How to create more website ease for your potential clients

More than anything, I’m sure the main goal of your website is to make it an easy experience for your potential clients and customers. The last thing you want them to feel is confusion: that they’ve entered into a rabbit hole of information, or have them wondering, “what was the reason I came to this website?”.

An easy experience for them is sure to bring in more leads and an increase in sales. And we all want and deserve that, right? So how do you achieve this sense of ease, while still delivering enough information for your client to be educated about your services?

I’ve compiled a list of tips to help you put more ease into your website.

Treat your homepage as a summary of your website

I like to design homepages for my clients that act as summaries of their websites, including my own. When a potential client lands on my website, they receive a quick overview of my main service, a short ‘About me’ section, a spotlight on my latest projects, and a blog post feature area.

These short and sweet sections provide a quick overview of my main website pages and enable my reader to quickly choose where they want to travel to next.

You’re not going to know for sure why someone has landed on your website – maybe it’s to listen to your latest podcast episode or to read more information about your main service before they get in touch. Providing short sections for them to quickly join the dots from their initial intention to the destination provides so much ease.

And don’t forget to clearly explain what you do and who you do it for right at the top of your homepage. Showcase this so no one has to scroll to find that out.

Uncomplicate your main menu

Often it’s a website’s main menu that offers so much confusion. Here’s some quick tips on how to uncomplicate it.

• Use clear language – your main menu isn’t a place for abstract words
• Include pages that your audience will expect to find in your menu, such as ‘About’ and ‘Contact’
• Limit the number of submenu items you include in your menu. Not every page of your website needs to feature in your menu; some pages you could add to the footer area of your website as quick links. ‘Shipping info’ is a good example of this.

Map out the journey you want your clients to take

It’s time to put yourself in your client’s shoes. They’re interested in one of your services and they’ve heard good things about you from a trusted friend. They naturally go to your website to find out a bit more before they take the next step.

1. First they land on your homepage.
2. Then they click on your ‘Find out more’ button that’s conveniently located on your homepage in your short Services section.
3. They then read through a series of sections on your Service page – this one page provides enough information about the service and the outcomes they can expect. There’s also a testimonial or two that further explains the service but in someone else’s words. There are also FAQs just in case they feel that some things are unclear.

And then what?

Have a clear direction you want your client to take. Use clear language to communicate this and a big button that they can click. Some great logical next steps are:

• Get in touch
  They get directed to your Contact page.

• Schedule a free discovery call
  They get directed to a page that has your scheduling app (such as Acuity Scheduling, Calendly) embedded so that they can easily select a time when you’re available.

• Fill out your client questionnaire
  They get directed to a page that has a detailed questionnaire on it.

Think about the best destination for your client to land on that will entice them to take that next step. Make it easy for them to express their interest in your service.

Easy. Simple. Straightforward. That’s the main aim of your website. A few tweaks to your website and it can be achieved.