If you're a professional speaker, trainer, coach or consultant, it's important to have a Web site strategy that supports your business strategy. Here is a step-by-step process to help you find the right strategy.

1. Gihan Perera
GihanPerera.com

2. Your Web site strategy must match your
business strategy

6. Let me explain ...

7. In brief: You do stuff,
and you get paid
for it
Active

8. In brief: You do stuff,
and you get paid
for it
The “stuff” is your
services – e.g.
speaking, training,
coaching,
consulting, etc. Active

9. In brief: You still do
stuff, but you get
paid more ...
Bundled

10. In brief: You still do
stuff, but you get
paid more ...
... because you
provide additional
resources each time Bundled
you provide the
service

11. In brief: You still do
stuff, but you’re
paid an on-going
fee for it
Recurring

12. In brief: You still do
stuff, but you’re
paid an on-going
fee for it
Recurring
For example: A
subscription
service, a
membership site, a
retainer, etc.

13. In brief: You no
Passive
longer have to do
your stuff to
generate income

14. In brief: You no
Passive
longer have to do
your stuff to
generate income
But you might still
need to do on-
going marketing

15. In percentage terms,
Passive
how is your current
annual income
broken down into
these four areas? Recurring
Bundled
Active

17. If all your income is
Passive
from speaking,
training, coaching
and consulting, it’s:
◦ 100% Active Recurring
◦ 0 Bundled
◦ 0 Recurring Bundled
◦ 0 Passive
Active

18. If you sell at your
Passive
events – either
directly to the
audience or
beforehand to the Recurring
client – it might be:
◦ 90% Active Bundled
◦ 10% Bundled
◦ 0 Recurring
Active
◦ 0 Passive

19. If you also have, say,
Passive
a paid membership
site, it might be:
◦ 70% Active
◦ 5% Bundled
Recurring
◦ 25% Recurring
◦ 0 Passive Bundled
Active

20. If you get royalties
from publishers,
Passive
commissions from
affiliate sales, or
direct sales from
your Web site, it Recurring
might be:
◦ 50% Active Bundled
◦ 20% Bundled
◦ 10% Recurring
Active
◦ 20% Passive

21. In percentage terms,
Passive
how is your current
annual income
broken down into
these four areas? Recurring
Bundled
Active

22. There’s nothing
Passive
“wrong” or “bad”
with whatever
answer you get
Recurring
This is about
understanding, not Bundled
assessing, rating or
evaluating Active

23. For example, a very
successful full-time
Passive
keynote speaker can
be 100% Active, and
0% for everything
else! Recurring
They might be happy Bundled
with that forever, as
long as their income
keeps increasing Active
each year.

24. In percentage terms,
Passive
where would you
like to be in a year
from now?
Recurring
Bundled
Active

25. In percentage terms,
Passive
where would you
like to be in a year
from now?
Recurring
Again, there is no
“bad” or “wrong” Bundled
answer - so be
honest Active

26. Now:
◦ 100% Active
Passive
◦ 0% Bundled
◦ 0% Recurring
◦ 0% Passive
Next year:
◦ 99.5% Active Recurring
◦ 0.5% Bundled
◦ 0% Recurring
◦ 0% Passive Bundled
That’s not a lack of
ambition: that’s a clear Active
focus!

27. Glad you asked ...

28. (a) Support your current mix of income types
(b) Assist you moving towards your future mix

30. In brief: The purpose
of your Web site is
positioning
In other words, it
explains and
demonstrates your
value to your
market Active

31. In brief: The purpose
of your Web site is
delivery
Your Web site
delivers the
resources you Bundled
bundle in with your
services

32. In brief: The purpose
of your Web site is
loyalty
Your Web site Recurring
supports and serves
your network of
members, affiliates
and suppliers

33. In brief: The purpose
Passive
of your Web site is
sales
Your Web site has to
do all your
marketing itself, in
order to sell
without you being
there

34. Passive
15
10
Recurring
Bundled 10
Active 15

35. Passive
15
10
Recurring
Bundled 10
Active 15

36. The e-book Get
Active expands on
this slide show, and
explains it in more
detail
CLICK HERE TO DOWNLOAD

37. This is a detailed
(book-size)
explanation of
everything you
need for your site
CLICK HERE TO DOWNLOAD