Three Things Your Website Needs Right Now To Book More Clients
Your website is an integral part of your online business.
BUT YOU ALREADY KNOW THAT. 😉
Your website is also a powerful marketing tool that, with a strategic foundation and a dash of your own personality, can attract and convert potential clients like WHOA.
Whether you've been in the game for years or are just starting out, optimizing your website can make a world of difference in booking more clients. (I’m not saying you’ll have overnight success. And heck, anyone who does ‘promise’ that usually has something to sell you.)
THERE’S NO SUCH AS AN INSTANT WIN IN THE GAME OF FINDING AND BOOKING CLIENTS.
Let that sync in.
Booking more clients through an optimized website takes time, hard work, and consistency.
It’s a marathon, not a sprint.
But if you roll up your sleeves and dig in today, the fruits of your labor WILL start to show.
Stick with it, and you'll see the payoff.
If you’ve been on the fence about what to do because your website wasn’t converting clients like you wanted, read on!
I’m sharing three simple and effective ways you can upgrade & optimize your website to attract and convert your ideal clients.
01. Use High-Quality Photos to Make a Stunning First Impression
Let's talk about making an amazing first impression with visuals.
We all know the saying, "A PICTURE IS WORTH A THOUSAND WORDS" and it couldn't be more true when we're talking about websites.
The moment someone lands on your site, it's showtime! You want to WOW them from the get-go. We're talking high-quality, eye-catching images that represent your brand and speak directly to your people.
Free stock images are fine when you're just getting started. But try to add your own style to what you share. And if you can get a mini brand photo shoot going, you're unstoppable!
And please don't be shy about showing yourself! People love connecting with real humans, so let your personality shine through.
What makes photos work for your business:
Show real moments. Skip the stiff, posed shots. Capture yourself in your element; working at your desk, laughing with clients, or doing what you do best. Those candid moments tell your story better than any staged photo ever could.
Match your brand colors. Even if you're using stock photos, pick ones that feel like they belong in your brand world. If your brand is soft and calming, don't use bright neon images that clash with your vibe.
Include your face. Especially if you're service-based. People want to know who they're working with before they reach out. Your face builds trust faster than any testimonial.
Make them relevant. That gorgeous sunset photo might be stunning, but if you're an accountant, it's not telling your story. Every image should connect to what you do or how you help people.
Show your work in action. If you're a wedding planner, show the gorgeous events you've planned. If you're a business coach, show yourself speaking or working with clients. Let your results do the talking.
02. Write Copy That Speaks Directly to Your People
Now, let's talk about your website's words.
I know, I know. Unless you're a copywriter, this is one of the biggest hurdles my clients face when building their websites.
But it's SO important!
Writing copy that focuses on your clients is the key to turning visitors into paying customers.
Here's the not-so-secret-secret: speak directly to your ideal clients. Understand what they're looking for, why they're having trouble getting it, and how you can help them with it.
Once you tune into your ideal client's deepest struggles, biggest dreams, and most pressing needs, you'll be able to easily show them how your services can solve their problems and make their lives better.
How to write copy that converts:
Ask your people what they need. Send a poll in your email newsletter or Instagram story and ask what they struggle with, what they want most, or what keeps them up at night. Then use those exact words in your copy. This isn't guessing; it's research.
Skip the business jargon. Forget the tech talk and the long list of features. Focus on the life-changing benefits you're offering. Instead of "We provide comprehensive solutions," try "We help overwhelmed business owners reclaim their weekends."
Talk about benefits, not features. Your audience doesn't care that your course has 12 modules; they care that they'll feel confident pricing their services after taking it. They don't care about your "proprietary system"; they care that they'll finally stop undercharging.
Make it personal. Write like you're talking to one person, not a crowd. Use "you" instead of "clients" or "customers." Make them feel like you're speaking directly to them.
Include social proof. Share client wins, testimonials, and case studies. When people see others getting results, they believe they can too.
Guide them to the next step. Don't forget about those call-to-action buttons! Guide your visitors toward the action you want them to take, whether it's reaching out to you, scheduling a consultation, or making a purchase. Make them clear and compelling!
Need a little help? Check out this article I wrote about the differences between features and benefits.
Wondering what ‘CTA’ even means?
Grab my free glossary that'll tell ya that (but I can't keep secrets; it means 'Call to Action'), plus over seventy other business definitions and examples.
03. Make Your Website Easy and Delightful to Use (UX-Inspired Design)
Okee dokes, now it's time to make sure your website offers a smooth experience that keeps your visitors hooked and guides them toward working with you.
Design a clear and intuitive navigation menu.
Make it easy for them to find exactly what they're looking for with descriptive and accurate labels, including the navigational menu and buttons throughout your site.
Mobile responsiveness is an absolute must-have of a well-designed and converting website.
With everyone and their grandma’s third cousin glued to their phones these days, you need to make sure your website looks and functions flawlessly on all different screen sizes.
Last but certainly not least, speed matters.
Slow-loading pages can be a major turn-off, so let's optimize your website's performance. Compress those images, trim unnecessary scripts, and make use of caching techniques to ensure lightning-fast loading times. Your visitors will thank you for it! Here’s how you can optimize your images in Squarespace.
Put these three optimization tips to work, and you’ll see your website steadily grow into a dream client magnet.
