Convert Visitors to Paying Clients

#1 – Header and Sub-header

Your website is there to answer the questions of your ideal client. You want to attract the people who are looking for the services that you provide. So, you want to immediately make it very clear to them that you can help. That’s why your homepage needs a strong, compelling header and sub-header. These two statements are going to speak directly to your ideal client, explaining what you do and how you help people like them. They will let people who wouldn’t benefit from your services know that they are not in the right place. The header should very directly state who you are and what you do. The sub-header then just builds on that, driving the point home, very briefly. Don’t beat around the bush here. State what you do, make it clear, and make it brief.

#2 – Clear and Direct Calls-to-Action

Directly under your header and sub-header should be a button or link that gives your website visitor clear instructions on what you want them to do next. This is your call-to-action, or CTA. Do you want them to schedule a call with you? Then your CTA should say “Schedule a Call With Me”. Do you want them to book a consultation? Then make sure that CTA button says, “Book A Consultation”. When they click that button, it should go directly to the page that has the feature that allows them to do what you told them to do. It should lead to a calendar, or a form, or whatever it is that will move them right along in your customer journey. This is not the time to test you comedy skills. Be direct and clear; not clever. You CTA will appear multiple times throughout the homepage and website, so you want to be consistent in the messaging. Make sure the same phrase appears on each of your CTAs. In rare cases, you can have multiple CTAs with different messaging.

#3 – Pain Points

One of the first things you want to do is get an emotional response from your website visitors. If they are you ideal client and they ended up on your website, it’s for a reason. They are in a situation that they need help with. And this is your opportunity to let them know that you understand their frustration. Explicitly call out the undesirable experiences that you know your ideal customers deal with. Are they losing money because they don’t understand how to do their taxes properly? Are they an overworked, underappreciated mom who just needs a break? A homeowner who is wasting thousands of dollars each year on heating costs due to poor insulation? Whatever it is, call it out. And then let them know that you understand how it feels to be in those horrible situations.

#4 – Value Add and Social Proof

Now that you’ve called out the pain points that your ideal client experiences, it’s time to position your offer. Talk about your service or program and demonstrate how much it will help your website visitor to no longer have to deal with those pain points. Talk about the exact components in your offer that addresses what they are dealing with. Follow it up with social proof – testimonials or reviews – that back up what you are saying. Having the words of your previous clients on the page will help your website visitor see that you know what you’re talking about and what you’re doing. Don’t forget your CTA!

#5 – Your Process

You’ve talked about the frustrations of your ideal client. You’ve told them how you can help start living a better life. Now, it’s time to guide them on the steps to working with you. Outline the process they will have to take to get on your calendar or start your program. That may be as simple as filling out a contact form, scheduling a call, and then meeting with you. You want to make this process short, no more than five steps, though three is ideal. This section should always end with your call-to-action button.

#6 – Why You?

Just in case your website visitor needs more convincing, you can now go more into who you are and why working with you is the best decision they can make right now. Because you’re trying to convert visitors to paying clients, you may be tempted to lay out all of your credentials and trainings and all the things that make you great. But don’t. Remember, your website speaks to your ideal customer, and you are not your own customer. This explanatory paragraph needs to tie your expertise back to your customer’s pain points. It should all circle back around to how you and what you know can help them. They are the star of your business story. Not you. Don’t forget to add you CTA for a little razzle dazzle.

#7 – Footer Bio

As you close out your page, be sure to include a very brief bio about yourself, and/or your business. And I do mean brief: 1-2 sentences is all it takes. This is going to tie the whole page together. It will also remind your website visitor that you are, indeed, the best choice.

And there you have it. My top 7 sections that you need on your homepage to help convert website visitors to customers. If your homepage is built out correctly, the interior pages should not really introduce any new information about you. The rest of your website will expand on what your homepage said, and give more insight into your offerings, answer any frequently asked questions, and address legal items.

If you’ve been thinking about getting a new website or updating an existing one, and you need some help figuring it all out, I can help! Book a FREE discovery call with me and let’s discuss your goals.