Personal Branding Series, Week 3: What to Put On Your Website
November 5, 2020
If you missed Weeks 1 or 2, start here to learn why event pros need a personal brand in the first place, then read this to discover how to build your brand foundation.
You’ve set the stage for crafting your personal brand on the Internet, and now it’s time to execute. It’s important to remember that creating a personal brand takes time and effort, so consider it a long-term solution that will help you to yield the results you’re after — rather than a quick fix for a lay-off or furlough situation.
To create a successful personal brand online, you should be two things: consistent and service focused.
“Inconsistency across channels is often a pitfall of personal branding,” explains Natasa Djukanovic, a personal branding expert and CMO at international tech company Domain.Me. “While you’ll need to adjust the tone of the voice depending on whether you are posting on Instagram or LinkedIn, for example, your logo, tagline, name, etc. should always be present.”
Being consistent also refers to creating and posting content regularly on social media platforms and your blog. It is important to establish a timeframe when your audience can expect content from you, Djukanovic adds.
Second, your content should be providing value. “[This is] what can help you hook your audience and convert them into your customers, and in today’s world, personalization is the key to making that happen,” Djukanovic says. Hint to your audience that you have the solutions tailored to their needs by asking questions, engaging in two-way conversations, going live on Instagram, etc.
We’ll dive into more about content strategy around personal brands next week, but first, you need to get your website up and running. Once you’ve secured a domain that is meaningful, easy to remember and contains a call to action, you are ready to make a checklist of the basic information you need to incorporate into your website, says Djukanovic. Here’s what to consider.
Homepage
Your homepage is the first impression a visitor has when they pay a visit to your website. This page should help visitors understand these three questions: who you are, what you do and how you can help them.
Don’t over complicate or overcrowd the homepage. A clever hero text (also known as a headline) should be short and clear but send your desired message to your target audience. Another important element of a homepage is a cleverly worded call to action that prompts your prospective clients to take the next step, whether it be contacting you, seeing your portfolio, making appointments, etc.
About Page
This is one of the most important pages on your website. Think of it as your biography — but not the uninspiring, monotone kind. Here, you have the opportunity to introduce yourself to your target audience and acquire prospective clients by letting them know how you are uniquely positioned to solve their problems.
Contact Page
The contact page tells visitors through which medium you’d like them to contact you. It can be anything from a contact form to simply stating your email address or social media handles. No matter what you choose, make sure the contact info is clearly visible. Chances are, if visitors cannot find your contact information right away, they’ll give up.
Portfolio
If your homepage and about page are ways to hook a client, consider your portfolio page as the way to seal the deal, says Djukanovic. Show your expertise by making sure your past projects are both visually and contextually presented in the best light possible. If you are just starting out and are short on projects to showcase, create a few personal projects that will depict your skills and level of expertise. Make sure you take time to write a quick summary underneath each project, explaining the idea and process behind each one.
Blog
When you’re ready to take the next step, having a blog on your site becomes your space to showcase your expertise and set yourself up as an industry leader through words, tutorials, etc. Enrich your blog content with keywords to increase SEO value and share your posts on your social channels to bring in more traffic.
Have you launched your own website this year? Share it with us in the comments below.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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