Four simple ideas that will help you increase your website conversions for more sales, as a service based business owner.
As a service provider, your website plays a pretty important role in your business – it’s the digital equivalent of a resume. And I’m willing to bet that your website’s main purpose is to book clients.
So, how is that workin’ out for you?
Here’s the thing. Your website should actually make it easier for you to book clients. When created with strategy and intention, a website enhances your brand and pulls in the right-for-you person. It should act like a magnet for potential clients and be a strong catalyst for business growth.
I’ve gone through the hiring process a few times for various roles here at Witt and Company and I can without-a-doubt tell you what made me reach out to certain individuals. And, it all started with their website.
Now, as a web designer myself, I fully realize that my opinion on anything website-related is a little biased. However, the flip side of that is I can easily identify what works and what doesn’t when it comes to increasing your website conversions, especially as a service provider.
So, without further ado, let’s dive into four tips for optimizing your website for sales.
In This Article
A website is your first impression, so make it look good
As a service-based business owner, your website is your resume and showcases your past work, client testimonials, previous experience and overall personality. The style and layout of each page, the specific images that you use, the unnoticed broken links… each one tells a story to your visitor about what it’s like to work with you.
Let’s put this into perspective – if you were meeting a potential client in person, would you show up in sweats, going on a three-day streak of not showering? Or, would you actually put a little effort into your appearance because you know the value of first impressions? Now, I love a good yoga pant just as much as the next person and I’m not saying your website has to be impeccable or shouldn’t accurately portray who you are. What I’m saying is that you need to give a shit.
There’s a lot to be said for something that is aesthetically pleasing to the eye. As a user, wouldn’t you be more likely to stick around and explore something if it looks good?
Make sure it’s user-friendly and easy to navigate
Because you’re a service provider, you can assume the people coming to your website either a) want to work with you or b) want to learn something. If those two actions are not easily performed, you might want to make a few updates.
For example, if I want to work with you, I shouldn’t have to dig through your site to find a ‘contact me’ button or link. Your email address, phone number and/or contact form should ALWAYS be easily accessible.
From an education standpoint, if you have a great blog with valuable content (and why wouldn’t you?) make sure that content is easy to find and sift through. From prominently listing your most popular content to guiding readers on where to start, make it easy for people to stay on your website and consume all the great content you’re creating.
Be up front with your pricing
I know I may be striking a cord with the whole ‘price on your website debate’ but let me share why I’m team ‘full disclosure.’
If a price isn’t on the website, I immediately think they’re out of my price range and don’t inquire. Their work could be amazing. Their website copy could be so compelling. BUT I don’t want to waste their time or my own, so my immediate reaction is to pass.
On the one hand, I completely understand this line of thinking means I am not their ideal client. However, we could have been a great fit and the lack of disclosure is the only reason I passed. And from that perspective, I wonder, why not disclose? Why not be completely upfront from the beginning on what you’re charging? If you are a ‘custom quote’ type of service provider, awesome! I still recommend listing a ‘starting at’ price to give visitors an idea of what to expect.
Don’t be shy about your past work
I mentioned this above, but it’s worth repeating: your website is the digital equivalent of your paper resume or portfolio. So, use it as such and show off your work. It’s okay to brag a little – if you’re proud of your work (and I hope that you genuinely are), Show. It. Off. This will help you find clients that appreciate your specific style AND give you a chance to highlight all the amazing work you do. Friends, this is your chance to own your style, promote your services and connect with your ideal clients.
I’ve put together a FREE website optimization checklist for all you badass service based business owners who want to maximize your website for sales! Grab the FREE checklist here (plus gain access to a whole ‘lotta brand-building freebies in the Resource Library!)
All my best,
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