#1 – Acknowledgement of your dream clients (yes, they're reading). You should be acknowledging your ideal clients in very targeted ways throughout your entire website. Say goodbye to general copy that could be catering to anyone and hello to specific copy that hooks in your ideal readers.
#2 – Case studies. These are often more powerful than testimonials because they go more in-depth about how your services helped each client and the results they experienced.
#3 – Social proof. Whether or not you have case studies, you still need testimonials. These can be written reviews from a questionnaire, reviews linked from your Yelp page, or even video testimonials (which are proven to boost conversion rates by up to 56%)!
#4 – Your process. Your competitors likely have the same, if not very similar services, so it's important to describe your process/methodology and what potential clients can expect while working with you. Be sure to mention any customization opportunities, calls, questionnaires, and the timeline.
#5 – Pricing. No, you don't need an itemized list of every single service, but a basic starting price or pricing range will help readers identify whether or not they're able to afford your services.
#6 – Lower-level offers. You're probably thinking: Alicia, not all of my readers will be able to afford my services. That's why I always suggest having a lower-level offer that gives them value while they're not yet ready to engage in your full services. Your services should be able to meet your clients at wherever they are in their journey - some may want your highest level service and others may just be dipping their toes in for a strategy session.
#7 – Pipeline feeders. I think I just made this name up, but what I mean by this is that you need something feeding your pipeline. This could be a weekly newsletter (hello) or a freebie that your readers can download.
#8 – A story about your business! This is always my favorite part of writing a website. Storytelling sells, and IMO, you need a story about what inspired your business to come to life. It should show readers that you've been in their shoes and understand their pain.
#9 – Relevant keywords & phrases. You don't need to be an SEO expert, just use some free tools (like UberSuggest or Answer the Public) to find out what your dream clients are searching and use those keywords & phrases throughout your copy. More specifically, be sure to use them in your image text, page titles, and headlines.
#10 – A cohesive brand voice. Be sure that your entire site feels like it's the same person talking. You want your entire tone/voice to be cohesive throughout so that someone feels like they're in someone's home (AKA your business' home, which is your site) while browsing.
Now First name / friend, I'd LOVE to know what else you think your website needs that I didn't mention here – hit “reply” to this email & send me your thoughts, whether you have a question about the ten items I shared or have something to add!
