The Clockwork Website

Premium course What Change Are You Trying to Make?

Modern, meaningful marketing is all about creating change. In this lesson, you'll learn the importance of this question. And, you'll do some reflecting to clearly articulate the change you want to make in the world through your program. Get this right, and you'll not only have a clearer, more compelling website, but you'll also find even greater meeting in the work you do.

Premium course What’s Your Promise?

All marketing comes with a promise, about the service you provide and what people can expect after they sign up. But the best promises aren't just about the service, but about how your prospective students will feel and transform.

Premium course Features and Benefits

Most websites underperform because they focus on the features - the "what" of what you're offering. In this lesson, you'll learn about mining the benefits - the exciting "why" behind the "what."

Premium course Positioning Part 1: Avoiding “Better”

Positioning will be what sets you apart from your competition. But too many music studios and programs try to differentiate by saying they're better. Terms like "high quality teaching." These are empty benefits. In this lesson, you'll learn why. And, what to do instead.

Premium course Positioning Part 2: Positioning Yourself with the X/Y Grid

In this lesson, you'll learn how to render your competition irrelevant by using X/Y grids to clarify your positioning.

Premium course Accepting That You’re Not for Everyone

The #1 mistake that music program websites make is they try to appeal to everyone. But in our effort to appeal to everyone, we end up speaking to no one on our website. This lesson is going to unpack why this is important, and explore the concepts of worldviews and personas.

Premium course An Empathetic Posture

Empathy is going to be your most powerful tool in creating a compelling website, and designing compelling marketing in general. The problem is, most people don't understand empathy at all. But that's exactly what you'll learn in this lesson.

Premium course Demographics

A common starting place to build customer personas is demographics. In this lesson, you'll learn how to put these together...and just how limiting demographics can be if you stop here.

Premium course Psychographics

There is something far more sophisticated, complex, and elegant than demographics - and that's psychographics. In this lesson, you'll learn more about what makes up psychographics and why they're so important for your marketing and your website.

Premium course Wants and Needs

On the surface, they may want guitar lessons. But on a deeper level, what do they REALLY want? And how is it related to what they really need? In this lesson, you'll learn how to dig deeper into your customer's wants and needs to find what will truly resonate on your website.

Premium course What Do They Worry About?

Everyone has worries tied to their deeper wants and needs. We're going to want to explore some of these worries to touch on with our website. Don't worry, we're not going to go negative here. But we want to have some of this information handy in order to apply "generous tension" on our websites to nudge our customers in the right direction.

Premium course Customer Development

So far, we've build most of our psychographics through our knowledge of our current customers and a little bit of guesswork. In this lesson, we're going to use customer development to continue developing these profiles and get closer to truth rather than theory.

Premium course Creating Your Personas

Now that we've done all the work of compiling useful psychographic information about our target customers, we're going to use this knowledge to build our personas. With these personas handy, you'll know exactly who you're writing to when you build your compelling, clockwork website.

Premium course What is Branding?

You hear the word "branding" all the time, but most people don't know what it means...at least, well enough to explain it to a middle-schooler. In this lesson, you'll learn what branding means. And you'll never see products or services the same way again.

Premium course Picking the Right Fonts

Fonts may seem like a small detail, but they make a big difference. In this lesson, you'll learn some simple rules that will give you the most success with fonts on your Clockwork website.

Premium course Choosing Your Colors

Your choice of colors say a lot about your brand. But pick the wrong ones or use too many, and you'll overwhelm your visitor. In this lesson, you'll learn some simple rules of color to set you up for success.

Premium course Images that Resonate

No website is complete without images. But which images should you choose? In this lesson, you'll learn how to think about images and make sure they reflect your brand in a compelling way.

Premium course The Four Rules of Effective Copywriting

The most important part of your website will be in the words you use - this is known as copywriting. The main reason websites fail is because the copy doesn't work. In this lesson, you'll learn four rules to follow that will ensure your copywriting makes an impact on your Clockwork website.

Premium course Your Logo

Your logo is an important part of your website, but it's not THE most important part of your branding. In this lesson, you'll learn what makes an effective logo without needing to break the bank to hire a designer.

Premium course The Hero’s Journey

The homepage structure you're going to build will follow a story arc known as "The Hero's Journey." This is a storytelling device that has been used for centuries, and it's one you'll probably recognize. This lesson will serve as an overview of that story arc before we begin building your homepage piece by piece.

Premium course The Above-the-Fold Section

The above-the-fold section is what your potential customer first sees on your homepage before doing any scrolling. Within seconds, you want to show what you do, why it's important, and how they can get it. This lesson will show you how.

Premium course Highlight a Problem

Premium course The Value Proposition

Now, it's time to share some of the benefits of doing business with you. The value proposition (also known as "unique selling proposition" or USP) reflects your positioning. Specifically, how it will make your customer's life better.

Premium course Empathy and Authority

We're going to continue building trust with our prospective customer by showing them we understand their problems, and explaining why we're in a position to help them on their journeys.

Premium course Testimonials

Testimonials are essential to provide the "social proof" that makes people more comfortable doing business with you. But not all testimonials are created equal. This lesson will show you why.

Premium course How Does It Work?

You've built up all this excitement - now it's time to finally share what they get if they decide to sign up for your program. The challenge? To be so clear, even a 6-year-old could understand it.

Premium course The Lead Generator

This is optional, but well worth investing some time into. A lead generator can capture contact information for people who may be interested down the line, but aren't ready to commit right now.

Premium course Steps to Get Started

Now, it's time to show the customer in crystal clear terms what the signup process looks like.

Premium course The Long Paragraph

This next section will include a lot of text. This will serve to overcome any lingering objections, and most importantly will help your search engine optimization (SEO).

Premium course The Final Call to Action

We've created a beautiful story with your homepage. Now it's time to give them one more glimpse of the happy ending with one final call to action.

Premium course Your Next Step Page

The next most important page after your homepage will be the Next Step page. This will be the page your visitor lands on to take the very next step to doing business with you.

Premium course Your Manifesto Page

Your about page can be so much more. It can be a rallying cry. A beacon. That's why we're going to turn it into a Manifesto Page.

Premium course Your Pricing Page

Your pricing page will share how much it costs to join your program. But there's another opportunity for storytelling here.

Premium course Your Blog

Not every website has a blog, but there's an advantage to having one. Not just for your current and potential customers, but for yourself.

Premium course Your Contact Page

Your contact page is the page people can use if they want to get in touch for any other reason than taking the next step forward. This lesson will show you how to create a simple yet effective one.

Premium course All the Other Stuff

Depending on your program, you'll need other pages - your policies, calendar, events, that kind of thing. There's not much to say here, but one important thing to remember.

Premium course What is SEO?

Premium course Your Foundations

Before you get started with on-page optimization, you'll want to sign up and register your website with a few free services that will give you all the analytics and tools you need as you set forth on your SEO journey.

Premium course Your SEO Toolkit

In this lesson, you'll learn about some tools that will help with your on-page search engine optimization.

Premium course Optimize Your Homepage

In this lesson, you'll learn the basic checklist for optimizing your homepage for your keyword of choice.

Premium course Optimizing for Other Keywords

Depending on your program or business, you may want to consider optimizing for other keywords. This is where a blog comes in handy.

Premium course The Mindset Shift: Everything Costs

Before we dive in with off-page SEO, let's take a moment to discuss a mindset shift that will be helpful to keep you going in the weeks ahead.

Premium course Building Link Juice

Link juice is the most powerful factor of off-page SEO. This is the number of links you acquire from other websites leading back to yours.

Premium course Your Google Business Profile

In this lesson, you'll learn how to optimize and build your Google Business Profile, which will have a direct impact on your search rankings.