How would you describe your website?   A client attraction machine that has people knocking down your door, wanting to work with you?  Or a dusty corner of the internet which hardly anyone visits?  If it’s the former then well done, you can give yourself a big pat on the back and pour yourself a large glass of your favourite drink (mine’s a Pinot Grigio if you’re buying – although only after sundown!).

If it’s the latter then don’t worry, you’re not alone.  For many service businesses, their website is nothing more than a “nice to have”, rather than an essential ingredient in promoting their business online. 

Perhaps you’ve had your website for a while and you’re worried it’s starting to look a bit tired, old and grey (I know the feeling!).  It’s no longer telling people what you do and it’s difficult for visitors to find anything when they land on your site.  You’re not getting any enquiries from it, let alone clients.  In fact, you’re worried that it’s putting people off because it hasn’t been updated in a while.

On the other hand, your tech skills are in the dark ages.  Every time you speak to a web designer, you end up drowning in a sea of jargon that leaves you feeling more confused than before.  You don’t know what you don’t know – so have no idea what questions to ask.  You’ve perhaps heard horror stories of people spending a lot of money on websites and not getting what they want. You’re frightened of being ripped off and ending up with a website that fits your web designer skills rather than one that works for you.

This was me when I first started out.  I knew that I needed a website if I wanted to look like a legitimate business but I had no idea where to start.  So I picked the cheapest option and hoped for the best.  In the end, I studied web design and created my own website in WordPress.  But this is not an option for many entrepreneurs, who don’t have the time or skills to do it themselves.

Getting a new website can be a major chunk of money so you want to get it right first time.  But I’ve met many people who have been dissatisfied with the end result.  They felt that they were pushed into something that they didn’t really want because of their own lack of knowledge and because the web designer was more concerned with the sale.

So if your website isn’t attracting a flood of clients and large wads of cash to your business, here are 5 possible reasons why – and how to fix them!

You don’t want to spend any money.

Now it’s easy to be a skinflint when buying a new website.  But you’ve got to be realistic – you can’t expect to get something that’s all singing, all dancing for just a few pounds. A well-designed website will make you look like a kick-ass business and could potentially bring you a never-ending flow of ££££££ from client work – so it’s money well spent!

Don’t forget that your website is an investment NOT an expenditure.  If you invest well then any money you spend will be returned to you many times over in repeat clients coming through your door.

The money you spend on your website is an investment NOT an expenditure Click To Tweet

You don’t know what you want your website to do.

Your website isn’t just a pretty brochure; it can be used as a platform for people to get to know you on a deeper level.  So you need to ask yourself what is the overall purpose of your website?  Remember that many of people may not be ready to buy straightaway so give them a reason to stick around.  For example:  Do you want to capture people’s details so you can market to them via email?  Or do you want them to follow you on social media so you can start a conversation with them?  Or perhaps you’re looking to build trust initially by sharing your knowledge via blogs, articles and Ebooks? The answer to these questions will determine the design of your website so it’s extremely important.

By knowing what you want your website to do for you, you can design a site that is focused on showing people that you’re the right person to help them.

You’re not telling people what action you want them to take. 

When people land on your website, they will only spend a few seconds before deciding if they want to stick around.  So you need to make sure that you’re clear about what you want them to do straightaway.  This could be getting people to sign up to receive emails from you, connecting with you on social media, or viewing your blogs or videos. Whatever you want them to do, it must be clearly visible as soon as people visit your website. As well as the home page, you should also have call to actions on all the main web pages telling people where to go next.

By getting people to take action as soon as they land on your website, you’re moving them towards getting to know you better so they can see you as someone worth hiring.

You think any website theme will do. 

Looking for the perfect theme for your website can be a full-time job.  Many people choose by price or whether it looks cool or pretty.  But you need to think about the purpose of your website and what action you want people to take (see answers to the two questions above). For example, does the theme allow you to easily add an optin form or social media follow buttons on to the top of your website, or can you showcase your blogs, case studies or videos on the home page?

By choosing a design that’s focused on promoting your services in the best way and getting people to take action, you will start to convert website visitors into clients who want to work with you. See my previous blog, How to Choose the Best WordPress Theme for Your Business.

You don’t have a big offer.  

People have the attention span of a gnat nowadays so they need to understand instantly what you do and whether you’re the right person for them.  You can do this with a big offer (or tagline) that sums up the benefits that you bring to clients.  Put it in big bold text somewhere near the top of your website so people can see it as soon as they land on your home page.

A big offer makes it easy for people to quickly understand what you do and whether you’re the right person to help them.

To recap, here are the essential steps you need to take to make sure that your website is bringing in the clients and cash to your business:

Website design essentials
 

So if your website is hiding away in a dusty corner of the internet with little love and few visitors, then find out how our Website Design Services can turn it into a client attraction machine that brings a queue of people knocking on your door.

 

About Valerie

Valerie helps solo entrepreneurs create a clear online marketing strategy so they can get in front of their ideal clients and attract them to their business.

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