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Hi, I'm Isabel
People won’t usually remember what you said, but rather how you made them feel. You only get one chance at making a first impression, so it is imperative that your website makes a lasting one. Your website should leave clients feeling like they know you before they have ever met you, that you can solve a particular problem for them, and that you can improve their life.
It’s important to ask yourself, how you want to make your clients feel? What problem are you solving for them? What do you want them to remember most about you? Let’s walk through the most important components of effective website design, so your website sells clients on YOU.
Emotion may not be the first thing that comes to mind when you think about web design, but it’s the most important aspect. There are plenty of people out there who offer similar services as you, so it’s important to establish an emotional connection and leave a lasting impression. Clients make purchasing decisions based on emotion, not logic. By connecting with your visitors and making them feel something, they will become invested in you and trust you.
It is essential that you use the language your client is already using. For example, if someone is interested in trying yoga for the first time, they may be interested, but a bit apprehensive. They want to be able to get in a good workout, relax, or work on those kinks they can no longer ignore. They are coming to you because you understand how intimidating class can be for the first time and you’re committed to creating a judgment-free zone. You want them to feel personally welcomed by you to come to try out your studio so that they feel like you are the one best suited to patiently and professionally walk them through their first experience. Imagine you’re the client. If you want to engage in a relaxing and calming activity, the website needs to set the mood. So before they ever arrive at your studio, you want to make sure everything is easy and stress-free–registering for class, knowing what to bring, and feeling prepared for what to expect.
If the client doesn’t feel that connection with you, they’re going to start comparing you with other teachers based on price. And that’s not what we want; we want them to understand your value and choose you because they feel like they know, like, and trust you.
Why do you understand your clients’ needs better than anyone else? How are you going to make their life easier? How are you going to solve their problem? Don’t leave people guessing. This is not the time to be mysterious. One of the most important things you can do is show and not just tell. Paint a picture for someone, so they can visualize how you are going to help them and why you are the best person for the job. They should clearly understand how you are the one best suited to improve their life.
You don’t want to bog down the content with your life story, but you’re going to want to share a little bit about who you are and why you got into the business in the first place. Did you have an epiphany and realize this was your life’s work? Maybe your family has been in the business for generations and you have grown up knowing this was your calling. Perhaps you realized that life is short and you wanted to follow your passion and share it with others. Let your future clients in on why you do what you do.
People do not read every word you write. We know this, yet we tend to have a hard time cutting down copy to the essence of who we are and what we do. Your website is not an opportunity to share every detail of your business. It is your platform to be informative in a way that is not overwhelming to potential clients. Keep it short and sweet. Informative headings and bullet points are your best friends. If you are having a difficult time cutting down on your copy, develop your elevator pitch and ask yourself if you are sharing too much beyond that.
Once someone has the feeling that you’re the one they want to work with, they need some direction on what to do next. Make sure you include a call to action (CTA). Do you want people to contact you for a free consultation? Do you want them to come to a free trial class? You should include a CTA worded differently on at least every other section on every page, so people feel compelled to follow through and connect with you.
In the interest of keeping things short and sweet, in terms of images make sure they are high-resolution, relevant to the topic at hand, and show emotion. Some great free stock sites to check out are Unsplash, Pexels, and Pixabay. If you’re willing to pony up some cash, paid sites include Adobe Stock or Shutterstock. Don’t forget, your clients should see a piece of themselves reflected back in the pictures you choose, so choose wisely.
Inviting visitors to your website is sort of like inviting guests to your home. They get an insider look into your personal style but remember your style should feel relatable to them. If you want a more relaxed vibe, then your website should feel soothing yet professional. If you’re going for an elite feeling, your website should be inviting, but regal.
If you have people coming over, you may run around the house cleaning up any extra mess or clutter. Your website should also be tidy and not overwhelming. You wouldn’t paint every room in your house a different color. Your website is no different. Stick to two or three font styles and one main website color with one accent color. If you want to add more colors, make sure you’re choosing shades in the same color family so colors don’t clash or feel overwhelming.
You’ve gone through the list and checked all the boxes to build a professional website reflective of you and your business. Now it is time to take a step back and for a moment imagine yourself as your ideal client. Ask yourself the following questions:
What am I feeling as I look through the site?
Is this website clean, organized, and does it flow?
Are my big questions answered?
Is it easy to sign up, register, or find contact information?
Is the site easy to navigate?
Do I see myself reflected in the images and the wording on the site?
Do I feel like you are the best person to help me?
Most importantly, don’t forget this is your business and your website should be an extension of who you are. Don’t feel like you need to copy what everyone else is doing. But be sure to set the right expectations, so your clients feel like they are making a connection with someone who truly understands who they are and what they are going through.