Do You Need a Pretty Website?
Discover 3 Ways to Convert Clients Without Spending Time Or Money Designing The “Perfect” Website
Without a doubt, every health and wellness business needs a website to leverage networks for faster business growth.
Whether you’re selling coaching services online or you’re offering patient services from your physical clinic, having the right website for it is extremely important to growing your sales.
Most business coaches advise to “build your brand” or “build an online presence”… and many health professionals take this advice to heart, deciding to invest heavily in creating a polished image.
As reported by Borrell Associates, even small and medium-sized businesses take this advice seriously, seeing a large allocation of budget spending into making their websites look pretty.
So, do pretty websites actually convert better than ugly ones?
Not at all.
Some of the highest-converting pages on the internet are black Arial text on white background. Take this example from the bestselling author of Stop Your Divorce!, Homer McDonald, who sold piles of books with the help of a plain sales page:
Or this example from TruthAboutAbs.com, that draws you in with tantalizing promises:
The reality is ugly websites convert just as well…
If not better than the prettiest websites!
So what’s the common denominator in a high-converting website?
… it’s a crystal clear message!
And in this article, we’ll help you with your messaging by examining the three critical errors most pretty websites make and how to fix them!
The Three Critical Flaws Pretty Websites Make (And How to Fix Them!)
Critical Flaw 1: Failing to Target One Market
Focusing on too many target markets (or none at all) won’t make your message resonate with anyone.
Take Emerging Life Coaching’s website for example, which vaguely addressed anyone who’d be interested in the program:
According to The Deloitte Consumer Review, customers are attracted to personalized products or services:
THE FIX
The first step to creating a clear message is to identify who is your target market.
Check out the copy from Anya Perry Coaching, with a clear and specific target market; high-achieving women who are finding it hard to balance work/life:
Knowing who your target market is and calling them out on your website draws their attention and lets your people know “this is for me!”
Now, once you get their attention, you keep it.
So make sure to avoid the second critical flaw most pretty websites make…
Critical Flaw 2: Failing to Speak to One Desire or One Pain Point
It’s no secret that emotions influence your ideal client’s buying behavior.
In fact, 95% of our purchase decision-making takes place in the subconscious mind.
Don’t make the mistake of discussing too many of your target market’s desires or pain points. Jennifer Dawn’s Business Coaching sales page could do a better job of speaking to one desire or pain point, but instead jumps straight to the program and her experience as an experienced coach:
Customers easily conclude that your product or service is not for them when you don’t speak to one desire or pain point they have.
One is the magic number here. Your program may solve many problems but focusing on one in your copy makes the promise more realistic and attainable.
THE FIX
Identifying which problem or desire to focus on is easy if you avoid critical flaw #1 and do your research!
Here’s a GOOD example from Amber Haider Coaching, who you can’t help but nod and say, ‘Yes, that sounds like me’ when she talks about her prospect’s inner turmoil:
Empathizing with your customer’s desires/pain points will help you gain their trust...
Following a call to your target market and their emotions, it’s time to seal it with the action you're looking to achieve...
Critical Flaw 3: Failing to Provide One Clear Call-to-Action
The last thing that pretty websites are guilty of is offering too many call-to-action buttons, confusing potential clients, and end up leaving your websites without conversions, like this example from Barrecore:
Hard to find (or no) call-to-action buttons would frustrate customers who were swooned over your web copy, and end up leaving your site as well, like this example from The Movement:
THE FIX
Being clear on who your target market is and their desire/pain point includes being crystal clear on the action you seek from them.
Whether it's an inquiry, a booking, or a sale for your supplements like this one from Gunnar Peterson:
Or even a waitlist just like Anya Perry Coaching:
Your website must provide clear instructions on how to take action.
And that means removing distractions like unnecessary options in the navigation menu or competing "learn more" buttons.
Handing the Pen Over to You!
You don’t need a beautiful website to convert a client!
What you need is to establish a clear message first, and to do these you must:
Target one market
Speak to one desire or pain point
And provide one clear call-to-action
Now, of course, you can have both! Use these to inform your web design afterward…
But focus on your message first… book those calls… make some sales, and grow your business… and reinvest those funds on a beautiful design and branding!
Need Help with Presenting a Clear and Powerful Message on Your Website?
I’m confident that I could help you get some clarity on your copywriting and marketing strategy pretty quickly.
No pressure, no sales tricks.
I love connecting with health and wellness professionals for short calls offering up my expertise to:
Build up my network
See if I can help anyone on a longer-term basis
To just get out there and serve (I’ve found that good things happen to people who put service first)
If you’re interested in having a chat, you can select a time that works for you by clicking the button below to book your call!
