How Heidi Allsop Used Website Marketing to Fill Her Calendar

Kris: [00:00:00] Welcome to From Click to Client, where we transform a confusing message into a clear, compelling story that sells. I'm your host, Kris Jones, story brand marketing expert. I'm here to help you attract more dream clients with the power of story.

Heidi: My name is Heidi Allsop. I'm a master life and parenting coach for moms raising teenage boys, and I love it. I get to work with moms of these teenagers, and I have five sons of my own, so I'm very invested in raising better men in this world.

Kris: You know what you're doing.

Heidi: From the school of hard knocks. I know what I'm doing.

I

Kris: love that. Yeah, yeah, it was do or die.

Heidi: Yes.

Kris: Okay. What were you struggling with that made you need to hire me?

Heidi: So before I met you, Kris, I was Making it so much harder than it needed to be. My messaging, I've never been a marketer, and that's where I was stuck in conveying this [00:01:00] message to these moms in a way that really resonated for them.

I need to simplify this. I need to make this more enjoyable so that the message that I have can resonate with these moms, 'cause I can't help them if they don't understand what I'm saying. And so before, I think I was overcomplicating it, trying to make it sound like so compelling that they would buy.

Kris: What, what was going on as far as your website goes? Like, w- was it working? Were people clicking on it? Were you getting clients?

Heidi: When I started my business, I built a website which was clunky and the best I could do, and it was fine. It was fine. But I wasn't getting clients from my website because the message that I was trying to convey wasn't clear.

It was overcomplicated. And so it wasn't converting anyone to book a call. It wasn't converting anyone to want to buy what I had to offer because the offer was confusing. I was talking more about me than I was [00:02:00] about her, and that is one thing that really came to light for me as we started working together, that I was trying to be the hero and in a way convince her that she needed to hire me.

And oh, yeah, it was hard. And I kept thinking, "This isn't working." And it felt like a grind, like I was just burning out every day. It was like walking in quicksand. I was just trying to, to make it work, but the walking through, it felt hard and heavy, and I just... I knew it could work, but I didn't know if it could work for me.

And so I questioned, every day I questioned it. And the emotion I think that is, feels the biggest as I look back was defeat. Like, I just felt like here I had raised this family of boys, which that's hard. And so I thought, "Well, I'm used to doing hard things," but building this business and just getting through every day just, I just felt defeated every day.

After, [00:03:00] after working together, revamping my website, really creating a website that felt like me and spoke like me, it has been fascinating to get responses from people. I had a lady that got on a call with me and she said, "I just have to tell you that your website is not only pretty, it was so easy to understand what you do."

And that just felt so good to me, because that's exactly what I want. I want people to come to this website and understand what I'm- Trying to offer. I want them to leave that website with hope. And for her to come and say it was just so nice to read that and to feel that hope, it was everything for me.

So yeah, after working together, my website is, is working for me when I'm not working which is amazing. It leads people through a story where they're the hero, and they feel hopeful enough to get on a call with me and take a chance. And my calls have grown exponentially. [00:04:00] And when people get on a call with me- They are ready to go.

They're ready to go. They want to get the help that I offer on that call, but then they're ready for more help. So these are really quality calls that I'm getting, and I think that I'm getting those because the website is weeding out moms who just simply continue to consume my free content, which I'm happy to offer them.

So the calls that I'm getting are valuable, quality, ready-to-go calls, which makes me feel like I'm not wasting my time and they're not wasting their time. And I love sending people to my website. I send everybody to my website. Really proud of what they get when they get to the website.

Kris: What a good feeling.

Like, tell me now what's happening when you get on a call with them.

Heidi: So I think because my website is so clear and clean, and in doing the website, Kris, I got more clear and clean on what I want to say. Just the... Just even naming the call, which is something that we did together, a reconnection strategy call, that they are [00:05:00] receptive, and, and the words that I say, it's about them.

It's no longer about me having to prove my qualifications or... I know now that what I wanna talk to them about is how she can become the hero in her story. This is about her and improving her life. And we just recently talked about an incentive for these calls, and an incentive to give these potential clients that are on these calls, an incentive of if you book within 24 hours, I will throw in a free session, 60 to 90 minute session with your son, which the moms that come to me, and this is one thing that you and I worked on together, Kris, because the moms think that the son is the problem.

And I know that her showing up in a more calm, confident way is the fastest way for her to help her son change his behavior. And so by offering this call for him, that I can help him see where he is and why he's showing up the way he is, it just is like the perfect combination to help them move forward so quickly.

And that incentive [00:06:00] is, is giving her what she thinks she needs, too, she really wants, is for someone else to talk to her son about his behavior. So that has been so great. I had three consult calls last week and signed two of them. And so clients are converting at a rate that they haven't ever before in my business, which is so fun.

So fun. Who gets to do this? So great.

Kris: If you could ballpark it, like prior to the new website and the new messaging, how many calls would you have to get on to get one client?

Heidi: So before you and I worked together, Kris, I- Was offering the same consult call, and you and I talked a lot about putting my pricing on my website, and we decided together that that was a good option for me, and I'm actually thrilled that we did that because the consult calls that I'm getting, they already know that there will be a financial investment.

And so before, it was just vague. It was confusing, and I really wasn't sure and as confident as I am now that the [00:07:00] consult calls that were coming to me, when it came time to, to sell them to move forward and to continue to work together, it got sticky, and I think confusing. And, and since doing the website, and it's been, it's been a while, about a year since we, we did this website, Kris, together.

The consult calls that are coming are really valuable consults, and they're also ready to move forward. And so within two months of working together, I made that investment back, and now everything else is just ... Like, that investment seems like the best investment of my year last year. Getting not only my website dialed in, but my messaging dialed in, and now I use it everywhere.

It- Best investment of the year, for sure, in every way.

Kris: Yeah. That, that's amazing. So tell me what emotions come up for you knowing that you made this investment in yourself, knowing that it's working? How does it feel to be having a, a call in your calendar that's booked and knowing that you know exactly how to handle this, and that you're probably gonna sign that client?

Heidi: [00:08:00] Well, it's interesting because before when I was trudging through, right, I just felt defeated almost every day, yet determined. And now I see that consult call come on my calendar, and it's like the greatest dopamine hit. It's so fun and so exciting, and I'm not nervous about the call. I know exactly what I offer, and I just can't wait to get on that call because I know it's a pretty high chance that that client is gonna wanna continue to work together.

And it's, it's taken the defeat out, so now the determination is still there, but it's moving forwards and it's building. This has become fun.

Kris: That's huge. Yeah. It's fun. I mean, that's the point, right? Mm-hmm. We're supposed to have fun along the way. One of the things that I'm hearing you say is that you feel so much more confident.

Heidi: Oh, yes. Yeah. One of the emotions that is consistent since dialing in my messaging, since dialing in my website, is that I don't question everything I questioned before. I'm so much more confident that people need what I have to offer, and the [00:09:00] confidence has grown exponentially because of the... just the calm.

Like, I think calm and confidence go hand in hand, and I'm just so much more calm about my business in every way, and the confidence just, just keeps growing. And every client that signs gets me a little more confident. Every client that signs just gets me a little more calm and sure and excited. So the confidence in what I do, and that I can express what I do, has grown so much.

Kris: So good. I think what I'm also hearing is that in every cell of your being, you get the value that you're bringing to the table, and part of our work together was making that value come across in the messaging. But also you've, over time, embodied that internally as well. Mm-hmm. Which I think feeds the confidence so beautifully.

Yeah. So, um, what was your favorite part of the process?

Heidi: My favorite part of the process working together was the questions that made me go a little bit deeper, because I don't wanna be like everybody else telling people what to do. [00:10:00] I wanna be unique and different, and really lean into my superpowers. And so my favorite, absolute favorite part of the process was the pre-work that I did, and I still refer back to that often because that's where I got the clarity.

When I saw the website for the first time, I felt so much- peace because I've been trying to figure this out for so long. I also felt excitement. Like, it just embodied exactly what I was hoping for when we started to work together. It, the messaging was there, the beauty was there. Everything about it was just so exciting.

I felt excited to offer it into the world, and just felt just that peace of, "Oh, my goodness, this was the right move to make at this point in my business." It was almost like I had up-leveled and done myself the greatest favor in up-leveling and investing in this part of my business, which has created such a great return.

So it feels so good.

Kris: I'm so glad. Yeah. [00:11:00] Okay, one final question. What would you say to a friend who's on the fence about working with me?

Heidi: What I would tell a friend who's thinking about working with Kris is value yourself and your business enough to invest in this next step. It's like investing in your legitimacy of your business.

It is your gift to you to have that peace and that confidence, and to stop carrying that heavy load every single day. Give yourself this gift, and give your business the gift of legitimacy. Once we finished this website, it just felt like my business was legitimate. This is really a business. It's amazing.

So I have told many friends that this is, this is your right next step. I trust you completely.

Kris: Oh, thank you so much.

Is your website turning away potential clients? I can help you turn that around. Book a money-making messaging call with me today, and we'll transform your story into [00:12:00] your most powerful sales tool. That's all for this episode of From Click to Client. Don't forget to subscribe and follow. I'm Kris Jones, and I'll see you next time