How to Create a Website that Converts into Clients
Having a pretty website is important, but is your website actually getting you clients? Megan Martin is a brand and website designer who loves to talk about creating websites that convert, and there’s a lot of variables that go into it. From a great home page, to the right message, to branding and SEO, Megan is giving us all the details on how to make sure your website is actually working for you, and bringing you the clients and customers you love to work with.
HOW DID SHE GET HERE?
Megan started her business in wedding planning back in 2012, and while she loved weddings, she always felt a tug to explore creativity and do something a little different. It was during those first few years of entrepreneurship that Megan fell in love with graphic design. She created her first logo herself in a Word document, and drove herself to Barnes and Noble to get a book on graphic design. She learned everything she could on using Photoshop and on how to code a website. From there she started studying what an actual brand is and how to create one, and it wasn’t long before someone asked her for help with their own brand. She ended up with bookings for 2 years out building brands for other creatives, and ultimately decided to let go of wedding planning in 2016. Since then, she has continued to work with creatives on building their brands and helping them create beautiful websites that convert into paying clients.
WHAT DOES IT MEAN TO HAVE A WEBSITE THAT CONVERTS? WHAT IS IT CONVERTING TO?
The word convert itself means there needs to be a goal attached to something. Most people get a business idea and know they need a website, so they throw something up on the internet, but they don’t think about the specific goal that they want the website to go after. For example, if you’re booking clients for the year, do you want to book 5 clients or 20? Your website design, copy, branding, etc. will be very different if you’re focused on booking 5 luxury or high-paying clients vs. if you’re looking to book 20 normal clients. Just saying “I want my website to book clients” isn’t a very specific goal. Once you know the goal, you need to make sure every aspect of the website is pointing toward that goal.
WHAT DOES OUR HOME PAGE NEED TO HAVE IN ORDER TO REALLY POINT TOWARD OUR GOAL?
The most important part of the home page is what’s called “above the fold", and this is essentially the section you see when you visit the home page of a website and you haven’t scrolled yet. If your ideal client can’t figure out what you do and if you’re the right person for them without scrolling, then you have a problem.
“As soon as someone lands on your home page it should be so crystal clear who you are, what you do, and who you do it for.”
After the first section, you should have a very clear call to action that pushes people toward your main goal. It should a very bold, affirmative call to action for people that understand who you are, what you do, and are saying yes, I need this service and I’m who you’re looking for.
HOW IMPORTANT IS BRANDING AND SEO FOR HAVING A WEBSITE THAT CONVERTS?
Branding is incredibly important in the process of converting. It’s more than just the visual effects though. Powerful branding includes any touchpoint that your client experiences, from your messaging, to your visuals, to the emails that you send potential clients. Having good branding means understanding what makes you unique and what makes your ideal customer unique, and knowing that is so much more important than just have a “pretty” brand.
It terms of SEO, it’s going to vary depending on the type of business you have. For businesses that are booking clients based on geographic location (for example, a wedding planner booking local couples), SEO is going to be extremely important, because customers are more likely to do a Google search when looking for those services. For businesses that are more B2B focused, your ideal clients are more likely to find you on Instagram, or in a Facebook group, so SEO doesn’t have to be at the forefront of your mind all the time.
WHAT CAN PEOPLE DO TO MAKE THESE CHANGES AND MAKE SURE THEY CONVERT IF THEY CAN’T AFFORD A DESIGNER?
Start with just getting it out there. Don’t worry about building a whole empire right when you start. Then focus on figuring out what your unique value proposition is and give yourself time to learn and grow. Once you know what your goals are and who you serve, there are tons of (free) resources out there that will help you. There are even tons of great resources in the Megan Martin Creative Shop!
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