Once upon a time, all websites read like a resumé...
They were written in third person.
They shared credentials, certifications, and achievements.
They were polished, formal, and very professional.
And they were incredibly boring!
At the time, this made sense. That was the culture. Websites were digital brochures, meant to inform, not connect. As long as the right boxes were checked, the job felt done.
But websites have evolved, and so have the people reading them. Today, a website isn’t just a place to list what you do. It’s often the very first interaction someone has with you. And first impressions matter.
Because people buy from people they like, know and trust.
Yes, you have worked very hard building your knowledge and expertise. Those credentials took real effort to achieve, and you should be proud of them. And there is nothing wrong with sharing these details on the pages of your website, but if you are making them the focal point, you are probably missing out on connecting with some amazing clients.
If you take nothing else from this blog post, here is one thing I want you to remember...
People aren’t coming to your website to be dazzled by a list of accomplishments.
They want to know how you can help them!
What Your Dream Clients Are Really Thinking...
Your training, experience, degrees, certifications and all the qualifications you have achieved matter. They are what make you so good at what you do, but your dream clients don't understand what they mean, or why they are important. And they definitely aren't thinking...
"WOW she has the (XYZ) certification! That's it! ! I must hire her!"
When someone lands on your site, they’re not analyzing your career history, they are looking for answers to their questions. Some questions they may not even know they had until they see the answers.
Questions like...
- Do you understand what I need, or what I’m going through?
- Have you done this for others?
- Will your process work for me?
- What do others say about you?
- How do I get started?
When you can answer these questions, by simply having a conversation with your dream clients through the pages of your website, you are doing more than sharing how you can help. You are create a connection that helps your visitors start imagining what it would be like to work with you.
When your website visitors can imagine working with you, they are much more likely to click to connect with you, rather than clicking away.
Your website is a conversation with your dream clients
It should speak TO them, not AT them.
Rather than focusing on all the things you do to make the lives of your clients better, consider for just a moment taking your website visitors on a journey.
Start off by being relatable. Show that you understand what they are looking for, in a way that sparks imagination. For example, you could say...
"We provide interior design for your home."
You could say...
"Interior Design that speaks to your personality and vision, bringing balance and down-to-earth comfort to every facet of your home.
Share how you help, in a way that is focused on them. Rather than saying something like...
"We aim to deliver quality craftsmanship and lasting results."
You could say...
“You want the job done right the first time, without babysitting the process or second-guessing every decision.”
Don't abandon your knowledge and experience.
This is what makes you the go-to expert they are looking for, so of course you want to share that you have what it takes to get the job done. You simply need to reframe it. Instead of saying...
“I have 15 years of experience in..."
You could say...
"After 15 years helping clients with…. , I’ve learned that what works best isn’t always the trendiest option. It's the one that aligns with your actual life.”
Make it easy to get started.
Yes I know you have a stand out link in your menu for clients to click and get started, but that 1-3 second scroll is enough time for them to second guess their decision to connect. Plus, people don't reach out on a whim typically. They need and want to feel inspired.
Make the next step easy to find, and hard to ignore. Here is what I recommend...
- Make the button stand out rather than blending in...
- Use inviting Microcopy that inspires action
- Place it where they’re most inspired to take action.
Here are two buttons with the exact same function, but very different messages...
This is what turns “maybe later” into “yes, please.”
Your website doesn’t have to boring.
The goal of your website is not to impress your visitors, or overwhelm and intimidate them. it is to create a connection so they feel comfortable, ready and eager to get started working with you.
So make your website sound like you, and let your personality shine through. And if this is a struggle for you. If you feel like your messaging just isn't creating the connections you want, book a call with me and let's talk about the possibilities.
DIYing your website and feeling a little lost?
Just because you are a busy doin' it all pro doesn't mean you have to figure everything out on your own! In my FREE RESOURCE LIBRARY (yes you read the correctly) I share my secrets! Here you will find courses, templates, resources and more!
