Your Website: From Mess to Marketing Machine

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Your Website: From Mess to Marketing Machine graphic

Websites. Man, what a pain in the ass, am I right? One thing I hear over and over again: “My website is a mess! What am I doing wrong?

Having and maintaining a website may be as enjoyable as a root canal, but it’s a must for your biz. You do NOT want to rely on social media as your main marketing tool–trust me!

While I don’t have a wedding website anymore, my website was the #1 marketing tool I had for my bridal business.

And now I’m gonna share some great tips and tricks I’ve used in my own bridal business website with much success. 

My Top Tips for Your Website

  1. If you do bridal and commercial work, build TWO separate websites

You should have two websites if you want to be effective at your marketing game. While it is a real pain in the ass to manage two websites, your main goal in having two sites is to speak to the EXACT client you want. 

For example: 

Do you think commercial photographers give two shits about your brides? Nope.

Do brides care about your commercial work? Maybe, but they care more about seeing other brides you’ve worked with.

Ask yourself: Where is your biggest revenue stream coming from? Whatever it is, focus on that and get your site TIGHT & RIGHT and speak to that one IDEAL CLIENT that’s paying the bulk of your bills.

  1. Stop Confusing the Shit Out of Your Clients: Keep It Simple

I’m feeling spicy about this one! Can you tell?

One of the biggest mistakes I see makeup artists making on their websites is confusing the hell out of their clients. And that leads to paralysis by analysis. When you confuse, you lose.

For example, I really have seen SO many website menus look like this: 

  • Weddings
  • Commercial
  • Fashion
  • Lash Extensions
  • Spray Tanning
  • Boudoir 
  • Pampered Chef
  • Stella & Dot
  • Jewelry
  • Etsy Store

What a mess, right? This tells clients you don’t know what you want to be when you grow up and that you’re not masterful at anything. Know the phrase, “jack-of-all-trades, master of none”? That’s what this kind of website says.

Here’s another thing the client thinks: “I’m confused by what this person actually does,” so they exit your site and keep surfing the net looking for someone else to book their day with.

While I can admire the hustle, the best thing you can do for your biz is narrow your focus and get “tight and right” with real clarity and figure out who it is you want to serve. When you know what kind of business you have, it will grow like crazy. Don’t treat your website like a garage sale.

Bridal makeup
  1. Have 10 great portfolio photos rather than 50 mediocre ones

I get asked this all the time, “How many portfolio photos should be in my bridal book?”

For bridal, no more than 20 to 25, and only your strongest ones survive.

Here’s another tip:
Showcase the makeup your ideal client cares about, not what YOU can do. 

If your ideal client is all about a great bold lip, long lashes, and beautiful skin, showcase a lot of that. Build the website that will attract the clients you want and repel the ones you DON’T WANT.

For example:
I ONLY showcased natural beauty with a touch of glam on my website. My focus was on dreamy, beautiful skin and blush. I wanted to attract that type of client. I personally wasn’t trying to attract the Instaglam crowd. I was trying to repel them.

Here’s how effective that strategy was:
I got a phone call from a bride who gasped at my makeup rates…”You can’t even do Instagram makeup!” and hung up on me before I could say anything. I laughed about that for weeks! 

When that bride hung up on me, I KNEW I was speaking to my ideal client on my website. Trust and believe–that bride wasn’t someone I wanted to work with. And my website was doing the work for me. 

When it comes to showcasing your bridal work, show your best work and ONLY show the work that your ideal client cares about–NOT a huge variety of work to please the masses. 

If you know exactly who your ideal client is, this will be easy for you to pinpoint. 

And if you don’t know exactly WHO your ideal client is, I better see your ass in my Glossischool Finding Your Ideal Client class! #shamelessplug. Because after that class, you’ll have NO DOUBT who your ideal client is.

Organizer on a desk with pink flowers
  1. Bust Out Your Blog

What would you say if I told you that for 20 years, my blog was what drove 85% of traffic to my website? Yep! True story. It even kept me on the first page of Google for most of my career.

Blogging not only is great for SEO, it gets clients more engaged with you and helps them to know more about you. As a matter of fact, when I had my wedding business, my wedding blog brought in more customers than social media by 60%!

To get started, write at least 10 blog posts that speak to your ideal client. If you know exactly who your ideal client is, it will really make a difference in the way your ideal client perceives you. Shameless plug #2: You HAVE to know who your ideal client is. My Glossischool class, Finding Your Ideal Client, will teach you!

Have a tough time writing? That’s ok, start with one or two. Remember, it’s better to have small wins than never have a win at all. Do one a week and before you know it, you’ll have 10!

  1. Your Website Should Speak to the Business You Want, Not the Business You Have

Build your website to speak to the business you want, not the current business you have. A great converting website speaks to that ideal client you want or the project you want moving forward. 

If you want to work with more high-end, luxury brides, your site needs to speak to that in terms of your marketing messages, branding, photos, and copywriting on your website.

So remember, design your site to the business you WANT, not the business you have.

  1. Show off your fabulous fucking personality in your brand!

So many people are scared to show their personalities in their beauty brand. I have an answer for that: people are either gonna love or they’re gonna hate.

You are your brand! So put your personality into it!

For years, I was scared to do this because I had a very upscale, luxury bridal business. I was so nervous to let my personality shine because I’m a pretty naughty, dirty bird with a truck driver mouth and loads of opinions (as if you weren’t already aware of this).

One day, a bride came in and said, “Sonia, you’re so fun in person, I was so scared to come in because I thought you would be really stuck-up!”

Holy shit!

After that, I started letting my personality shine in my brand. Once I really started letting my personality let loose (cuss words and all, ya’ll), my business grew even more and I started getting better clients.

Sonia Roselli in her home office

Here’s the reality. People want to know the person behind the brand. People like to be entertained as well. If you can offer a bit of laughter or a smile in your branding, why the hell not?

People buy products from people they like and trust. If you always have a stick up your ass in your copywriting or in your processes, you’re not going to stand apart from the crowd. I am living proof that you can have a luxury bridal business and still have tons of personality in your brand. Just remember to be authentic and be yourself, because 9 times out of 10, our ideal client is a mini version of ourselves. That’s completely normal.

Your Most Important Marketing Tool

In conclusion, your website is the single most important marketing tool you can have. It works for you 24 hours a day, 7 days a week. Why not show it some love this week?

If you’ve been doing it all wrong on the website front, I hope these tips and tricks will get you making some small movement in your biz this week! And if you want even MORE insight and info on #anothershamelessplug


P.S.: If you’re confused about who your ideal client is, I hope to see you in Finding Your Ideal Client. This Glossischool class will completely change how you market your makeup biz. It helped me have a six-figure business for nearly 20 years. I can show you how to have a biz like mine in this class. Sign up now!

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