One of my favorite movies is The Holiday. I’m pretty sure I’ve seen it at least 45 times. Yes, Jude Law is a dreamboat and it’s rife with quintessential mid-noughties rom-com energy, but the plot line I’m always drawn to the most is that of Iris (Kate Winslet) and her elderly neighbor, Arthur (Eli Wallach). There is one scene that has always stuck with me pretty hard.
Iris and Arthur are out to dinner when he gives her this insight: “Iris, in the movies, we have leading ladies and we have the best friend. You, I can tell, are a leading lady, but for some reason, you’re behaving like the best friend.”
He’s right! You should be the leading lady of your own life! However, in your business, you need to act like the best friend. You exist to support them on their journey, whatever it may be.
Are you a wellness professional looking for new ways to attract and convert website visitors into loyal clients? If so, you’ve come to the right place. Here are 7 proven strategies to help your clients feel like the main character and hire you to be their bestie.
Why take my advice? These insights are based on my 10+ years of design experience for both service-based and e-commerce businesses. I offer one-to-one consulting, fully-customizable website templates, and heaps of free guidance to help independent businesses with optimizing their websites.
Looking for a quick way to improve your website right now? If you download my free Flawless Website Checklist, then you’ll be able to instantly identify errors that may be hurting you.
1. Your business’s website is not a resume.
Back in the day, when I first put up my own website for my freelance portfolio, it read like a resume. My message was all about me, my style, and my experience. Going through the site was like a virtual interview and must have been extremely uninspiring.
Once I realized that I needed to pivot my messaging to be all about my audience’s needs, pains, and goals, it was easy to position my services as the solution to what they were seeking!
I also incorporated more storytelling into my copy. Storytelling can boost conversion rates by 30%. This made reading through the website a much more enjoyable experience for people, painting a picture of what their life could become by working with me. Within a year, my inquiries went up 5x, the clients I onboarded were a dream to work with (many of whom became repeats), and my community grew so much stronger.
2. Make it easy to do business with you.
Website design is an important factor to convert website visitors into clients. Your website should look professional, be easy to navigate and provide clear and concise information on your services and pricing. Having an easily locatable contact page with all of the necessary contact details makes it simple and painless for customers to get in contact with you. Website visitors shouldn’t have to fumble around trying to figure out what you offer or how much it costs. Making it a breeze for customers to do business with you will increase customer confidence, leading to more conversions from website visitors to clients.
3. Use a booking system.
Providing an online booking system takes the hassle out of the process and makes it easier for potential customers to book appointments with you. Plus, having an online booking system lets customers check availability without having to call or email. Bonus: many of these booking systems have excellent automation features helping you out behind the scenes.
4. Create a strong call to action.
Not only do the call-to-action (CTA) prompts and buttons need to be prominent and easy to find, but they also must encourage visitors to take specific actions in emotive ways. It all comes down to the language you use and how to address your audience’s ultimate desired state. For example, a skincare studio could simply say “book now”, but an even better CTA would be “book your transformation”.
5. Build trust by leveraging social proof
Social proof is a great way to build trust with potential clients. Incorporate client reviews on your website and link back to social media accounts where satisfied clients have publicly shared their experiences with working with you or using your services. Even as simple as showcasing screenshots from happy clients who were willing to go on record about their positive experiences working with you.
6. Offer incentives and rewards.
Consider offering special promotions, discounts, or other incentives to encourage website visitors to become customers. This is a great way to grow your email list too. Let’s go back to the skincare studio example. They offer a 20% off discount code when visitors sign up for their email list. Then the visitor gets the benefit of being able to try them out with a lower risk, plus, they’ll get to know the business better through the email newsletter. Side note: if you do have an email list, don’t ignore it. Regularly reach out to them to keep them engaged and informed about your services.
7. Offer valuable and relevant content
You’ve heard it a million times on TikTok and Instagram: provide value! But it’s also just as important to do it on your website. Provide educational and informative content that your audience will find useful. This could be done through blog posts, a podcast (you then link to the episodes from your site), or a YouTube channel (again posting the videos on your site). This will help potential clients see you as an authority in your field and vibe with your personality.
These 7 proven strategies will help you convert website visitors into loyal clients so much quicker! Make sure that your website provides an easy way for visitors to book services online, build trust, and offer social proof by incorporating customer reviews or featuring quotes on your website. Doing these things will make it easier for potential clients to find out more about you and make an informed decision when deciding whether or not they want to work with you. Good luck!
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Now you know several ways to increase your client conversations from your website, but what about how to create a brand that truly resonates? I’ve got Unlock the Power of Brand Archetypes to Boost Your Wellness Business for you to read next.