3 reasons why your website isn’t attracting your dream clients
Are you finding it hard to attract and book your dream clients? Perhaps you’re getting consistent enquiries and bookings, but just not with the kind of clients you’d hoped for. If this sounds like you, then I feel ya there sister! I’ve been through the same struggles. I remember thinking my dream clients were some kind of mystical unicorns that I’d never be able to reach. But over much research, trial and error, there are a tonne of website tips and tricks I’ve picked up along the way. One thing I will say is there’s no hard and fast rule to cracking this code. There are sooo many facets that go into finding and booking your dream clients. Now, to ensure this doesn’t turn into the world's longest blog post, I’m going to focus on 3 key mistakes to avoid on your website so you can start attracting and booking more of your dream clients today. Let’s go!
1 | Your messaging isn’t clear enough
If you want to attract your dream clients, you’ve got to keep your messaging clear and simple. If you try and pack in too much information to each page, it’s going to confuse your visitors. This is not what we want! Attention spans are short, and to connect with your dream clients, you need to draw them in with short, simple headlines that instantly connects and communicates exactly what you have to offer them. Keep it simple, straightforward and remember to keep it clear over clever!
Try to make each website page skimmable. Break up your text with bullet points, headlines and images. The goal is to make it easy to understand what the content of each page is about, just by quickly scrolling through and reading the headlines, skimming the text and viewing the images. If your dream client likes what they see - they’re going to stick around to read more of what you’ve got to say!
A great first step would be to create your brand bio statement. In case you’re wondering, your brand bio is a short, concise statement (no longer than 2 sentences) that summarises what you do, who you serve and how you add value for your customers.
If your dream client landed on your website today - would they be able to figure out what you do, who you serve and how you add value within 5 seconds? If not - it’s time for a re-think. Now, give this quick exercise a go:
Write down:
What you do
Who you serve
How you add value
(Tip - When writing down how you add value, always keep your dream clients top of mind. Think about how you’re different to others in your industry, what problem you solve and what key result can you get for your dream client.)
Here’s an example of my brand bio! You can view it in action here.
What you do: Standout Squarespace website design & branding
Who you serve: for unique small businesses that don’t do normal.
How do you add value: Want to raise your rates, book more of your dream clients, and have total confidence and clarity around your brand? Well, you’re in the right place!
PUT THEM ALL TOGETHER AND WHAT HAVE YOU GOT?!?
Standout Squarespace website design & branding for unique small businesses that don’t do normal.
Want to raise your rates, book more of your dream clients, and have total confidence and clarity around your brand? Well, you’re in the right place!
BOOM! Now you’ve got your brand bio sorted - you can start using it everywhere - use it right at the top of the homepage on your website, use it on your about page, services page, include it on introductions in your freebies and all other content you put out. Consistency is key here! The more you tell your dream clients exactly what you do, who you serve and how you stand out - the more you’ll build trust, credibility and stay top of mind.
2 | You’re not speaking directly to your dream clients
It’s all very well having clear, simple messaging, but if it’s not resonating with your dream clients, it’s not going to be effective and they’re not going to stick around on your site for long. My biggest tip for you here is to make sure you understand your dream clients biggest pain points and desires. If you look at their pain points as ‘Point A’ and their desires as ‘Point B’ - you want to position your offerings as the solution to help them get from Point A to Point B.
Not sure how to get this information? Do your research and have real conversations with people that fall into the category of your dream client. Here are a few ways you could do this:
Contact past clients who fall into the category of your dream client - ask them if they would mind hopping on the phone to chat, or send them a short survey to fill out - you could even offer some kind of incentive for them to encourage them to get involved.
If you have a social media audience - ask them questions about their biggest pain points - this could work well via Instagram stories using the polls feature. If you wanted to take it a step further you could reach out directly to some of the people who respond. I find voice messaging is a great way to build a connection and add that personal touch when DM’ing my audience. If the conversation starts to flow, invite them to hop on a short call to chat more.
Ask questions in relevant Facebook groups where your dream clients hang out. Try using the search feature to look for keywords relating to your specific topic and see if you can find any conversations that give you some insight.
If you’re fairly new to business and aren’t clear on who your dream client is - think of a friend or colleague who you’d love to work with and base all of your findings on them - bonus points if you ask them some questions in person!
So, tip no.2 is twofold. As well as understanding exactly what your dream clients needs are, you can also speak directly to them by choosing your words wisely on your website. Here are a few tips I have for writing copy on your website that speaks directly to your dream clients:
Write to one person (aka write only to your dream client!)
When crafting the copy for your website - imagine you’re sat down having a conversation with your dream client over a coffee. Yep, literally, like your having a 1:1 chat with your no.1 dream client. Now write all of the words like you’re speaking directly to them. The goal here is to make your dream clients feel taken care of and understood. This technique will make you seem instantly more approachable, memorable and likeable to your audience.
Create a dream client word bank
Another great way to build an instant connection with your dream clients is to create a ‘dream client word bank’. This is a document where you write down key phrases and words that your dream clients tend to use. Take a peek at their social media profiles and comments on Facebook groups and write down any recurring words and phrases that crop up. Think about the tone and general vibe that would connect with them the most too. Once you’ve done this step, read through your current website text and scatter in some of these phrases to help build a connection with your dream clients.
3 | Your images and visuals don’t appeal to your dream client
This simple tip is so key! If your dream client lands on your site - the first things they’re going to see are your images. All of the visual elements on your website can help to create an instant mood and communicate the kind of style, services and personality that your business has to offer. This simple trick could be the difference between your dream client losing interest and clicking away from your site, or lapping up your content and becoming a loyal customer!
Here’s an example:
If you’re a portrait photographer that wants to focus on serving people that want fun, high energy photoshoots - make sure you choose photos that reflect that on your website. Sure, you can include other work too, but make sure the main images on each page show the style of work you want to focus on. Not worked on any fun, high energy shoots yet? Set up a photoshoot yourself and get some shots in the style you really want to work in! As well as your photos, think about the colours and graphics on your site too - are they reflecting the fun, vibrant tone your dream clients are looking for?
If you’d like some more guidance around how to pick a colour palette that connects with your dream clients - download my free brand discovery workbook and read my blog post about how to create your own simple brand roadmap.
And there you have it! 3 reasons why your website isn’t attracting your dream clients.
Let’s summarise the key points covered:
Your messaging needs to be clean, simple and valuable to your dream clients
Get clear on your dream clients pain points and desires and position your offerings in a way that helps them solve those pain points
Write your website copy like you’re having a 1:1 conversation with your dream client, use phrases that they would use
Make sure you choose images, graphics and colours that would appeal specifically to your dream clients
If you’d like more guidance around exactly what to include on your homepage - download my free anatomy of a dream client converting homepage below!
Grab YOUR COPY NOW!
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