When you're overwhelmed, can't sleep, or doubting everything you believe, what do you do?

There are two things that

1. Escaping into a good story
2. Connecting with my people

And lordy I've been struggling, Reader.

...Maybe you too?

So snuggle up and I'll tell you a story. About connecting with someone across a reaaallllly big divide.

The story I want to tell you is about bathing my fully nude mother-in-law after her back surgery.

Don't worry: It's a photo-free email. 🫣

It’s not like we’re besties. (I mean, do you have a mother-in-law? Ours is the most classic version of the relationship.)

We went 6 icy months without speaking just a couple years before this.

The Shower changed everything.

If I’m being honest, though, this is really about how chronic illness rewired my brain.

I grew to understand how the smallest physical signals can either provide agony or relief, and how that impacts your inner world.

A crack of sharp light or the jangling of a construction vehicle.

Versus a cool jade roller or an extra soft blanket against your skin.

Back to the shower.

I insist on washing her hair, even when she says she can do it herself.

I mean, if you were helping someone who’s had major surgery — who can’t even turn over in bed themselves — you'd also make damn sure they get the full-salon, 5-star scalp massage treatment.

So when it comes down to it, what I need you to know is that the experience matters as much as the result.

My mother-in-law is going to get clean no matter what, right?

Whether she washes her own hair or I do it for her.

But how she feels inside after will be worlds apart depending on her experience.

Beyond the hair washing:

From having her shoulders gently loofah-ed to the awkwardness lessened with silly jokes to the blinds lowered when she gets back into bed. It's all process.

And while this story is obv to show how much my husband STILL owes me, I'm actually trying to have a bigger convo. About getting out of our own heads.

Which for you and me – in this space – means our work. Because connection is also important here, where our fingers often tap away on keyboards in isolation.

This is the thing about providing experience.

If your clients ask you for help, and you go ahead and provide it, that is a-ok.

No one is going to type up a complaint on Google Business.

→ That's the turning the water on, checking the temp, and walking your MIL up to the tiles.

Buuuut…

No one will gift you the softest bamboo viscose sheet set in the world either, waiting in a FedEx box on your porch when you get home.

Or send a text gushing to all their friends.

And you want your clients’ friends to hear how rare you are.

→ Anticipating your clients’ needs and providing for them before being asked...

→ Ensuring their comfort and making sure they don’t feel awkward or confused....

^ That’s a killer client experience.

For that, you get to charge a premium – plus bask in glory.

Luckily we live in a time on earth when automations and systems exist. We don’t have to think about the next step at every interaction.

The even better news is: it doesn’t involve giving any baths.

But it can be hard to know what our clients need and want during the journey.

Plus, automations can be super tricky.

🤦🏻‍♀️ Someday really soon I’ll tell you about the time in 2020 when my new-to-me automated invoice system rapid-fired 4 client reminders in 3 days.

Since then, I’ve become a pro.

Not just in creating automations for productivity and efficiency, but at designing & building experience-based automations. So, yeah, that’s what I’m here for 👋

I especially love helping visitors before they become clients. During the get-to-know-you phase.

One of the easiest inflection points?

The contact page post-inquiry redirect.

Ok ok ok... it does sound boring AF.

But!

It's a primo opportunity to step out of our own heads and into our clients'.

Think about why someone is reaching out.

What do they need here, Reader? Do they want to work with you? Do they have a question? What didn’t they learn already from your site?

👉 HERE is your chance to address it: right here, right now, without making anyone wait for a response.

Maybe we can include:

• ​a welcome video speaking to their needs and letting them know what to expect.
• a link to a helpful blog post to give more info about how things work.
• an video chat message funnel to answer q’s asynchronously.

Here is a chance to help ease their stress, make them comfortable… take care of them.

Though first, we have to think about the journey from your visitor's perspective.

And this, my friend, is why Client Experience = Empathy.

Ok, this is my stop,

PS Très exciting news to share!

I'm finally on the road to my new business name. Legal is on top of it and all will be finalized by end of December. 🤯

More in my next email, including a treasure hunt with a prize. I'm jonesing to share it with you!

Want to work together on your site and client experience?
My calendar for 2024 is closed, but here's how I can help in 2025:

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