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EPISODE 108 | Behind the scenes of my new website, why I chose to upgrade and how it’s a gamechanger for my story and business

May 7, 2024

In this episode of The Hayley Osborne Show I’m sharing all the strategic reasons why I chose to invest in a new website and why it was so important for my business. I talk about my growth and go deep into the plans for my business and what is new specifically to help you grow. I am so close to this industry of creating activities for you to have the biggest growth in your business with the least amount of effort on your part, and what I’ve learnt along the way, are there are some gaps in the market.

Namely the way business owners draft captions and their words which is why I have created my new 4 week experience, Superhero Storytelling. Sharpen your pencils and unfold your capes as we prepare to take off on a creative adventure. It’s time you create the confidence you need in your messaging and understand the power in your story. My proven, storytelling framework will reignite your origins story which in turn creates a better foundation for your audience to know you, like you and trust you. When they trust you, they buy from you.

Take a peek at: to learn more, enrolment is open, and I can’t wait to see you power up your storytelling and leverage your small business story for a big impact. We start June 11 2024.


0:00:01 – Introduction and welcome to the show

0:03:00 – Why Hayley invested in a new website – her business has evolved over 15+ years and the old site no longer aligned with her brand
“Done is better than perfect” – it’s okay for businesses to evolve and improve over time

0:06:00 – Details on the new website design – more colorful and feminine, custom illustrations, seamlessly integrates podcast, membership, courses

0:09:00 – Importance of crafting an engaging origin story for your business through storytelling
Introducing her new 4-week “Superhero Storytelling” course

0:13:00 – Further reasons for the website redesign – to better showcase offerings like podcast and stand out in a crowded market

0:17:46 – Integration benefits of the new site – podcast, membership, shop all in one place

0:21:00 – Recap of brand alignment journey and website investment being an important step to establish thought leadership

0:25:00 – Thank you and call to action to check out the new website and sign up for the storytelling course

Hayley Osborne

Are you excited at the thought of growing your business? Welcome to the Hayley Osborne show. This is the place where you’ll learn how to get more high quality leads and sales in your business. My goal with this show is to help you grow your business, be inspired, nail your creativity, get the best out of your marketing, and show up as the most fearless superhero version of yourself. I’ll be teaching you the tailored frameworks and tools I use to unlock my client’s superpowers and turn them into quality leads and inquiries. And I want the same for you. I started my first business at the age of 25, and continue to build three successful businesses along the way. 

Small business owners are the backbone of the economy. And I’m here to demystify marketing, make it easy for you and help you reach more customers. Let’s do it. Welcome to another episode of The Hayley Osborne show. This is episode 108. And I wanted to share with you today about the reasons behind why I launched a new website, why I built a new website. And I’ve had a few websites since iterations of my website, my brand and everything since I started. And one of the main things I wanted to point out early on is that where you start is not how you end, how you start is not how you end. And so that’s exactly my story. If you are in your business, and I found that this happens with a lot of people, what a lot of business owners that I work with, is that they think that it has to be perfect before they get started. And I hate to break it to you, but it doesn’t. 

So my business started out with a different name with a really different website. And now I think this is the fourth version of my website. And this one in particular is a complete overhaul of brand and brand image and everything like that. And so where you start is never how you end. And just know that Done is better than perfect. Because as you go along the way you are going to learn new things, you are going to upskill yourself to be bigger and better. And in turn you show up in your digital footprint. And how you align yourself across everything that you touch, including outside of digital will change and morph. And you need to be nimble enough to move with that. And that’s okay. And that’s what being in business is all about. 

If it was easy, everyone would do it, but it’s not. And that’s why they don’t. And so you’re in a good position now to learn from me, and learn. And I’ve been through this, so I’m able to come on the back of it to share with you my learnings. And that’s what I wanted to do today. Before we get started though, I wanted to also celebrate a little bit of a huge milestone, and first for me inside the business. And I think one of the best things is getting really clear on my story. And that has really enabled me to launch the new experience that I have for you. And that has also coincided with the launch of the website. So yes, I have my membership in superhero marketing, superhero marketing’s how to glow up guys. So if you haven’t had a look at the website, there is a shit hot new superhero girl. That is there it is a little bit more superhero II, but classy and very welcoming, which is so on brand for me. 

And she’s got a little sister now. And that is in the form of a four week experience for small business owners called superhero storytelling. Okay, so one of the best things I’ve done for growing my business is get really clear on my story. My story has changed over the years from where I started my business to where I am now. And I’ve had to morph and change with the times. So starting up this business with no kids, a different name, which I mentioned before in a different style of business to where I am now with kids working under the Hayley Osborne brand, and therefore, my story has had to change and morph into what I am now. 

So I officially want to welcome to the table superhero storytelling, which is my new beautiful four week experience for small business owners, entrepreneurs and thought leaders like you who are ready to discover the superpower inside their business and frame it into a very dynamic story to tell clear storytelling, beautiful messaging and therefore an increase in sales. Right because selling on social media is like throwing water balloons at a porcupine Mine didn’t make that up. I can’t remember where I got it from. But it is. So you can’t sell you’ve got a storytelling and storytelling builds that know like and trust. And it’s that last point of trust that actually builds sales. 

And so you’ve got to get really clear on your story. Within this experience. I want to share with you storytelling, superhero storytelling. You will learn the best frameworks and tools that I’ve built, and created to develop what my story is today. And you can use them in your business to be able to create your story too. So it’s been designed by me to help you understand your unique strengths, and how to harness them through storytelling. Storytelling with strategic thought is the key to growing your business. I’ve worked with so many businesses over the years. And this is the one thing that keeps coming up as massive blocks. And once this element is nailed, the rest becomes so much easier. 

This is a laser focused experience around storytelling, and making you the best damn storyteller there is, it feels really good and nice to craft your superhero origin story. And tell this proudly in different ways. Because that’s what you need to do to be able to resonate with your audience at different levels, depending on where they’re at in their journey so they can relate to you. So the way you would deliver your story to a 14 year old is not the way you’re going to deliver it to your parents, it’s not the way you’re going to deliver it to a room full of, excuse me, full of CEOs. So I’m just gonna, like, have a little drink of water. I like to keep it real, because I think that making sure that you are authentic, transparent. You know, podcasting is not easy, I can’t talk like this straight for forever and ever. Anyway, hold on a second. I’m sorry. Here we are. 

Anyways, so you need to be able to tell your story differently. So like I said, you’re not gonna be able to tell the same story to a 14 year old as you are to a room of CEOs. It’s different. It’s the same story, but it’s told in a different way. So I think that once this element is nailed, the rest becomes so much easier. So you know, we bang on about being consistent and doing this and doing that, and blah, blah, blah, well, you can’t do all of those things. If you do not have your story, right. If you do not have your superhero origin story, that’s what we’re calling it. Because this definitely takes a superhero to craft this and run a business. And I think we’re all superheroes in our own way. When we do have business, when we are entrepreneurial, when we are, you know, going against the grain. It’s a superhero vibe. And I want to be able to help you to tell this proudly in different ways so people can relate to you. Because not everyone consumes and retains content in the same way.

And it’s really time to develop the setting and the environment for your narrative to be aligned everywhere your business shows up like Instagram, Facebook, LinkedIn, Twitter, Tik Tok, and, most importantly, your website. And so that is the theme of today. I wanted to share with you why I built a new website. But you know, fundamentally, it’s your superhero storytelling. That’s the key to show you how. So I want to ask you, you know, answer these questions in your head, I’m sure you’re driving or walking or doing something while you’re listening to this. 

But how would you feel to develop the techniques your business needs for crafting, engaging and relatable, superhero and villain characters, right, because that’s what it takes that resonate with your business and your audience. And then it will add another thing for you to talk about in your story. And this is a really great way to explain it right, the superhero villain kind of theme, but it doesn’t specifically mean that you will have superheroes and villains inside your business. But more along the lines of being able to really confidently describe the pros, right, the superheroes and the cons, inside your business without having to always refer back to selling. 

This is what I found that works and over so many businesses that I’ve worked with. It’s important to frame each thing that you talk about the pros and cons of superheroes and the villains in a way that can be really relatable to your audience from where they’re currently at in their journey of potentially purchasing with you to where they can be when they start working with you. So I’m just gonna say move over selling and get really comfy storytelling people buy from people and stories and all of us can create amazing stories behind our businesses. 

And it’s the story, it is your origin story, discovering your superpower that ultimately works to attract your dream clients. I found buying this for myself was such an amazing process and it can work for you as well. And you do know that storytelling is the currency of humanity, you as a consumer as well, because we all are We all shop, we all do the things, buy from stories you buy from humans you buy from having something that is relatable to that brand or product. And if I can do it and craft something incredible for myself, and for my clients, I know that you can too. And honestly, I’ve spent over 15 years mastering the art of storytelling, not only for my own brand, but for some of the biggest brands in the world. And I’m super proud of that. 

And I’m not going to play it down, because it’s such a big thing. And the time has come now, for me to show you how to have a superhero storytelling experience, so go to superhero To enroll now, and we start this beautiful experience on June the 11th. So I’m doing things a little bit differently to what I normally do with a membership, but it is open for you to enroll. And I really look forward to seeing you on the inside and back over to the website. So this really just goes hand in hand with telling my story and being true to myself. And honestly, I have really, I became so old my website, I became really out of alignment with it and just quite disconnected with it. 

And in the likes of brands. And I found myself not being able to share and link to things that I wanted to, you know, for example, like my homepage didn’t really showcase my podcasts properly, didn’t really showcase my membership, probably two of the biggest things inside my business. And it just became out of alignment with colors, not so much fonts. But you know, I do have the neon behind me in my office, if you’re watching on YouTube, you can see the shorts of the podcast.

But for those of you listening, the neon is still there and that’s the only thing that will be neon, well, that is neon, the rest has been replaced. So originally, I started off my brand. With the thought of No, I’m not going to have any future in my brand, because I want to appeal to men and women. And I had always attracted more of a service based business, high level service based businesses. And that was kind of the theme. And so I stayed away from pinks and futures and all of that, but then that’s not who I am as a person. I’m quite a girly girl. 

And you know, I’ve got right now I’ve got pink nails, and I’ve got pink lipstick. And, you know, I like to dress up every day regardless of what I’m doing. And so really, me personally kind of became a little bit disconnected from that. And so I wanted to bring that back in. And so the alignment had to kind of realign and take place to how I’m going to be stepping into the new version of this business and up leveling in just such a gorgeous way. And so this really epitomizes that and everything about this new website has been nailed. And so that’s one of the reasons why I decided to invest in a new website. Yes, my husband did build it. So he runs a company called BrainBox media. And he is a web developer, and he is a graphic designer. 

And he also does SEO and Google ads. And so we had a big chat about the website and what my objectives were, and he nailed it. He honestly nailed it now, you know, living with somebody that does that, for a living. You know, it’s like having a builder. Your house is a bit shit because they are helping everybody else. And it was kinda like the same not not that the website was initially bad, but it just became misaligned. And so this was a really big project for him and for me, and I trusted him and he honestly delivered on every single objective, and I’m probably his toughest client. And so that was a beautiful thing to roll out and for him to come in. 

And I guess, like reestablished what that brand presence and alignment and footprint looked like. And it is shit hot. So, you know, I started a podcast and a membership with the same website that I had. And it was like putting a square peg in a round hole like the artwork for the podcast and the artwork for the membership was so different to what the original website looked like. And so, those things have had to be morphed into that like a square peg in a round hole and now they are beautifully in flow with each other and really helps me to tell my story hence why, you know, I sort of started this podcast episode around superhero storytelling, which is my four week new experience, because this is also what helps you stay aligned. But without having a beautiful story already. 

And, you know, the storyline that I do have that I do share, and the foundations that I have built around that, I wouldn’t be able to have briefed on such a great website. And so you’re only as good as your brief, right? That is a very, very strong traditional marketing term, you are only as good as your brief. So if you have a ship brief, you’re gonna get a ship product back, right. And another thing too, you know, when you pay cheaply, you pay twice. And some of you are probably going. Yeah, I know that. It’s quite common with things like graphic design and websites and things like that when you go cheap and nasty.

Usually, that’s when you get a cheap and nasty result. But when you invest time and money into a product that you know is going to deliver a great result, you usually get a great result, and you have a good brief. And so that’s what happened. And I did decide that it’s a big investment, but it is completely worth it, in my opinion, because it sets me up to be a thought leader in this industry. And it is my digital footprint. So I do strongly believe that your website is your suit and tie version of your business. And that is your best foot forward. 99% of people are going to Google you before they pick up the phone. And they are going to find your website because you have a great website, and you have great SEO and everything behind that. And I do teach that inside my membership. 

And also, if you’re looking for a fast tracked speed of light approach, I do this through my one on one coaching, you can see everything on my website how to work with me, which is super transparent, and also just really lovely. So I’m really proud. And another thing I did say this before, but I did drift away from the brand colors and the style. And now it really really ties that all back in, which is awesome. So we’ve got more futures more like muted yellows, or muted blues. And they really are aligned with how I’m positioning my social media as well. So, you know, everything is in complete alignment. And it really is in flow with what I preach and what I practice. 

So now, it’s just such a nice like the, the little connected dots have all been connected together. And it really is the next level version of me. So I’m just, I’m just so proud. And you know, another reason that I wanted to bring up was that I, there’s so many things that I think I said this before that I wanted to do that couldn’t be done with the old website. Okay, so just so many things, and mostly integrating the podcast. So now, if you want to listen to the podcast, you just visit my website, and you can listen to it on my website, rather than going through a third party, everything is in the one place, which is so beautiful. And then the membership and then you know, in my course, so there’s a course, there’s also, there’s also a shop coming. So I’m working on that now that wasn’t ready.

But you know, I have to stay true to my core values. I have done better than perfect. So the shop is hidden for now, but it will be there. And it will have things like a humming business bundle and what you need to get started a strategy for going live every single week, there’s just so many things in there that I that I have found that will benefit you as a small business that I’ve kind of had in my arsenal, back pocket for years that really needed to sit in a shop, but the old website just didn’t how’s that. And so I think if you want to step up to that next level, before you can even do that you have to back yourself. And so this is me backing myself and putting myself forward to you know, make that glass ceiling, my new floor, because that’s what’s happening. 

And I know that you can do the same as well. So let that be your inspiration. And another reason why I invested in a new website is to really stand out in a crowded market because I wanted to do something different. I wanted to stand out. I don’t want to be a never have wanted to be a cookie cutter approach. And I often say this, that there’s so many people that do what you do. There’s so many people that do what I do. There’s so many coffee shops out there. However, there is room to coexist for everybody. And they all exist for a reason. And so that that then lends itself if you’re a service based business to really the point of There is no unique message, right? That is, we’ve been around for centuries, there are only unique messengers, and that is in the vessel of me. And that is in the vessel, what have you. And if you can relate to that messenger, then that’s the person for you, which is the reason why you choose the coffee shop, which is the reason why you shop where you do, etcetera, etcetera. There’s all different reasons. But if you’re thinking of Haley, that’s all very well and good for you, but you are so good at what you do, or whatever it might be. 

Same goes. So put that comment back on to you and know that you are your own unique messenger. And by not sharing what it is that you have to offer in this world, you are doing a disservice to everyone that needs to hear it from you specifically, that you can help. And so same as with me, right. And the next point I want to make is I don’t want a cookie cutter approach. So I never wanted that. And this is not that this is a bespoke build. It is original. It is it’s very thought LED. And it’s very in flow through the whole website, it has a beautiful look and feel. It’s very welcoming. And it’s very soft. And like a lot of the time people will say to me, when they meet me in person for the first time, oh, my goodness, Haley, you are the same person as you are online. 

As you sound on your podcast. And this is done on purpose, right, I have worked hard to frame my story. And it is true to myself. And that’s why I want to teach you that through my new experience superhero storytelling, it’s a four week experience. So it is not a membership. It is a four week experience where you come in, and you learn. And I teach you and you take away that learning and you implement it into your business. Because, again, storytelling is the currency of humanity. And when you get that right, the rest is really, really easy. You know, and the other thing too, with the website is first impressions last, and I was getting a little bit embarrassed of the old website, because you know, I have moved and changed with the times. 

And I wanted that to reflect that as well. So now I’m just super proud of it, I wanted my SEO to perform better. I wanted to improve our usability, which is the speed of the website, it is so fast. So what tends to happen is if your website is slow to load, people are just going to click off and go somewhere else. That’s what happens. So now it is such a fast loading time, which is awesome, too. There’s all these things to consider, right? You know, 99% of people are gonna Google you before they pick up the phone. And I’ve said this before, but as well as you know, enhance security. 

And the integration of modern tech is just ridiculous. And then, you know, I think modern websites can really have a lot more analytical tools, which are really valuable insights when you want to tap into user behaviors and things like that, and, you know, conversions and preferences and you know, the way people navigate around your website, like sometimes when you put a plug in to an old website, it can break the whole website. And so it’s just mindful to keep up to date as the market changes as you move with the times. And when you want to uplevel you have to commit to yourself first before you can do that. So that is my little talk for today on why I invested in a new website, what is in the website, sharing with you my beautiful experience of superhero storytelling, and go and have a look at superheroes But the website is Hayley And you can also find it there in my courses. 

I hope that you have enjoyed this episode of The Hayley Osborne show. It’s awesome. It was a really raw episode of why I did what I did. If you haven’t seen the website yet, go have a look. And I would love to see you inside enrolling in CBRE storytelling. It is the first time I have ever had a short course like this before. But it will be fast paced and it is designed to get you results. Anyway, I’ve got to go. Have a great week guys, and I will see you soon. I hope you’ve enjoyed listening to this episode. If you have hit subscribe so you don’t miss any new episodes released every Tuesday. 

And while you’re there, leave me a review. I would absolutely love to read it. Also, don’t forget to tag me up Hayley K. Osborne over on Instagram and share this post with your audience so they can learn to share it. If you want more, head over to Hayley forward slash podcast for today’s show notes and links catch you next week for another episode of The Hey Lee Osbourne show

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