3 Things you *Don’t* Need on your Website to Book Clients

Introduction

This is an excerpt from Delightful Sites — a weekly email series helping therapists, coaches, and entrepreneurs build sustainable, values-aligned businesses, through the power of website marketing. 💐

Raise your hand if you’ve ever spiraled over the color palette on your website, or spent way too much time rereading the same page over & over again, trying to troubleshoot why it feels “off”…

👋🏽 Hello, my fellow over-thinkers / perfectionists / deep-processors! I see you.

When building a website, it’s common to get stuck in decision overwhelm. 

Should I pick this color or that one? 
What info do I put on each page? 
How many pages do I need?

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👉🏽 As a website strategist, I spend a lot of time studying (& building) high-converting websites. 

By high-converting, I mean websites that not only look good, but also work well, converting visitors into clients & helping you build the practice that you want.

My conclusion, in a nutshell, is that simple is strategic. Most high-converting websites are simple. Straightforward. Streamlined. 

So, let me help you disrupt decision overwhelm, and get clear on what you DON’T need on your website in order to book your next client.

You don’t need:

✖️ special effects, like flashing text, magically-moving images, or anything involving code or a computer science degree

Special effects can add extra fun to your website — but it’s not a dealbreaker if you don’t have them.

✖️ the most unique & fancy logo in the world

Your logo is part of your business’s visual identity — but I don’t want you to feel like you need the most show-stopping design on earth. Because a logo is rarely the defining factor in clients’ decision to work with you.

If you want to keep things simple: a text-based logo – the name of your business in a readable, aesthetically-pleasing font — works perfectly well.

✖️ your whole résumé

For your “About Me” page, it’s not necessarily strategic to list every single work experience, training, and certification that you’ve ever received. There’s nothing wrong with including that information, of course, & it can certainly add to credibility… but most clients would rather actually get to know you (your heart, your personality, your unique voice), rather than read your résumé. 

Instead of only listing a résumé that tells what you’ve accomplished… I’d prioritize intentional copywriting that allows your website visitors to feel who you are.

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Now that we’ve covered what you don’t need for your website (which hopefully clears some items from your to-do list), let’s talk about what you do need.

To book right-fit clients, your website needs:

✔️ design that feels good & is easy to navigate (AKA: non-overwhelming, sensory-soothing visual experience)

The design of your website is a preview of how it feels to work with you. If you exude calm, your website should exude calm, too.

Design should support the functionality of your website as well — with clearly-labeled headings, page titles, & other visual elements that make it easy for website visitors to go from point A to point B. 

A smooth visual experience means that fewer people click away in distraction/frustration/overwhelm — & more of your right-fit clients actually stay on your site long enough to contact you.

✔️ words that connect & build trust

The copywriting on your website should speak directly to your ideal client, showing them (not just telling) that you understand their struggles & why you’re qualified to help them.

✔️ a clear CTA (Call to Action)

Every high-converting website has a CTA. Think of it as a sign on the road, pointing visitors to the next stop on their journey – book a consult with Elizabeth. 

The call to action should appear in your website header, footer, & on every single page, as an eye-catching button or link.

Don’t worry about being “too repetitive.” When people are browsing websites, their brains might be distracted & skimming — so a repetitive & highly visible CTA actually increases clarity & makes it easier for them to take the next step.

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Wherever you are in your website journey, remember: simple is strategic! 

What are you prioritizing on your website? 

What are you letting go of? 

You’ve got this,

Liz

Need an expert perspective on your DIY website project?

👉🏽 Book a website audit with Liz.

I’ll provide personalized feedback on your site, and you’ll leave with 3+ actionable steps to improve your design, copywriting, and SEO. 

Ready for an unforgettable website that attracts ideal clients with ease?

Whether you’re starting from scratch or revamping your existing website, I’ve got you covered. Explore website packages (done-for-you web design, copywriting, and SEO services) — so you can have a website that saves you time & energy, markets for you 24/7, and makes you feel great about your online presence.

👉🏽 Book an intro call for a website project with Liz.

Liked this blog post?

It’s an excerpt from my newsletter, Delightful Sites — a weekly email series helping therapists, coaches, and entrepreneurs build sustainable, values-aligned businesses, through the power of website marketing.

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