You Built a Website – Now the Real Work Begins!
You’ve poured your heart, soul and likely a fair bit of your budget into creating a beautiful website. It looks fantastic, the copy is spot on, and you’re feeling pretty happy with your online presence. But here’s the thing: hitting ‘publish’ isn’t the finish line. In fact, it’s more like the starting gun for the next crucial phase: getting people to actually find your amazing website and more importantly, turn them into paying clients.
Think of your website as a stunning shopfront tucked away down a quiet side street. No matter how appealing your window display is, if no one knows it’s there, you’re not going to see many customers walking through the door. The same applies online. Without a solid strategy to get your website seen, it’s unlikely to become the client-converting machine you hoped for.
More Than Just Looking Good: You Need a Website Strategy
Your website isn’t just a pretty online brochure; it’s a dynamic tool that should be actively working to attract, engage and convert your ideal clients.
That strategy starts with understanding how your target audience will even discover your online shopfront on the internet. This is where SEO come into play. SEO is the art (and science!) of optimising your website so that search engines like Google can easily understand what your site is about and rank it appropriately when people search for relevant terms. Without a solid SEO strategy, your beautiful website might as well be invisible to potential clients actively looking for your services.
But discovery isn’t just about search engines. Engaging content on social media platforms plays a vital role in drawing people in. By sharing valuable, interesting and relevant content on platforms where your ideal clients spend their time, you can pique their interest and encourage them to click through to your website.
Know Your Ideal Client: Who Are You Talking To?
You wouldn’t walk into a room full of strangers and start shouting a random message, would you? You’d likely want to know who you’re talking to, what their interests are and what kind of language they understand. The same principle is absolutely crucial for your website.
Think deeply about the specific individuals you want to attract to your website. But go beyond the surface level.
- Who are they?
- What are their demographics – age range, location, industry?
- What are their aspirations, their challenges, their frustrations?
- What keeps them awake at night?
When your website content directly addresses these issues, it immediately resonates with them on a deeper level, making them feel understood and seen.
Consider what these ideal clients are actually typing into search engines when they’re looking for solutions like yours. What keywords and phrases are they using? If you know the language they use, you can optimise your website content to match those searches, ensuring you appear when they’re actively seeking help.
Solve Their Problems: Your Website’s Real Job
People land on your website because they’re looking for something: information, an answer to a pressing question, a way to accomplish a specific task, or a solution to a challenge they’re facing.
Your website needs to be laser-focused on meeting these needs head-on. Put yourself in the shoes of your ideal client.
- What are the burning questions they have related to your industry or the services you offer?
- What are the common stumbling blocks they encounter?
- What are the practical steps they need to take to achieve their desired outcome?
For example, if you’re a business coach, your ideal client might be struggling with time management. Your website shouldn’t just talk about your coaching packages; it should offer actionable tips and resources on improving productivity.
Think about the journey your ideal client takes when they’re looking for answers. What questions do they ask at each stage of their decision-making process? Your website should anticipate these questions and provide the relevant information at the right time. This might involve FAQS, detailed service pages, case studies demonstrating your problem-solving skills, or even a blog addressing common industry challenges.
Guiding Your Visitor’s Journey: How Do They Decide?
Think about the mental steps your ideal clients go through before they decide to invest in a service or product like yours. It’s rarely an impulsive decision. They embark on a journey of discovery, evaluation and ultimately, commitment. Your website needs to be a helpful guide throughout this entire process, anticipating their needs at each stage.
Initially, they might be in the awareness stage. They recognise they have a problem or a need. At this point, they’re likely seeking general information and exploring different potential solutions. Your website can cater to this stage with informative blog posts, free guides, or explainer videos that address their pain points and introduce possible answers, without necessarily pushing your specific offering.
Next comes the consideration stage. They now understand their problem and are actively researching different options and providers. This is where your website needs to shine by showcasing your expertise and the unique value you offer. Detailed service or product pages, case studies demonstrating your success with similar clients, and testimonials building trust are crucial here. You need to provide the specific information they’re looking for to compare you with the competition.
Crucially, you need to anticipate their hesitations. What are the common objections or concerns people have before choosing someone like you? Is it the cost? Is it the time commitment? Is it the perceived risk? Your website should proactively address these hesitations. This might involve transparent pricing information, clear explanations of your process, guarantees, or frequently asked questions that tackle common concerns head-on.
Think about the social proof that can reassure them. Testimonials from satisfied clients act like virtual recommendations, building confidence in your abilities. Case studies provide concrete evidence of your problem-solving skills and the positive outcomes you’ve delivered for others. These elements can be incredibly powerful in overcoming hesitations and building trust.
Clear Calls to Action: Telling Them What to Do Next
Once someone has navigated your website, absorbed your valuable content and hopefully started to see you as the solution to their problems, you need to make it incredibly easy for them to take the next step in your client conversion process. Don’t leave them hanging, wondering “What now?”. Your CTAs provide that crucial direction.
Consider the different actions you want your website visitors to take at various points in their journey. Are they still in the early stages of research? A compelling CTA might be to “Download our free guide to [solve their specific problem]” or “Learn more about [relevant topic]”.
Are they further along and ready to explore your services? Then CTAs like “Enquire now for a free consultation” or “See our pricing options” become more appropriate.
If they’re highly engaged and ready to commit, a clear “Book a call today” or “Get started now” might be the final nudge they need.
The effectiveness of your CTAs lies in their clarity and compelling nature. Use action-oriented language that tells visitors exactly what will happen when they click. Instead of a vague “Submit,” try “Request a Free Quote” or “Download Your Free Checklist.” Make the benefit clear – what will they gain by taking this action?
Placement is also key. Your CTAs should be strategically positioned throughout your website, appearing naturally within your content and at logical points in the user journey. Don’t just tuck them away on a contact page; weave them into your service pages, blog posts and even your homepage. Make them visually prominent using contrasting colours, clear button design and sufficient white space so they stand out.
The Long Game: Building Organic Growth Takes Time
Building a successful website that consistently converts clients, especially through organic methods like SEO and content marketing, isn’t an overnight success story. It’s a strategy that unfolds over time, typically within a 3–6-month timeframe and often involves a good deal of trial and error. You’ll need to experiment with different keywords, content formats and social media approaches to see what resonates best with your ideal client and drives traffic and conversions.
So, while launching your website is a fantastic achievement, remember it’s just the beginning. To truly see results and turn those online visitors into valuable clients, you need a well-thought-out strategy to market your website and connect with the people you’re trying to reach.
If you need help with any part of this process, get in touch with me to arrange a 30-minute consultation call to see how I can help.