Both times, it was with conference organizers that were friends, that knew me. I had just spoken at events for each, and they contacted me and told me that an attendee had reached out to them about needing help with social media consulting, and then they both asked me the exact same question:
“Is that what you do?”
I was floored! Here were two people that were friends of mine, that knew me, and even THEY weren’t sure exactly what it was that I did. That’s when I took a long and honest look at my blog (which was then The Viral Garden, this was about 6 months before this site launched). I realized that there were no clear cues to the reader to tell them what I did. Sure, there were some vague references in my bio, but readers would have to make multiple clicks to figure out who I was and what I did. Many readers would never go to that trouble, nor should they have to.
So when I started prepping this site for launch, I knew some changes had to be made. I needed to give readers clear calls to action, and indications of who I am and what I do. If you look at the front page of this site, notice the following:
In the nav bar at the top, you have ‘Book Mack to Speak’, ‘Need Help With Social Media?’ and ‘Need Help With Your Blog?’. There’s also a spot for Contact Me, and on the right sidebar there’s a place to give me a call, and to request a email me for a social media marketing quote. In other words, there are very clear calls to action for the reader, all above the fold.
As a result, since this site launched last summer, I have seen a jump in requests/questions from potential clients, it’s gone from 1 or 2 a month, to a few a week. But I have noticed a HUGE jump in referrals from friends and people that have connected with me. I think this is a result of more people simply knowing what it is I do.
So take some time today and really look at your blog. Think about what you want to accomplish with the blog, and look at the calls to action you are giving your readers. For reference, I just looked at the blog for a HUGE agency. Not one single call to action anywhere on the blog above the fold.
You can’t blindly assume that your readers know who you are, what you do, and why they should care. You need to assume that every person that visits your blog is there for the first time, and has no idea who you are. You need to help them by explaining who you are and what you do, and give them a sense of direction. This isn’t being pushy or self-promotional, it’s helping visitors figure out who you are, what your blog is about, and why they should care about either.