If you’re a business owner, you probably have a website, but it might just be sitting there – so let’s talk about how to increase website sales conversions (and why you might be attracting the wrong clients). You’re not a web designer, so you’re not sure if what you have is actually working. I’ve optimized my website and social media to work harder for me — which results in a growing social media following, email subscribers, and being booked out for four months. If you’re spending the money and time to create a website for your business, you really want to see an ROI, am I right?!
Or maybe if you’re working on starting your business, you’re probably thinking about how you need to create a website. So that’s why we’re talking about websites today. And I’ve been in Facebook groups before where people ask, when should you create a website? Or, should you have a website? When do I need to have one? At what point in my business?
And there are a lot of people who say things like, oh, you should just focus on a Facebook group. Or, just build up your Instagram. Don’t get me wrong. I love me some social media. I get a lot of clients from social media. But you do not own those followers. I know several dietitians and personal trainers who have a strong Instagram presence with tens of thousands of followers, which is incredible. Honestly, it is. But with algorithms and such, you could totally lose all of that.
or listen to it here:
For example, do y’all remember the video platform called Vine? It wasn’t really used by business owners. It was kind of the fun non-business part of the Internet. And there were Vine stars. People who had millions of followers on Vine. And then Twitter, who owned Vine at some point decided to shut Vine down in 2016. Gone, totally gone. And some of those Vine stars actually became actors. Some had to start over on YouTube or Instagram. But that’s the thing. They had to start over.
And I don’t know any of those people personally. I never was on Vine. I don’t follow any Vine stars very closely now. So, they very well could have been growing their email list, or their platforms. But highly unlikely. Especially pertaining to growing their email list. They probably didn’t even have a website. Let’s be real. And I’ve talked about in previous episodes why you need a website. So that is not the point of today’s episode. But hopefully my little tangent about Vine is a good reminder of why you need to focus on more than just your social media presence.
I feel like there’s so many people who really get caught up in: I need 10,000 followers. I’m going to post every day on Instagram. I’m going to do all this work. I’m going to spend all this money on Facebook, and all that kind of stuff. It’s all good and great, but you cannot do all of that and just ignore your website. I’m passionate about helping other business owners make their website more profitable and increase website sales conversions. Not just because I’m a web designer, but because I got more leads from Google searches than social media last year.
Your website is, or could be a crucial part of your marketing. You need to stop treating your website like a stale brochure.
And more like a dynamic piece in your marketing. So what is the problem? Why is your website costing you money instead of bringing in money? And why is it not getting you clients?
First of all, if it’s just sitting there, that’s a big part of the problem.
You cannot just create a website and expect it to work magic in your business.
Like I said earlier, your website should be a dynamic piece of your marketing if you want to increase website sales conversions. Your website is not a stagnant thing. Now, this does not mean you need to change the theme every year. Please do not do that. Does not mean you need to rewrite your pages completely every single month. But you need to be updating pricing, adding testimonials, adding new features, and hopefully, adding new content.vIf you want to be showing up in Google searches for dietitians in your area, dietitians for moms, dietitians for IBS, whatever your focus is. If you want to be showing up in Google search results for those keywords, you need to create content, plain and simple.
If you are not creating content yet and you want to start my course, Content to Clients is open, which walks you through optimizing your website and start creating a content that converts to clients. So, go to the link in the show notes to join my list so you are the first to know when it’s open for enrollment. Now, if you are paying for your website every single month, which if you have a website, you’re paying for it. Why are you not using it to its full potential? Whether you are writing blogs, embedding YouTube videos or publishing podcast transcripts as blog posts, use content to drive people to your website. Your website might not be making you any money because it’s not providing any value. It’s not pulling any people in. You’re only pushing people to it for your services. It’s easier to push people to your services page after you have pulled them in and provided value.
The second reason your website sales conversions might not be great is that it lacks focus.
This is one of the biggest things that I have to talk about with my clients. If I come to your website, and I can’t tell what service you offer within five seconds, there’s a lack of focus. If I come to your website and there are five different buttons or calls to action on one page to, follow you on social media, or read your blog, join your Facebook group. There is a lack of strategy. On my client strategy calls, I’m always talking with my clients about what belongs on certain pages, and what doesn’t belong on other pages. Your website is not just a catch all for anything and everything. If you want it to bring you clients, you need to be intentional. So every thing that you add to your website, I want you to ask yourself if you are distracting people from hiring you, or buying a digital product. Or if you are keeping them on the right path.
The third reason your website might not be making you any money is that it doesn’t look like a business website.
This might be your website sales conversions main problem if you are transitioning from a blogger to a business owner. And that’s okay. It does take time to transition. It can be a little overwhelming. But don’t let this transition time go on for months, and months, and months. If you’re going to be a business owner, make that move. Dive in. The biggest difference here during this transition is just what I talked about a few minutes ago, focusing. So if you are transitioning from blogger to business, you should not have your most recent blog posts on your homepage. Again, website strategy is something I also dive into inside my Content to Clients course. But even if you are not a blogger, maybe you are a business owner, and you are fully considering yourself one. You act like one.
- Does your website actually reflect that?
- Does it look professional?
- Are you using selfies on your website, or do you have professional photos?
- Does your copy sound professional?
- Do you have links to press features?
- Is your website speed fast?
- Is your site responsive?
- Do you have testimonials?
- Do you have really clear, specific ways that people can work with you?
Every decision you make on your website needs to be strategic.
Your website should be your hardest working employee.
Every color, font, image and button should be placed intentionally. Share buttons don’t need to appear on every page (likely, only posts). Displaying 20 of your most recent or popular posts might be a little over the top. Three pop-ups is definitely too much.
Unfortunately, I know not everyone is making intentional decisions when designing their website. Here are three reasons your website isn’t working for you:
YOUR ABOUT PAGE
I see posts all the time in Facebook groups asking, “I don’t know what to put on my About page!” or “I hate writing about myself, who wants to write my About page?!” But that’s half of the problem — because your About page isn’t all about YOU.
Your about page should tell tell the reader what you do, why you do it, and why they should care. There’s a fine line between too personal and not personal enough. You don’t want your About page to just be another sales page on your website.
Think of your About page like an extended elevator speech.
- Have a great photo of yourself. You wouldn’t want to show up to an event in gym clothes, right? You want to look nice, but also be comfortable (and you’re probably wearing your favorite shirt, right?).
- When people ask what you do, what’s your usual response? Take your elevator speech and expand it to a few paragraphs. Share the why behind what you do.
- Sometimes at networking events, the conversation goes from all “business” talk to more “real” talk — favorite restaurants, hobbies, etc. But, you’re likely not sharing your entire life story, because it’s not the right time. The same can be said for sharing this amount of detail on your About page.
YOUR SERVICES PAGE
Whether you call it your Services page, your Hire Me page or something else — you need to make your services available and obvious on your website. It’s not a great idea to just have a portfolio and a blog, and depend on people to fill out your contact form asking if they can hire you.
There’s more to your Services page than just listing prices and packages. You need to tell the reader the value and benefits of working with you. Just like your About page, you have to find the balance — between connecting, and selling.
Think of your Services page like a simpler version of Amazon.
- Simple is the keyword in the sentence above, because you don’t want to overwhelm the reader. There are millions of options on Amazon (which… is fun), but that won’t work for you. Limit it to 3-4 service package options.
- What’s one of the first things you look at on any particular Amazon product? The reviews! Even if you don’t go to the user review section, you do look at the star ratings — no one wants to buy a two-star reviewed product. Have client testimonials sprinkled in on your services page.
- Include your prices, or at least a “starting at” price point. If you don’t have prices listed, people will think they can’t even afford you. You’ll also save yourself time! If your packages start at $2k, and people with $500 budgets keep contacting you — you’re wasting everyone’s time.
YOUR LACK OF CALL-TO-ACTIONS
If you’re putting all this work into your blog posts, why not make them go further, faster? We’d all love a higher ROI on our blog posts. Just adding in or tweaking a few things in your post can help you do just that! The best thing? Give the reader an action step or an easy takeaway in your blog posts.
This doesn’t mean every post has to be a tutorial or how-to guide. Inspire them to take action — even if it’s just signing up for your email list. When I see a certain post that is getting more traffic, I make a point to go re-read the post. Is there something I can add or take away from the post to make it better?
Think of CTAs as a little extra nudge, not an intrusive sale.
- Your lead magnet can be any format: checklists, ebooks, guides, access to a Facebook group, a video series, a list of your favorite tools, insider secrets, etc. Just as long as it’s valuable, and it’s something that your audience needs!
- You don’t have to use sales-y words. There are other ways to connect with your reader. Use words that feel authentic to you, and connect well with your brand.
Yes, a great looking website is important — we all know that! But, it doesn’t stop there. You need to have a strategy behind the content that is on your website, to attract more of your dream clients. Always, always, always keep your audience in mind.
If you didn’t say yes to every single one of those questions, you need to work on your website.
It doesn’t mean that you have to overhaul it completely and start from scratch, but you just need to work on it to increase website sales conversions. So to recap, your website’s not going to bring you money if it’s just sitting there not providing value. It’s not going to bring you money if it lacks focus. And it’s not going to bring you money if it doesn’t look professional. Yes, social media is important. It’s an incredible way to build your brand online and connect with potential clients, but it’s not the only piece. If you have website questions, feel free to DM me on Instagram. I’m happy to chat with you and help you figure out where you might need to improve your website.