Kyna Morrison of Zephyrhills, Florida asks:
“I am just starting a Professional Organizing business. I need something at my website or in my advertising that will differentiate me from all the other professional organizers and make people remember me and say ‘Oh yeah, I saw her ad…’ or ‘I remember, she’s the one who…’
“I cater to an affluent clientele, due to the cost of the services. My business is called Apt Organizing and you can check out my website. Do your Hounds have any tips that will help me stand out from the pack?”
Choose a niche. The broad-based approach of your website seems to be directed to everyone and simultaneously appeal to no one at the same time. Who do you really want to work with? What kind of client do you love? Get specific and then design your marketing materials (website et al.) around that niche. Be a purple cow not a brown one! (credit to Seth Godin for this analogy) Purple cows are different and interesting, memorable. Brown cows are commonplace, everyday. How do *you* differentiate yourself from your competitors?
Although you have clearly spent a good deal of time coming up with the name of your company and your tag-line – my first suggestion would be to rename the company.
At first glance – Apt Organizing looks as if you are a company that specializes in Apartments. Apt is a rather benign word. One is apt to forget the definition – though one is apt to think of something mediocre. Language is very important.
If you are targeting a wealthy demographic you need to appeal to their sense of granduer, elegance, security and discretion.
Party and event planning could better be defined as “planning for galas, fund-raisers and intimate events in the home”. (language again!)
Also – I would upgrade the look of the website. Again, your clientele will want proof that you know how to navigate ‘their’ waters. Make your website look as if you spent a fortune on it.
And – I would consider calling myself a ‘personal home and life organization consultant’ as opposed to the more mundane professional organizer. You may also want to let them know that you are fully insured and bonded.
I would suggest perusing other high-end service organization websites. Everything you do has to drip with elegance and style.
Kyna,
You’re selling a lifestyle service, and your materials – web or print – need to reflect that.
Some immediate reaction: The website is very copy heavy and a bit stark. In addition, you’ve set up HOME and BUSINESS on the home page as two different ideas, but they both link to the same secondary page … And, those two paragraphs are very dense.
I’m not sure what your printed pieces look like. As someone who markets to high-net-worth individuals, I don’t feel that your website currently has a look that would appeal to an affluent clientele. Your prospects are stressed. (This is especially true of those who are trying to take care of an older parent or are older themselves.) Your style should be calming and soothing. A designer can create a softer, richer, more welcoming look.
I recommend working with a marketing/designer team with experience marketing lifestyle services to the more affluent. They’ll help you implement a design strategy that includes:
* Adding photos (before and after shots are so effective)
* Creating a visual style that will appeal to your target demographic (mostly female, wealthier)
* Reworking the copy so that the narrative is personal, warm and welcoming – clients need to connect with YOU, so show yourself! Tell a story that the target can relate to
* Bulleting your service “menu” to make it easy to digest
* Focusing on the personal touch and high level of customer service your testimonials highlight
Best of luck with it!
PS Articles are a great way to position yourself as an expert. Do add a date to any tips, notes, articles you post on your site, so visitors don’t wonder about why you have Santa-related information in September.
Your website has:
Click here to receive a complimentary copy of:
39 Useful Tips & Organizing information package!!
Includes a description of our affordable services.
Absolutely no obligation
When you do click on “Click here” to receive a complimentary copy of 39 Useful Tips & organizing information package, it goes to ->Submit Your ‘Organizing’ tips to me. The best tips I receive will be in my new e book. If you are a business owner and your tip is accepted, YOU get your web site listed, in the book, with your tip, for free advertising.
This is used to much in your website, makes look like you are in “need of tips” have it listed only in one section.
Need a better picture of yourself, such as wiping away clutter and then show your self with a happy client with a cleared area or desk.
The clients bragging are great, but use them with photo’s too.
Need before and after pictures of your work.
When a person sees the word “Apt” they think “apartment”, consider changing the name.
Apt=suitable, so try using “Organizing to suit you”
OR
Play around with the A-P-T, this way you can still use Apt but with a meaning:
Assorted
Planning & Organizing
Techniques, to suit you
Have your homepage set up in sections, with a link, so the client can see before and after pictures of the particular type of organizing they may need.
Home page needs organized, list with sections or bullets with direct links
I noticed on the site: http://www.getorganizednow.com/po-dir-east.html
You have 3 main topics, kept simple and gets attention.
The prep for Home Sale, make this into a separate link (or whole other webpage) that goes to a homepage of only home sales and advertise this with local reality agencies.
Kyna Morrison
Apt Organizing
Zephyrhills, FL
aptorganizing@aol.com
1. Offices, Home or Outside the Home.
2. Clutter Control.
3. Prep for Home Sale.
Hi Kyna,
Everything about your website has to be clear, concise and organized. Links should work and help the reader navigate to where you want them to go.
-You seem to have 2 different sets of tips. The ones you offer (39 tips) plus another list that had 21, I think. Confusing.
– You need to know what high-end clients needs are and speak to that. Are they busy professionals or country club tennis stars? You are offering to help them become and stay organized – but the value is what? Time saving? Speak to that. Their time has value and you are selling them their own time – at your rates.
– High end clients can and will pay high prices for goods and services they feel they need. You need to speak to their pain and do it on their level.
– You need less copy on your website. More photos (before & after) and more graphics.
– “The purpose of my business is to serve the needs of my clients.” This is too vague and the purpose of business is to make money, unless you’re a non-profit. Perhaps this should be “My goal is to help my clients find more time for their lives”. You need to spell out the true benefits of your service.
– You should start a newsletter with tips and ideas. Services like Constant Contact offer high-end looking services that are easy to manage. You can add a signup on you website and send your 39 tips as the benefit for signing up. Your newsletter could be monthly or quarterly (as is mine). How about setting up an annual timeline and create “holidays” around organizing. For instance, January is “National Home Organizing Month” and typical New Years Resolutions are to become more organized; February becomes “Celebrate your loved ones month” by creating photo albums from all those photos just hanging around in shoe boxes; March is – “Tax Prep” month and offer ways to keep tax paperwork organized; April is “Spring Cleaning”, etc… You could come up with something each month that is a fun and practical tip geared towards creating an annual organization calendar. Your newsletter allows you to reach out to your readership on a regular basis and offer practical tips, while also showing the importance of your services.
Good luck!
Linda Merrill
Chameleon Interiors
http://www.chameleon-interiors.com
Hi Kyna,
The first thing I’d do – after taking a look at your site – would be to create a graphic of some kind that goes aloing with your name. That will help you stand out from the pack.
I’d also suggest removing the reference to “our affordable services” on your website – it might bring bargain-hunters to your virtual door. You mention that your target market is an affluent clientele – your website design needs to reflect that – maybe a slightly different font, a subtle and elegant color scheme…things like that to help you stand out.
Do you have any famous or recognizable clients who would give you testimonials for your website? Any general categories like doctors, executives, etc?
The quote at the top needs to be checked – the closed quote comes too early in the sentence, I think, and the sentence break is awkward. Consider before-and-after photos as well – as long as your clients don’t mind!
For you, personally – when catering to a high-end clientele, make sure your image is totally professional and slightly high-end. You are asking a potentially wealthy client to allow you into their home or office where there are sensitive items of great value. Give them a relatable image, make sure all your paperwork and procedures are down pat (no fumbling or searching) and you’ll do just fine!
Consider getting referrals from existing clients or doing a joint referral program with another company in your area that caters to your target market.
I agree with Erin, Marcia et al. You need to make everything about your business look like the clientelle you want to represent.
Additional suggestions are to view upper bracket real estate sites, high end designer sites, event planning sites and the like. How do they use graphics and language, what is the tone of the marketing, do these people sound busy because they are the best in the busienss?? Use testimonials from professional clients &/or friends. Share your before & after portfolio shots. Add organizing articles!
When you’ve developed these ideas, hire a proof reeder to comb through your site for clarity and errors. Consider your website your online resume and keep it as top notch as possible.
Great good luck. Don’t hesitate to contact me in future.
Kyna,
I have to agree, I saw Apt and thought you maximized the space in small apartments. I think it is misleading and you will lose clients.
I was disappointed not to be lead to the free tips when I clicked on the link.
I think everyone has covered the comments and I say ditto.
Best of luck to you!
I agree that you need a niche. Whatever you concentrate on is where you will excel. If you decide to expand, do it after some experience with your niche.
Your site is cluttered and not inviting. My own reaction was to not read what you have on the site at all. It’s just too much for our already too busy brains. Find a website that you like (any one), and get a professional designer to emulate it, keeping in mind that it will never be absolutely perfect and in need of updating from time to time.
I would also suggest thinking really hard about a logo that people can see and immediately associate with your company. More importantly, not having seen your other marketing material, make sure everything matches (biz cards, letter head, website, newsletter heading, etc.).
One more suggestion: to get yourself noticed, do a community contest. Have people submit pictures of their disorganized mess along with a short letter why they should be chosen to receive your free help. Go in, organize their space, and then maximize the publicity. Be sure to notify the press about the contest before, during, and after. Show the before and afters on your site and maybe in your brochure with testimonials from the person you helped.
Best of luck,
Beverly Samuel
Wow, it’s difficult to comment on your site without seeming rude. It’s hard to believe you are a professional organizer when you display a website that is so poorly organized and so badly written. You may have the years of high level experience you claim but what I see and read leaves me unconvinced. I wouldn’t call you for help because it appears you need much more help than I do.
Thanks everyone.
Sometimes it’s better to say nothing than be rude.
Constructive criticism is fine……….
I did NOT design my website, as I am not a designer. I am an Organizer and a Professional at that.
I was looking for niche ideas, nothing else.
I have gotten ideas I will truly take in to consideration.
Thankfully, God has blessed me with multiple clients & I am extremely busy!
The niche will come…..
Thanks again!
Kyna
Kyna,
As another successful organizer, I applaud your attempt at working to make your business successful. But when you put yourself out there, you also have to be able to get criticism, too. As someone who does virtually the same thing you do, I actually agree with much of the “rude” comments posted here and their aim to improve your business focus and image. Do you have any idea how much money these evaluations would cost from experts? A lot.
Our business is very high-end. Who else can afford $75-$200/hour for our services? All your marketing should reflect professionalism. Too many people (especially Professional Organizers) operate on a shoe-string budget and won’t spend any money to do anything. But when it comes to our Clients we say “they’re cheap— they won’t do this, or won’t do that, or won’t pay my price.” But for us, it seems completely okay to have sub-standard materials (not saying you are doing this– but you get the point.)
If you want to differentiate yourself from others, I would suggest dropping your name and changing it to “Kyna Morrison and Associates” or something like that. When people think of your work, they think of you– not “Apt Organizing.” It’s branding. Everything you do should show you are successful. Surround yourself with other high-end businesses and LISTEN to the things they do for success. And copy them! Yes, copy them. But you’ll have to be relentless in your professionalism. Everything you do should reek of “granduer, elegance, security and discretion” as former commenter Marcia Clark said earlier.
You can do it! All the best….