For a long time I’ve known that there’s a problem with my website. On one hand I want to attract clients to my business; on the other I want to attract visitors to my blog. Are they necessarily the same market?
If I met someone in an elevator how would I describe RobCubbon.com in 10 seconds?
The history of my site
All well and good, within two years of blogging I was able to give up the dreaded daily commute and work full time on my design business from home.
The blog became a little obsession of mine. I grew to love posting articles every week, communicating with my visitors and analyzing the site’s statistics to see what was popular and what wasn’t.
In my desire to attract a larger and larger audience I expanded my blog’s subject matter to include articles on internet marketing (blogging, SEO and WordPress) as well as articles on running a graphic design business.
Two different objectives
So the site grew to have a dual purpose. The first objective is to get graphic design clients and the second is to grow the blog’s community of graphic designers and others.
Having followed Derek Halpern and others I was left wondering about my “10 second elevator pitch” and how I would describe my site to others in a matter of a few words.
So I hooked up with Cheryl Pickett who runs a Blog Check Up service. Cheryl is an expert in blogging, content creation and helping business owners such as myself find their niche.
The difference between ‘the site’ and ‘the blog’
So with this in mind Cheryl and I sought to find the soul of my blog.
First of all, Cheryl told me to view the site and the blog as two different things. Allow the home page, the about page, the testimonials and the portfolio page to attract clients and the blog to attract the traffic.
If a potential client comes to the blog to read an article (about creating PDFs, for example) and then goes on to view the portfolio and contacts me – all well and good. But the blog is mostly about creating a community of graphic designers and others who are interested in reading and discussing the process of design and running a business.
The blog can also occasionally widen to take on the allied subjects of online marketing, SEO, social media, etc. But I shouldn’t become too general but to above all help designers and other people with online businesses.
Cheryl was also very useful in identifying the unnecessary areas of the site which were confusing and diluting the message. She pointed out that one of my categories was on giving up smoking. She was absolutely right about that and I have deleted that category.
I am clearer now that my blog is about graphic design, running a graphic design business and an online business.
I will take steps to further crystallize my blog’s description so I can get ready for the 10 second elevator pitch.
What do you think?
One of my many faults is a tendency to be a “jack of all trades” and not to specialize in any particular field.
This is as a result of not wanting to get bored but I know the risks associated with being a generalist – by trying to talk to everybody you can end up addressing no one.
Have you been a visitor to this site for a while or have you just come recently? What do you think about the variety of topics that are addressed here?