Your First 100 Members – Simplify Your Directory + Membership Website

Your First 100 Members - Simplify to Amplify (00:00:00)

• Yakin Shah from Business Labs is a special guest who has been a third-party developer on the Brilliant Directories platform for over a decade and will be presenting on strategies to get the first hundred members for a site (00:00:00).
• Yakin and his team have worked with hundreds of Brilliant Directories users and have identified what seems to work best for these websites, allowing them to provide simple tips and best practices for launching quickly and efficiently (00:00:36).
• The presentation will focus on the elements that a website should focus on to optimize conversions and get the first 100 members, which will help the website build momentum and continue to grow from there (00:00:54).
• Yakin has joined previous webinars and his team was one of the first third-party developers listed in the Brilliant Directories marketplace, approximately seven or eight years ago (00:00:18).
• The goal of the presentation is to provide tips and strategies to help websites launch quickly, efficiently, and effectively, with a focus on getting the first 100 members to build momentum and drive growth (00:01:14).

About Yakin (00:01:20)

• The journey so far has been exciting, with over 10 years of experience as a Brilliant Directories development partner and even more time as a site owner, which has led to the creation of this webinar as a reflection of how to start many websites (00:01:20).
• Launching a website in record time, such as 2 hours, is possible and requires clarity rather than capital, with the first step being the creation of a homepage, and this webinar aims to share this experience (00:01:36).
• The importance of speed to market is key, especially for digital marketers, and being able to execute quickly, such as spinning up a homepage and about page, and getting Google ads running, can make a huge difference in success (00:02:16).
• Separating the romanticism of an idea from the ability to execute quickly is crucial, and failing fast can also be beneficial, as not all ideas will be successful, but quick failure allows for moving on to the next idea (00:02:36).
• Yakin, the founder of Brilliant Directories, has done it in 15 minutes, and his experience as a developer on the Brilliant Directories platform for over 10 years will be shared in this presentation, providing valuable tips and methodology for launching quickly and executing quickly (00:02:55).
• The presentation aims to share tips and methodology for launching and executing quickly, and the importance of failing fast, in order to help site owners, whether seasoned or just getting started, to succeed with their Brilliant Directory sites (00:03:13).

Pitfalls You'll Learn to Avoid (00:03:30)

• To get the first 100 members, it is essential to start simple and focus on building a basic website that targets a specific group of consumers, such as plumbers, rather than trying to create a complex website with multiple features (00:03:30).
• Building a website with a clear objective, such as targeting the first 100 members, helps to launch lean and provides clarity on what needs to be done, allowing for the simplification of call to actions and a more focused approach (00:04:08).
• Starting simple also enables individuals to launch quickly, even with limited resources, as it is possible for one person to email 100 people in 2 hours a day and potentially gain 100 members in a short period (00:04:29).
• One of the pitfalls to avoid is getting stuck in the setup mode, which can lead to losing momentum and interest in the idea, and it is crucial to set deadlines and be willing to book losses if the launch is not successful by the deadline (00:05:08).
• Overcomplicating things in the early stages can confuse visitors and members, making it difficult to get the first 100 members, and it is essential to maintain a simple and focused approach to avoid this pitfall (00:06:00).

Start Simple & Grow Smart (00:06:13)

• The goal of the current section is to break down the homepage, with two screenshots provided for comparison, one labeled as "bloated" with five different things on the right homepage and another on the left-hand side with fewer elements (00:06:13).
• The focus of the next part of the discussion is on launching lean, emphasizing the importance of starting simple and focusing on one core value, with the aim of launching fast (00:06:31).
• The presentation will cover some key statistics, which will be explored in the next few slides, emphasizing the importance of launching quickly and efficiently (00:06:51).

Clarity Beats Complexity (00:06:57)

• Customers make judgments about a website or offering within a fraction of a second, and clarity is key to keeping them engaged, as evidenced by the fact that high-value deals can be closed via email without the need for a fancy website design (00:06:57).
• Research shows that 94% of first impressions are based on a site's design, and 75% of visitors judge a site's credibility, highlighting the importance of simplicity and clarity in design (00:07:36).
• The core mistake that often leads to failure is prioritizing more features over more clarity, which can result in a lack of trust from potential customers, and instead, focusing on a clear and simple value proposition is crucial (00:07:55).
• A clear value proposition is essential for effectively communicating with potential customers, whether through a website, email, phone call, or in-person, and it is the key to converting people into real signups (00:08:12).
• The concept of "sell me this pen" is relevant to the idea of clearly articulating a simple solution to a problem, and it can be applied to selling a membership plan by framing the value proposition in a way that makes people want to join (00:08:31).
• When starting out, it is essential to have a laser-focused communication strategy that clearly conveys the value proposition, allowing potential customers to quickly understand and digest the information (00:09:07).
• Examples of successful websites and sales strategies demonstrate that simplicity and clarity are often the keys to success, with one example showing that a website with only three sections was able to book 10-15 sales before it was even launched (00:09:44).
• In contrast, many clients who come with complex and feature-rich websites often struggle to attract members, highlighting the importance of prioritizing simplicity and clarity in design and communication (00:10:05).
• The experience of working with entrepreneurs has shown that those with less capital often achieve success faster, while those with more capital often build more complex and unnecessary features that do not lead to sales (00:10:25).

Tip #1: Lead with One Core Promise (00:10:45)

• The first tip for creating a successful membership website is to lead with one core promise, which means having a single, clear promise on the homepage that speaks directly to the end consumer, such as "Hire a top expert in 24 hours, verified and affordable" (00:11:24).
• When building a website, it's generally more effective to focus on the end consumer, such as citizens or residents looking for plumbers, rather than targeting the professionals themselves, and to only discuss the professionals in about 5% of the content (00:11:07).
• A results-driven approach is key, where the website's language and design are focused on the end result that the consumer is looking for, and includes social proof, such as verification and affordability, to build trust and credibility (00:11:45).
• Using action-oriented language, such as "Hire a top expert", and providing a clear call-to-action, such as a button to start the hiring process, can help guide the consumer through the website and increase conversions (00:12:03).
• A simple and focused main menu, with only a few links, such as "Find", "Get matched", and "Join us", can help remove clutter and guesswork from the visitor experience, whether the visitor is a consumer or a potential professional (00:13:17).
• By removing clutter and focusing on the consumer's needs, a website can create trust, credibility, and appear more seasoned as an organization, which can help increase conversions to paid signups (00:14:14).
• The focus of the website should be on increasing demand, rather than worrying about how professionals will join or supply their services, as professionals will figure out how to join if the website can provide them with business (00:14:48).
• A website that can provide business to professionals will attract them, and they will be willing to take steps to join if it means gaining access to more clients and increasing their earnings (00:15:06).

Tip #2: Focus on 3 Homepage Pathways (00:15:12)

• The homepage of a directory or membership website should have only three main sections, including a search function, a browse by category or service tab, and a get matched call to action, which provides options for users to find what they need (00:15:12).
• The get matched call to action is particularly useful for business owners or entrepreneurs who may not have time to search or browse themselves, allowing them to submit an inquiry and have the directory owner do the matchmaking for them (00:15:34).
• The effectiveness of these homepage sections is supported by validated statistics, which will be discussed further in the next slide, providing evidence for the benefits of this approach (00:15:54).

Tip #3: Target 3-5 Categories (00:16:05)

• When starting a directory or membership website, it is recommended to target three to five categories, as this allows for a more focused approach and makes it easier to manage and fill those categories with members, especially for a small team or individual (00:16:05).
• Launching with a limited number of categories, such as three or five, enables the founder to personally reach out to 40 or 50 providers in each category, increasing the chances of getting 5-10 members to join the website, and avoiding the complexity of dealing with numerous subcategories (00:16:23).
• Focusing on a limited number of service types or categories helps to avoid the "subcategory jungle," a common pitfall where having too many categories can lead to a loss of focus and an overwhelming task of filling all those categories, making it more difficult to achieve success (00:17:38).
• By concentrating on a few categories, the founder can set themselves up for success, achieve more control over growth, and maintain high morale, as the tasks become more manageable and the progress more noticeable, allowing for a more effective conversion strategy (00:18:14).
• Starting small, with three to five categories, and potentially even just one service type, can be a successful approach, as it enables the founder to bootstrap the business, solve a specific problem for a targeted audience, and generate revenue without necessarily requiring investors or a large team (00:19:10).
• Using a custom homepage content drag-and-drop builder, rather than a dynamic streaming categories system, allows for a more controlled and static presentation of the limited categories, creating an app-like feel and making it easier to sell the value proposition to targeted professionals (00:20:04).

Tip #4: Offer a 'Get Matched' Option (00:21:01)

• The third section of a homepage can be a "Get Matched" option, which should be offered as a concierge service, allowing users to submit a form and pay a fee for a personalized matching service, such as finding a CTO or architect, with the service provider paying a yearly fee, for example $3,000, for leads (00:21:01).
• The "Get Matched" feature can be a revenue engine, with the potential to generate significant income, and can be used to connect consumers with professionals in a two-sided marketplace, similar to Uber, with the goal of capturing email addresses and converting leads (00:21:20).
• The concierge service involves talking to multiple verified professionals and matching them with clients, with the client paying a fee, and the service provider paying a yearly fee for leads, resulting in a potential 10x return on investment (00:21:37).
• The goal of a website owner is to capture email addresses, with 99% of the focus being on getting emails, and the "Get Matched" form can be used to collect emails and convert leads, even if the professionals are not yet available (00:22:16).
• It's essential to launch the website and start collecting emails as soon as possible, even if the professionals are not yet available, and to focus on creating a page that converts, with the goal of feeding leads to professionals and creating an ecosystem (00:22:33).
• The "Get Matched" option helps in converting leads into high-conversion calls, with the marketing team following up on leads and closing deals, resulting in faster conversions and more efficient use of resources (00:23:16).
• The key to success is to figure out the systems as quickly as possible, including the right verbiage and images to use, and to focus on conversion numbers, with the goal of continually improving and evolving the website (00:23:33).
• Launching the website and starting to collect emails is crucial, and waiting for everything to be perfect can be an excuse, with the time to be ready being instantly, and the focus should be on continually improving and evolving the website (00:24:10).
• The "Get Matched" option can be used to generate high-conversion calls, with the marketing team following up on leads and closing deals, and can be used to fill leads and convert them into clients, resulting in a more efficient use of resources (00:24:29).

Tip #5: Simplify Navigation (00:25:25)

• To simplify navigation, it is recommended to have fewer menu links, as this will encourage users to act faster, and a mini nav bar is a good option, which can be implemented using the toolbox menu manager, allowing for a simple and efficient design (00:25:25).
• The main menu should have only three to five links, such as home, browse, join, and contact, and it is best to forget about additional pages like about, blog, and resources until after the first 100 members have been acquired (00:25:45).
• The best time to launch a website is yesterday, but since that is not possible, the next best time is today, and it is essential to launch quickly and not get distracted by non-essential features or pages (00:26:06).
• An example of a site that was launched quickly is seniorcaretools.com, which was created in just 20 minutes and had a simple design with only a few links, including a free resource guide and browse by categories, and was used to test Google pay-per-click advertising (00:26:24).
• The site seniorcaretools.com was stripped of all non-essential elements, including a footer, and had a simple homepage with a call to action to browse top resources, and this simplicity allowed for easy testing and iteration (00:27:18).
• The site was used to drive consumer traffic and collect email addresses, and it could be replicated in different industries to create a network of simple sites that can be used to drive traffic and collect leads (00:28:11).
• When launching a site, it is essential to prioritize speed and simplicity, and to focus on launching a minimal viable product as quickly as possible, rather than trying to create a perfect site with all the bells and whistles (00:28:31).
• Even when working with clients, it is possible to launch a site quickly, and it is recommended to aim to launch within a month or two, and to continue to build and iterate on the site over time, rather than trying to launch everything at once (00:29:07).
• The key to successful launching is to strip away non-essential features and focus on the core offering, and to use a platform like Brilliant Directories, which allows for easy creation and customization of a site, and to prioritize simplicity and speed in the design and launch process (00:30:02).

Wrapping It Up (00:30:07)

• To start a membership website, it is recommended to start lean, design for clarity, focus on the experience, prioritize calls-to-action, and limit categories, all while keeping the first 100 members in mind (00:30:07).
• Simplifying navigation, using clear taglines, and prioritizing the title and button are also important considerations for the initial 100 members, after which new problems and solutions can be addressed (00:30:24).
• The methodology for creating a successful membership website involves spinning up the website, getting traffic to the site, collecting emails, tweaking messaging and value proposition, engaging people, and converting them to paid plans, all of which are part of the overall ecosystem of the business (00:30:42).
• The goal is to figure out models, routines, or strategies that work and can be replicated, allowing for expansion into multiple niches and industries, with the directory serving as a means to connect people, not just for paid membership, but also for lead generation and selling business services (00:30:59).
• The directory can be used as a foot in the door for various business opportunities, such as lead generation for agencies to sell their services to business clients, highlighting the importance of connecting people together (00:31:53).
• Ultimately, the key to success lies in creating a chain of steps, from getting the website online to converting traffic into paid plans, and being able to replicate this process in different niches and industries (00:31:35).

BD Growth Suite (00:32:17)

• To achieve clarity, it is essential to focus on one thing at a time, and if it does not work, try something else, still focusing on one thing at a time, which helps to understand what worked (00:32:17).
• Having multiple things going on at the same time can make it difficult to determine what is working, as it becomes challenging to identify which specific thing is causing the desired outcome (00:32:34).
• A free homepage review is being offered, with no strings attached, where a team will review homepages, and to take advantage of this offer, viewers can take a photograph of the relevant slide and reach out (00:32:50).
• The presentation was a collaborative effort, with Yakin putting together the slides, and the team working together to craft the content, and Yakin's experience was shared with the audience (00:33:08).