How I Built My Home-Based Online Biz (& How You Can, Too)

Lots of people, RDs and others, are curious about how I make my living selling and giving away e-books that I've written. This page outlines the steps I took and suggests ways you can supplement your income with an online presence. The potential is there to build a full-time income, working part-time hours.

This might sound weird coming from an RD, but most of my current income is from my first Web site, WorkOptions.com, which has nothing to do with food and nutrition.

However, you can follow the business model described below with virtually any nutrition topic or any other topic that you're passionate and knowledgeable about.

(Note: I'd put online nutrition services into a different business model category, because it's not passive income, (i.e., earn-money-while-you-sleep). Still, you can accelerate your counseling or consulting practice using a similar approach.)

Passion for your topic is important. In fact, I followed my heart more than a plan, but you can do both to get to the goal faster. (At this stage, I do have a plan.)

Here is the short version of the process I followed to reach a viable income point:

1. Identify a need or go with an interest or passion
For me, it was both. I needed work-life balance, and it became my passion to help others have more time for a life outside of work.

2. Fill the need. Write about it. Write about it more. Reach others via the Web where “content is king.”
At WorkOptions.com, the Flex Success Proposal Template and the related issues and strategies that I write about on the Web site fill a need among time-starved working mothers and others.

I spent a lot (a lot!) of time writing content for the site and applying Internet marketing tools and techniques—some of which worked, some which didn't.

3. Draw Internet traffic with in-demand content.
I also spent way too many hours studying “search engine optimization” (SEO) techniques for getting my content (Web pages) to rank high on the major search engines. Google “flexible work,” “telecommuting proposal” or “job sharing” and you'll see www.workoptions.com at or near the top of page one.

This attracts visitors, some of whom convert to buyers of Flex Success Proposal Templates. Flex Success is a digital product, AKA as ebooks, which customers—mostly working mothers—buy for $29.95 and up. Once purchased, they download Flex Success off the store server and use it to get their manager's agreement to restructure their current job into a flexible or telecommuting arrangement.

High search engine rankings can also attract journalists from national and regional media outlets. For example, I've been featured on NBC Nightly News, in Smart Money magazine and The Wall Street Journal. You can see a media listing here (new window opens). The amazing part to me is that I didn't pitch these stories. They came to me via the Web. This media exposure adds credibility and trust in the mind of the visitors, which impacts sales.

4. Convert visitors into buyers.
People like the useful content on WorkOptions.com and thousands have purchased Flex Success Proposal Blueprint. I'm blessed to make most of my living from the steady sales of Flex Success Proposal Templates.

All those hours of learn-by-doing and trial-and-error have paid off. The site has been on auto-pilot for a few years now, providing virtually (no pun intended) all passive income. I continue to write, tweak the site and respond to media and customer queries, but the sales income continues even while I sleep or am on vacation. Very cool.  

Eventually, in April 2005, my online income from Flex Success sales was enough to quit my “regular job.” (I started this Career Coach RD site soon after to stay involved with dietetics. It's a much smaller niche and it hasn't been anywhere near as fruitful as WorkOptions.com, but I find value in being a resource to my fellow RDs.)

How YOU Can Build a Better Online Business

Turns out, this path is a pattern for online success among home-based entrepreneurs. And it's one you can follow. 

Would you be encouraged to know that you can have a better experience than mine?

First things first: ignore the hyped-up offers to get rich quick on the Internet. They're rip-offs.

Instead, follow the path I took—as an online rookie—with WorkOptions.com:

This sound online business model is from Site Build It, by SiteSell, a well-regarded company which provides step-by-step guidance and tools for non-techie people who want to build a home-based Web business. (SiteSell was started more than 10 years ago by an ER physician. See, all types of professionals are drawn to Web marketing.)

It seems I was unknowingly following the CTPM sequence to success but...

...I followed it in a painstaking, overly-time-consuming way. (Site Build It wasn't yet available when I started WorkOptions.com in 1997.)

Now I know better. And you do, too. Site Build It is a better way to go.

If I were to do it again, I'd use Site Build It.

In fact, I am. Let me explain.

In December 2007, a friend-of-a-friend who had no knowledge of building and marketing a Web site was interested in earning supplemental income online and wasn't sure where to start. I was asked to advise her.

In preparation for that, I revisited Site Build It (SBI). I was surprised and impressed at how far SBI had advanced in its offerings over the years.

Here's the thing: I've been scouring and devouring Web marketing information for more than 10 years. With that, I can confidently say Site Build It has the right stuff for non-techie people with brains and motivation to build a successful online business.

I even signed on as an affiliate for Site Build It (SBI). I wouldn't risk my professional reputation if SBI didn't pass my due diligence test.

Experienced Webmasters find SBI valuable, too. Including me.

That's right. As of January 2008, I'm using SBI for my new Web site, Time Off Tactics for Baby Boomers.

This time, it'll be easier (but not easy) and quicker (but not quick—building a viable business takes time). 

And cheaper, too. It works out to only $25 a month (paid annually), yet it includes a whole suite of Web management and traffic-building tools that purchased separately elsewhere, reaches a much higher monthly total. (Don't ask me how I know that ; ).

Pick a Revenue Model for Your Online Business

Your time is probably limited because of work and family demands. Good news: there are certain passive ways to monetize your Web site as an infopreneur. That's what I'm doing with my new Time Off Tactics Web site.

Maybe you like the WorkOptions.com model, i.e., sales of an ebook. You can sell ebooks that you author using Site Build It. (But remember, I was working part-time, allowing me the time to write and promote Flex Success. You may want to restructure your job to part time first. Telecommuting can also free up several hours a week.) 

Pick a niche, which is a key to small business online success. And while you may choose a diet or health niche for your Web business, you can choose almost anything you're passionate about. The SBI process will tell you if it's a profitable Web site concept to pursue.

SBI suggests several other revenue models. Learn about them by clicking the M (for Monetize) in their 30-minute video tour.

Whether it's sooner or later, (sooner is better because it takes months to become income-producing), if you want to build a home-based online business, I strongly recommend you check out Site Build It.

Yours for fruitful success,

Pat Katepoo, RD

PS: If you are experienced with Web publishing software, you can override SBI's platform and upload your own design. Or you can customize their templates. That's what I did with Time Off Tactics, putting up my own header. A simple look yes, but content (i.e., information the visitor is looking for) always trumps design.

PPS: After all that reading about SBI, you may still have some specific questions. You can call SBI until midnight to get an answer. Toll-free in North America. Including weekends. How's that for service? They DO over-deliver, as they claim (which relates to my only gripe: they are too thorough in the hold-your-hand process, i.e., sometimes it's more information than I can take in for any given step. Otherwise, I'm very pleased with what they offer).