129 | 7 questions your website should answer to convert clients
The 7 questions your website needs to answer for your dream clients (if you want them to actually book you)
So many service-based business owners treat their website as a pretty "business card" that lists their offers and packages, without realising it actually needs to sell your dream clients on working with you.
In this episode I'm diving into the 7 questions your website copy should be answering for your ideal clients, if you want them to go from "this looks nice" to "I need this, now".
The questions your dream clients have about your services (that your website needs to answer)
When your ideal client lands on your website, they have a tonne of questions running through their head, and if your website isn't answering them, they're clicking away and hiring someone whose website does!
I've been building websites for service providers for over 11 years, so I've seen this play out more times than I can count. A website that doesn't answer the right questions might look pretty, but it won't convert. So let's dive into the 7 questions your website copy needs to cover…
LINKS MENTIONED IN THE EPISODE:
The In Demand Identity Kit (nail your personal brand foundations in less than 2 hours): https://www.byrosanna.co.uk/in-demand-identity-kit
My website design services: https://www.byrosanna.co.uk/squarespace-website-design
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More about byRosanna (website design & business resources): https://www.byrosanna.co.uk/
1. What exactly do you do (and who for)?
First and most obvious: what is the service you're actually offering? What's the transformation or end result people are buying? This needs to be crystal clear, front and centre on your homepage, so someone landing on your site immediately understands what you do and who it's for.
I see a lot of people (especially multi-passionate business owners) trying to cram everything they offer onto their homepage, but that just confuses people. Pick one core service or signature offer to lead with, and make sure it's specific. "I'm a web designer" is okay. "I build conversion-focused Squarespace sites for coaches" is much better.
The more specific you can be about the result you deliver, the easier it is for your dream client to self-identify and think "oh, that's exactly what I need."
2. How are you different from everyone else who does this?
Your dream client are weighing up their options. So if you don't tell them why you're different (and yes, better), how are they supposed to know?
You have to get crystal clear on your unique selling proposition (USP). What makes your approach different from everyone else in your space? It could be your process, your framework, your years of experience, your unique blend of skills, the specific kinds of results you get.
But it needs to be front and centre on your website, so your dream client understands why they should pick you over someone else. This is not the place to be modest!
3. What's your process and what is it like to work with you?
People want to know what they're getting into before they hit that contact button. They want to know what your process looks like, how you work, what the experience of working with you is actually like.
Your services page is the perfect place to walk people through your signature process. What are the steps involved? What can they expect at each stage? How do you communicate and collaborate?
Paint a picture of what it's really like to work with you, so they can imagine themselves in that position and get excited about it. This is also a great place to showcase your personality and your working style, so they get a feel for who you are as a person.
4. How much is this going to cost me?
The question everyone wants answered and so many service providers are scared to tackle head-on. But if you don't give people at least a ballpark idea of your pricing, one of two things will happen. Either they'll assume you're out of their budget and click away without ever contacting you, or they'll contact you hoping for a cheap deal and waste your time when it turns out you're not in the same ballpark.
You don't have to list your exact prices, but you need to give people a rough idea of your pricing on your website. That could be a starting price, a price range, or even just an application form that asks for their budget, so you can people out.
The goal is to make sure you're only getting on sales calls with people who are actually ready to invest at your level.
5. Why should I trust you?
This is a big one, and it's all about social proof. Your dream client needs to know that other people have worked with you and received great results, so they can trust that you'll deliver for them too. That means showcasing testimonials, case studies, and any other kind of social proof you have on your website.
The key here is to use testimonials that speak to the specific results you got for your clients. Don't just use generic "Anna is great to work with!" quotes. Use testimonials that say things like "Anna's process helped me get clear on my messaging and my website is now converting at twice the rate it was before."
The more specific, the better. And if you can, include photos and even videos of your clients talking about their experience. That kind of social proof is incredibly powerful.
6. What kind of results can I expect?
This is closely related to social proof, but it's more about the tangible outcomes your clients can expect from working with you. What kind of transformation will they get? What specific results have you gotten for other clients in the past?
If you have any kind of data or statistics around your results, this is the place to use them. "Clients I've worked on see an average 30% increase in conversions" or "Clients typically book out their next 3 months after our work together" are the kinds of specific, results-driven statements that get your dream client excited to work with you. Paint a picture of what their life and business could look like after they hire you.
7. What do I do next?
And finally, the call-to-action. So many websites make the mistake of not telling people what to do next, or making it hard for them to take that next step. But if your dream client has read through your website and they're excited to work with you, you need to make it incredibly easy for them to do that.
That means having a clear call-to-action on every page of your website, whether that's "Book a call", "Apply now", or "Get in touch". And it means making sure your contact page is easy to find and easy to use. Don't make people hunt for how to get in touch with you. Make it as easy as possible for them to take that next step.
