Blog Overview: Been wondering how to make your website stand out in a crowded online space? Are you curious about how to attract more dreamy clients and convert them to loyal and paying customers? From how to attract the right audience to how to design your site to increase conversions, we’ll cover five ways you can create a more effective website to grow your business and achieve your goals.

Okay, so you’ve launched your website (congratulations!) and you have patiently been waiting for clients to connect with you and your business to take off.

But… time keeps passing and site visitors seem to be just that – visitors. No one is jumping at what you have to offer. You’re probably wondering – why is no one reaching out to me? How can I increase my website conversion rate and grow my business? Don’t worry, I’ve been there! And you’re in the perfect place. Read on…

Here are some key actions you can take to improve website traffic & convert more ideal clients:

1. Attract the right audience (who is that, anyways?):

First things first. Before you can expect anyone to buy in to what you are offering, you need to know who your content and services are created for. If you are creating general catch-all services in hopes of attracting everyone and their mother, this could be a key reason you aren’t attracting anyone.

Just like a physical store at the mall, your website is a virtual front on display to customers. Every storefront has a unique presence and will attract a different audience of customers and clientele. Your website will only convert if the visitors coming to your site match your target client profile.

If you aren’t sure what your target client profile is, it would be worthwhile to go back to the drawing board and revisit these questions:

Who am I selling to?
What makes them tick?
What are their needs?
What challenges are they facing that I can speak to?
How can I frame and design my website to attract more of them?

Taking some time to develop your target client profile (also known as an “Ideal Client Avatar” (ICA)) and using this as the framework for your website’s design and content will help attract ideal clients to your website. And, ultimately, it will improve website conversions since the content and offerings will be tailored to them.

As well, ensure your website’s SEO and keywords are framed to attract your ideal client base and are relevant to your audience’s needs (re: ensure you have a tight idea of who your client is, what they need, and how your content and services can help them).

2. Create a unique value offering:

Once your website’s design and content are optimized to attract your ideal clients, it’s time to ensure you have a unique value offering. A unique value offering is what you and your business can offer over competitors.

For instance, maybe you offer custom wedding photography packages for intimate weddings at an affordable rate, highlighting this unique offering and its information readily will help show your clients quickly what you can offer them. Also, how much will this cost them and what value will they receive in return?

Being as transparent as possible with your ideal clients will entice them to work with you more quickly – they can see how you measure up in the market and what value you specifically can offer them.

Consider:

What sets you apart?
What can your client get from you that they can’t get anywhere else?
What extra value are you offering to them that makes you a better option?

Even if your work is strong and looks gorgeous on your website (for example, if you’re a photographer with gorgeous photos), this isn’t enough to tell your customers what you can help them achieve, or why they should choose you over other alternatives.

Put yourself in your customer’s mind and make it clear how your talents can help them.

Then, ensure these unique offerings are built-in to your website’s SEO so you can attract more ideal clients to your website in the first place.

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3. Develop a clear website goal:

When visitors arrive at your virtual doorstep, they need a roadmap to know what they are supposed to do. Your website goal is the most important action you want your visitors to take on your site. This could be booking a service or consultation, buying a product, or signing up for your mailing list.

To achieve your website goal and convert more website visitors into clients:

Create clear calls-to-action (CTA) throughout your website. CTAs are buttons strategically placed for your visitors to click that will direct them through the website like a roadmap. Having clear CTAs will iron out the process for your visitors since they will know exactly what they are expected to do and will be more enticed to do so!
Make sure your CTAs stand out. Most readers scan rather than read. Ensure your CTAs stand out from the rest of your content.
Narrow down your goals: Having too many site goals can confuse your visitors. It is best to stick with one or two. For example, your top goal could be to have a visitor book a consultation, but the second best option would be for them to sign up for your mailing list. Ensure your main CTAs speak to your top goal, and any secondary goals are more subtle.

4. Build trust:

Another key reason you might be getting traffic and not enough website conversions might be due to your website’s design. Most website credibility comes from design and transparency. If your website design is messy, dated, or unprofessional, visitors will exit before you can even say hello.

Website elements that can improve trust include:

Website security
Appropriate-sized links and buttons where necessary
Professional and applicable photos and imagery
A clear color scheme
Professional font selection
Correct spelling and grammar
Info about who is behind the website
Reviews from real customers

Complete an audit of your website to see if the above items are optimized to attract and build trust between you and your ideal clients. Remember, your website is a reflection of you. If it doesn’t build trust in your clients, it won’t convert.

5. Keep it visually simple:

In addition to ensuring your website builds a trusting connection between you and your ideal clients from the get-go, ensure that is clear and simple for your visitors to navigate. Too much visual clutter can distract visitors from your main website goals. It can also make the site harder to use and more effort for the brain to process information.

Sticking to the rule that less is more can go a long way. Having a simple website, with a clear goal in mind, will make it easier for your visitors to navigate through and convert into clients.

Here are some ideas for how to simplify your website to improve your conversion rate:

Use a consistent color palette
Select 2-3 fonts and use these throughout your whole site
Remove messy background images that make text hard to read
Use white space generously
Vary font size and weight to highlight the hierarchy of info you want users to read

I hope these tips help you make your website more effective. Ensuring your website is designed with strategy can improve your website’s conversion rate and grow your business!