Is Your Website an Asset or Liability | Why Most Websites Don’t Work (and How to Fix Yours)
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Your website might be costing you clients without you even realizing it. Discover how to tell if your website is a true brand asset or if it’s actually a brand liability. As a female entrepreneur, your website is often the first impression your clients have and it can either build trust and credibility or create hesitation that keeps potential clients from booking with you.
In today’s episode, Victoria is sharing valuable information to teach you how to make your website work for you, not against you. From designing with user experience in mind, to creating consistent branding, and using storytelling and messaging that speaks directly to your ideal clients, you’ll gain strategies to turn your website into a conversion-driving, trust-building tool.
Be sure to listen all the way through because Victoria is giving you a six step framework to help you do a self audit of your website! If this still feels daunting to you, don’t worry! Keep listening because there may even be a special offer to help you get personalized guidance on how to optimize your website!
Like Victoria always says, you don’t get a second chance at a first impression, so get ready to take notes and let’s turn your website into your brand’s strongest asset!
Brand Asset vs. Brand Liability
Let’s start off by defining these terms. A brand asset is something that builds trust, authority, and equity over time. It strengthens your positioning and it makes your sales process easier. A brand liability chips away at that trust. It confuses potential clients and it weakens your positioning in the market, which in turn will cost you opportunities. The difference lies in how your website is built, how it communicates to your potential customers, and how it supports the rest of your brand ecosystem.
Turn Your Website Into a Brand Asset
Victoria shares four things that will help you turn your website into one of the strongest assets for your business.
User Experience: The biggest mistake Victoria sees is that the website was not designed with the user experience in mind. A strategic website answers three questions right out of the gate (What do you do, Who is it for, and What is the next step) and if your site is making them dig for those answers, you’ve already lost them. An asset level website is going to guide users seamlessly. If you don’t design a website with the user experience in mind, then it’s very likely that your website, although pretty, is actually a liability.
Convey Professionalism: Your website needs to set the right perception of your business and build trust on contact. An asset level website conveys, “we are established, we are credible, we are trustworthy.” It’s about professionalism and cohesive execution with your brand.
Consistency: Consistency is the silent trust builder. Victoria emphasizes the importance of consistency between your website and your social media. She frequently sees a brand looking polished over on Instagram but their website is telling a completely different story. An asset level website is going to eliminate hesitation and seal the deal for the people wanting to work with you. Consistency is the unspoken contract of professionalism, it tells people that what they see is what they can expect to experience as a client. When your brand delivers that kind of alignment, people stop second guessing and they start booking.
Storytelling Strategy Over Just Aesthetics: Storytelling is where the artistry of branding meets the science of conversion. Having a clear brand message and a guided journey that you take people on as they navigate your website is every bit as important as the design. A liability level website is going to talk about the business, but it will do nothing to convert viewers into customers. An asset level website will talk about the customer and paint a vision of their future that positions you as the one that’s going to help them get there.
Framework to a Self-Audit
If you’re wondering how to audit your website to make sure that it’s a brand asset and not a brand liability, you’re in the right place! Victoria is sharing six questions that you can ask yourself to determine if your website is aligned to the brand asset level or if it’s functioning as a brand liability.
Number One: Can a stranger understand who you serve and how in less than five seconds when they land on your website?
Number Two: Do your visuals and messaging feel like the same brand across all platforms?
Number Three: Would you be proud to send a high ticket customer to your website right now?
Number Four: Do you think your friends are excited to send out your website URL when they are referring someone to you?
Number Five: Does your site guide users towards one clear action?
Number Six: Does it communicate authority and professionalism equal to your expertise?
If you answered no to even two of these questions, your website is leaning liability. The good news though is that this is very fixable.
Website Audit By Victoria
If you’re still not sure if your website is leaning asset or liability, even after answering the questions above, Victoria wants to help! As a thank you for listening to this podcast, Victoria is offering listeners a FREE website audit, where she will personally review your website and let you know if she thinks it’s a liability or an asset for your business.
Remember, a website is not a checkbox or a digital business card, it’s either an asset that can compound your credibility and accelerate your growth, or it’s a liability that undermines your work without you even realizing it. When your website functions as a true brand asset, it does so much more than look good and give you confidence.
Key Quotes
“A website is not a checkbox or just a digital business card. It is either an asset that compounds your credibility and accelerates your growth, or it's a liability that undermines your work without you even realizing it.”
Victoria Marcouillier
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