Figuring out the right pages for your website can be a bit daunting. You don’t want to leave anything out that a potential client may need to know but you also don’t want to bombard them with way too much info and pay a designer for pages and work that didn’t need doing.
I’ve worked with a lot of coaches over the years and boiled down the essential things you NEED to include in your website so that it runs as a high converting business asset for you.
You need to put testimonials everywhere, they’re your bread and butter marketing and trust building asset and you need to leverage them as often as you can.
Utilising multiple formats such as video, text and audio will also give yourself or the designer your working with options to be creative with the presentation to keep it engaging for the reader
Stop hiding the cost of your services behind a contact form or in person call. This is hurting your business more than you think. You need to be very clear and transparent with people who come to your website and you do this by showing how much they will have to spend to work with you. Now if your prices are varied there are ways to express this to your clients by giving estimates and ballpark figures and thinking outside the box in the way you design your pricing section.
This is where a lot of people go wrong. They get onto their about me or about us section and they get started on a novel to rival the LOTR trilogy.
I’m going to say something that might sound mean, and might sound a bit blunt…. No one cares.
A brief about me section is all you need, explain your experience, your qualifications and a small bit about why you do this work and that’s all, it gives people context on you as a person or business but doesn’t bore them about the first time you lifted a dumbbell at 15 and because a fitness addict.
This is your time to shine, get your best photo, a catchy tag line and a well oiled creative mind on the design of the section people land on (the technical term is the “hero section”) and make it as beautiful as you can.
Nothing more needs to be said for this, it’s a showcase of you and your work in the most visually appealing way you can.
You need a section that gets people to ‘do something’ that something may be to sign up to your email list, book a call, book a session that kind of thing. There has to be a reason for your website to exist and this is the section where you act on that reasoning
These are the bare bones sections you need to make a website that serves the function of a business asset instead of a collection of photos and words that don’t get your user to purchase your services
On top of this you should consider the customer journey of your website and how you can optimise this for the best conversations possible.
- Product pages
- Services pages