As a business owner, I'm sure you already know the importance of having your own business website. However, simply having a website is only the start to a great presence that attracts your dream clients. Sure, your website is your virtual business hub and showcases who you are, what you do, and how you help clients. BUT, if prospective clients don't understand how to clearly navigate all of this information, they may get frustrated and leave your site — never to return — or worse, end up working with one of your competitors simply because they had a more user-friendly and well-optimized website.
It's up to you, as the expert, to direct your clients along a clear journey — one where they plainly see your value add and how to best work with you. To help you facilitate that journey, here are the three (3) pages you should optimize on your website to have better results.
1. An eye-catching, well-laid out homepage. We already know first impressions are everything! We can usually surmise within the first few seconds of meeting a person whether we “rock with them” or not. The same goes for brands as well — especially personal brands. If you aren't making a great first impression with your homepage, site visitors are likely to bounce within the first couple of seconds.
Examine your site analytics. If you notice that people don't stay longer than a few seconds on your homepage, then you might want to consider revamping it. Of course everyone who visits your homepage won't be part of your audience of ideal clients, and that's okay. But also make sure you aren't repelling those who actually are a prospective client.
On your homepage, people should understand what your current product and/or service offerings are and who you serve. Do you have an obvious CTA (call-to-action) above the fold? Show site visitors how they can learn more about working with you and how to book an appointment (if that's part of your process). They shouldn't have to hunt for this information or dig around internal pages. Make it quite apparent from the get-go.
Also, think about using a good mix of visual elements that complement your website copy. Images and video give your prospects the opportunity to see and hear you, which is good for building rapport and establishing trust. Trust is especially important when your business is solely online.
2. An informative about page. Now that you've gotten your prospect's attention and hooked them in, they're starting to feel like you just might have what they need. However, they want to learn a little more about you before making a decision. Although you may have given a broad overview about yourself and your company on the homepage, creating an informative about page — that links from your main menu as well as that section on the homepage — is a great way to allow potential clients to get to know you on a “deeper” level.
Your about page should share your personal story with your would-be clients, detailing why you do the work you do in the first place. Additionally, make sure you describe why you're the perfect choice to work with them. Let them know that you understand their pain points. Discuss how the solution you created helps resolve those particular pain points. Express why you're passionate about helping people just like them.
This page shouldn't come off “stuffy” at all, and should be written in a more casual tone especially as a personal brand. Write as though you are speaking directly to your ideal client as if they are the only one who will read this page and hire you. Make the personal connection!
3. A detailed services and/or products page. As a coach or consultant, you may provide services (like coaching sessions) or you may create digital products & courses — you may even offer a combination of some sort. In either case, your products and services should be featured on its own page. This page — like your about page — should be one of your main website links in your menu so that it's easy to find from any page on your site.
You can choose to include pricing on your site to allow prospect to qualify (or disqualify) themselves. This way, you don't waste time filling your calendar with discovery calls of tire-kickers who only want to comparison shop — or worse, can't afford your offers in the first place. On the other hand, some people believe that you shouldn't disclose pricing and that pricing should be custom depending on the project. This tactic gives you the opportunity to first meet with the client and maybe even educate them about your services, showcasing your expertise during the meeting to wow them and close the sale. There are pros and cons to each so choose whatever feels in alignment for you and your business model.
For “extra bonus points”, consider featuring an opt-in form somewhere on your site to allow visitors to receive a valuable offer from you (like a “freebie”) or to subscribe to your email list. This way, you can obtain their email address and stay connected. There are numerous stories of coaches and consultants who have had prospects on their email lists for months — even years — before they were ready to work together. Being on your list gives them a front row seat to your special offers, core values, and even your personality — all of which can help them come to the decision to hire you when they're ready.
Not quite sure these pages of your website are best optimized? Book a FREE Digital Review Session today to audit your website and get recommendations to bolster your site's success in 1) attracting your ideal clients, and 2) touting your thought leadership and authority as a coach, consultant, or freelancer.
