{"version":"1.0.0","segments":[{"speaker":"Kristen","startTime":0.0,"endTime":3.96,"body":"Now picture this. You"},{"speaker":"Kristen","startTime":0.0,"endTime":3.96,"body":"just spent a bunch of money and"},{"speaker":"Kristen","startTime":3.96,"endTime":8.16,"body":"time on a website redesign. The"},{"speaker":"Kristen","startTime":3.96,"endTime":8.16,"body":"design is perfect, the fonts and"},{"speaker":"Kristen","startTime":8.16,"endTime":13.86,"body":"the colors are on brand, and"},{"speaker":"Kristen","startTime":8.16,"endTime":13.86,"body":"honestly, it looks amazing. But"},{"speaker":"Kristen","startTime":14.25,"endTime":17.97,"body":"three months later, your sales"},{"speaker":"Kristen","startTime":14.25,"endTime":17.97,"body":"haven't budged, or they might be"},{"speaker":"Kristen","startTime":18.0,"endTime":22.32,"body":"worse than before. If that"},{"speaker":"Kristen","startTime":18.0,"endTime":22.32,"body":"sounds painfully familiar,"},{"speaker":"Kristen","startTime":22.5,"endTime":26.58,"body":"you're definitely not alone. I"},{"speaker":"Kristen","startTime":22.5,"endTime":26.58,"body":"hear this story all the time"},{"speaker":"Kristen","startTime":26.73,"endTime":28.65,"body":"when I first start working with"},{"speaker":"Kristen","startTime":26.73,"endTime":28.65,"body":"new clients."},{"speaker":"Kristen","startTime":29.13,"endTime":32.94,"body":"Today, we are going to bust one"},{"speaker":"Kristen","startTime":29.13,"endTime":32.94,"body":"of the biggest myths in online"},{"speaker":"Kristen","startTime":32.94,"endTime":37.26,"body":"business, that gorgeous websites"},{"speaker":"Kristen","startTime":32.94,"endTime":37.26,"body":"automatically equal more sales."},{"speaker":"Kristen","startTime":37.89,"endTime":40.56,"body":"I'm going to show you why a"},{"speaker":"Kristen","startTime":37.89,"endTime":40.56,"body":"beautiful website without the"},{"speaker":"Kristen","startTime":40.56,"endTime":44.34,"body":"right strategy behind it is"},{"speaker":"Kristen","startTime":40.56,"endTime":44.34,"body":"nothing more than an expensive"},{"speaker":"Kristen","startTime":44.37,"endTime":48.96,"body":"vanity project. And more"},{"speaker":"Kristen","startTime":44.37,"endTime":48.96,"body":"importantly, what you should"},{"speaker":"Kristen","startTime":48.96,"endTime":53.73,"body":"focus on instead to actually"},{"speaker":"Kristen","startTime":48.96,"endTime":53.73,"body":"turn those website visitors into"},{"speaker":"Kristen","startTime":53.73,"endTime":55.23,"body":"paying customers."},{"speaker":"Kristen","startTime":56.73,"endTime":59.67,"body":"Are you a digital product or"},{"speaker":"Kristen","startTime":56.73,"endTime":59.67,"body":"course creator selling on"},{"speaker":"Kristen","startTime":59.67,"endTime":62.94,"body":"platforms like Teachers Pay"},{"speaker":"Kristen","startTime":59.67,"endTime":62.94,"body":"Teachers, Etsy, or your own"},{"speaker":"Kristen","startTime":62.94,"endTime":66.84,"body":"website? Ready to grow your"},{"speaker":"Kristen","startTime":62.94,"endTime":66.84,"body":"business, but not into the kind"},{"speaker":"Kristen","startTime":66.87,"endTime":70.95,"body":"of constant hustle that leads"},{"speaker":"Kristen","startTime":66.87,"endTime":70.95,"body":"straight to burnout? Then you're"},{"speaker":"Kristen","startTime":70.95,"endTime":75.09,"body":"in the right place. Welcome to"},{"speaker":"Kristen","startTime":70.95,"endTime":75.09,"body":"The Savvy Seller. I'm Kristen"},{"speaker":"Kristen","startTime":75.09,"endTime":79.14,"body":"Doyle, and I'm here to give you"},{"speaker":"Kristen","startTime":75.09,"endTime":79.14,"body":"no fluff tools and strategies"},{"speaker":"Kristen","startTime":79.17,"endTime":82.53,"body":"that move the needle for your"},{"speaker":"Kristen","startTime":79.17,"endTime":82.53,"body":"business without burning you out"},{"speaker":"Kristen","startTime":82.53,"endTime":87.45,"body":"in the process—things like SEO,"},{"speaker":"Kristen","startTime":82.53,"endTime":87.45,"body":"no stress marketing, email list"},{"speaker":"Kristen","startTime":87.45,"endTime":91.44,"body":"building, automations, and so"},{"speaker":"Kristen","startTime":87.45,"endTime":91.44,"body":"much more. Let's get started,"},{"speaker":"Kristen","startTime":91.44,"endTime":91.8,"body":"y'all."},{"speaker":"Kristen","startTime":96.48,"endTime":99.9,"body":"So what does this actually look"},{"speaker":"Kristen","startTime":96.48,"endTime":99.9,"body":"like in practice? Here's what"},{"speaker":"Kristen","startTime":99.9,"endTime":103.68,"body":"clients tell me when they first"},{"speaker":"Kristen","startTime":99.9,"endTime":103.68,"body":"reach out to me. They say things"},{"speaker":"Kristen","startTime":103.68,"endTime":108.57,"body":"like, I feel like it just looks"},{"speaker":"Kristen","startTime":103.68,"endTime":108.57,"body":"DIY. They feel embarrassed by"},{"speaker":"Kristen","startTime":108.57,"endTime":112.11,"body":"what their site looks like right"},{"speaker":"Kristen","startTime":108.57,"endTime":112.11,"body":"now. They tell me that it looks"},{"speaker":"Kristen","startTime":112.14,"endTime":116.79,"body":"outdated and they think a modern"},{"speaker":"Kristen","startTime":112.14,"endTime":116.79,"body":"design or an update is going to"},{"speaker":"Kristen","startTime":116.79,"endTime":120.27,"body":"solve their problems. Or"},{"speaker":"Kristen","startTime":116.79,"endTime":120.27,"body":"sometimes they say it just"},{"speaker":"Kristen","startTime":120.27,"endTime":123.84,"body":"doesn't look good, because they"},{"speaker":"Kristen","startTime":120.27,"endTime":123.84,"body":"really can't articulate what's"},{"speaker":"Kristen","startTime":123.84,"endTime":127.35,"body":"wrong with their site right now."},{"speaker":"Kristen","startTime":123.84,"endTime":127.35,"body":"They just know something is, and"},{"speaker":"Kristen","startTime":127.35,"endTime":131.52,"body":"they assume it's probably the"},{"speaker":"Kristen","startTime":127.35,"endTime":131.52,"body":"visuals. It's probably how it"},{"speaker":"Kristen","startTime":131.52,"endTime":131.97,"body":"looks."},{"speaker":"Kristen","startTime":132.17,"endTime":135.08,"body":"The underlying assumption"},{"speaker":"Kristen","startTime":132.17,"endTime":135.08,"body":"between all of these is, if my"},{"speaker":"Kristen","startTime":135.08,"endTime":138.56,"body":"website looks more professional,"},{"speaker":"Kristen","startTime":135.08,"endTime":138.56,"body":"it's going to convert better."},{"speaker":"Kristen","startTime":139.13,"endTime":142.43,"body":"And I totally get why this is so"},{"speaker":"Kristen","startTime":139.13,"endTime":142.43,"body":"tempting, the logic seems to"},{"speaker":"Kristen","startTime":142.43,"endTime":145.31,"body":"make perfect sense. See, the"},{"speaker":"Kristen","startTime":142.43,"endTime":145.31,"body":"truth is, professional"},{"speaker":"Kristen","startTime":145.31,"endTime":148.82,"body":"appearance does build"},{"speaker":"Kristen","startTime":145.31,"endTime":148.82,"body":"credibility. We see beautiful"},{"speaker":"Kristen","startTime":148.82,"endTime":152.51,"body":"websites and we assume that they"},{"speaker":"Kristen","startTime":148.82,"endTime":152.51,"body":"are successful businesses"},{"speaker":"Kristen","startTime":152.78,"endTime":156.2,"body":"because of how professional and"},{"speaker":"Kristen","startTime":152.78,"endTime":156.2,"body":"polished their website looks."},{"speaker":"Kristen","startTime":156.71,"endTime":161.69,"body":"And lots of design agencies and"},{"speaker":"Kristen","startTime":156.71,"endTime":161.69,"body":"especially DIY platforms really"},{"speaker":"Kristen","startTime":161.69,"endTime":164.36,"body":"reinforce that message, because"},{"speaker":"Kristen","startTime":161.69,"endTime":164.36,"body":"they are constantly telling you"},{"speaker":"Kristen","startTime":164.36,"endTime":167.24,"body":"that your site is going to be"},{"speaker":"Kristen","startTime":164.36,"endTime":167.24,"body":"beautiful when you work with"},{"speaker":"Kristen","startTime":167.24,"endTime":169.64,"body":"them, as if that's the end goal."},{"speaker":"Kristen","startTime":170.48,"endTime":175.49,"body":"But the end goal of your website"},{"speaker":"Kristen","startTime":170.48,"endTime":175.49,"body":"really is to get sales for you,"},{"speaker":"Kristen","startTime":175.52,"endTime":178.16,"body":"whether that looks like booking"},{"speaker":"Kristen","startTime":175.52,"endTime":178.16,"body":"clients or selling products,"},{"speaker":"Kristen","startTime":178.37,"endTime":181.4,"body":"getting those visitors to"},{"speaker":"Kristen","startTime":178.37,"endTime":181.4,"body":"convert into buyers is your end"},{"speaker":"Kristen","startTime":181.4,"endTime":186.41,"body":"goal. And let's be real, it is"},{"speaker":"Kristen","startTime":181.4,"endTime":186.41,"body":"really just fun to play with"},{"speaker":"Kristen","startTime":186.41,"endTime":190.07,"body":"design things. For most of us,"},{"speaker":"Kristen","startTime":186.41,"endTime":190.07,"body":"it is a whole lot easier to"},{"speaker":"Kristen","startTime":190.07,"endTime":194.09,"body":"focus on how we want our site to"},{"speaker":"Kristen","startTime":190.07,"endTime":194.09,"body":"look than it is to do the"},{"speaker":"Kristen","startTime":194.09,"endTime":198.2,"body":"strategic planning to make sure"},{"speaker":"Kristen","startTime":194.09,"endTime":198.2,"body":"that it works. Maybe we don't"},{"speaker":"Kristen","startTime":198.2,"endTime":202.22,"body":"even understand all of that"},{"speaker":"Kristen","startTime":198.2,"endTime":202.22,"body":"strategy that well. See, a"},{"speaker":"Kristen","startTime":202.22,"endTime":206.18,"body":"beautiful website without a"},{"speaker":"Kristen","startTime":202.22,"endTime":206.18,"body":"clear plan, is like having a"},{"speaker":"Kristen","startTime":206.24,"endTime":211.64,"body":"gorgeous store, but people can't"},{"speaker":"Kristen","startTime":206.24,"endTime":211.64,"body":"find the cash register. It looks"},{"speaker":"Kristen","startTime":211.64,"endTime":213.77,"body":"amazing, but it's ineffective."},{"speaker":"Kristen","startTime":214.79,"endTime":218.63,"body":"A lot of times what I see from"},{"speaker":"Kristen","startTime":214.79,"endTime":218.63,"body":"digital product creators is a"},{"speaker":"Kristen","startTime":218.63,"endTime":221.51,"body":"beautifully designed website"},{"speaker":"Kristen","startTime":218.63,"endTime":221.51,"body":"with a catchy hero section that"},{"speaker":"Kristen","startTime":221.51,"endTime":225.05,"body":"sounds really clever, but maybe"},{"speaker":"Kristen","startTime":221.51,"endTime":225.05,"body":"it doesn't clearly explain who"},{"speaker":"Kristen","startTime":225.05,"endTime":230.0,"body":"they help or how, and then they"},{"speaker":"Kristen","startTime":225.05,"endTime":230.0,"body":"follow it immediately by"},{"speaker":"Kristen","startTime":230.3,"endTime":234.89,"body":"sections full of products and"},{"speaker":"Kristen","startTime":230.3,"endTime":234.89,"body":"categories and blog posts"},{"speaker":"Kristen","startTime":235.04,"endTime":237.56,"body":"without a whole lot of copy that"},{"speaker":"Kristen","startTime":235.04,"endTime":237.56,"body":"actually draws those visitors"},{"speaker":"Kristen","startTime":237.56,"endTime":237.77,"body":"in."},{"speaker":"Kristen","startTime":238.92,"endTime":242.31,"body":"Alright, so if pretty doesn't"},{"speaker":"Kristen","startTime":238.92,"endTime":242.31,"body":"equal profit, then what does?"},{"speaker":"Kristen","startTime":242.34,"endTime":246.24,"body":"Let's talk about what actually"},{"speaker":"Kristen","startTime":242.34,"endTime":246.24,"body":"helps to convert those website"},{"speaker":"Kristen","startTime":246.24,"endTime":250.26,"body":"visitors into buyers. See, what"},{"speaker":"Kristen","startTime":246.24,"endTime":250.26,"body":"people don't understand about"},{"speaker":"Kristen","startTime":250.26,"endTime":254.85,"body":"websites is that the design is"},{"speaker":"Kristen","startTime":250.26,"endTime":254.85,"body":"supposed to support your"},{"speaker":"Kristen","startTime":254.85,"endTime":259.65,"body":"strategy on the site, not be the"},{"speaker":"Kristen","startTime":254.85,"endTime":259.65,"body":"strategy. See, when somebody"},{"speaker":"Kristen","startTime":259.65,"endTime":263.7,"body":"visits your website, they're not"},{"speaker":"Kristen","startTime":259.65,"endTime":263.7,"body":"making buying decisions based on"},{"speaker":"Kristen","startTime":263.7,"endTime":268.08,"body":"whether your fonts are pretty or"},{"speaker":"Kristen","startTime":263.7,"endTime":268.08,"body":"not. They're buying based on"},{"speaker":"Kristen","startTime":268.11,"endTime":272.22,"body":"your words. You could literally"},{"speaker":"Kristen","startTime":268.11,"endTime":272.22,"body":"have the most gorgeous website"},{"speaker":"Kristen","startTime":272.22,"endTime":275.34,"body":"in the world, but if people land"},{"speaker":"Kristen","startTime":272.22,"endTime":275.34,"body":"there and they don't understand"},{"speaker":"Kristen","startTime":275.34,"endTime":278.73,"body":"what you're offering or why they"},{"speaker":"Kristen","startTime":275.34,"endTime":278.73,"body":"should care, they're not going"},{"speaker":"Kristen","startTime":278.73,"endTime":283.44,"body":"to buy. So bottom line, your"},{"speaker":"Kristen","startTime":278.73,"endTime":283.44,"body":"strategy on the website is what"},{"speaker":"Kristen","startTime":283.44,"endTime":286.23,"body":"drives the sales, not how pretty"},{"speaker":"Kristen","startTime":283.44,"endTime":286.23,"body":"everything looks."},{"speaker":"Kristen","startTime":286.96,"endTime":289.96,"body":"The biggest mistake I see, and I"},{"speaker":"Kristen","startTime":286.96,"endTime":289.96,"body":"see it all over the place, is"},{"speaker":"Kristen","startTime":289.96,"endTime":293.26,"body":"sites that just don't have any"},{"speaker":"Kristen","startTime":289.96,"endTime":293.26,"body":"structure to actually draw"},{"speaker":"Kristen","startTime":293.26,"endTime":296.71,"body":"people in and connect with them."},{"speaker":"Kristen","startTime":293.26,"endTime":296.71,"body":"This looks like hero sections"},{"speaker":"Kristen","startTime":296.71,"endTime":300.52,"body":"that sound really clever, but"},{"speaker":"Kristen","startTime":296.71,"endTime":300.52,"body":"they leave visitors confused"},{"speaker":"Kristen","startTime":300.52,"endTime":304.6,"body":"about what you actually do, or"},{"speaker":"Kristen","startTime":300.52,"endTime":304.6,"body":"they're so generic that it could"},{"speaker":"Kristen","startTime":304.6,"endTime":308.65,"body":"really apply to anyone. And when"},{"speaker":"Kristen","startTime":304.6,"endTime":308.65,"body":"that strategy is missing, what"},{"speaker":"Kristen","startTime":308.65,"endTime":311.71,"body":"actually happens is that people"},{"speaker":"Kristen","startTime":308.65,"endTime":311.71,"body":"land on your website and they"},{"speaker":"Kristen","startTime":311.71,"endTime":315.22,"body":"are just confused. They either"},{"speaker":"Kristen","startTime":311.71,"endTime":315.22,"body":"can't figure out if you're the"},{"speaker":"Kristen","startTime":315.22,"endTime":318.1,"body":"right fit for them, or they're"},{"speaker":"Kristen","startTime":315.22,"endTime":318.1,"body":"not sure what they're supposed"},{"speaker":"Kristen","startTime":318.1,"endTime":321.19,"body":"to do next, and so they leave,"},{"speaker":"Kristen","startTime":318.1,"endTime":321.19,"body":"and they probably head to one of"},{"speaker":"Kristen","startTime":321.19,"endTime":324.07,"body":"your competitors. And then"},{"speaker":"Kristen","startTime":321.19,"endTime":324.07,"body":"you're sitting there thinking"},{"speaker":"Kristen","startTime":324.1,"endTime":327.31,"body":"it's because your website"},{"speaker":"Kristen","startTime":324.1,"endTime":327.31,"body":"doesn't look good enough, when"},{"speaker":"Kristen","startTime":327.31,"endTime":331.57,"body":"really it's a messaging and a"},{"speaker":"Kristen","startTime":327.31,"endTime":331.57,"body":"strategy problem, not a design"},{"speaker":"Kristen","startTime":331.57,"endTime":332.08,"body":"problem."},{"speaker":"Kristen","startTime":332.86,"endTime":336.61,"body":"Even if the design does need to"},{"speaker":"Kristen","startTime":332.86,"endTime":336.61,"body":"be updated, the messaging and"},{"speaker":"Kristen","startTime":336.61,"endTime":341.11,"body":"the strategy behind it are what"},{"speaker":"Kristen","startTime":336.61,"endTime":341.11,"body":"is going to drive those sales. I"},{"speaker":"Kristen","startTime":341.11,"endTime":344.23,"body":"recently talked to somebody who"},{"speaker":"Kristen","startTime":341.11,"endTime":344.23,"body":"had their whole site redesigned,"},{"speaker":"Kristen","startTime":344.38,"endTime":347.56,"body":"and they loved the way it"},{"speaker":"Kristen","startTime":344.38,"endTime":347.56,"body":"looked, but they ended up with a"},{"speaker":"Kristen","startTime":347.56,"endTime":351.55,"body":"mile long homepage packed with"},{"speaker":"Kristen","startTime":347.56,"endTime":351.55,"body":"anything and everything, but"},{"speaker":"Kristen","startTime":351.55,"endTime":355.48,"body":"with no clear strategy, and they"},{"speaker":"Kristen","startTime":351.55,"endTime":355.48,"body":"actually felt like it was worse"},{"speaker":"Kristen","startTime":355.48,"endTime":359.08,"body":"than before, because it wasn't"},{"speaker":"Kristen","startTime":355.48,"endTime":359.08,"body":"focused and strategic."},{"speaker":"Kristen","startTime":360.07,"endTime":362.74,"body":"Okay, so we've established that"},{"speaker":"Kristen","startTime":360.07,"endTime":362.74,"body":"pretty does not drive profit."},{"speaker":"Kristen","startTime":362.74,"endTime":366.22,"body":"But I'm not saying design"},{"speaker":"Kristen","startTime":362.74,"endTime":366.22,"body":"doesn't matter. It absolutely"},{"speaker":"Kristen","startTime":366.22,"endTime":370.42,"body":"does. Here's what you should"},{"speaker":"Kristen","startTime":366.22,"endTime":370.42,"body":"focus on, though, instead. So"},{"speaker":"Kristen","startTime":370.42,"endTime":373.87,"body":"when a client comes to me and"},{"speaker":"Kristen","startTime":370.42,"endTime":373.87,"body":"they want a prettier website,"},{"speaker":"Kristen","startTime":374.2,"endTime":378.79,"body":"the first thing that I ask them"},{"speaker":"Kristen","startTime":374.2,"endTime":378.79,"body":"is, I'll say, Yeah, let's make"},{"speaker":"Kristen","startTime":378.79,"endTime":383.05,"body":"your site gorgeous, absolutely."},{"speaker":"Kristen","startTime":378.79,"endTime":383.05,"body":"But first, what do you need your"},{"speaker":"Kristen","startTime":383.05,"endTime":389.59,"body":"site to do for you? So we figure"},{"speaker":"Kristen","startTime":383.05,"endTime":389.59,"body":"out the strategy first, and then"},{"speaker":"Kristen","startTime":389.59,"endTime":393.55,"body":"we design something to support"},{"speaker":"Kristen","startTime":389.59,"endTime":393.55,"body":"that strategy. That way you're"},{"speaker":"Kristen","startTime":393.55,"endTime":396.58,"body":"focusing on the stuff that"},{"speaker":"Kristen","startTime":393.55,"endTime":396.58,"body":"actually moves the needle, not"},{"speaker":"Kristen","startTime":396.58,"endTime":398.32,"body":"just the stuff that looks nice."},{"speaker":"Kristen","startTime":437.61,"endTime":440.88,"body":"So what are those things that"},{"speaker":"Kristen","startTime":437.61,"endTime":440.88,"body":"actually get people to buy? So"},{"speaker":"Kristen","startTime":440.88,"endTime":445.74,"body":"glad you asked. You need copy"},{"speaker":"Kristen","startTime":440.88,"endTime":445.74,"body":"that actually speaks to your"},{"speaker":"Kristen","startTime":445.74,"endTime":452.46,"body":"people. Copy is the words on the"},{"speaker":"Kristen","startTime":445.74,"endTime":452.46,"body":"page. Talk directly to the right"},{"speaker":"Kristen","startTime":452.46,"endTime":455.34,"body":"people for your offers, their"},{"speaker":"Kristen","startTime":452.46,"endTime":455.34,"body":"real needs and their pain"},{"speaker":"Kristen","startTime":455.34,"endTime":459.84,"body":"points, not just generic"},{"speaker":"Kristen","startTime":455.34,"endTime":459.84,"body":"marketing fluff that came out of"},{"speaker":"Kristen","startTime":459.84,"endTime":464.55,"body":"chat GPT. Your messaging needs"},{"speaker":"Kristen","startTime":459.84,"endTime":464.55,"body":"to be so clear that when someone"},{"speaker":"Kristen","startTime":464.55,"endTime":467.79,"body":"lands on your page, they"},{"speaker":"Kristen","startTime":464.55,"endTime":467.79,"body":"immediately know that they are"},{"speaker":"Kristen","startTime":467.79,"endTime":472.65,"body":"in the right place. Clear, not"},{"speaker":"Kristen","startTime":467.79,"endTime":472.65,"body":"clever. Tell people exactly who"},{"speaker":"Kristen","startTime":472.65,"endTime":475.02,"body":"you serve and how you help them."},{"speaker":"Kristen","startTime":475.46999999999997,"endTime":478.8,"body":"And for the love of all the"},{"speaker":"Kristen","startTime":475.46999999999997,"endTime":478.8,"body":"things, keep your call to action"},{"speaker":"Kristen","startTime":478.8,"endTime":483.03,"body":"buttons focused and targeted and"},{"speaker":"Kristen","startTime":478.8,"endTime":483.03,"body":"sprinkle them in the right"},{"speaker":"Kristen","startTime":483.03,"endTime":486.36,"body":"places throughout your page."},{"speaker":"Kristen","startTime":483.03,"endTime":486.36,"body":"Don't just rely on people"},{"speaker":"Kristen","startTime":486.78,"endTime":491.13,"body":"clicking on an image or plain"},{"speaker":"Kristen","startTime":486.78,"endTime":491.13,"body":"text links. Make those buttons"},{"speaker":"Kristen","startTime":491.15999999999997,"endTime":495.78,"body":"obvious and clear and put them"},{"speaker":"Kristen","startTime":491.15999999999997,"endTime":495.78,"body":"in the right places. So many"},{"speaker":"Kristen","startTime":495.78,"endTime":499.83,"body":"websites are missing some pretty"},{"speaker":"Kristen","startTime":495.78,"endTime":499.83,"body":"basic stuff, like actually"},{"speaker":"Kristen","startTime":499.83,"endTime":503.46,"body":"explaining exactly what your"},{"speaker":"Kristen","startTime":499.83,"endTime":503.46,"body":"business does and who it's for"},{"speaker":"Kristen","startTime":503.46,"endTime":507.75,"body":"before you start showing off all"},{"speaker":"Kristen","startTime":503.46,"endTime":507.75,"body":"your products, using words that"},{"speaker":"Kristen","startTime":507.75,"endTime":512.16,"body":"connect with people, instead of"},{"speaker":"Kristen","startTime":507.75,"endTime":512.16,"body":"just listing out the features."},{"speaker":"Kristen","startTime":512.64,"endTime":516.63,"body":"If, when you look at your site,"},{"speaker":"Kristen","startTime":512.64,"endTime":516.63,"body":"it's a whole list of what and"},{"speaker":"Kristen","startTime":516.63,"endTime":520.59,"body":"not a lot of why or how or"},{"speaker":"Kristen","startTime":516.63,"endTime":520.59,"body":"connection building, you need to"},{"speaker":"Kristen","startTime":520.59,"endTime":524.34,"body":"rethink the words that you're"},{"speaker":"Kristen","startTime":520.59,"endTime":524.34,"body":"using. And then give people a"},{"speaker":"Kristen","startTime":524.34,"endTime":527.6700000000001,"body":"clear path that tells them what"},{"speaker":"Kristen","startTime":524.34,"endTime":527.6700000000001,"body":"to do, instead of just leaving"},{"speaker":"Kristen","startTime":527.6700000000001,"endTime":530.61,"body":"them with a ton of options where"},{"speaker":"Kristen","startTime":527.6700000000001,"endTime":530.61,"body":"they have to guess and try to"},{"speaker":"Kristen","startTime":530.61,"endTime":531.21,"body":"figure it out."},{"speaker":"Kristen","startTime":532.02,"endTime":536.6700000000001,"body":"And for goodness sakes,"},{"speaker":"Kristen","startTime":532.02,"endTime":536.6700000000001,"body":"something, anything that makes"},{"speaker":"Kristen","startTime":536.7,"endTime":541.5600000000001,"body":"you different from every other"},{"speaker":"Kristen","startTime":536.7,"endTime":541.5600000000001,"body":"person who does what you do. So"},{"speaker":"Kristen","startTime":541.59,"endTime":545.76,"body":"if your copy could fit anyone in"},{"speaker":"Kristen","startTime":541.59,"endTime":545.76,"body":"your niche, then you need to"},{"speaker":"Kristen","startTime":545.76,"endTime":549.15,"body":"make it more specific to you."},{"speaker":"Kristen","startTime":545.76,"endTime":549.15,"body":"Don't be afraid to take a stance"},{"speaker":"Kristen","startTime":549.15,"endTime":552.24,"body":"on what you believe, why you"},{"speaker":"Kristen","startTime":549.15,"endTime":552.24,"body":"believe it, what makes you"},{"speaker":"Kristen","startTime":552.24,"endTime":555.15,"body":"different. Don't be afraid that"},{"speaker":"Kristen","startTime":552.24,"endTime":555.15,"body":"that's going to make you turn"},{"speaker":"Kristen","startTime":555.21,"endTime":558.99,"body":"other people away, because while"},{"speaker":"Kristen","startTime":555.21,"endTime":558.99,"body":"yeah, it might turn some people"},{"speaker":"Kristen","startTime":558.99,"endTime":562.2,"body":"away, those people wouldn't be"},{"speaker":"Kristen","startTime":558.99,"endTime":562.2,"body":"your people anyway."},{"speaker":"Kristen","startTime":563.1899999999999,"endTime":565.89,"body":"Now the specifics of how to"},{"speaker":"Kristen","startTime":563.1899999999999,"endTime":565.89,"body":"structure all that strategically"},{"speaker":"Kristen","startTime":565.89,"endTime":568.65,"body":"for your specific business,"},{"speaker":"Kristen","startTime":565.89,"endTime":568.65,"body":"that's the kind of detailed work"},{"speaker":"Kristen","startTime":568.65,"endTime":573.15,"body":"that I do when I work one on one"},{"speaker":"Kristen","startTime":568.65,"endTime":573.15,"body":"with a client. But the general"},{"speaker":"Kristen","startTime":573.15,"endTime":578.76,"body":"principle is, your words matter"},{"speaker":"Kristen","startTime":573.15,"endTime":578.76,"body":"more than your fonts, your"},{"speaker":"Kristen","startTime":578.76,"endTime":583.53,"body":"colors, your graphics, your"},{"speaker":"Kristen","startTime":578.76,"endTime":583.53,"body":"logo, any of those things."},{"speaker":"Kristen","startTime":583.83,"endTime":587.16,"body":"So how do you figure out if your"},{"speaker":"Kristen","startTime":583.83,"endTime":587.16,"body":"website falls into that vanity"},{"speaker":"Kristen","startTime":587.16,"endTime":592.26,"body":"project category and needs some"},{"speaker":"Kristen","startTime":587.16,"endTime":592.26,"body":"updates? Here are three quick"},{"speaker":"Kristen","startTime":592.26,"endTime":597.6,"body":"things to check. First, audit"},{"speaker":"Kristen","startTime":592.26,"endTime":597.6,"body":"your homepage, look specifically"},{"speaker":"Kristen","startTime":597.6,"endTime":601.65,"body":"at your hero section, that's the"},{"speaker":"Kristen","startTime":597.6,"endTime":601.65,"body":"very top of the page, and ask"},{"speaker":"Kristen","startTime":601.65,"endTime":607.71,"body":"yourself, is it clear who this"},{"speaker":"Kristen","startTime":601.65,"endTime":607.71,"body":"is for and how I help, or am I"},{"speaker":"Kristen","startTime":607.71,"endTime":611.22,"body":"being too clever with my words?"},{"speaker":"Kristen","startTime":607.71,"endTime":611.22,"body":"See, when somebody lands on your"},{"speaker":"Kristen","startTime":611.22,"endTime":614.43,"body":"page, they need to get it right"},{"speaker":"Kristen","startTime":611.22,"endTime":614.43,"body":"away. They shouldn't have to dig"},{"speaker":"Kristen","startTime":614.43,"endTime":617.79,"body":"around, scroll to the bottom,"},{"speaker":"Kristen","startTime":614.43,"endTime":617.79,"body":"click through multiple pages to"},{"speaker":"Kristen","startTime":617.79,"endTime":620.31,"body":"figure out what you do and what"},{"speaker":"Kristen","startTime":617.79,"endTime":620.31,"body":"you offer them."},{"speaker":"Kristen","startTime":620.97,"endTime":623.73,"body":"One really big red flag, and"},{"speaker":"Kristen","startTime":620.97,"endTime":623.73,"body":"I've already mentioned this a"},{"speaker":"Kristen","startTime":623.73,"endTime":627.3,"body":"couple of times, if your hero"},{"speaker":"Kristen","startTime":623.73,"endTime":627.3,"body":"section could literally apply to"},{"speaker":"Kristen","startTime":627.45,"endTime":630.39,"body":"any digital product creator in"},{"speaker":"Kristen","startTime":627.45,"endTime":630.39,"body":"your space, then you're being"},{"speaker":"Kristen","startTime":630.39,"endTime":634.65,"body":"way too generic. So get clear"},{"speaker":"Kristen","startTime":630.39,"endTime":634.65,"body":"about exactly who you serve or"},{"speaker":"Kristen","startTime":634.65,"endTime":640.02,"body":"what problem you solve. Like if"},{"speaker":"Kristen","startTime":634.65,"endTime":640.02,"body":"your teacher website says, Save"},{"speaker":"Kristen","startTime":640.02,"endTime":643.62,"body":"time lesson planning and love"},{"speaker":"Kristen","startTime":640.02,"endTime":643.62,"body":"teaching again, yeah, it tells"},{"speaker":"Kristen","startTime":643.62,"endTime":646.59,"body":"them how you help. But"},{"speaker":"Kristen","startTime":643.62,"endTime":646.59,"body":"literally, every teacher seller"},{"speaker":"Kristen","startTime":646.59,"endTime":650.82,"body":"could use that exact same line"},{"speaker":"Kristen","startTime":646.59,"endTime":650.82,"body":"no matter what subjects they"},{"speaker":"Kristen","startTime":650.82,"endTime":654.3,"body":"create resources for, no matter"},{"speaker":"Kristen","startTime":650.82,"endTime":654.3,"body":"what grade levels they are in"},{"speaker":"Kristen","startTime":654.3,"endTime":658.56,"body":"their target audience, anyone"},{"speaker":"Kristen","startTime":654.3,"endTime":658.56,"body":"could use that. So get specific"},{"speaker":"Kristen","startTime":658.56,"endTime":660.0,"body":"and make your site unique."},{"speaker":"Kristen","startTime":660.93,"endTime":664.77,"body":"Second, make sure that you are"},{"speaker":"Kristen","startTime":660.93,"endTime":664.77,"body":"focusing on the copy and the"},{"speaker":"Kristen","startTime":664.77,"endTime":668.28,"body":"layout before the design. So"},{"speaker":"Kristen","startTime":664.77,"endTime":668.28,"body":"focus on what you're going to"},{"speaker":"Kristen","startTime":668.28,"endTime":671.7,"body":"say before you worry about how"},{"speaker":"Kristen","startTime":668.28,"endTime":671.7,"body":"you want it to look. Like I"},{"speaker":"Kristen","startTime":671.7,"endTime":674.1,"body":"said, you could have the most"},{"speaker":"Kristen","startTime":671.7,"endTime":674.1,"body":"basic looking website in the"},{"speaker":"Kristen","startTime":674.1,"endTime":677.4,"body":"world, but if your words connect"},{"speaker":"Kristen","startTime":674.1,"endTime":677.4,"body":"with people and tell them what"},{"speaker":"Kristen","startTime":677.4,"endTime":681.27,"body":"to do next, it's going to work."},{"speaker":"Kristen","startTime":677.4,"endTime":681.27,"body":"So write out what you want to"},{"speaker":"Kristen","startTime":681.27,"endTime":683.79,"body":"say first, then worry about"},{"speaker":"Kristen","startTime":681.27,"endTime":683.79,"body":"making it look pretty."},{"speaker":"Kristen","startTime":684.96,"endTime":688.56,"body":"And then third, let's think"},{"speaker":"Kristen","startTime":684.96,"endTime":688.56,"body":"strategy. When people get to"},{"speaker":"Kristen","startTime":688.56,"endTime":692.91,"body":"your website, what is the one"},{"speaker":"Kristen","startTime":688.56,"endTime":692.91,"body":"most important specific action"},{"speaker":"Kristen","startTime":692.91,"endTime":697.08,"body":"you want those visitors to take?"},{"speaker":"Kristen","startTime":692.91,"endTime":697.08,"body":"Do people know immediately that"},{"speaker":"Kristen","startTime":697.08,"endTime":701.28,"body":"that's what you want them to do?"},{"speaker":"Kristen","startTime":697.08,"endTime":701.28,"body":"And how do they know that? If"},{"speaker":"Kristen","startTime":701.28,"endTime":704.79,"body":"they don't know, then what needs"},{"speaker":"Kristen","startTime":701.28,"endTime":704.79,"body":"to change to make this clearer"},{"speaker":"Kristen","startTime":704.79,"endTime":706.17,"body":"and more obvious?"},{"speaker":"Kristen","startTime":706.65,"endTime":709.08,"body":"See, what I notice is that a lot"},{"speaker":"Kristen","startTime":706.65,"endTime":709.08,"body":"of websites are trying to do"},{"speaker":"Kristen","startTime":709.2,"endTime":712.86,"body":"everything at once because they"},{"speaker":"Kristen","startTime":709.2,"endTime":712.86,"body":"don't want to miss an"},{"speaker":"Kristen","startTime":712.86,"endTime":717.03,"body":"opportunity, but what they're"},{"speaker":"Kristen","startTime":712.86,"endTime":717.03,"body":"doing then is leaving people"},{"speaker":"Kristen","startTime":717.03,"endTime":721.35,"body":"with tons of options, instead of"},{"speaker":"Kristen","startTime":717.03,"endTime":721.35,"body":"guiding them toward the one best"},{"speaker":"Kristen","startTime":721.35,"endTime":724.47,"body":"thing that you offer. So pick"},{"speaker":"Kristen","startTime":721.35,"endTime":724.47,"body":"that one main thing you want"},{"speaker":"Kristen","startTime":724.47,"endTime":728.61,"body":"people to do, and make sure that"},{"speaker":"Kristen","startTime":724.47,"endTime":728.61,"body":"path is crystal clear on your"},{"speaker":"Kristen","startTime":728.61,"endTime":732.6899999999999,"body":"website. Sure you might have"},{"speaker":"Kristen","startTime":728.61,"endTime":732.6899999999999,"body":"links to other things as well,"},{"speaker":"Kristen","startTime":733.08,"endTime":736.95,"body":"like your full storefront or a"},{"speaker":"Kristen","startTime":733.08,"endTime":736.95,"body":"range of services you offer. But"},{"speaker":"Kristen","startTime":736.95,"endTime":740.31,"body":"if you have that one main thing"},{"speaker":"Kristen","startTime":736.95,"endTime":740.31,"body":"that is the biggest, best thing"},{"speaker":"Kristen","startTime":740.31,"endTime":744.66,"body":"that you do, then make the path"},{"speaker":"Kristen","startTime":740.31,"endTime":744.66,"body":"to that really clear and obvious"},{"speaker":"Kristen","startTime":744.66,"endTime":745.05,"body":"for people."},{"speaker":"Kristen","startTime":746.04,"endTime":748.23,"body":"Now, if you're listening to this"},{"speaker":"Kristen","startTime":746.04,"endTime":748.23,"body":"and you're realizing your"},{"speaker":"Kristen","startTime":748.23,"endTime":751.08,"body":"website might be more vanity"},{"speaker":"Kristen","startTime":748.23,"endTime":751.08,"body":"project than a strategic tool"},{"speaker":"Kristen","startTime":751.14,"endTime":752.55,"body":"for your business, then don't"},{"speaker":"Kristen","startTime":751.14,"endTime":752.55,"body":"panic. This is all fixable. In"},{"speaker":"Kristen","startTime":752.55,"endTime":758.52,"body":"fact, it doesn't even usually"},{"speaker":"Kristen","startTime":752.55,"endTime":758.52,"body":"require a full redesign of your"},{"speaker":"Kristen","startTime":759.39,"endTime":765.0,"body":"site. I just personally noticed"},{"speaker":"Kristen","startTime":759.39,"endTime":765.0,"body":"some of these problems popping"},{"speaker":"Kristen","startTime":765.0,"endTime":769.17,"body":"up on my own website as it's"},{"speaker":"Kristen","startTime":765.0,"endTime":769.17,"body":"evolved over time. It's really"},{"speaker":"Kristen","startTime":769.17,"endTime":772.4399999999999,"body":"easy as our site changes, to"},{"speaker":"Kristen","startTime":769.17,"endTime":772.4399999999999,"body":"keep adding more and more things"},{"speaker":"Kristen","startTime":772.4399999999999,"endTime":775.86,"body":"and tweaking things and not look"},{"speaker":"Kristen","startTime":772.4399999999999,"endTime":775.86,"body":"at the big picture. So when I"},{"speaker":"Kristen","startTime":775.86,"endTime":779.73,"body":"noticed this on my own homepage,"},{"speaker":"Kristen","startTime":775.86,"endTime":779.73,"body":"I went in and I redid some of"},{"speaker":"Kristen","startTime":779.73,"endTime":782.67,"body":"the copy, not the entire page,"},{"speaker":"Kristen","startTime":779.73,"endTime":782.67,"body":"just the sections that needed"},{"speaker":"Kristen","startTime":782.67,"endTime":787.32,"body":"it, and redesigned just those"},{"speaker":"Kristen","startTime":782.67,"endTime":787.32,"body":"parts of the page to make sure"},{"speaker":"Kristen","startTime":787.32,"endTime":791.16,"body":"that things flow really well and"},{"speaker":"Kristen","startTime":787.32,"endTime":791.16,"body":"to make sure that it's really"},{"speaker":"Kristen","startTime":791.1899999999999,"endTime":793.62,"body":"obvious what I want to guide"},{"speaker":"Kristen","startTime":791.1899999999999,"endTime":793.62,"body":"people towards."},{"speaker":"Kristen","startTime":794.1,"endTime":797.46,"body":"See I had added more services,"},{"speaker":"Kristen","startTime":794.1,"endTime":797.46,"body":"and my site had just grown to"},{"speaker":"Kristen","startTime":797.46,"endTime":800.58,"body":"the point that the homepage"},{"speaker":"Kristen","startTime":797.46,"endTime":800.58,"body":"especially was just offering"},{"speaker":"Kristen","startTime":800.58,"endTime":804.09,"body":"people way too many things, too"},{"speaker":"Kristen","startTime":800.58,"endTime":804.09,"body":"many options. So like I said,"},{"speaker":"Kristen","startTime":804.09,"endTime":807.36,"body":"don't panic. This doesn't mean"},{"speaker":"Kristen","startTime":804.09,"endTime":807.36,"body":"you need a whole redesign. It is"},{"speaker":"Kristen","startTime":807.36,"endTime":811.32,"body":"actually pretty easily fixable"},{"speaker":"Kristen","startTime":807.36,"endTime":811.32,"body":"with the right strategy and some"},{"speaker":"Kristen","startTime":811.5,"endTime":812.67,"body":"smaller tweaks."},{"speaker":"Kristen","startTime":813.51,"endTime":816.18,"body":"Now, if you're ready to make"},{"speaker":"Kristen","startTime":813.51,"endTime":816.18,"body":"your website work strategically"},{"speaker":"Kristen","startTime":816.24,"endTime":819.24,"body":"and look pretty, but you don't"},{"speaker":"Kristen","startTime":816.24,"endTime":819.24,"body":"want to tackle it all by"},{"speaker":"Kristen","startTime":819.24,"endTime":821.91,"body":"yourself, and you know you need"},{"speaker":"Kristen","startTime":819.24,"endTime":821.91,"body":"some expert support and"},{"speaker":"Kristen","startTime":821.91,"endTime":825.48,"body":"guidance, then I would love to"},{"speaker":"Kristen","startTime":821.91,"endTime":825.48,"body":"help you figure out a plan. You"},{"speaker":"Kristen","startTime":825.48,"endTime":828.72,"body":"can book a free Website Game"},{"speaker":"Kristen","startTime":825.48,"endTime":828.72,"body":"Plan call with me, where we'll"},{"speaker":"Kristen","startTime":828.72,"endTime":831.87,"body":"create a strategy for how your"},{"speaker":"Kristen","startTime":828.72,"endTime":831.87,"body":"site can actually convert those"},{"speaker":"Kristen","startTime":831.87,"endTime":835.29,"body":"visitors into customers, and"},{"speaker":"Kristen","startTime":831.87,"endTime":835.29,"body":"we'll talk about how I can help"},{"speaker":"Kristen","startTime":835.29,"endTime":837.96,"body":"you make that happen. You can"},{"speaker":"Kristen","startTime":835.29,"endTime":837.96,"body":"book your call at"},{"speaker":"Kristen","startTime":839.34,"endTime":842.67,"body":"kristendoyle.co/gameplan, or"},{"speaker":"Kristen","startTime":839.34,"endTime":842.67,"body":"check the link in the show"},{"speaker":"Kristen","startTime":842.67,"endTime":844.23,"body":"notes. I'll talk to you soon."}]}