The "sea change home page"

Philip Morgan

I'm always on the lookout for ways to help you avoid looking dumb.Yes, I'm being intentionally snarky. Here's what I mean: Your website exists somewhere on a continuum running from awkward & ineffective on one end to engaging & effective on the other. If it happens to live close to the awkward & ineffective end of this continuum, I'd like to help you change that.Awkward and ineffective sites have one thing in common: they're weirdly focused on *you*, and they fail to connect with what your prospects need.I think what makes a you-focused site weird is that it ignores context. It's almost certainly true that you are smart, quirky, hardworking, creative, experienced, professional, and full of potential value. But if you don't wrap all those qualities in a relevant context, then you're just bragging about yourself, which comes across like... well, bragging. And your momma taught you better than that, right?I've pointed y'all to Hanno's website before, but now's a good time to do it again because it's a great example of what I sometimes call the "sea change home page": hanno.coA sea change is a big, sweeping change. It's somewhere between a significant trend and an industry-wide disruption.Many, many industries and horizontal practice areas are undergoing sea changes right now. Right this very moment! If retailers are not having literal nightmares about Amazon dot com, they have their head in the sand or are one of the rare few doing a good job of responding to the Amazon-driven sea change. Management consulting is being disrupted, apparently. The list goes on.If you contextualize information about your business within the larger context of a sea change, you've accomplished several important things:

  • You've focused on what's important to your buyers.
  • You've taken the primary focus off you and put it on how you help your clients at a strategy level. This might seem to be a small distinction, but it's actually super important. It's not that you avoid talking about yourself at all, it's just that you place yourself within a context that's relevant to your prospects.
  • You've signaled that you are focused on strategy, not just on implementation. Implementors talk about tools and technique. Strategists talk about decision-making, risk, opportunity, and what changes/stays the same over time.
  • It has polarization potential because it takes a stand, saying: "We see $THIS, consider it a significant threat/opportunity, and have forsaken other opportunities to focus on helping in this specific area." It takes courage to take a position like that on an issue. Some might disagree! Gasp!! Those who agree, however, are already on their way to trusting you because you share a viewpoint.

Here's another good example. This is from The Expertise Incubator participant Tobie Langel (I mentioned his list yesterday, and his website also provides a great example for today's email). The site is not done yet but it still illustrates well how you write an "industry sea change" story: unlockopen.comA few hat-tips are in order here:

The "sea change home page" is not the only approach, but it's a darn good one if you can use it.-P