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Optimize Your Small Business Website For 2022 And Beyond

Written by: Hanna Hermanson, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.


“You don’t even need a website to run a business!” – this is the advice many business coaches are giving their clients these days. And while it’s technically true (you don’t NEED a website to run a business, much like you don’t NEED a microwave to heat up your food), I’m here to tell you, as a seasoned marketing strategist and copywriter…a good website WILL make things easier for you. And hey, it will also help you GROW your business, faster.

But wait. Aren’t websites a thing of the past? Shouldn’t you be investing all your time/energy into making reels and building a following on Tik Tok?

Social media is important. But it’s only one piece of the pie. And when it comes to developing a FULL marketing strategy for your business, your website plays a key role.

In 2022, a good website does 3 things:

A good website gives you HUGE credibility.

If you’ve got a social media feed, you’ve likely invited people to click the link in your bio to learn more about you/your offer. If that link leads your audience to a ramshackle hole-in-the-wall website… you lose “street cred,” immediately. You want to “wow” your audience with an impressive home base – a website that conveys a sense of authority and leadership.

A good website will also build rapport and connection.

If you can show up with a personality-rich copy that makes someone say: “Gina is my JAM!” – you’re winning. Stuffy, buttoned-up, robot speak is soooo 2010… and engagement is the currency of the 20s (ha! - and you thought it was crypto). Nothing says engagement like a conversational, feel-good, humor-rich copy. And your website is the perfect place to do just that.

And lastly? A good website provides clarity.

In fact, your website should act as a ruthless objection killer. Even (and especially) if those objections are in the very back of your audience’s mind (“Can I trust you? Does this work? Will it works for ME?” ‒ your website will address all those questions, and more). You want to elicit the “she gets me!” vibe, and communicate your offer with full transparency. Share your prices, ditch the scarcity vibes (3 spots left!), and allow your audience to take a peek behind the curtain.

So now that you’re doubly sold on the fact that NOW is the perfect time to get moving on that website upgrade, let’s talk action steps.

Where do you even begin?

First, you want to find clarity on your personal brand.

If YOU aren’t clear on who you are, and what you stand for… you can be sure your audience won’t be, either. The key is to make yourself MEMORABLE, and to stand out from the crowd. Here are some questions to ponder before re-writing your website:

  1. What are your audience’s biggest problems?

  2. What mistakes does your audience make (and how can you joke with them about it in a “this is SO true” kind of way)? ‒ eg. secret midnight snacking

  3. What is the conversation going on in your audience’s head (and what convo are they having with other people)?

  4. What makes you unique? What is your “only-ness” factor?

  5. What story can you tell that your audience can relate to?

  6. What do you value most? (eg. love, freedom, joy, adventure, generosity, etc.)

Second, outline your website pages.

Every page on your website should include a clear goal, and a simple call-to-action. Map everything out BEFORE you start writing the bulk of the content. And be sure to include several large-font headlines throughout your site – the reality is, 8/10 people ONLY read the headlines on websites, so make ‘em clear, concise and pop-py! Here are the key pages you will need for your new site:

1. Home Page

On this page, you want to introduce yourself, and give a quick summary of what YOU and your business are all about ‒ something that helps your audience think: “oh yes, I’m in the right place!” You also want to give away some freebies (hellooo value!), showcase your authority (blog/podcast/article features), and provide some testimonials that highlight client transformations. Don’t forget to include a form to sign up for your newsletter, and ways to connect with you on other platforms.

2. Services Page

Pop quiz! What is the goal of your services page? Pffffft silly question. The goal = to sell, right? WRONG. The goal of your services page is to get your audience to TAKE ACTION. The by-product is a sale. Make sure you give some thought as to HOW you want your hot leads to take the first step. Do you want them to: click a button to purchase, fill out an application form, book a call? Communicate a deep understanding of your audience’s problems, show them what’s possible, and provide clear details about your offer (including deliverables and benefits).

3. About Me Page

Now, listen. Don’t freak out, but your “about me” page is very likely going to be THE 1 most-visited page on your site. Yep. The stats don’t lie. A personal brand’s hottest page is almost ALWAYS the “about me” page. Why? People are inherently curious. And as the face of your business, people want the backstory. Write about the journey of building your current offering, and sprinkle in some fun/personal details about you (the human)! Don’t forget to include (more!) testimonials on this page, with a direct link to your services page ‒ “are we vibing? – let’s work together!”

4. A Pop-Up

OK. Listen up. If you’ve got an email list (and my GOODNESS, you sure as heck better), you’ve GOT to include a pop-up on your website. A pop-up provides *new* visitors with a free gift as SOON as they arrive on your site ‒ and who doesn’t like gifts?!? This is a great opportunity to show up with a giving hand and provide value… but also… (let’s be real) also allows you to add this curious little cutie-pie lead to your email list!

Finally, you are ready to get writing! So make sure your coffee is hot and your playlist is fresh because this process should feel like you’re writing a love letter to your ideal client!

Follow me on Instagram, LinkedIn, and visit my website for more info!


Hanna Hermanson, Executive Contributor Brainz Magazine

Hanna Hermanson is the founder and CEO of Done for You Copywriting for Coaches. As a life and business coach for years, Hanna gained deep insights and intuitive knowledge about what motivates people to take action. Hanna and her team of expert copywriters combine these insights with creative copy strategies to scale coaching businesses, and help transformational leaders get back into their zone of genius. Hanna's work can be found in Forbes, Thrive Global, and her book “Dream Life is Real Life” on Amazon.

When she’s not writing or strategizing, she can be found carbo-loading for half marathons, or frolicking the beaches of Mexico with her husband and labradoodle.



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