There are many factors to consider before designing a website for your service-based business. In this article, we will discuss the major decisions that must be made - and give examples of high-converting websites in many industries.

Before you begin, it is important to have a branding strategy backed up by market research of your target audience. Logo, color palette, font choices...all of these should be researched and the choice made before you hire a web developer.

While there are some full-service marketing agencies out there - who will do this research for you and help design a brand style board for your practice, the majority of web developers don’t have a clue what YOUR patients like or dislike, and are only guessing what will make them respond.

Think of it this way - if a primary purpose of a website is to attract new patients or clients, you had better know what seems ‘attractive’ to them! 

Business Coach Sarah Nadler Talks About Using A Website To Generate Sales

For those who are new to the blog, Sarah Nadler is a business consultant & certified Life Coach with twelve years of experience helping clients reach relationship, career and Big Hairy Audacious life goals. Her work has been featured on Enterprise Podcast Network, ABC, Fox News, NY Weekly, and her latest book Walking Past Expectations was rated #6 on Lifney's list of Best Books to Read On The Beach This Summer 2019.

Logic Makes People Think...Emotion Makes People ACT.

Have a think around what emotions you would like to evoke with the imagery & copy (words) on your website. Different demographics have different responses to the same colors, fonts, words and ideas. Know before you go = use surveys to determine your target audience’s response to a particular branding design.

Once you have your branding, the next step is to plan out what you want your website to DO for you. 

A website that is a robust sales funnel for your practice will look very different than one that is simply very pretty. The balance of aesthetics and functionality is struck by having a solid plan beforehand.

Must-Haves For A Business Website

Here are some options to consider:

• A short website address (less than 15 characters and easy to remember)
• Professional design that matches your brand
• Call-to-action button above the fold

The ‘fold’ is the point on a webpage where you must scroll down to see more. Having an enticing offer and call-to-action button above the fold is one of the most important marketing strategies you can use.

In the example below - see how the short call-to-action provides a powerful incentive? And the two call-to-action buttons help filter the user in the right direction.

Other must-haves for a business website include:

• Clickable phone number at top of homepage
• Owner's name and keywords on homepage
• Home page directs people where to go
• Place to collect names & contact info
• Mobile friendly
• About Us page with staff photos
• Testimonials from happy clients/patients
• Lots of photos / use of video
• Details on press mentions or awards you’ve won (trust signals)
• Contact us page
• Social media links

While all reputable web developers can make you a website that checks all these boxes, the real proof is in the conversion rate:

CONVERSION: The percent of users who take the action you desire.

When website visitors convert, they request an appointment, click on your phone number, or otherwise indicate a desire to schedule with you. 

Find out the conversion rate of your website, and if it is low (<2%) make sure the above must-haves are present!

Passive Income Streams

Once you have that website built, and are attracting customers regularly...the next step is to consider adding passive income to your repertoire!

There are several ways your website can become a source of passive income for you and your business. An online shop is one. Ecwid is an easy-to-use online store platform that can integrate right into your website and help sell physical or digital products. Have a look at your business currently - is there a way you can benefit from an online store?

Another way to make passive income from a website is with an online course. In 2020, e-learning is a $200 billion dollar industry and growing! By packaging up what you teach clients into a Signature Program, you can sell your knowledge as a scalable asset of your business.

I have four online courses, some completely digital, others that include 1-on-1 consulting or coaching sessions with me. In my Business-Builder Program, I teach entrepreneurs how to grow a lifestyle business. I also have a popular Get Married, Stay Married Program for couples who want to strengthen their relationship, The Financial Journey Program where I partner with my hubby Ben to bring financial services to small business owners, and my Bookpreneur Program where I help self-published authors promote themselves!

No matter what talent you have, there is likely a way to package it up and teach others.

Adding Trust Signals (The Secret Sauce!)

No matter how good your products or services are, if people don't see trust signals on your website, they won't buy from you. Harsh but true!

I struggled with this for a LOOOONNNG time, until I finally got trained in sales and realized that TRUST was the biggest missing ingredient in my business.

I thought I just had to be trustworthy, and then people would trust me. Not true.

You have to PROVE you are worthy, before people will trust you!

It's all about having incontrovertible, foolproof, 100% reliable EVIDENCE.

Sad, but true.

What would make YOU trust someone? If you had never met them, would you buy from them? Have a look at your website, and then take a look at the websites of people you buy from. If they don't match, what's different about them?

Trust signals can include pro photography, "I get you" language, and skilled graphic design.

But it also includes testimonials, Google Reviews, and 3rd party endorsements.

By adding these to your website, you've now got the secret sauce that will help customers believe you ARE the right person to help them with their struggles! And that is how you make a website that converts.

xo
Sarah