job and you’re telling someone that you’re really happy with your website…. what would have happened? Again, I’ll encourage you to speak in specifics:
“We want to increase to 30 new memberships per month vs the 12 we used to have.”
If we know what success looks like then we can build out the steps required – prescribe the right treatment – and create a website that will help you achieve your business goals.
Embracing The Process
When people ask me if the launch is an exciting time, of course, I will say yes. I mean, it is the culmination of a great, united effort to improve a website. It’s certainly a rewarding part of the process. But it’s just that: a part of the process.
My favorite part is the Discovery stage. By digging deep and uncovering the not-so-obvious objectives, I can really help people achieve their goals.
Helping People. That’s why I love what I do.
Are you considering having a new website built? If so, be sure to start by asking those 3 very important questions:
- What are your specific goals for needing a new website?
- Who are you trying to serve and what are their goals when visiting your website?
- If you’re celebrating a successful website build in 12 months, what does that look like?
Start there and you’ll be much, much closer to success than the people who never unlock the true potential of their websites.