One of the best ways to get more bookings is by creating marketing materials that looks like you’re a five-figure speaker. In this modern age of technology, one of your most valuable marketing assets is your website.
In this post, I’ll go over 9 hacks that you can apply to your existing speaker website or bookmark for later when you get started on making your website.
Because I'm a visual learner, I included an example of each hack used by successful speakers. Plus, you’ll be able to see exactly what the pros are doing to maximize their marketing.
1. Page Navigation
Whenever you create any marketing tool, you want to put yourself in the shoes of the person who will be engaging with it. When an event planner comes across your website looking to see if they will want to book you, they might have certain things they want to look for right away. Having a built in page navigation that links to different sections of your speaking page can be extremely helpful.
Example: Michael Hyatt, www.michaelhyatt.com
Michael Hyatt’s sections also feature a “Return to the Top” link to bring the viewer back to the page navigation links. Super helpful!
2. Large Hero Image Of You Speaking
Almost every top professional speaker website I have come across has a featured a hero image (large header image) of them speaking as the first thing the viewer sees on the page. Pair it with text that strengthens your personal brand or social proof, including a quote from you or a snippet of a testimonial.
Example: Josh Linkner, joshlinkner.com
Example: Sarah Robbins, sarahrobbins.com
3. Provide Value
Most successful speakers don’t make money only from speaking. In fact, many speakers use speaking opportunities as a way to grow their business by getting more leads, selling a product or program, or through consulting and coaching. Thus, it only makes sense that many speakers are constantly providing exceptional value. Such value comes in a variety of forms such as a free e-book, a free e-mail course, or a monthly newsletter.
By providing value, you help establish yourself as an expert in your niche and show that you care about getting your message across. Those who become a fan of your message will naturally want more from you, and will be more likely to book or refer you for a speaking gig.
Example: Joe Vitale, mrfire.com
4. A Good Call-To-Action
Having someone book you as a speaker, especially for gigs over $2,500 isn’t just a ‘one-click’ deal. Usually there’s plenty of communication involved, including questions from the event planner, sending of contracts, and agreement of what will be included in your speaking event. So it doesn’t make sense for your speaker website to have a button screaming “Book Me NOW!”
Besides the fact it can make you look a bit desperate, the button alludes to a big commitment, one that the event planner might not yet be willing to take. Consider a safer and more comfortable alternative such as “Check my availability”, or as Michael Hyatt’s website uses “Start the Conversation”.
Example: David Pollay, davidpollay.com
5. Entry Pops and Exit Pops
Entry Pops are the small windows that pop up on a webpage (usually within a minute) when you first view a webpage, while exit pops appear right before you close a webpage.
As a speaker, there are many ways to use entry and exit pops to your advantage:
a. Use them to highlight your call to action.
b. Use them to promote an item you’re giving away (such as a free e-book).
c. Use exit pops to create the fear of missing out on something (such as a one-time-only deal).
d. Use them pops to collect e-mails (e.g. sign-up for your newsletter)
Do you use entry pops and exit pops? If so, what do you use them for?
Example: Johnny Wimbrey, johnnywimbrey.com
6. Personal Brand
A good personal website should emulate your personal brand or your personal message. You can add a personal touch by using something like your signature (a common theme among many speakers) or a unique sign-off message.
Having something like your signature, however, isn’t going to suddenly bring in more speaking opportunities, but the goal is to have a cohesive personal brand that makes you stand apart and can show both the tone and personality of you and your message.
Example: Shiv Khera, shivkhera.com
7. Personal Thesis
A personal thesis is what I call your main message or your number one narrative. It is a statement that can specifically define your purpose of speaking or something you believe in that guides your talks. Use the following to help you put together your personal thesis.
a. What is my single most important idea?
b. Why do I talk about it?
c. Who is my audience?
d. What impact do I want to make?
Example: Marie Forleo, marieforleo.com
8. Using Your Full Name As Your Domain Name
If you couldn’t tell by now, having your own name as your domain name is a big deal. I truly believe that it will only be a matter of time before the resume is replaced with the personal website. As a speaker, I highly recommend you to have a website with your full name as the domain name. For a few bucks a year, you can register a domain name from sites like GoDaddy (my favorite). For example, my personal website is princessclemente.com. How you use your domain name might vary depending on your type of business.
If you are working to promote a brand that doesn’t involve your name, then you might just use your personal domain as a resume or place for someone to learn more about other services you offer such as speaking. For example, Joshua Fields Millburn mostly writes on The Minimalists, a very popular blog, but uses his personal website to showcase his other work and directs people to how he can be contacted.
You can check out the article “8 Great Examples of Personal Domain Names in Action” for some more examples.
9. Kickass Speaker Video
This list is in no particular order, but if there was an order, I would put this at the top. Hands down, the videos on your website will be the most valuable piece to your speaker website. It allows the event planner to see you in action and get a sneak peek of what they’ll be getting if they hire you. Don’t put off making a speaker video or wait until you land yourself a big speaking gig. You can make a video without even showing the audience. Just get dressed up as you would if you were to speak in front of an audience, find a place (e.g. large meeting room, stage, podium, etc.), and videotape yourself talking from a portion of your talk. Clip the videos and you’re ready to go!
Once you get more speaking gigs (and more money), you can invest in your speaker video and really knock their socks off.
Here’s the speaker video of my friend Hilary Corna, author of One White Face, as an example of a seriously kickass speaker video.
Okay, your turn!
Let me know your answer to the following questions in the comments below:
1. Do you have a website or speaker page?
2. What is your #1 challenge with your website/speaker page?
3. Which of the 9 hacks would you like to learn more about?
If you have other comments, you can also comment below!