Do you know just how many speakers I’ve met that don’t have a clue what event planners are looking for once we get to your website?
Sadly, a lot!
Event planners are time-crunched and patience-poor, and speakers bureaus and talent buyers are even worse. So the quicker and easier it is to find things on your site, the better chances you have at converting a website visit into a fruitful conversation about booking a gig.
But if we have to waste too much time looking around for your stuff, chances are high that we’ll just move on to somebody else. Someone who makes our job easy by having things in quick-to-find places.
Client experience begins at the very first touch-point, so if that first experience we have with you is confusing or challenging (even if we’re only “experiencing” your website), then we tend to assume that YOU are going to be challenging to work with, too.
Not fair, perhaps… But I’m trying to keep it real with you here.
Here are the 5 things that every successful speaker’s website needs:
A “Speaking” button in your site menu! (Duh, right?) Strangely enough, a lot of Speakers bury this info under a button called “Events” or “Media” or “Work With Me” – and sometimes, you’ve just gotta make it super-easy and user-friendly. Event planners are time-crunched and have a LOT of data to gather, so do yourself and them a BIG favor and make your info really easy to find.
Speech Topics: Again here is where you want to keep it short & sweet. Think of it as writing a Tweet about each of your speeches. Can you condense the essence your message down into 140 characters or less? Remember, you don’t have long to get them interested, so make the description short & powerful. If you need to flesh it out a bit, 2 or 3 bullet points are all you really need to add on. Less is more!
Videos: Please don’t send us off to YouTube to watch your videos, even if the link opens in a new window. Do you know how many companies have YouTube blocked by their firewall? (A lot!) It’s much better to embed sample videos directly onto your site. It adds to professionalism and it keeps us there for longer. (You want us to stay longer.) And if you have HD videos, even better.
Past Clients: Who have you given these presentations to? You don’t need to list names and numbers of each client, but at least you should have the name of the company listed. And if you want extra brownie points, group your past clients by industry type. Sometimes event planners just need to see if you have ever spoken to someone in their field before feeling confident about bringing you to their next event.
Testimonials: If past clients loved what you spoke about, include a short one or two sentence testimonial, along with the name and title of the person, and the company they work for. These often require permission from the client to use in your promo, so make sure you ask for it. And fair warning: event planners may reach out to the person listed to validate the testimonial, so don’t make them up. Lastly, please for goodness sake don’t include FULL letters, unless specifically requested. You’re trying to make life easy and quick for people as they’re browsing. Short little shout-outs are what we’re looking for here.
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