The Five Things Your Website Actually Needs to Convert + Make Impact
There are so many things out on the internet that explain best practices for your website and what is essential. After designing over 60 websites since I’ve been in business, I’ve been able to really figure out and nail down the things that help your website do more than just look pretty - but convert visitors into paying clients. And, with each of these things is an example of how a marketing guru out there is doing just that thing to grow their business. Here’s five things that your website absolutely needs to actually convert visitors into clients - because you know what I always say, what’s a pretty website if it isn’t making you money?
1.Photos of you on the home page
Every client who works with me knows this is my nonnegotiable for websites- you have to show your face! People want to know YOU- in a world where there are SO many others who could do the same job for them, why would they hire you? It all goes back to the know, like, trust, buy process that I always tell my clients about- people want to feel like they know you, then like you, then trust you, before they spend money their money by investing with you. It’s why EVERY single one of the marketing gurus in the world is showing their face within one to two scrolls on their website.
If your website is just copy and stock photos- there’s no real human connection. People (particularly buyers) are YEARNING for connection- we all are.
Don’t believe me? Check out what all of these sites have in common from some of the top marketers in the world:
Jenna Kutcher - Not only is her face right there towards the top with a small about me, it’s in every photo on her instagram, and in all the blog posts she creates. She makes sure you get to know HER beyond just her work.
Amy Porterfield - A photo and quick bio is right there above the fold, so within seconds people feel an automatic connection with her.
James Wedmore - He took it a step further and made a video above the fold so you REALLY feel like you get to know him before even scrolling down on his site.
Marie Forleo- Marie is ALL over her homepage and her site is actually one of the ones I get from a ton of clients when I ask them their favorite sites. She is showing up so authentically on her website that after reading the home page alone, you already feel like you know her.
Rachel Hollis - Rachel is one of those people that the second you see her photos, you feel like you could be friends with her. She is ALL over her site and social media so people can find those personal connection points easily, then buy from her.
Make sure you checkout my blog that tells you exactly the type of shots to ask your brand photographer for before planning any photoshoots, too.
2.Clear call-to-actions
Alright, you got them to your awesome site, you got their attention, they are ON your platform and basking in all of your awesome-ness… but now what? What is the next step you want them to take? You need more than just a “contact page” but clear call-to-actions on what you want them to do next. You can pick your call-to-actions based on your goals, for example:
If your goal is trying to build your email list, promote a lead magnet that makes people subscribe so that way you can nurture them through your sales process/ funnel.
If your goal is to get them to purchase a one-on-one service from you, make your call-to-actions a client intake form that is detailed so you can reach out to them, schedule a call with them, and they’ll feel like you’ve already read their mind and like they’ve already invested in you by investing their time with you.
If your goal is to get them to buy your course or another digital product, make clear call-to-actions directing them to the shop page so they can purchase from you (and like they’ll feel like they’re missing out if they don’t!)
If your goal is brand awareness, have them follow you on social media to keep up with you and your business and make that your call-to-action.
If your goal is to get them on a call to talk about your high ticket offers, funnel them through your webinar, and make that your call-to-action so they see and understand the value of working with you, before even hopping on a call.
Think of the specific goals you have in your business- then figure out what steps people need to take for them to get them where you want to be, then make sure your call-to-actions reflect that.
3.An explanation on what you do + who you help
Seems like common sense, right? You’d be surprised on how many people miss this crucial part of their website copy. Let people know who you are and how you can help them- that’s the number one thing to start with when it comes to your copy on your website!
One of my favorite examples of someone who does this is James Wedmore. His statement is so powerful “I TRANSFORM COURSE CREATORS INTO INNER-DRIVEN 7-FIGURE DIGITAL CEOs.Let me show you how!” It is right above the fold and SO clear that no one will be on his site wondering what exactly you do.
Rebecca Tracey also does this wonderfully right under her hero image during her introduction, she makes it clear who her offers are best suited for. “I’m Becca and I help solopreneur-types like you learn how to grow your business and get clients (so you can FINALLY live your dream life of working with no pants on - duh) -- without having to use every shiny online marketing gimmick under the sun.”
You can also do this by asking a question that his on their pain points.
Station Seven does this beautifully- “Want to Build an Irresistible & Profitable Online Presence? It's possible to get beyond the overwhelm, increase your income, and have way more time to do the things you love. We'll show you how.” Straight and clear and to the point.
A recent client of mine also does this wonderfully- hitting on a pain point, then explaining exactly how she can help them. “Feeling lost when it comes to marketing? I teach emerging Real Estate agents the profitable action steps for creating a pipeline of clients they love, in the areas they serve, and how to show up consistently to become the GO-TO agent in their community.”
4.Client testimonials
This helps your website/ product sell itself, guys! Show social proof- people are LOOKING for it. How has what you have offered or done for someone changed everything? What was the experience they had while working with you? Convince people that they truly would be missing out by not working with you - and I promise client testimonials is the number one way to-do just that.
OKAY, so I already know what you’re thinking… “How do I get all of these awesome testimonials?”
Guys- JUST ASK! It’s seriously that simple. After you’ve worked with someone and they are thrilled, ask them for an honest review. You can direct them somewhere to leave the review (I recommend Google or your Facebook page, so you can just copy it over to your website but it helps with social proof) OR you can even just have them email you one. If they’ve already sent kind words to you, ask if you could just copy what they’ve said in the past and use it as a testimonial. People typically are more than happy to leave you a testimonial, but everyone is busy and sometimes just needs to be reminded!
5.Links to your social media pages
The sales process doesn’t start or stop at just your website, nooooo- if they are interested in you, they’ll want to follow along! Not everyone who stops by my website is needing a totally new website right now. BUT, they follow me on social media, and keep up with me, and then when it is time for them to up-level their visual identity, they contact me! I’ve had SO many people contact me after following me for years or months. Social media marketing is such a huge thing for a reason- it’s because when you do it right, and plant the seed, and show up as an expert, people will buy from you, even if it’s not immediately. Don’t just leave them at your website and that’s it, tell them where they can keep up with you, even if they’re not totally ready to buy from you today.
So there you have it guys, the five things you need to ensure your website needs to totally convert and make impact.
