How to Make a Website SO GOOD Clients Can't Ignore You

I dove deep into some of the most successful service business websites on the planet and discovered seven strategies that they all use to keep their visitors hooked long enough to turn into paying clients. What you're about to learn will help you work out for yourself how to finally turn your website into the kind that your clients simply can't say no to.

So, in this video, I'm going to share with you the exact blueprint that your website should follow, complete with plenty of examples along the way. You'll also learn my proven strategies to maximize conversions, how you can get it all done way faster than you'd expect, and in the end, I'm even going to share the game-changing feature that I just added to my own website that only took me an hour to plan and pays me over five grand every month in extra revenue. Let's get to it!

What if your website's actually turning new customers away forever? I dug deep into some of the performing business websites on the planet and discovered five proven features that they used to keep their prospects hooked much longer, making them much more likely to convert into a paying client. What you're about to learn will finally help you work out for yourself how to turn your flimsy website into a true customer trap, as well as which of these features you should actually use on your site.

If there were some magical thing you could put on your website that was proven to keep people there almost twice as long, you'd be interested, right? Well, that was not a hypothetical. The average internet user spends 88% more time on a website with video than without. Videos just have a dynamic way of keeping your potential customers engaged and sticking around just because it provides them with valuable and really easily digestible information. According to Forbes, 95% of a message is retained when watched in video compared to just 10% when read in text. That is a massive difference and something that you just can't ignore when crafting your website.

Although they're not a small business anymore, MZ started as a small SEO consulting company in Seattle, and one thing about Seattle is they have a lot of SEO companies. But MZ quickly stood out from the pack in large part due to leveraging video content right on their website to build a strong online community and customer base. Their Whiteboard Friday video series, where they explain really complex SEO concepts in simple terms, became hugely popular and really quickly led to M becoming a household name in the SEO niche.

But don't just slap any old video on your site; you know the type and the quality of your video content matters. A few video types that I've seen work really well are those teaching-style videos like MZ's Whiteboard Friday series, a video where you talk about the problem you solve for your clients, and how video testimonials and video FAQs work. The cool thing is you don't have to go all out in production value on any of these videos; just use your smartphone and do what you can to make the settings seem professional. But that's really all you need to do to make website video work in your favor.

Now, making your website into more of a trap doesn't just mean keeping them there longer on their first visit; it also has to do with keeping them coming back for more. People come back because, I don't know if you know this, but repeat website traffic is eight times more likely to convert into a sale or booking a call with you than those first-timers. The way you get people back all starts with getting their email address.

There are tons of types of lead magnets out there, everything from checklists to free templates they can use, but nothing's working better for this right now than quizzes. First of all, a quiz is going to keep people engaged on their first visit because people love interactive elements on a website, and they can't help but find out what result they're going to get on the other side. I'm curious like a cat, so it keeps them longer on the first visit. But if you were to use your quiz to capture their email just before you reveal their results, you can then follow up with them to let them know when you have a new helpful article, video, or podcast episode, and when you have a new offer or promotion on your site.

But there needs to be a payoff; you know, do they get a quote at the end of the quiz, a personalized plan, a score? They need something juicy so that they'll be motivated to give you their contact information in order to get that final reward. In my case, I ask a series of questions about your website and then give you a custom playlist of all of my videos that are going to help you in your situation the most. I used Interact to create my quiz, and it's gotten me over 2,000 leads in the past year. That's thousands of real people that I can bring back to my site over and over again, and it just runs in the background 24/7.

It's never been easier to create a quiz like this thanks to Interact's brand new AI-powered quiz creation tools, and once it's created, you just embed it right on your website. But would you really stick around to take a quiz on a site that's just bursting at the seams with information, images, popups, and clashing colors? Probably not, right? The clutter, the chaos—it's not just unsightly; it's overwhelming. You know, our brains on a very instinctual level prefer order and simplicity. Websites overloaded with design elements and too much information can really create a sense of stress and confusion, pushing people to abandon your page.

Google actually discovered that visitors are going to judge a website's aesthetics within 50 milliseconds. So, within that brief blink of an eye, an uncluttered, simple design is perceived as much more visually appealing and trustworthy. And it's not just about looking good; it's about providing a stress-free user experience. In fact, HubSpot found that 76% of consumers consider the ease of use as the most important factor in a website. So, it's all about striking the right balance. The aim here is to create a website that's both aesthetically pleasing and functional—a site that doesn't overwhelm visitors but invites them to stay, explore, and see why you're the best choice for them.

This is where the principles of minimalist design really shine. By cutting out the noise, the distractions, the unnecessary... I have to break this to all of my students: it doesn't matter how much love you put into that About Us page; your site visitors will skim it. And that's not even a bad thing; in fact, it's an opportunity to cater to their browsing habits. You can use lots of white space, bullet points, bold headlines, and captivating images all to grab their attention and get your message across. It's all about delivering your content in really bite-sized, easily digestible pieces.

But what if you could take that one step further? You know, what if you could not just tell your customers about your services but show them how you stack up against the competition? Comparison charts provide context—something that's often missing when a customer visits your website. Let's say a client is searching for a Spanish tutor; they click on some random person's website. The tutor says they're certified in a bunch of stuff that the customer probably doesn't know anything about, but the tutor looks nice, the website looks nice. What's missing is context.

Now, if this tutor uses a comparison chart illustrating the value of a month of lessons with him versus a month of lessons on Duolingo or Rosetta Stone, that paints a different picture. It lets people compare apples to apples, seeing a simple series of check marks and X's that show why he's the better choice. And the best part? The tutor gets to set the goalposts. You can even use these to showcase different versions of your service so people can see at a glance what they're going to get with your premium package that they wouldn't get with your basic one. Because trust me here, if that isn't crystal clear, people won't know what to choose, so they'll choose nothing.

But let's be real; while crucial, it's not all about comparisons and bullet points. To really stand out in this digital world, sometimes you need to surprise your visitors—in a good way, of course. Surprise and delight elements are those unexpected interactive components that not only enhance your website's look and feel but also create a memorable, enjoyable user experience. It's like adding a cherry on top with a well-structured, user-friendly sundae that we've been building so far.

One great example here is the use of Lottie animations. Unlike static icons, Lottie animations are small, lightweight animations that can be scaled up and down without losing quality, making them perfect for modern responsive design. Personally, I love a little Lottie on a site, but it's very easy to go Lottie crazy once you've got that kind of power. So, my advice is to keep it subtle and please make sure that they match each other style-wise, or it's just going to come off looking a little too homemade. All you need to do is go to lottiefiles.com and find the ones that are most appropriate for your business.

You can also include subtle interactive elements such as hover effects and scroll-triggered animations. These kinds of elements not only make your website more engaging but also give it a personality. It's really an opportunity to show your brand's unique character and just build a stronger connection with your audience.

There's something unexpected that a lot of big businesses do on their websites that most small businesses miss. Take a look at these two websites, both aimed at helping people start a business. This one is from a local attorney I found. Compare that to the website legalzoom.com, and this is a website pretty typical of a local interior design firm. Now check out this one from a bigger player in the design niche, Havenly. At first glance, do you feel a stronger connection to these local websites or these larger ones? If you said these, you wouldn't be alone.

So why, when we've been trained to think of big businesses as faceless, soulless corporations, do they seem to do a better job at being human? The answer is actually surprisingly simple. You know, bigger brands typically just have the confidence to be authentic. They don't have the mind blocks or the hang-ups that smaller businesses tend to. Small business owners and entrepreneurs will often prioritize this idea of professionalism above everything else, and this can come across a lot like those little dogs that bark louder and seem much more aggressive than their size would suggest. It's kind of like they're trying to prove themselves and show that they can play with the big dog, so they end up overstuffing their websites and using all these fancy words and industry jargon, thinking that it makes them look more professional and legit.

But here's the thing: just like with those little guys, this approach can totally bite you in the ankle. Instead of impressing your future clients and making them feel like they can trust you, it actually pushes them further away. So they're left scratching their heads, trying to decode what's being said and ultimately feeling like they just can't relate.

Now, are these bigger businesses doing smarter, more strategic things with their websites just because they have more money to spend on it? Well, you know, sure, having a bigger budget definitely helps those businesses create that more appealing online presence, but it's not the only factor or even the biggest one. You know, you can apply the same principles to your small business website without spending anything extra. It's all about understanding the key elements that just make a website feel authentic and relatable. And you know it works because the thing about big businesses is they have the budgets and usually whole departments that are dedicated to testing this stuff.

So let's just steal a page right from their proven playbook, see what they're doing right, and how you can do the same things to get the same results. The first element that all these big brands have mastered is this idea of using casual, conversational copywriting. Writing conversationally does a much better job creating an emotional connection, making it a lot easier for customers to understand what you do and why it should matter to them. Plus, it shows that you actually know what you're talking about.

So there's a quote by Albert Einstein that I love: it says, "If you can't explain it simply, you don't understand it well enough." So while you may think that using big words signals your expertise, it's actually the opposite. Brands who can distill all their expert knowledge on a subject into plain English are going to win every time because they do a much better job helping their customers understand how they can help them in a way that's easy to get and relatable.

But now I want to give you some really tangible marks to hit in terms of writing in that relaxed, casual way that helps people understand and feel more connected to your business. The best way to think of this is to simply write the way you'd speak. You know, if you were explaining your business and the problems you solve to a prospective customer over coffee, how would you talk about it? What words would you use? I bet you wouldn't say stuff like "synergistic solutions," right?

And if you struggle with this, like a lot of businesses do, this is a great use case of ChatGPT. Just put in your current website content and tell it to rewrite it in simpler terms with a casual, friendly tone. Also, throw out all your grammar rules; this is not a term paper. The more you focus on writing it like it is one, you're going to lose that human connection. Remember, your customers aren't nearly as impressed with perfect grammar as Mrs. Davis was back in senior lit. Use contractions and slang if your customers use it.

This all goes back to writing the way you speak, and if it's appropriate to your brand and you can pull it off, sprinkle in humor now and then, and definitely include personal anecdotes and experiences—even little stories to keep people reading and engaged. Try your best to avoid those overused clichés whenever possible. You know, if you're writing a sentence and you're pretty sure you've heard it a million times before, just try saying it in a more real or relatable way just to make sure that people are paying attention.

You know, I just came across a great website for a wedding DJ business, and while almost everyone in that industry uses phrases like "we'll pack your dance floor," they went a step beyond and they said, "making you dance till your feet bleed." Kind of gross, sure, but to me, it works in the context of this site because it all just feels like they're having a lot of fun with it.

Next, you want to keep your content nice and skimmable. You know, people scan over websites; they don't really read them from top to bottom, so we've got to play into that behavior. You know, making your content scannable helps avoid that feeling of overwhelm, making it a breeze for visitors to find what they're looking for, or they're going to be gone before you can say "synergistic solutions."

By making your content scannable, you're meeting your audience where they are and you're helping them just quickly get the info that they came for. Here's how to do it: the key is to break things up and make it visually appealing. Start with headlines that grab attention; use strong descriptive words that really convey the main point and pique curiosity. People should want to stop in and dive deeper.

As for paragraphs, keep them short and sweet. You want to aim for two to three sentences max because long blocks of text can be intimidating, and people just won't bother. You know, you want to make it easy on the eyes and keep your readers engaged throughout. You can also break things up by using lists to help create visual interest and emphasize key points, making your content more digestible. Don't forget to bold those key phrases that you really want to stand out; this is going to help guide your reader's eyes and ensure that they don't miss the stuff that you want to make sure they see and understand.

Finally, embrace the beauty of white space. You know, giving your content room to breathe makes it look cleaner and more approachable. It's a really common small business mistake to want to cram something into every little space, thinking that it looks empty otherwise. You know, it doesn't look empty; it just looks clean. Clean design makes people more relaxed and willing to stick around longer.

Now let's talk about what the bigger guys do better when it comes to images. They really seem to get it when it comes to reflecting their customers' stories in the photos that they choose, and that, my friend, leads to a much stronger connection with your customers. It's just all about tapping into the emotions and aspirations of your audience, making them think, "Hey, that could be me if I work with them."

So here's what you need to remember: when choosing images for your website, think about your audience first and foremost. Choose photos that show happy people with natural expressions and poses because we all know that awkward, overly posed stock photo when you see it, right? Sky-reaching, fist-pumping, whatever. Capture those realistic-looking moments that show what your client's happy ending is going to look like thanks to what you've given them.

Consistency is also key here, so make sure your images share a similar style and tone, creating a cohesive visual experience throughout your site. This is going to help reinforce your brand identity and just keep things looking polished and professional. One more thing here: be really mindful of the balance between images that represent your business and those that focus on your customers. It's super important to strike the right balance, showing off your expertise while still always keeping the spotlight right on your customers and their needs.

If you want to show photos of you and your team, I generally recommend doing that on your About Us page and keeping the rest of it focused on your customers. This marketing agency saw a 40% increase in new clients just because they added one simple sentence to their website. It may sound like a cheat, but it's completely backed by science and human psychology. In fact, when average consumers were asked, 45% of them said that when they see this principle in action, it makes them more interested in buying, as opposed to only 17% who say that it turns them off.

So what is this cheat code to more interest and more sales? Imagine you're casually checking out a personal trainer's website. You're not ready to commit; you're just looking for now. Then you notice that the site mentions they're down to their last available slot for the month. What does that information do to you? It triggers something, right? You know, you suddenly feel a pressing need to grab that last spot, even though seconds ago you were just window shopping.

Don't feel targeted or manipulated; it's just your brain playing by the rules of scarcity. Now, the principle of scarcity says that we want now what we think we may not be able to get in the future. It's some unavailability or a restriction of some type. That's Dr. Mindy Weinstein, and she literally wrote the book on scarcity—this one, in fact: "The Power of Scarcity." If you can in some way show that you're exclusive, you're selective, you have certain popular service bundles, the part of our brain that's associated with value will light up right away, and this has been seen in brain scans.

So I'm not talking about scarcity in terms of telling a participant that they're not going to get food and water or something that's essential to their survival. I mean these are things like an auction simulation. There's a sale going on, but the fact is the brain reacts the same way. This isn't just some random web tactic; there's actual data behind it. A study conducted by Northwestern University found that products with limited availability were rated as more attractive. It's almost like the potential of losing out on a product elevates its perceived value.

Scarcity doesn't just make people want your services more; the other thing that happens is quicker decisions are made. If you can incorporate scarcity in a truthful, fun, authentic way, you can really take advantage of getting people closer to that decision and also helping them value what you provide even more. If you thought that scarcity marketing tactics only apply to products, it actually works even better with service businesses for the simple reason that you can usually only help so many people, and so it already exists.

So if you just tell people, your potential customers or clients, "We take on this amount of projects at a time," or "We have a waitlist," all of that's still scarcity. So what are the different varieties that scarcity comes in? There are four different types of scarcity: supply-related, demand-related, time-related, and limited edition.

So let's talk about each of these one at a time, along with some good examples of how a service business like yours might be able to take advantage of each one, starting with supply-related. When we're talking about a shortage in the supply for a service business, what that usually means is time, right? You may want to work with everybody who comes knocking on your door, but the truth is you're limited to a finite number of people that you can physically help in a day. All you need to do is make that known.

So you could say, "You know what? I only take on five projects at a time," or "My team only works with five or ten clients at any given time. We do have an opening coming up; we'd love to talk to you to see if we are a good fit for you." None of that's manipulative; none of it is. It's just the words you're using, and it's completely authentic. What's interesting is if you use that type of verbiage, it really does change the conversation because now they want to work with you because you've shown demand for you and your services or your team.

But at the same time, you've also really shown that exclusivity, so them working with you is like they won; they got that spot. There was one particular company that I consulted, and we talked a lot about the verbiage that they were using when they were talking to prospects. Once they started doing that, they actually increased their close rate in these meetings by 40%. So it does work.

I've seen a lot of service businesses actually take this one step further and make their prospects apply to work with them. You know, the idea being that we're so busy that we need to make sure that you're a good fit for us to make it worth it. Do those work? Do you think, or do you think that goes a little too far? Yeah, no, actually, they do work. So, though there is a fine line to it, yes, have a little tiny bit of friction, but don't have it so much where you're giving someone this huge questionnaire that they have to fill out.

When something's attainable, we think it can motivate us a little bit more, but if it's too daunting, they're not going to do it. Ever notice how that packed restaurant on the corner makes you want to try it? That's demand-related scarcity in action. It's like they're silently telling you this is what's hot right now.

So then, with demand-related scarcity, that is showing popularity of some type, and this one is actually really easy with services because you can do it in a few different ways. You can, let's say on your website, if you have different levels of your service—so different levels or different programs or whatever it might be—you can indicate the most popular or the best seller. All you need to do is put a label on it. You've seen it on websites before where businesses specifically call out this package or that service as the most popular or best-selling one.

We've seen through psychological research that doing that, people actually really like it because it helps them take that shortcut of like, "Well, now I don't have to sit and try to think about which one I'm going to do." When you put your top services in the spotlight on your website, it's not just a flex; it's you subtly offering a shortcut to your most popular offer. And guess what? This tactic comes in handy not just on your website, but you could do the same thing in a proposal.

So just like you could do that on your website, if you're creating a proposal and you're giving options, you can indicate which one is the most popular. You know, which one do most clients or customers select? You can do it there; it doesn't necessarily have to just be on your website. While you're making it easy for your clients to decide, you can actually make it even more of a no-brainer by adding in a little something extra with a limited edition offer.

Limited edition is just some type of spin on the original. So with services, it could be that for the holiday season, you are doing this special package where someone signs up for this service, they also get this bonus, whatever it might be. So this could look like bundling a few services together into one package, like a plumber might put together a "winterize your pipes" offer every fall that includes several services for one all-in price.

Or it could just be a different spin or emphasis on what you already offer. Maybe a vet could offer a "Golden Paw" special, you know, a special checkup aimed at senior pets, or a tutoring service might offer a "finals focus" package concentrated study sessions for students in the final weeks leading up to final exams. Each of these offers is rooted in the everyday services that these businesses provide but tailored just enough to offer something special and timely, amplifying their appeal.

Speaking of timely, time-related is a time restriction of some sort, but it could be a countdown timer, so counting down to an event that you're having, it could be a sale. So maybe you are offering a promotion for a certain time, so all of that's time-related. What happens in that situation is that someone is now competing with a clock. Just come up with and get the word out about a deal attached to a deadline. It's the old Black Friday type of deal, and it works for any type of business.

There is, but it does usually rely on offering some type of discount, which isn't ideal for every business. If you're going to do it, just be careful on that one because if you do too many promotions or you do the same promotion all the time, I'm sure most people have heard this before, you end up devaluing your services because now they're like, "Oh, well, your service is just worth what that promotion is. I'm just going to wait till you do your next one." So use that one a little bit carefully.

Time-related offers work best when you time them to your typical slow or off-peak periods, like a moving company that gives you 20% off during midweek moves or a buy one room, get one free house painting special in the slower winter months.

About Us pages are kind of weird. They fly against everything marketing experts say to do on any other web page. They're self-indulgent, they're braggy, and they make you, as the business, the hero when everyone knows it should be all about your customer, right? Actually, in this case, maybe not. I know it's not the advice that I thought I'd be giving, and it kind of goes against advice that I've given in the past, but I've discovered something new here, and I can't wait to share it with you.

Because I know it helps, I'll be showing you lots of examples of everything that we go over so that you can see it in action. So why is your About Us page so important anyway? They're almost always among the very most top visited pages on any site if you look at analytics. This is a page on the path toward conversion.

This is Andy Cadena, co-founder of Orbit Media right here in Chicago and one of my personal web marketing mentors from way back. He's got an amazingly simple framework that any business can use for their About Us page to connect more with your prospects and really make them see you as the human-based business that they want to work with over anyone else.

With everything going on in the world, trust is at an all-time low. We don't trust the news; we really don't trust politicians. When people generally think they're being lied to from every angle, that negative feeling can transfer over to other things too, like businesses we may want to work with or products that we may want to buy. When distrust is the new default, how can your About page actually help you inject some much-needed trust back into your website and your business itself?

To answer that, you've got to know why people are going to your About page to begin with. They're going for a few things. Visitors want to feel a connection to a brand. It may not be obvious, but some of the key questions people have about any business are: Who are you? Why did you start this? Yeah, they want to see for themselves that there are real human beings behind the brand because we humans like buying from people more than we like buying from companies.

And whether they know it consciously or not, they want to feel connected to what you stand for. This isn't new-age sending good vibes out into the universe stuff either. Nope, this is backed up by data. 36,000 people were surveyed, and it turned out that 58% of them choose businesses they want to work with or buy from based on the connection they feel to their beliefs and values.

So yeah, this page does need to be a little different from the rest of your website. It's an opportunity to really break a rule that applies to most web pages, which is don't make it too much about yourself. Some websites talk too much about the brand, and they fail the "French test." We love us, we, we, we, which is failing the French test. It's a joke, you know? Don't we wee all over your website?

The About page is supposed to fail the French test. Be a little bit self-indulgent, like, you know, make it long, go into those values and the why. Tell the why. Why does this company exist? They're fun to write; they're an exception. They're very powerful, and they're a chance for that person to make a connection with the humans on the other side of this screen.

So what's the easiest way for anyone watching this to create that kind of About page that's going to connect like that that you're talking about? If you make a mini framework—and we all love frameworks—for what should be included in an About Us page, I'm going to give you seven quick things.

One is that there's a story. Stories have a beginning, middle, and end, and stories leverage a type of human psychology that makes them easy to connect with. It's a fundamental way in which humanity understands reality. Our brains like stories because they cut through distractions, and according to Forbes, storytelling is not only going to help your visitors look more favorably at your business, it can also be up to 22 times more memorable than facts alone.

If the idea of telling a story sounds complicated or like, "How am I supposed to tell a story about my business?" don't worry; it's about to get super clear because the rest of this framework breaks it all out into simple bite-sized chunks, starting with what every good story needs, and that's characters, aka people. Stories have characters; your About page should have people—the founders or the leadership or visuals of their faces.

One of the most common mistakes on an About page is that it lacks characters or people. There's no humanity. The About page is sort of regurgitating what was on the homepage, which is just the business category: About Us, these are our solutions, these are our services, these are our products. That's not actually about you; that's about what the company does.

I saw one today; it's an About Us page that fails to mention anybody. It doesn't talk about when the company was started; it doesn't talk about why the company exists, what was missing from the marketplace that created the need for this company to come into existence. That's what a good About page does.

So introduce your key team members, or if it's just you, great, introduce yourself. All of these About Us page examples do a great job using images of the people behind the brand, so this just helps your site visitors see that you're real, whether you're a big team or a one-person show.

Next, we have conflict. What was the fail in the marketplace that forced us to create this business? What problem is it solving? There was a problem, and we care, so we're there to fix it. There's a dragon, and it's bad, so we're there to fight it. Here are a few ways that you can fight those dragons on your About page.

First, check out this example from New Era. They use stats to show that a big problem exists, then they go on to personalize it with an origin story of sorts—something that they fight against. Or you could have even more fun with the approach used by Freshdesk. They just use a simply styled timeline to show that a bad customer experience sparked the idea for the company, then the rest was history.

But the idea of fighting off metaphorical dragons is really just one way of using conflict. The other type of conflict is a simpler one; it's just the passion of the founders. Our company's kind of like that. I didn't want to do anything else; this is all I wanted to do. I'm just a bit obsessed with the intersection between art and science, creative and technical. That was the conflict for me: I would not have been satisfied doing anything else.

Resolution: What is the outcome of this work? What is the impact of this work? How does it make a difference? What is the sort of emotional connection that the reader can have to the results that connect to the purpose? Every story has a resolution. The resolution is kind of the moment, you know, the new bliss, you might call it.

You can show that new bliss in a few ways. Check out this About page from AOP Payment. They show their results in the form of social proof and evidence that their methods work, followed by showing how they get those results by doing more than the other guys.

Next up, we have something that most About pages skip altogether, and that's to briefly touch on where you're going next. Roads? Where we're going, we don't need roads. Think of this like a sequel. What's the vision? A sequel element would be like a cliffhanger ending. What do we believe will happen in the future? What is the position of this brand in the context of going forward?

This is something that is sort of easy to do, even with a simple statement. It helps people see that you're thinking bigger than just this current moment. It gives them something else that's memorable about your values, and this doesn't need to be its own section or anything; it can just be mentioned toward the end of your page along with any of the other story elements that Andy's mentioned so far.

There are no rules for this stuff. I've seen very successful pages that are very light on text but heavy on video. I've seen very successful pages that have no video but a super, super long story. I've seen single paragraphs where each sentence sort of checks a box on those seven things. You can actually make them very condensed sometimes but still impactful, still addressing, still including the elements.

But we're not done yet. So what comes next, Andy? I read stories to a four-year-old every night. The ones that she loves are the ones that have dialogue—people talking to each other. Quotation marks—the most powerful key on your keyboard. Put something in quotes, and it's just instantly more credible and more compelling.

So dialogue—really hearing the voice of the brand, literally hearing the voice of the brand written as text or in video. A great format for that is video because it's going to let them, you know, they're going to see your face and hear your tone of voice. When the words you speak and the expression on your face and hands and the tone of voice you use—when those three things align, then you're credible.

So video is a super, super powerful format for About Us pages. And then finally, the setting. What is the context? What is the business? What is the category? Where are we in the world? People want to know that, right? It's an indication of spam if you cannot tell where that business is.

So picture the exterior, you know, just a map of locations, some visual—ideally, it's visual again—that shows where this company is. There's something you can add to your website today if you wanted to that's going to immediately give your website's SEO and ability to rank in Google a serious boost. Want to know what it is? Let's get right into it.

This is something that people like so much on a website that it gives really strong signals back to Google that they should show this page to even more people. So when you add this to a page on your website, it's going to keep people on that page for twice as long, and pages that have this on it get three times as many backlinks on average. Backlinks are still a really important ranking factor to Google, and all in all, pages that include this are 53 times as likely to rank on page one of any given Google search.

Think you know what I'm talking about? It's video, right? Adding simple videos to your website can do all that for your rankings. Even if you don't have any videos and you have no desire to ever make any, this can still work for you. I'm going to show you exactly what I mean in a few minutes.

So let's talk for a second about how and why video can help your SEO. This really works in two main ways. First of all, video is just much more engaging than written text alone, and most people would rather watch a video than get the same content by reading it. Anytime you can include content on your website that actively engages people and keeps them on your site for longer, you're going to win.

Google sees that people are sticking around longer—remember, twice as long on average—and that tells Google that people are really liking this page, and that is going to make them show it to more people more often. The fact that video is stickier is also going to help any page that includes it naturally attract way more links from other websites.

Now, these links from other websites are known as backlinks, and Google looks at pages that get linked to as being worthy of high rankings because, hey, these websites seem to think this page is worthy of linking to, so we'll give it a bump in the rankings as a result.

The other main way that video can help your website's SEO has all to do with the connection between Google and YouTube. More specifically, Google owns YouTube, so they're a family, and you don't turn your back on family. So when you want to rank a page for a specific keyword phrase, you, of course, want to optimize that page for that keyword.

A really powerful extra boost here is to upload your video to YouTube, then use your keyword phrase in the title and description of that video. Then, when you embed it right on your website page, all those signals get amplified and are much stronger when used together like that.

A really cool added benefit of doing all this is not only can your page have the chance to rank in those Google searches, but your video itself can rank in the search results too, helping even more people discover you using that same video. But the power of video doesn't stop there.

So I've got a few more tricks up my sleeve that you can use to help you rank in the map pack when someone does one of those local searches. So first, be sure that you're adding at least a few videos to your Google Business Profile. Not only has this been shown to give you a slight edge in your ability to rank in maps, but it's another chance to show your prospects how you can help them if you choose the right video to put there.

You also want to copy your business name, address, and phone number exactly as it appears on your Google Business Profile, and then you want to add that to the end of all your YouTube video descriptions because any mention of your business information like this is known as a citation. Having lots of really high-value citations, like the ones you can get on YouTube, is one of the biggest ranking factors for local SEO.

So then you want to finish it up by including a link back to your Google Business Profile and to a few specific five-star reviews, and you've got a really nice little backlink package to help your Google Business Profile rank in any app searches.

I know some of you might be afraid of this, so I want to alleviate that fear right now. Know these videos don't need to be fancy or have a really high production value to get these kinds of benefits for you. You've got a smartphone, right? Use that. Just take it out and record yourself in good lighting—usually just facing a window is going to work wonders for that—and you're good to go.

So what kinds of videos can you create that are actually going to help you rank? Let's go over some of my favorite ideas right now for any small business. So first, and probably the most powerful type, would be those FAQ videos, right? You know the questions you get asked all the time in your business? Well, people are probably asking Google the exact same thing, so you want to be the one who answers it for them.

This is a super easy type of video to create; it can literally just be you talking directly to the camera—your phone, obviously—answering the question as completely as possible. After that, you just create a new page or post on your website, use the question as the headline, embed the video on that page, and you probably will also want to answer the question in text form on the page as well.

So just make sure that within YouTube, you title the video with the same question and use it in your description somewhere, and you're golden. Next, and along the same lines, you could create a video where you teach something or give out some valuable advice related to what you do, right? It could be a full-on start-to-finish tutorial or, you know, a top five list or even more of an opinion piece.

Like, let's say you're a dog trainer; you could talk about why you think training a puppy using treats is a bad idea. Now, I will say this does work best when the subject and title of your video align with something people are actually searching Google for, so always keep that in mind when you're planning this out. Ideally, what you want to create is something that can be found in search as well as something that's so helpful that other websites are going to want to naturally link to your page as a resource.

Those backlinks, like I said, are going to help strengthen your SEO even more. More so, those types of videos are going to be your best bet when it comes to being found in search and being shareable. But there are also a few more types that can help you rank higher as well. These ones are going to be more about you as a business, so these are mostly just going to help you by keeping people on your site longer, increasing what we call dwell time, as well as being another opportunity to bring in your keyword phrases in those video titles.

So they're still valuable, but I wouldn't really expect people to share and link to these types of videos. Okay, so what I'm really talking about here are those more busy videos, like, you know, where you talk about the problem you solve and how you work with your clients. Or, you know, if you sell a product or service that requires a bit more explanation, you can make one of those animated explainer videos or even a product demo of some kind.

You could also make a case study video where you basically show the story about how you took one of your clients from that sad state they were in before you to the happy after state. And of course, testimonial videos are an amazing video type to include on your site because not only do they do an excellent job of communicating your value, but they're also great for SEO if you title them right with the name of your service and the city where your client lives.

I did say way back at the beginning of this video that you can still harness the SEO power of video even if you don't have any and you don't want to make any. The thing is, you can legally and ethically place any video you find on YouTube on your own website. Now, this will provide you with a lot of the same benefits as if it were your own video, so it'll still keep people on your website longer, which again tells Google that people like your site, so they'll show it to more and more people over time.

If you choose a video with the keywords that you're trying to rank for in the title of that video, that's still going to strengthen your ability to rank for that phrase. Now, I only recommend doing this for AR and helpful content posts you want to rank for. I definitely wouldn't recommend putting someone else's video on a sales page, right? If you're a local plumber in Long Beach, you don't want to put your competitor's video on your homepage; that wouldn't make a lot of sense, right?

But if you're trying to rank a blog post for a term like "how to unclog your kitchen sink," you can use any video you find with that title on your post, and that's going to help it rank and keep people there longer, and you didn't have to make a video yourself. Imagine leaning on a scientifically proven website layout and tripling your growth and sales as a result. That's exactly what Mike did. His secret? He figured out what real users were up to on his site—where they were getting stuck and why they were ultimately jumping ship.

Then he fixed it. The way he figured all this out was through some really fancy eye-tracking software that showed literally where people were looking and what they were ignoring. The really cool thing is you don't have to pay for studies and tests on your own website because many other businesses have gone before you, and the science is already in.

As it turns out, people are kind of predictable, which means experts now know the optimal layout—where things should go on just about any website for maximum impact. All you need to do is put your most important stuff where we already know they're looking. In this video, I'm going to show you five layout tricks that all add up to a scientifically perfect website, and I'm going to show you exactly how to use each to play right into their hand.

Before we can go any further here, there's one overarching truth that you need to understand: people aren't settling in to read your website like it's the next Harry Potter book. It's much more like your website's a billboard they pass in the desert on the way to Vegas. They're looking for signs, signals that you've got what they need. If they don't see those signs in that brief moment, they're zooming right on past.

On my own website, I tell visitors what I do right off the bat: "Learn from me, and we'll put your website to work for your business." It's just a one-sentence summary of what you get when you keep reading. It addresses the pain driving your audience and says, "Hey, business owner, you've landed on the right solution for me. I help business owners generate more profit and clients from their websites," and I don't mince words about it.

But what should you write there? Just take the advice of legendary copywriter David Ogilvy. He says that when you've written your headline, you've spent 80 cents out of your dollar. Big headlines draw the eye, and they're where the money is made. Put as much energy as you can into writing this one sentence, and my best tip is to be clear, not clever. Your goal isn't to impress your competition; it's to beat them.

You know, it's cool to have an impressive website, but it's better to have an effective one, which means making more sales. And you can't do that without clarity. Picture the old days, way before the internet was a thing, and newsstands were on every city street. Newspapers were king in those days, and if you were a headline, you wanted to be above the fold. That's right—the top half of the front page folded up and facing out into the world. It's where editors put the most gripping stories, the breaking news, the headlines that made people stop and want to buy a copy.

But fast forward to today, and your website is that front page. The most crucial content has got to be above the fold, just like those riveting headlines of the past. Because we know this to be true: people will scroll, but only if what's above the fold tells them they're in the right place.

So how do you master your above-the-fold section for a great first impression? You want to create an immediate hook that the eye can land on. That's why the meat of your message needs to be in the hero section above the fold, at the very top of your website, before they have to do any scrolling. When a visitor clicks on your site, you've got about five seconds to give them that quick hit: you know what you do, why it matters, and what they need to do to get it now.

The hero section always has a few elements: your main headline, where you emphasize either the value, result, or transformation that you use to entice your customers. This is the answer to why it matters, right? Then your subheadline is the supporting statement: how do you create a result that your customers would want?

Here's a great example of an above-the-fold section that hits on a result—in this case, tax reduction. But people might read that and still be like, "Okay, well, how do you do that for me, though?" So she goes into exactly what she provides to get them those tax reductions right here in the subheadline.

Now your goal here is to communicate two things: work with us, and you'll get this amazing transformation, and here's how we do it. Below that, your call-to-action button should be specific—not "click here," but "schedule a free consultation" or "download this lead magnet."

Of course, there's one thing that each of these elements has in common that you may not have noticed: they're all on the left, and that's no accident. Because in the Western world, we read left to right. So this habit is just so ingrained in us, we don't even think about it when we do it.

Now think about someone who's just casually surfing the web. They're not reading every sentence down to the last word; their eyes are fluttering around, hunting for a sentence to grab onto, and they have to grab the beginning of sentences. That's why users spend about 80% more time with their eyes on the left side of the page, and it's why the left side sucks up all the attention.

So don't get cute with right-hand menus or left-hand hero images; you're just going to end up fighting your visitor's instincts. Do this everywhere. You know, do you have a two-column section? Put the service that you want to highlight on the left. If you're building an About Us section, put the text on the left and your image on the right. If you're building your website's hero section, put your header, subheader, and CTA button all on the left side.

So if we're supposed to put all the important stuff on the left, what do you put on the right? Empty space would just look kind of weird. Even though we spend 80% more time looking at the left side, everything above the fold is still prime real estate, and it should communicate good things about your business.

There's this usability guru named Jacob Nielsen, and according to the eye-tracking studies that he's done, image quality is a significant factor in drawing attention. Specifically, he found a few things. First, big wide images are more appealing to most people, meaning they look at them longer than they do with small images. And people photos with faces get the most attention, so you'll probably want nice full-width shots of what I call the happy customer photo—high resolution, high-quality images are the most striking here.

But don't think that they need to be 100% glamour shots either. If the customer in the photo doesn't look like a model, that's even better. Nielsen actually says that if you put real people in these images and avoid the stock photos, they're way more attention-grabbing. You know, Nielsen says a call center ad with a model in it on the phone may be a good picture technically, but it's going to most likely get ignored.

He gave another tip from his research, which is to have the person in this photo facing forward. They look more inviting and approachable, which is exactly what you want right next to your call to action. You don't have to overthink this because otherwise, it comes across as cheesy and inauthentic. No crazy smiles, no fist-bumping or jumping for joy—just a happy customer looking like they're happy or even just satisfied that they chose your business.

Make sure your photo is at least one column wide so that it's strong enough, and if you have higher resolution, it's less likely you'll get those blurry, pixelated photos that make you look unprofessional. That's it!

What do you do if you want to get people to read something longer, like a sales landing page or an About Us section? It's a little counterintuitive, but think big. You know, studies show that visibly bigger intro paragraphs improve attention. In one study, 95% of test subjects faced with a bigger opening paragraph did view all or part of it.

So my super simple trick is to just bump up the size of the first sentence of your first paragraph. This draws the reader in; it says, "Hey, pay attention! This message is actually important." Spend some time on that sentence; you know, talk about the most compelling pain that your visitors are feeling. Then start bolding key phrases around the rest of it to feed those skimming readers the key phrases that you really want them to see.

If you're unsure which phrases to bold, just ask yourself, "If someone's only going to read three key ideas here, what do I want them to take away?" Bold those ideas, and you've now got skimmable but engaging long-form content.

Creating a new website for your business is exciting—from the creativity of the design to the anticipation of the launch. What's not to love? The writing! It's the writing. Writing content for your website almost always sucks, and statistically, it's the number one thing that'll stall your site from actually launching in the first place.

But it's not all bad news here because that job just got a whole lot easier—next to no work at all easy, as in you can get your whole website written in a half hour easy, and it's actually kind of fun. Now, how is this possible? Well, you may have been hearing lately about a new free online AI tool called ChatGPT. It blew up practically overnight, and for a really good reason: it works way better than anyone expected it to.

Elon Musk actually put it best when he called it "scary good." I've wanted to make a video like this for months, basically testing if you could really write your website using those free AI writing assistants. I even got pretty far into planning one, but I ended up scrapping it at the time because it just felt really gimmicky, and the tests that I tried were pretty terrible and not ready to share with you yet.

Well, the game has changed with this one, and in this video, I'm going to show you how easy and effective ChatGPT can be and how to use it to get your whole website written today. Not only is it going to help you produce well-written website copy, but it can actually create the kind of benefit-driven messaging for you that will help sell your products or services if you use it the right way.

Now, I do need to say that this is still in beta as of when I'm recording this, meaning they're still working out some of the kinks, and this definitely isn't a magic bullet. You may need to use a bit of trial and error in your requests to get what you need, as you'll probably see as we go through this.

Now, I'm not going to edit this video to make it look any easier or any harder than it actually is to use it. You're going to get a completely authentic front-row seat to the process—the good, the bad, and the ugly—so that you can decide for yourself if it's something that you want to try out.

So let's get started with the first test: writing the hero section for your homepage. Now, I've seen other videos try to write whole web pages at once, basically just saying, "Write a homepage for a plumbing company in Dallas." The problem with that approach, though, is that AI doesn't really know the optimal start-to-finish page flow that's going to help maximize conversion.

So in my testing, it works way better to first know what sections you want on your pages and then make those requests on a section-by-section basis. Okay, so here we are on the ChatGPT website. You're going to need to create an account for it, but it's easy, and again, it's 100% free to use—at least right now.

I definitely think this is probably going to have some kind of a pro-level feature later on, but for now, it's free. The reason it's got "chat" in its name is because you can literally just chat with it. So all you need to do is go down here and just type in exactly what you're looking for as if you were texting with a real human copywriter.

So what we're going to start with here, I think, is just a hero section, which is the top section of any model website, and we just need a headline and a subheadline for that. Let's do this for a whale-watching excursion company in Puerto Vallarta for our test here. So I would just type in something like, "Write a results-focused headline for the homepage of a whale-watching excursion business in Puerto Vallarta," and then just click this button right here, and it's going to go to work.

So let's see what it comes back with. Okay, so pretty good: "Experience the thrill of watching majestic whales up close on our expert-led excursions in Puerto Vallarta." I actually think that's pretty good, and it's better than what most people would probably come up with on their own. You know, most people would probably just write something like, "Whale watching tours in Puerto Vallarta."

You know, this means a little bit more because it's got that result attached. But you don't have to take exactly what they give you. What if, let's say, the tone was wrong? What you can say now is something like, "Rewrite in a friendly, playful tone," or you could type in "more professional tone," you know, whatever kind of adjective you want to go with.

So what is it coming back here? It says, "Come join us for a splashing good time on our whale-watching excursions in Puerto Vallarta." So, you know, your mileage may vary; you may like that, you may not, but the point is you can kind of go back and ask it to do things a different way, which I think is super helpful, and it's really what makes this better than other AI tools I've ever used.

So let's say we wanted to use this, so you would just kind of write it down in a Word doc somewhere. But then now we want the subheadline, so we would write something like, "Write a subheadline that includes this specific thing," like maybe you have something specific that you want to include, and here would be, you know, we can do custom charters or you can be part of a group tour.

So let's see what kind of subheadline they come back with. Oh, and what I should say here is they remember what this is for. It's not like you have to re-explain each time that this is for a whale-watching tour; it's like a conversation, and they remember what was said before, so I think that's pretty cool.

All right, we have: "Book a private charter or join a group tour to see whales up close and personal." I think it's pretty good, and you definitely want to do a quick pass just to make sure nothing's inaccurate here or to make sure that it's in your voice.

Okay, so now let's put this to work on a more text-heavy section. Let's say you want to have a section that talks about the problem that you solve and how you solve it, which is just a great section to have on any website. So there's actually a proven copywriting formula that marketers and copywriters have been using for decades, and it's called the PAS or Problem-Agitate-Solution copywriting framework.

So the idea being you lay out the problem your customers are likely experiencing, then you agitate it to really paint a clear picture of what the pain looks like, you know, with examples, and then you lay out your solution. Maybe you already know the problem that you solve, a few examples of how that problem looks and how you solve it, but just to show you what this can really do, let's see what they can come up with on their own.

Because maybe you're thinking, "Well, we're a whale-watching tour; what problem do we solve?" So I'm actually just going to type right in here, "Use the Problem-Agitate-Solution framework to write a few paragraphs showing the main problems we solve." So I'm being really specific here, and that's the point. You want to really tell them what you're looking for.

So they come back with something good; that's how this tends to work best. So let's see what they got for us here. Okay, so we have: "Are you tired of being stuck on land watching whales from afar through binoculars? Do you want to get up close and personal with these majestic creatures but don't know where to start? Look no further because our whale-watching excursions are here to solve all your problems."

So here's the thing: maybe that lands with you, and maybe it's like, "Oh, that is the problem we solve." Maybe it's not, though, right? Maybe the real problem is that, you know, people come to Puerto Vallarta, and they tend to just go to the beach, but we have something that's more unique than that.

So let's just say here, I'm going to say, "Rewrite this section with the problem that most vacations in Puerto Vallarta are just going to the beach, but this is a more unique experience." Just going to correct that in case it matters; probably doesn't.

All right, cool, let's see what happens next. Okay, so: "Are you looking for a vacation experience in Puerto Vallarta that goes beyond just lounging on the beach? See, they've taken what I've given them there. Want to add some excitement and adventure to your trip? Our whale-watching excursions are the perfect solution."

Then we have kind of the agitate part where, you know, people tend to stick to the traditional stuff, but with us, you get to see a side of the city that few get to experience. So I think this is written extremely well. Now, again, you may want to go through and kind of make little tweaks here and there, and you're free to do so. You can even write, you know, "Write in that more playful tone" if you wanted to do that.

But I want to show you our next thing here, which is, let's have it write a nice benefits and features section. You always want to let people know on your website what you include in your offer to help you stand out against your competition. But the thing is, most business owners confuse benefits and features.

So using ChatGPT here is a great tool to help you not only brainstorm the features that you can include for your business, but it can help you find the hidden benefit behind each of those features too. So since benefits sell better than standard features do, I like to use the formula of a benefit-driven headline followed by a short description of the feature that makes the benefit possible.

So maybe you already have a good handle on the features that you include with your offer, in which case you might just type those in and then ask for it to come up with a benefit for each of them. But maybe you need some help coming up with the whole thing. So in that case, we would just brainstorm a bit by typing in something like, "Write 10 benefit-feature combos. Write each with a one to three-word benefit-driven title followed by a one-sentence description of the feature behind the benefit."

I'm getting super specific here, but feel free to use this. This is a great way to come up with this section. So let's see what they come back to us with here. Okay, so it came back with 10. Now, I would say these aren't all great, but a few of them I think really are.

So I think "Up Close Encounters" is great, so that's the title; that's the benefit. You get closer with the whales than ever before with our custom charter options. You know, maybe "Tailored Tours" is a good one. "Scenic Views," "Family-Friendly," "Adrenaline Pumping"—that's a great one! Get an adrenaline rush as you come face to face with these majestic whales. "Lifelong Memories"—so it's basically like I asked for more than I needed on purpose so that I can whittle them down, and you know some will be better than others.

You can go back and say, "Hey, actually, we do like we provide lunch," or "We provide beverages," or something like that—like add that in there too and just type that in, and it'll come back with that.

Okay, so now what about SEO? Right? How can we add in certain keyword phrases that we might want to target? So I highly recommend using an SEO tool like SEMrush that can not only come up with those possible keyword phrases for you, but they can also show you the numbers in terms of how many searches each gets per month and how competitive each of them are.

So I really encourage you to start there, then bring in your top keyword phrase. But let's just say that you wanted to use ChatGPT to help you find those phrases. Right in here, I would just type in, "What are 10 relevant keyword phrases I could use on this page for SEO?" Let's just see what it comes back with now.

Okay, so you've got "whale watching excursions Puerto Vallarta," "whale watching," "whale watching tours." Then, you know, you'd pick the one you want to go with or a couple you want to go with, and then just ask it to insert the phrase a few times but to make it read naturally. So let's just see—I've never gone this far with it, but let's just see what that would look like.

So, um, let's just say we want to use "Puerto Vallarta whale watching" number two. So, um, "Use Puerto Vallarta whale watching keyword phrase in the problem-solution section from before." Let's just see what it does here.

Okay, so it's writing the same thing, it looks like. And okay, so we've got our "Puerto Vallarta whale watching excursions are the perfect solution." So it did it; it remembered what it did before, and then it added that phrase in, which I think is great. I think this is a really slick tool to use.

I just made a game-changing hire for my business, and the best part is that this employee only costs me 6 cents an hour, works round the clock, and helped me passively boost my business by $5,000 last month alone. So in this video, I'm going to tell you exactly what I did to get a 100 times return on my investment, how long it took to set it up, and exactly how you can add this to your own business to boost sales passively too, no matter what you're offering.

But first, I need to show you the giant problem you don't even know you have. I had it too, and it was responsible for me losing well over $100,000. Imagine there's a new car that you've got your eye on, so you look online for reviews, you watch YouTube videos showing you how sweet that interior is, and then you start to picture your life with that brand new car.

But the one thing you avoid like your exit at the supermarket in these early stages is actually going to the car lot. That's where the scary salespeople with their high-pressure sales tactics are, and you're not ready for that yet because the second you talk to a salesperson, that makes the whole thing real.

Now think about your website visitors. It doesn't matter if you're selling a $20 product or a $110,000 service; they just want to explore, learn, and you know, get a feel for what you offer—all at their own pace. But as many as 96% of them aren't quite ready to jump into a phone call or even an email, and they're certainly not ready to be sold to.

So knowing this, I added a feature to my main sales page for the program I sell that would help those casual visitors get answers to their questions while still playing into this, you know, sales avoidance tendency that most of us have. It was a simple old-school live chat, and it worked okay. Traditional live chats aren't perfect, but the thing is, even when your site visitors aren't ready to buy yet, asking questions in a chat doesn't feel like a commitment.

But the second they start asking those questions, they've started getting invested, making it way more likely that they'll actually follow through. So it definitely drives sales if you do it right. The problem is people expect their chat questions to be answered pretty much right away, and if you don't, they'll think your customer service is bad, and now they don't know if they can even trust what you're offering anymore.

So I always tried my best to respond to the messages as soon as they came in, but that created another problem. I kept having to interrupt my workday to quickly transition myself into salesperson mode, so it was honestly like trying to run a marathon while stopping to tie my shoelaces every few minutes. It's no way to win a race.

Even if I hired someone to respond to messages for me, the cost of that would have been way too high. But by doing it myself, I was tanking my productivity and losing out on sales at the same time. That's when I stumbled across a $49-a-month AI tool that changed my game completely.

I'm using this tool to ramp up my course sales, but you can use it to help you sell anything—products, services, courses, whatever you offer. It can streamline your sales process and make things simpler for you and better for your customers. It's called Custom GPT, and it's powered by the same technology that runs ChatGPT, but with one really important twist: it let me train it on my own data—all the sales materials for the program, including, you know, what's included in the course, what it covers, and all the questions that I've gotten over the years along with my answers.

But when I first took a chance on letting AI take control of my live chat, I definitely had my doubts. Will it get stuff wrong? Will it sound robotic and cold? Will potential customers be turned off by it? In other words, will it do more harm than good for my business?

We'll get to what it looks and feels like for your customers in a minute, but first, let's just look at how you can train your own chatbot in an hour or less with Custom GPT. All I did was just compile all the documents that I had about the program, including having sales videos transcribed into text, as well as combing through all my old live chat conversations, just copying and pasting them into a document of their own.

Now that gave me a huge bank of questions that real people have asked—both the common ones that I get over and over again, plus the more obscure one-off questions. So gather up what you've got, or just sit down and brainstorm all the questions that you get about your products or services. Write them down in a Google Doc along with all of your best answers, and if you have any trouble there, ChatGPT can definitely help you come up with a good solid list.

The idea here is you just want to feed the AI as much information as you can about what you're selling so that it can answer just about any question people will ever have about it. If your website already has a bunch of information on it, you can add your website link to have it crawl your entire site for an extra information boost.

So once I added all my own documentation, including FAQs, I was super excited to test it out just to see how it would actually work and, more importantly, what it would feel like for my prospects who were actually using it. So I typed in my first test question and waited for the response, and my heart just about sank into my shoes.

It read less like a helpful pep talk and more like a soulless term paper. In other words, it sounded exactly like AI. You know, not exactly the kind of heartfelt customer service that I prided myself on delivering because I had trained it on my information but not on my style, my tone of voice, or my overall salesmanship.

Without those things, this just isn't going to do much to turn casual browsers into buyers. So just when I was ready to call this a failed experiment, I found what I needed to make everything work perfectly. All I had to do was adjust a really specific setting in Custom GPT to add a more personal touch.

As it turns out, this tool has an option to customize the chatbot's responses—not just in terms of content, but also in style and tone. So I spent some time training it to respond not just with the right answers but with the right vibe—my vibe. I added a sprinkle of humor here, a dash of empathy there, and suddenly it was like the chatbot had a personality transplant.

It went from sounding like a boring instruction manual to really feeling like a conversation with a knowledgeable, friendly guide. It was like having a clone of myself, minus all the coffee breaks. And the best part? My customers couldn't tell the difference. You know, they were getting their questions answered in real time with all the personality and flair that they would expect from a real human interaction, but better, just because of how fast it all is.

Because remember, online time is a really precious thing that you cannot afford to waste. So let's talk real dollars and cents here. You know, you'll remember this cost me $49 per month, and in the first month alone, I can directly attribute 10 additional sales of my paid program, you know, comparing to the chat logs that I have, and that's being conservative.

I would bet that at least another 10 were at least influenced by the fact that they were able to get their questions answered so thoroughly and instantly. So that's going to fall somewhere in the neighborhood of $5,000 to $10,000 in extra profit that I wouldn't have made without it.

So now that you know what your website needs to be a client-generating machine, you may be left with even more questions like, "Okay, Wes, but how can I make these changes myself without spending a ton of money on writers and designers?" Well, I've got you covered in my free on-demand masterclass training, where I will lay it all out clean and simple.

So click right here, and I'll save you a seat in the masterclass training. It's everything you need in one easy-to-sit-through session. So click right here, and I'll share the whole system with you.