For this website audit, we’re diving deep into the digital domain with Jill Stoddard—a speaker, author, podcaster, psychologist, and coach. With a myriad of ways to engage with her services and resources, the challenge lies in optimizing her website for a seamless user experience. Let’s uncover how to effectively structure a website for multiple services!
Understanding the Overwhelm
The Challenge of a Multitude of Services
Jill Stoddard embodies the essence of versatility with her multifaceted career. While this is a commendable trait, it presents a unique challenge—how do you neatly present a variety of services like therapy, coaching, public speaking, podcasts, and publications on one personal brand website? It’s a problem many service providers face. When potential clients visit Jill’s site, she wants them to instantly understand how she can help them and navigate seamlessly to the service or resource they need.
Identifying Roadblocks
During our conversation, Jill expressed concerns about user experience. With multiple websites dedicated to different aspects of her brand, visitors might feel overwhelmed or lost if not guided correctly. For instance, her therapy practice has its own website, but Jill wonders if this separation aids or confuses visitors looking for comprehensive services on her main site, jillstoddard.com.
Streamlining the User Journey
Crafting a Compelling Home Page
To ensure clarity, we discussed refining the home page. It should act as a launching pad, guiding visitors effortlessly to their desired service. This involves a strong, benefits-driven headline articulating who Jill helps, coupled with an impactful sub-headline addressing the transformative outcomes clients can expect. Keywords like “website audit” are crucial in defining the purpose of the page effectively.
Example headline: “Overcome Self-Doubt and Embrace a Vibrant Life: Unlock Your Potential with Science-Backed Tools.”
Simplifying Navigation
One of the foundational steps in this website audit was revamping navigation. Instead of an overwhelming list of options, we decided on a more simplified navigation bar featuring five key sections: About, Services, Resources, Podcast, and Contact. This structure not only streamlines the user’s journey but highlights Jill’s personal brand and provides clear pathways to engage with her services.
Building Focused Service Pages
Creating Dedicated Pages for Each Service
Each service under Jill’s brand—speaking engagements, on-demand workshops, coaching, and therapy—requires its dedicated page. This not only enriches the website with relevant content but also bolsters search engine optimization, making it easier for potential clients to find specific information about each offering.
Linking and Landing Pages
Rather than jumping straight to external sites, such as her therapy clinic website, we recommended creating landing pages on the main site. These pages can provide context and a little backstory, making transitions smoother for users and keeping them oriented within Jill’s brand universe.
Enhancing Visitor Engagement
Utilizing the Footer and Metrics
A thoroughly designed footer with repeat navigation could serve as a redundant, yet helpful guide for users who reach the end of a page. Jill’s quiz, a hit among her subscribers, should be prominently featured here to maximize its reach.
Understanding Audience Preferences
We emphasized the importance of analyzing site metrics to understand which pages are most visited and what content resonates with visitors. Regularly reviewing these analytics will allow Jill to adjust her content strategy, ensuring her website continues to meet her business goals effectively.
Conclusion: A Journey of Discovery
This episode shed light on the nuanced art of web design, particularly for those offering multiple services. Jill’s journey is an inspiring reminder of the power of a well-structured website to enhance user experience and optimize service engagement.
For professionals like Jill, a website is more than just a digital portal—it’s a gateway for clients to access transformative services. With well-thought-out navigation, clear service delineation, and an engaging narrative, websites can indeed become a powerful ally in showcasing a personal brand.
