Natalia Real a.k.a. Website Superhero provides marketing coaching and web design/development to coaches and healers. We chatted to her to find out more about web design and SEO and to hear her tips and tricks on how to improve your website.
Hey, I’m Nat and I’m a web designer/developer-turned marketing and SEO consultant for female health coaches and healers. I’m all about open and clear communication (no jargon!), researching the industry and competitors and using that data to shape the online strategy for a business (especially SEO and content marketing), making sure my clients feel understood, and doing my best to always keep us on the same page throughout the project.
I spend my free time experimenting with self-healing (Ayurveda! essential oils! etc.), doing improv and yoga, watching comedies, cooking organic meals, and hiking in the mountains when I travel out of Florida.
Why did you start working on other people’s websites?
I come from the writing and journalism world. When I grew bored of it in 2012, I started learning how to code and it was so fun for me that BAM (that was it) I decided to switch careers. Six months later, I started my own business and seven months after that, I went full-time and branded it as Website Superhero.
Do you think people put enough time into their websites? If not, what can they do to improve them?
You should have a good system in place so that you don’t need to put too much time into your website – your time should be going toward your marketing and client work, not time-sucking design tweaks and website maintenance. These are not the things that pay your bills!
Time needs to go into your website at the beginning.
That way you’ll have smart website architecture that allows your peeps to find what they’re looking for and need, solid copy that converts your visitors into buyers, an email marketing funnel, and so on.
Once you have that in place? Ideally, you’ll only be spending time on your website to blog, respond to comments, and check on things every now and then. Websites should be 24/7 salespeople for your business, not a time suck.
What do you think is the most overlooked aspect when it comes to websites and the way they are built?
Probably planning each page on the website and the content as a whole so that it walks people from wherever they first land, all the way to them signing up for your mailing list or booking a call with you (whichever your priority is).
Each page and post on your site should have a main call-to-action and help get each website visitor to that final point, so that you can subsequently sell them via your emails or a phone consult.
Remember, most people aren’t going to buy right away: you’ve got to build the know-like-trust factor with them first!
Do you think SEO still has a relevant place when it comes to discoverability and reach?
Absolutely! As long as we use search engines I imagine SEO (search engine optimisation) will remain both relevant and important. A good way to think of SEO is in terms of following best practices. SEO is basically taking reasonable steps to ensure Google and its ilk favour the content on your website when people search for topics that you mention.
It can get as complicated as you want, but really if you follow some basic guidelines, such as using the Yoast SEO plugin for WordPress websites and heeding the tips provided, you’ll see results. What you need to have rank is high-quality content (such as blog posts and pages on your website that discuss topics in depth) and you should have a decent idea of which keywords to target with that content; in other words, which specific topics you should be exploring in your content.
For example, if you’re a health coach who focuses on treating issues with the gut, you’ll want to explore subjects under that umbrella — and your keywords should include phrases and terms that your clients use as opposed to jargon.
So when you share recipes, you should include something about the gut in the title and throughout that piece of content, e.g.
“Morning smoothie recipe to debloat and calm your gut” instead of “delicious morning smoothie recipe with raspberries”.
If your clients complain of indigestion or ‘stomach cramps after lunch’, go ahead and use that in a blog post like, “Do you have stomach cramps after lunch? Here’s how to treat indigestion”.
Then follow the advice from Yoast SEO to optimize the text before you hit publish. This alone can go a long way and the positive effects can last for years and years. This is basic content marketing, with a big SEO overlap.
Focus on the content that will bring value to your clients and thereby help them trust you.
What do you think people struggle with most when it comes to their websites?
The technology. Understanding what they need and why so that they don’t waste valuable time going down a Google or forum rabbit hole.
When you’re first starting out, it’s best to use an easy platform you can DIY. And once you’re ready to invest, hire someone with experience who will help you make the best decisions not just for where you want your website to take you now, but also where you wanna go 2-3 years from now.
What is the most effective tool people can get to support them with their websites?
This will depend on what you want support with and on which platform you’re using for your website: is it a Squarespace or Shopify site that comes with its own hosting/security/SSL/etc.? Or is it WordPress site where you get to pick the hosting provider and have to be on top of security/SSL/backups/etc. yourself? This goes back to the technology itself being the most challenging aspect of a website.
When possible, get an expert on your side, at least at the beginning.
You’ll end up moving forward a lot faster and will be able to focus on your business and grow it, instead of feeling frustrated over your website when you should be attracting new clients. That said, if I had to choose one tool, probably a solid email marketing system that’s integrated with your website, to do the selling for you via automated email blasts.