5 tips for creating a website that actually works for your service-based business
It's no secret that I love a pretty website BUT what really makes me sit up in my chair is a website that's been thoughtfully designed to serve not only the business but their dream clients too!
The value of a strategically designed website is that it is tailor-made to serve your specific business goals and attract (and convert!) your version of dream clients.
Sounds pretty great, right?
So, settle in while I share some of my best advice to create a website that converts visitors into paying clients:
Make sure your website easy to use!
Not only is it crucial that your client can easily navigate their way around your website, but it's also really important that YOU feel comfortable using your own website.
That's why I've built my website on Squarespace* and why I recommend it for most small businesses!
And on the client side, creating simple navigation, clear clearly labeled buttons and links and a streamlined customer journey will go a long way to winning over your dream client. It’s basically showcasing that you care about their needs, experience and time before ever speaking with you, because you’ve created an easy and enjoyable experience for them on your website (talk about a good first impression!).
2. Pick one main Call to Action per page
Once you've got a client onto your website, the best way to lead them towards working with you is offering them clear signposts (AKA Calls to Action) throughout each page showing them where to go next.
Pick one main action you want people to take on each of your pages and pop that lovely big button all over that page!
By making it super clear what they should do next, you’re not only increasing your chances of them actually moving towards working with you, but you’re also taking some of the pressure off of your potential client to figure out what they should do next if they do want to move forward.
Check out this valued packed 2-minute video all about creating powerful Calls to Action!
3. Speak directly to your dream client
You've probably been told to niche down in your business by every marketing maven out there, but I want you to take this one step further. Write all of the copy (text on your website) as if you're speaking DIRECTLY to that one, perfect client you're eager to work with. This is a sure-fire way to connect with the right people and demonstrate the immense value that you bring!
This is my best copywriting tip and I share even more about writing compelling copy in this article.
4. Prioritize clarity over cleverness
While quippy headlines and ornate designs can seem appealing to help you stand out, there is truly nothing more powerful than presenting your offer and value clearly and succinctly. Most people spend mere seconds on your website, so make sure you're getting your main points across and that your visuals are supporting that message, not overpowering it.
The main goal of your website is to help good fit potential clients identify you could be a good fit to help them and encourage them to take the next step towards working with you. Anything that gets in the way, or potentially distracts, from that mission isn’t serving your business. So truly, keeping things simple and clear will serve you very well!
5. Guide your visitor through your website
Your role as the “host” of this website is to guide your visitors through your content to find what they are looking for. This may mean leading people towards your free content like a blog or to your paid offers - or both, depending on how familiar your website visitor is with what you do, how it works and your business.
The best way to craft this experience is to map out a strategic plan for your website where you figure out the journey you want to take your visitors on and decide how to get them there step by step!
There’s obviously a lot more that goes into a compelling, converting website but these 5 elements are a great start!
