6 Things Your Website Needs to Get Clients
In today’s fast-paced digital world, where a new website is launched every three seconds, and 28% of all business activity occurs online, having a website is just the beginning. To truly stand out and convert visitors into clients, your website must be strategically designed with your audience’s journey and needs in mind—every detail, from the first impression to the final call to action, matters.
Let’s explore six essential elements your website needs to attract, engage, and retain clients in an increasingly competitive online environment.
1.
Design Your Website with Your Customer Journey in Mind
Your website should be a well-crafted path that guides your potential clients from brand awareness to becoming your brand ambassadors. So, ensure your website takes into account the customer journey, which consists of several stages:
- Brand Awareness – Attract potential clients by creating awareness.
- Consideration – Provide valuable information to help visitors consider your services.
- Conversion / Purchase – Make it easy for clients to purchase or book a service.
- Retention – Keep clients engaged and coming back.
- Advocacy – Turn satisfied clients into brand ambassadors.
Key Tips:
- Use relevant sections on your home and service pages to guide users with phrases like “Here’s how we can help.”
- Ensure that your homepage and service pages address different user intents, such as “Learn More”, “Compare Services”, or “Book a Consultation”.
- Provide relevant content at each stage of the journey. For example, informative blog posts may be more effective for those in the consideration stage, while case studies may be more effective for conversion.
- Use personalised dynamic content to show different messages based on user behaviour, such as retargeting visitors with a call to return after a recent visit.
- Streamline the conversion process. Remove unnecessary steps in your contact forms or booking pages to make it easier for users to become clients.
2.
Get Someone on Your Email List Before They Leave Your Website
Did you know? 41% to 55% of visitors leave after viewing just one page of your website. Reduce your website’s bounce rate by encouraging them to join your email list before they exit. This keeps them engaged and allows you to build relationships and nurture potential clients over time.
Strategies:
- Include a ‘Hello Bar’ and buttons at the top of your homepage.
- Use pop-ups and bonus content inside blog or podcast posts to encourage opt-ins.
- Give away something valuable for free, such as an e-book or a guide.
- Make opt-in options visible throughout the website.
3.
Make It Obvious What You Want People to Do with Clear CTAs
Clear Call-to-Actions (CTAs) are vital for directing visitors toward your desired outcome.
CTA Tips:
- Keep your menu simple, and add buttons to your menu.
- Ensure the main CTA button is prominent on each page, ideally at the top of your menu.
- Test your site on a mobile device to ensure it’s easy to navigate.
- Use action-oriented phrases like “Get Started Now”, “Book Your Free Consultation”, or “Download Your Free Guide” to create urgency and direction.
- Don’t be afraid to repeat your main CTA in multiple sections of a page—above the fold, mid-content, and at the bottom of long pages.
- Use an exit-intent popup to display a CTA before visitors leave, offering a last opportunity to convert.
- Tailor your CTAs to match the context of each page. For example, a blog page might use “Subscribe for Updates”, while a services page might feature “Schedule a Demo”.
- Make your CTA buttons stand out by using a strong contrast against the rest of the page, ensuring they are visually prominent.
4.
Write for Your Target Market
Your website copy should be a direct conversation with your target audience, addressing their needs, concerns, and aspirations. It’s crucial to write in a way that resonates with them. By speaking their language and understanding their perspective, you show them that you value their unique identity and are here to serve them.
Copywriting Best Practices:
- Use a clear benefit statement on your homepage.
- Keep the copy simple, scannable, and customer-focused.
- Focus on the specific problems your target audience is facing and demonstrate how your services provide solutions.
- Keep your writing conversational and engaging by using “you” and “your” frequently to make visitors feel like you’re speaking directly to them.
- Tap into the emotions of your target audience. Use aspirational language that aligns with their goals and values.
- To build credibility, use social proof in your website copy, mentioning how many people or companies have benefited from your services or products.
- Create urgency in your copy by using time-sensitive language, such as “Limited Availability” or “Only a Few Spots Left.”
5.
Build Trust on All Pages
Trust is a significant factor in whether visitors will convert into clients. Make sure every page of your website works to build credibility.
Trust-Building Techniques:
- Use testimonials with a compelling headline.
- Highlight in-depth case studies to show real-world results and how your services solved a client’s problem.
- Use videos of satisfied clients to provide a more personal and compelling story than written text alone.
- If you have an e-commerce site or collect payments, display secure transaction logos like PayPal, SSL, and others to reduce hesitations.
- Include industry certifications or badges that show you are qualified and trustworthy in your field.
- If you’ve worked with reputable companies, display their logos to reinforce your credibility.
6.
Build in Upsells
A great way to maximise the value of each converted visitor is to build opportunities for upselling.
Upselling Tip:
- Provide the next step for visitors to take when they ‘opt-in,’ such as a thank-you page with additional offers.
- After someone opts in, present them with a limited-time offer to encourage immediate action on an upsell.
- Create packages that combine related services or products and offer them at a discounted price as an upsell.
- After a visitor opts in or completes a purchase, send a follow-up thank-you email with a secondary offer, such as “You may also like this service”.
- If your site has e-commerce functionality, you can use data from past purchases to suggest related products or services in future interactions.
- Offer a no-risk trial or demo of a premium service, allowing clients to try it before fully committing.
Optimise Your Website for Maximum Client Attraction
By incorporating these six elements into your website, you can create a more engaging and effective digital presence that captures attention, builds trust, and converts visitors into loyal clients. Focus on guiding your customers through their journey, capturing leads, making your CTAs clear, writing tailored copy, establishing credibility, and building opportunities for upselling.
About Us
SAAR® Media is a leading digital marketing agency in Melbourne. Our team of experts offers a full range of services, from lead generation and marketing automation to marketing consultancy and search engine optimisation. Let us help you create a website that attracts and converts clients. Contact us today to learn more!