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Boom, shake the room, Fire Nation, JLD here, and welcome to Entrepreneurs On Fire brought to you by the HubSpot Podcast Network with great shows like my first million stories about companies that grew from nothing into legit businesses today, we'll be focusing on how to actually get new customers online, predictable, consistent business growth to drop these value bombs. I brought Kris Reid on the mic. He helps to change people's businesses and lives at Ardor SEO, and as designed and implemented this simple system for people around the world like Mike Michalowicz, Avery Carl and our own EOFire website.

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Kris is so confident in his revolutionary system that he guarantees results. And we'll talk today about why most websites are a waste of money, how to make them profitable, how to get your message in front of where your customers are actually looking and so much more. When we get back from thinking our sponsors, the HubSpot Podcast Network is the audio destination for business professionals who seek the best education and inspiration on how to grow a business. Whether you're looking for marketing sales, service, or operational guidance, the HubSpot Podcast Network hosts have your back, listen, learn and grow with the HubSpot podcast network at HubSpot.com/podcastnetwork. Looking for a business coach who has helped thousands of entrepreneurs, just like you to increase our profitability by an average of 104% per year, all for less money than it would cost to hire a full-time minimum wage employee.

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Schedule your free consultation today with Clay Clark, a former small business administration entrepreneur of the year at ThriveTimeShow.com/fire ThriveTimeShow.com/fire. Kris say what's up to Fire Nation And what's something that you believe about becoming successful that most people disagree with. Yeah,

1 (1m 54s):
Well, I think a lot of things that stop people becoming entrepreneurs is they feel that they need to be some sort of creative genius and be first to market with something. But you know, if you think Google, wasn't the first search engine, Apple didn't invent the first phone or the first MP3 player. Like you don't have to be the first at anything. You just have to take action and get out.

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I'm all about taking action, specifically. Imperfect action, Fire Nation. I hate when people use the word perfectionism like, Oh, I'm a perfectionist. I can't do this. I can't do that. Stop being a coward, hiding behind a wall of perfectionism. You just got to get it out there. We all do things really bad when we start and then step by step, we get a little bit better and I love this first thing we're going to talk about because it's so true. Most websites, Cris are a waste of money. Everybody's like, Oh my God, I want this website. It's going to be this. It's going to be that I wouldn't have this here and that there. And they are just a waste of money. So I have my thoughts on this, but first you go forth expound for sure.

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Like Maine, we have people come to all the time that have spent

1 (3m 0s):
Like 20 grand on a website that generates no business and no customers. And you're like, why did you bother? Like if you're not going to have a website that actually ranks or converts customers, then just build a Facebook page who gives a crap? You know, website's just like a business card. If business cards is sitting in your, in your desk drawer, they're not doing you any good. You need to be out there, handing them out. And the same with the website, it needs to be in front of the people that are searching for you. You know, it doesn't have to look beautiful and look, and look amazing. It needs to be functional and say exactly what you do, but get in front of your potential. Customers

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Are your ideal clients actually going to your websites? That's a question you have to ask yourself, Fire Nation. I mean, the reality is this back in the day, websites were thing that people actually went to on a consistent basis. But then things happens. Things called social media, Facebook, Instagram, medium clubhouse, all these other things that are now drawing people. And that's where people are spending their time. Now, not like looking and searching specifically for just random websites. There has to be a draw. There has to be a poll. Otherwise you are just wasting time. You are just wasting money. And I've seen a lot of people do that for a long, long time. So let's talk specifics, Kris, what makes a profitable website?

1 (4m 17s):
You make a real good point. The first thing is understanding who the hell your customer is and what they're, what they're looking for. In fact, I am huge advocate of Don Miller's book StoryBrand and I was just on a sales call just before this. And I was buying the service and the guy started waffling about his company is like, Oh, we've been in business for 10 years. And we've got 5,000 operators and all this crap. And I'm like, how do I, what do I give it that doesn't help me at all? You know, you're not addressing my problems. And that is exactly what a website needs to be do. It's just like a sales call. It needs to say clearly what the problem is that you solve, because that's generally what someone's searching for, right? They, they go to Google and they type in, I've got a headache, you know, and your website comes up.

1 (5m 1s):
It needs to clearly state. I saw headaches. Awesome. So, you know, you're in the right place. Then it needs to, you know, build a bit of credibility show. You know, here's some other people that I've solved that problem for, and then make it really easy for people to do business with you. You know, generally asking someone to jump on the phone or book a call is, is too aggressive because they don't really know who you are. And that's where, where you have a lead magnet. And you know, it's downloaded our guide on how we can fix headaches. And if you can show people that you can help them by actually helping them. Now, they actually trust you and want to book in a goal. And it was already made

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You even take that one step further because people aren't just looking for a solution. They're looking for the best solution, not the second best, not the 10th best they want the best solution to their problem. You know, that's why people don't necessarily go to the store to find bug spray. They want to find it like they want to actual solutions to their real problem. If it's an ant problem, they want ant killer. If it's a wasp problem, they want a wasp killer. They want to know that what they're getting is these specific and best solution to their real problem. Like why do you think ratings and reviews are so key, especially when it comes to Amazon. Like people want to see those 17,005 star reviews that gives them that feeling that, okay, this is likely the best solution because the other one that has 23 three-star reviews, like that's obviously not the best solution.

0 (6m 28s):
So what is the best solution that you are going to provide? How can you be so clear and use that StoryBrand concept of Donald Miller? That's so critical. So let's get even more specific here. I like continuing to drill down, how do we get our message in front of where our customers are actually looking? What do we do, Kris to do that?

1 (6m 50s):
So the first thing you need to do is what's called keyword research to understand exactly what your customers are searching for. You know, I don't want to bore people with technicalities, but there's a few, few different ways you can do that. Yeah. Google Google's ad words. Tool is a great one, you know, SEM rush but that gets a little bit technical, but work out what they're searching for. I mean, search it yourself, see who your competitors are. You probably know who they are. But what you were talking about before is like being really granular. And a good example of that is one of our customers, who's a painter. So he does residential painting. And on his website on the front page, it was like indoor painting, outdoor painting, and face paint, a fence painting.

1 (7m 34s):
And so if someone's searching for fence painting, then they land on that page. The first thing was about indoor painting and then there's outdoor painting and they might just leave. Cause it doesn't say anything about fence painting, where if you have a specific page that they land on. So they're like, you know, fence painting near me and they land on that page. And it's all just about fence painting. And they're like, Oh fabulous. This is exactly what I need. So the more granular you can get with your website, then the better it's going to convert as well. It's going to rank for the right keywords and, and convert because the message is exactly what that person's searching for.

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So a couple of things here, SCM rush. When Kris said, SEM, rush SEM rush is something to check out Google ad words. You can learn a lot through that as well. And really at the end there, the key thing that I've seen people have a lot of success with is long tail keywords, not just like one broad vague word, but how can you be the best solution for like an entire sentence and an entire long tail keyword stretch? Because if you can win that, you're going to win all of those customers all of the time. And so that can be very key. And I love that example, Kris. So every time you want to bring in more specific examples like that, please do because we got a lot we're going to be talking about as far as Fire Nation, how to get your customers to actually take action, how to build authority.

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So your customers will listen to you. They'll believe you they'll trust. You they'll know you they'll like you. And of course, we're going to end with a bang building, predictable stable growth. When we get back from thinking our sponsors, looking for a business coach who has helped thousands of entrepreneurs, just like you to increase their profitability by an average of 104% per year, all for less money than would cost to hire a full-time at minimum wage employee, I, Fire Nation meets Clay Clark, Clay has been coaching businesses just like yours since 2006. Yep. Even through the great recession. And he does it for less money than what it cost to hire a full-time minimum wage employee at a time when Inc magazine reports that by default 96% of businesses will fail. Within 10 years. Clay's helping businesses like yours to grow on average by 104% annually.

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How's this even possible clay only takes on 160 clients. So he personally designs your business plan. Plus Clay's team helps you execute that plan with access to graphic designers, Google certified search engine, optimizers, web developers, online ad managers, videographers workflow, mappers and accounting coaches visit ThriveTimeShow.com/fire, to see thousands of video testimonials from real people, just like you, who clay has helped over the years. That's right. Do your research and view thousands, not hundreds of proven documented in archived video testimonials from real people, just like you at ThriveTimeShow.com/fire, ThriveTimeShow.com/fire. Then schedule your free consultation with clay himself to see how he and his team can help you thrive managing conversations with prospects and customers throughout all stages of their journey can be tough.

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Information gets lost between departments in your customers. Experience suffers as a result. HubSpot wants to change that. That's why they created a CRM platform that makes it easy to align across teams. So how does HubSpot do it with one unified system of record? This means that engaging in things like live chat conversations via your website, sending marketing emails, booking prospect meetings and having access to a document library allows every department to seamlessly work together towards a common goal, a next level customer journey that drives growth in lifetime loyalty, say goodbye to multiple systems that are cobbled together and having data channels and teams that are disjointed. It's time to go above and beyond for your customers.

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And with HubSpot, you can learn more about how you can scale your company without scaling complexity at HubSpot.com. So Kris we're back and as we kind of teased before the break, we're going to have you tell us how to get our customers to actually take action. Like those people that just browse and then go somewhere else and never come back. That's not the type of people we're looking for. We want to get people on our sites for the right reasons, our ideal clients, and have them take the action. We want them to take, how do we do this?

1 (11m 36s):
Sure. And so like, if you, if you think about e-commerce websites, right, Amazon converts so much better than any other e-commerce website on the planet because everyone knows and trust Amazon. So if you're searching for any kind of widget and through Google and Amazon comes up, you click on it and you're trusting. You know, that if you buy it from Amazon, the thing's going to turn up and you're going to have a good user experience. Where if you go to some other random website, you give them a credit card information who knows. They might just run away with that. And you end up with a whole bunch of debt that you don't want bad things happen on the internet. And so when you're at just a generally commerce website with no brand recognition, it's really important that you build that trust.

1 (12m 17s):
So a better way than going straight in for the sale is to again, use a lead magnet show people that can, you know, you can help them by helping them, like one of our clients who sells dog products, right? They sell like everything from up-to like $5,000 dog necklaces. And you're like, man, who the hell spending that much money on their dog? You know, some, some people, one of the lead magnets we made for them is like five things your dogs think about at the dog park know it's just a fun, little lead magnet for people that are interested in buying luxury items for their dogs. And so they download the lead magnet. They now you have their email address. They figure a cool brand and then you can send them, not just offers, but different things that are useful for their dogs.

1 (13m 4s):
And so now they trust your brand and that's really what you need to do with your whole point of your website. It should be grabbing that person's contact details, giving them some value. Ideally, if it's not going to cost you anything like a downloadable guide, that's the best thing to do, but don't try and sell people straight away. Cause they don't know who you are. And they, you know, even if it's a trip wire product, it's hard to get a couple dollars out of someone before they know who you are. If you can just trade some contact details for some useful information, that's the best way to get someone to take action

0 (13m 36s):
Fire Nation. I hope you're thinking about your specific situation right now and how you can apply what Kris and I are talking about to your business, because listen, you want your customers to take action. You've got to build up that know like, and trust. You've got to build up that reciprocity before they will. And I want to talk specifically about building authority. So your customers will listen. I've built Podcaster's paradise to the level it's at over the years because I've built real authority in the podcasting space. So people say, okay, I've heard of John Lee Dumas. I listened to his podcast. Boom. I want to learn how to do my own podcast. His course is probably the best the authorities there. How can you do that in your space with your products, with your services?

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So Kris, how have you seen people build authority in their specific niche? So customers actually listen. Well, I mean, there's different ways you think about authority, but one thing is really important is, well, how Google's algorithm works, right? Because anyone can write any crap they want on the internet. And you know, how does Google know if it's true or not? They can't really implicitly trust what you say and the way that they do it is by what I call backlinks. And so backlink is link back from one website to another. And they're really the secret how Google works. And because you know, building up backlinks takes time. Like, you know, I'm on your podcast right now. I'm going to get a backlink from your website.

0 (14m 57s):
That takes a lot of time and effort. It's really hard to, to well BS, you know?

1 (15m 4s):
And so over the years, as you build up your, your reputation and the links coming from other websites to your website, the more trust that Google has for you and the easier you can rank because you have that trusted authority. In fact, one of the, one of the tools that I mentioned earlier, I hate trade-offs it's that that's the actual hyperlink for a backlink in HTML. So it's been a geek humor there, but it's probably the number one SEO tool. And they did a fabulous research article a while back where they analyze 2 billion pieces of content. And just the headline is blows me away. It's 90.6, 3% of content gets no traffic from Google. Wow. So over 90% of content gets no traffic from Google.

1 (15m 46s):
They break it down even further that only 0.2, 1% of content gets over a thousand visitors a month. So almost nothing, you know, the, the articles really long. And if you're a super geek, it's awesome. But if you're, if you're not, then I'll spoiler alert. The number one reason that the content doesn't get traffic is it doesn't have any backlinks. If no one's linking to your content, then Google is just not going to trust you. And they're not going to care about you. Like you can think about it from Google's perspective of like, if no one else cares about this, why should I, so the Google bots not going to look at it. That's how important building up your trust and authority is

0 (16m 25s):
Backlinks from one website to another and Fire Nation. That was one of the bigger things that I did when I was working with Ardor SEO was we're saying, Hey, how can we improve this? How can we have other websites that know like, and trust me. So they're willing to do this actually linked to the content I want them to link to. And we went through all of my back episodes, all of the guests who I've been on, all the podcasts that I've been a guest on and reached out to them with a specific request. And do we bet a thousand, of course not, but did we really do well and get a ton of backlinks? Absolutely. And it's not easy to do, which is why it's important to do because the higher, the barrier, the lower of the competition, it's really hard to get links.

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So when you do as meaningful and nobody else can just easily replicate or copy that. Whereas when something simple to do, frankly, everybody does it. Let's end with a bang, Kris, predictable, stable growth. How do we build this?

1 (17m 21s):
We have digital marketing, any form of digital marketing is it's so predictable. Like whether you're using Facebook ads or Google ads or YouTube ads or SEO, it's all really predictable. You can grow at the rate that you want, which is just magnificent. But one, one thing that SEO has over every other form of marketing is the other forms. You stop spending, you stop getting instantly the work that you do for SEO. You know, the work they did last month, you get this month and next month and the after. And yeah, if you want to stop doing it, you still keep getting traffic. You know, it just, it compounding. And so that's the beauty of all digital marketing is that you can really build predictability into your, into your business.

1 (18m 2s):
You know, how many leads do I need this month to close this many deals? Like, you know, that just takes all the stress out of business. Like I'm certainly not the best businessman in the world. I've screwed up all sorts of things. But like when you, when you got enough leads coming in and new customers coming in, like it just just makes everything else a breeze. I think it was Larry Page actually from Google that said revenue, cures, all problems and predictability to business. Well, it kills a hell of a lot of problems. So Kris

0 (18m 29s):
You've helped a lot of people. You've helped. A lot of people improve their business, improve their predictable, stable growth, you know, how to improve with their long tail keywords, how to actually have a profitable website, how to have their customers take action, how to build authority. What do you want to end with here? Let's end with a bang. Like here's Fire Nation. They've learned a lot thus far. What do you really want to make sure we get from everything that we've talked about here before we say goodbye,

1 (18m 56s):
People actually understood the power of a website. Like Holy crap, you'll be wishing you had done it years ago. Like I did take a long time to eat our own dog food and like how out through Covid right. Covid it's been pretty cracked for most businesses. 2020 was our best year ever by a long shot. This quarter we've even kicked the crap out of loss border. Like it's awesome. I am such an advocate of what we, what we do because man, it really works. And you'll be kicking yourself that you didn't do it earlier. Like I highly cannot say it enough.

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Where do you want Fire Nation to find out more about you?

1 (19m 33s):
We've got a special landing page set up at our website, which is art or seo.com/fire. And if you go there, you'll see my pretty little face. And if you put in your details, I'll personally do a video review of your website and your market. So I'll show you exactly how many people are searching for your products and services each and every month. And some show you some simple things that you can change yourself on your website to get it in front of those people and help you to predictably grow your business.

0 (19m 59s):
You are action takers. So Kris is going to actually have to, at some point, probably pull this off, right? Because there's going to be a lot of you want this action and I can tell you, he did this for me back in the day back before I even knew who he was. And before I worked with Arthur SEL and I was blown away with the results that I got from just this video, just the video alone was priceless. So you want to check out Ardor, ardorseo.com/fire, ARDORSEO.com/fire because Fire Nation, you're the average of the five people you spend the most time with. You've been hanging out with KR and JLD today. So keep up that heat and head over to eofire.com type.

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Kris that's Kris with a KRIS in the search bar shown us page will pop up with everything we've talked about today. Best show notes in the biz. And one more time. That was ArdorSEO.com/fire. Kris, thank you for sharing your truth, your knowledge, your value bombs today for that we salute you and we'll catch you on the flip side. Hey, Fire Nation today's value bomb content was brought to you by Kris. And if you've had your big idea, you'd be ready to ignite my free training. We'll get you to your big idea in less than an hour. Visit your big idea.io today, and I'll catch you there or I'll catch you on the flip side.

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The HubSpot podcast network is the audio destination for business professionals who seek the best education and inspiration on how to grow a business. Whether you're looking for marketing sales, service, or operational guidance, the HubSpot podcast network hosts have your back, listen, learn and grow with the HubSpot podcast network at HubSpot.com/podcastnetwork. Looking for a business coach who has helped thousands of entrepreneurs, just like you to increase their profitability by an average of 104% per year, all for less money than it would cost to hire a full-time minimum wage employee. Schedule your free consultation today with Clay Clark, a former small business administration entrepreneur of the year at ThriveTimeShow.com/fire ThriveTimeShow.com/fire.