Anatomy of a Dream Client Converting Homepage
Creating a website all by yourself can be overwhelming and scary. Your to-do list is miles long and you're starting to doubt your ability to actually pull this thing off. If this sounds like you struggling to build your website, then look no further! In this blog post, we will be covering 5 main must-haves for a home page that has clients begging to work with you.
To give you a sneak peek of everything we will be covering, here is a list of all five points that your website needs:
Clear & simple design and copy
Targeted copy that speaks directly to your ideal client
A visually appealing design aesthetic
Sympathy and understanding of the struggles of your ideal client
Skimmable content that people can remember easily
Now, let's break down each of these into actionable steps and reasons why it's so important to do these things.
Keep it Clear & Simple
No matter what you're creating for your website, your ideal client needs to be able to find it, read it, and use it easily. A super cool looking website might be impressive, but if it's hard to navigate, people won't be staying for long. Let's talk about the two most important things to keep clear and simple when you're building a website - that's your copy and your design.
When you're writing website copy, you might be tempted to word dump everything that's on your mind. Instead, the process needs to be intentional. The words you write on a website can determine how many people will be viewing your services from a simple Google search. Ask yourself questions that your ideal client will ask, then answer them through the copy you have.
With the design of your website, there's one hard rule to follow, and that's to choose clear over clever. It can be painful to sacrifice your clever ideas for something clear. This doesn't mean that your design has to be plain, it can still be totally unique yet still clear. This applies to your navigation, buttons, colours, and more design choices that you make.
Speak in Their Language & Directly to Them
Imagine that you're meeting one of your clients in real life (and covid doesn't exist!) at a local coffee shop. Write down that conversation in your copy so that it sounds natural and flows like a real conversation. When you're speaking directly to them, your ideal client will love you even more.
The goal with what you say on your home page is to make your dream clients feel warm and cosy, not called out on everything they're doing wrong. They should feel cared for and understood. Show people that you were once in the same situation and your services will solve the biggest problems they're struggling to solve. These techniques will make you instantly seem more likeable, approachable, and memorable.
An Appealing Design Aesthetic
If your dream client lands on your site, the first thing they're going to see are the images you've decided to use. All of the visual elements on your website can help you create an instant mood that sets the tone for the rest of the website. This will communicate the style in which you work to create a whole experience for your clients and the services you offer for them. Your website is a chance to express your personality and show what it's like to work with you specifically.
Show Them You Understand
Your website copy isn't all about you, but it is showing your ideal client that you understand two important things that will ultimately convince them to buy from you - and that's their desires and struggles.
When you're talking about the struggles your ideal client faces, there are a few different approaches. Some business owners aren't aware of the struggles they're facing, while others know exactly what they need and are just trying to find the right business owner to solve their problems. Present these problems in a way that doesn't criticize their efforts, but instead commends them for the work they have already put in.
Next, bridge the gap by selling the transformation and opening up the opportunity they have to work with you. Most of the time, it's not just about the money they'll be spending, but the experience they will receive when you start working together. Appeal to the emotional desires your ideal client wants to see from their investment, whether it's physical, emotional, or mental.
Pro tip -
Look at their pain points as "Point A" and their desires as "Point B" - you want to position your offer in a way that effortlessly guides your readers from Point A to Point B.
Make the Content Skimmable
People have short attention spans. When they land on a website, people are looking for something, so give them answers! Break up your text into different sections, bullet points, headlines, and images. Your goal is to make your content easy to understand and consume so that people can remember what's most important as they're scrolling through your website. If your dream client likes what they see, then chances are they will stick around to read more and form an even closer bond with you and your business!
Homepage Goals
Your website is the storefront of your online business, so it should set the tone for the whole website. It should outline the next steps people take to work with you - whether that's to book a free call, view your services, or fill out an application to work with you.
If you want twelve more bonus tips on how to stop staring at an empty screen and start designing a home page that will book you more clients, then take a look at my free downloadable guide that will give you 12 more tips from a real-life example of an awesome website.
This guide is for you if you're over the days of yelling at your computer and hiding your website from the public. If you've spent hours tweaking your website but aren't ever satisfied with how your home page looks, then download this guide to learn exactly what else to do to get those inquiries flowing!
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