The best converting pages on your website
If you’re a coach or a consultant (or another kind of online service provider), you have probably set up your website for the sole reason of converting your visitors into clients. The thing is, though, if your website is not properly optimized to do that, you are not going to book any new clients through it.
There are many ways to make sure that your website is converting. And one of them is to only have highly optimized pages.
Not sure where to start and which pages to create for your visitors to convert to clients? Read on.
KEEP IT SIMPLE
One of the reasons why your website might not be converting is that it is too overwhelming for your visitors.
Sometimes I stumble upon websites which are PACKED with information, pages, different menus, widgets, and so on. It just makes me confused and I don’t even want to continue browsing.
Same goes for your visitors. Remember, people do not READ or BROWSE online anymore. They SKIM.
You have to make your website stupidly simple to use, even if your audience is full of smartass rocket scientists.
We live busy lives these days and there is no reason for you to stay on a website if it makes you overwhelmed. Even if it has great information!
BUT MY AUDIENCE LOVES TO READ!
One of my clients recently kept arguing with me about the length of the paragraphs and sentences on his website. He kept repeating, “my prospective clients are smart women who love to read”.
Well, maybe they do love to read. But why would they read your website if they are busy at their successful careers? They will probably choose to read a well-known book over a website that they have just found.
Of course, if you can hook people in to read long BLOG posts, that’s great! But when it comes to PAGES on your website, you have to keep it simple.
Don’t have enough time and money to optimize your website pages for more conversions? Check out my signature service, Copyleap.
SO, WHAT PAGES DO I NEED?
You might be asking yourself by now, so what ARE the pages that I need on my website to convert visitors into clients?
Well, first of all, you will probably not convert visitors STRAIGHT into high-end clients through your website. I’m sorry not sorry, but this is the truth. If you have a service that costs over $1K, you’ll need to put a little more
effort into that.
That’s where your sales funnel comes in, but that’s another blog post/ service.
Today I want to focus on such conversions as: getting a person into your email list, booking a sales call with you, applying for the opportunity to work with you, or buying a low-end product.
For that, you need these pages on your website:
- About page,
- Services page,
- Sales page(s).
See how there is no Blog page up there? Yup, you don’t need to write a blog. It might help, but you don’t NEED to have it. The ones that I listed, though, are non-negotiable.
Read on to find out what you need to have on each page for it to convert.
This is the page where your potential clients will land on once they enter your website. First impressions count! The most important thing for this page is CLARITY.
Your visitors must EXPERIENCE a flow through each section of your homepage. They need to easily understand where to go and what to do next. As in, what do you want them to do?
You also need to take into account questions such as:
where did the visitor come from? How did they land on your homepage, and why?
what do they need to know? What is the impression you want to make? How do you want to present your brand and your services?
Here’s how you optimize your homepage:
- Use clear, bold, interesting headlines. Make sure that it is the first thing they see once they land on your website. It doesn’t need to be anything fancy. Just make it BIG.
- Make your call to action (CTA) bold and obvious. This is the page where you want to capture your visitor’s email. Why? Because most people leave the website after they skim through the homepage.
Apparently, the About page is the MOST visited page on your website. Who would’ve thunketh?
It is very unfortunate, though, that most entrepreneurs completely and utterly mess up their About page. How? They talk about themselves.
The first rule of copywriting that I always refer to is “nobody cares about you, they only care about themselves”.
And since you are a service provider, why would you tell your life’s story from the day you were born? Please, don’t do that. Nobody cares. Sorry not sorry.
YOUR About page is not about YOU. It’s about your ideal client. Make sure you paint a picture of how they will benefit from your website or from working with you!
This exact information (the one about your client) should go above the fold. This means that they should not have to scroll down to find this information. It has to pop in front of them as soon as they land on the page.
Below the fold, though, is where you CAN talk a little bit about yourself. Again, make sure that you provide the most important or quirky facts instead of your whole life story.
You can summarize your life in bullet points. Everybody loves bullet points! They do, however, have to relate to the service(s) you provide. Your clients want to know who you are, but, most importantly, WHY you do what you do!
Here’s how to optimize your About page:
- the information about the benefits of your visitor being on your website or working with you have to be above the fold.
- include at least one CTA – increase the engagement rate
This is the page where you introduce the services you provide. If you currently only have once service, such as private coaching, you can leave this page out. Just direct people straight to the sales page of your coaching.
If you do, however, provide several services, it’s best to keep them all neat and tidy on one page. This way, it will be easier for your visitors to see what they can expect from you.
If you have many services, make sure you do not overwhelm your visitor. You might want to categorize those services. Maybe even into separate pages! I’d say, if you have more than 4, you probably need separate pages for separate categories.
Again, clarity is the most important for this one. You want to make sure that you provide a GLIMPSE into each service on this page. Which means, you have to tell your reader what each service is about.
2-3 sentences is plenty. You can even go shorter than that. Remember, people are SKIMMING these days, not READING. If they want to read, they will get a book.
Another important thing to keep in mind, DO NOT include the prices on this page. You want people to go to each separate sales page before you show them the price. Otherwise, they might make a wrong decision.
How to optimize this page:
- keep it simple, clear, and pretty
- introduce your services with 2-3 sentences each
- include at least one CTA
This is a page where you describe each service or product in detail, providing a button to buy or book a sales call at the end.
It is probably the most straight-forward page on your website. You can just follow a well-tested structure, such as AIDA, and you’ll do just fine. It is however, a little bit similar to the Homepage, where you have to think about how your visitor ended up here and what do they want.
My blog post about writing in a way that sells might help you out with that.
How to optimize this page:
- follow a well-known and tested formula. For example, AIDA
- hire a copywriter 🙂
REMEMBER TO KEEP YOUR CLIENT IN MIND
There you go, these are the most important pages on your website that will convert a visitor into a client. If there is one thing you get from reading this blog post, is that, ALWAYS keep your client in mind. That way, every single page WILL convert.
Hi! I’m Cornelia.