A recent workshop participant asked me to take a look at his web site last week.  He's in the process of rebuilding and "rebranding."  One of the first things that hit me was something I had mentioned in the workshop - and something lots of people do when they are building their own site -- they name the button that takes visitors to their bio "About me."  Well, the immediate problem for him was that no where on his home page could you find his name.  Instead of "me," he should have inserted his name.  When you are sitting in front of the computer in "first person," it's easy to write or create from that first person perspective -- just like you are writing a letter.  I'm all about real estate sites having a more personal flavor, but naming the bio button About me" screams a mindset -- one that I think should be more about the clients you want to attract. 

Changing the mindset requires you to almost set yourself aside and think more about the ideal client you want.  What information and visuals do they want?  Remember, unless they arrive at your site via your web site address, they will be finding you online because of information you are providing that they want.  It could be some special expertise that you are making visible.  It could be some particular property that you are marketing.  You (as John Doe) are just gravy.  But, if you are the  "Golf Community Expert," then you've attracted them to your business personna -- they'll see golf community photos on your home page, find a menu button with more photos and specific information about the golf communities in your area.  On your home page could be link to a fact-based list you've generated comparing the area's top golf communities with amenties listed.  If you just provide the links to those communities, then you could be sending your potential clients away -- they could trip into a competitor advertising on one of those sites.  You'll have a call to action that could be a contest to win perhaps a round of golf, club membership for a weekend, or a lesson with a former PGA pro.  You'd have a menu button that would be a list of golf tournaments in the area.  Or if you have a blog, post it there.  You get the idea -- it's all about them.  And, then they get to know you.  Separate you from your business personna and market that personna directly to the ideal client type -- clearly with what they want in mind. 

Goodness, I've had my coffee this morning.  Sometimes, I can't seem to get out of "workshop" mode.  Hope everyone has a great day.