Create your Website with Your Ideal Clients in Mind

Take your site visitors on a journey.

Most people think of their business’s website as a bunch of information scattered across static pages.

But building a site that doesn’t think about your site visitors and what they want will give them a sub-par experience that costs you sales and business.

The most effective websites are those that guide visitors through a journey.

Let's explore how to structure your website to not just inform, but engage your audience.

Aligning Your Business Goals with Your Website's Purpose

Before you get into the “pretty” of your website, you need to figure out what you want it to do. Without that, you end up with a site that sits out there on the web, like a discarded pen at a dentist’s office.

Let’s not do that.

Define Your Primary Business Goal

Start by clearly stating your main business objective (note that that’s singular, just pick one). What do you most want to do in your business right now?:

• Increasing revenue

• Expanding market share

• Launching new products or services

• Entering new markets

• Improving customer retention

• Enhancing brand awareness or reputation

Translate Your Business Goals into Your Website’s Objectives

Once you've identified your primary business goal, the next step is to determine how your website can support and drive that goal. This involves translating your business objectives into specific, measurable website goals.

For example:

1. If your business goal is to increase revenue:

• Website goal: Generate more qualified leads through contact form submissions

• Website goal: Increase online sales conversions

2. If your goal is to expand market share:

• Website goal: Increase organic traffic from target demographics

• Website goal: Improve engagement with educational content

3. If you're aiming to launch new products:

• Website goal: Build an email list for product launch announcements

• Website goal: Create buzz through social sharing of product teasers

Your goal should inform every aspect of your site, from layout to content to calls-to-action (CTAs).

By aligning your website's purpose with your broader business objectives, you create a powerful tool that actively grows your business.

This alignment ensures that every aspect of your website - from design and content to functionality and user experience - is working cohesively to drive your business forward.

Build Confidence

Guide your visitors through your site. Now that you know your goal, address theirs. What are they looking for? How can you present that information in a clear, engaging way?

Consider this structure for your homepage:

1. Introduction (including design elements that set the right tone)

2. Mission statement or tagline

3. Services/Products (using features and benefits)

4. About section

5. FAQ or additional details

6. Location information

7. Testimonials

8. Clear Call-to-Action

Understand Your Visitor's Path

Typically, visitors to your site will follow a common path:

1. Landing page (often your homepage or a blog post)

2. Services/Products page

3. About page

At each step, your visitors are asking specific questions:

• On the Home or Landing page: "What can you teach me? How can I benefit from you?"

• On the Services/Products page: "What do you offer? How much can you benefit me? Can I afford it?"

• On the About page: "Are you trustworthy? Are we alike? Do I like you?"

Knowing this, you can tailor each page to answer these questions effectively.

Let's break it down for each page:

1. Landing Page:

To answer "What can you teach me? How can I benefit from you?":

• Include a clear, concise headline that states your unique value proposition

• Use subheadings to highlight key benefits or solutions you offer

• Incorporate a brief overview of your expertise or industry knowledge

• Add testimonials or case studies showcasing how you've helped others

• Include a section on "What You'll Learn" if you offer educational content

• Use visuals or infographics to quickly communicate your value

2. Services/Products Page:

To address "What do you offer? How much can I benefit? Can I afford it?":

• Clearly list and describe each service or product

• For each offering, highlight both features and benefits

• Use comparison tables or charts to show different service tiers or product options

• Include pricing information where appropriate, or clear instructions on how to get a quote

• Showcase the results or outcomes clients can expect

• Use client success stories or metrics to demonstrate the value of your offerings

• Include an FAQ section addressing common questions about your services or products

• Offer free resources, trials, or consultations to help visitors assess the potential benefit

3. About Page:

To answer "Are you trustworthy? Are we alike? Do I like you?":

• Share your personal or company story, focusing on why you started your business

• Highlight your values and mission statement

• Include team bios that showcase expertise and personality

• Share your professional achievements, certifications, or awards

• Include photos or videos to add a personal touch

• Describe your ideal client or the types of problems you solve

• Share testimonials from satisfied clients

• Include any press mentions or industry recognition

• Describe your work process or methodology

• Share your involvement in the community or industry

By tailoring each page to answer these specific questions, you're not just providing information, but actively addressing the visitor's needs and concerns at each stage of their journey through your site.

This builds trust, demonstrates your understanding of their needs, and guides them toward taking the next step with your business.

The Importance of Clear CTAs

One of the most overlooked elements in website design is having a clear call-to-action on every page. Your CTA should:

• Align with your overall goal

• Be prominent and easy to find

• Guide visitors to the next step in their journey with you

Remember, if visitors aren't ready to buy, keeping them on your site to learn more about you and your services is still valuable.

Communicating Effectively

Overall, remember that to connect with your audience:

1. Be specific about who you're targeting. Trying to appeal to everyone often means appealing to no one.

2. Identify with your audience's pain points. This builds trust and shows you understand their needs.

3. Clearly explain how you can solve their problems.

4. Use both features and benefits in your descriptions. Features tell what your product or service is, benefits explain why the customer should care.

Remember, your website is often the first impression potential clients have of your business. By structuring it to tell your story effectively, you're not just sharing information – you're creating an experience that guides visitors toward becoming clients.

By focusing on clear communication, purposeful design, and strategic content placement, you can create a website that not only informs but also engages and converts visitors into clients.

Your website should be more than just a digital brochure; it should be a powerful tool that works for your business around the clock.