One of the biggest frustrations I hear from clients when they come to me for help elevating their websites is that their current website isn’t attracting their ideal client.
They feel like they’re working hard on their marketing efforts and their online visibility, but the people who get in touch just aren’t a good fit.
Maybe they’re looking for services you don’t offer. Or they can’t afford your services. Or maybe they just don’t have the kind of personality of a person you want to do business with. Whatever the reason, they’re not your ideal client.
If this sounds like you, then I can almost guarantee that you need to do some work on elevating your website. The problem is that the image you’re putting out into the world isn’t aligned with the business you want to create.
So, I thought it would be helpful to share 5 reasons your website isn’t attracting your ideal client. Read these over and make the changes and I’m sure you’ll start to see a shift in who gets in touch with you.
1. You’re speaking to everyone
You may have heard the quote that if you speak to everyone, you’re speaking to no-one and it is 100% correct. Your website copy should speak directly to your ideal client. You should have a crystal-clear understanding of who your ideal client is so you can address them directly on your website. You need to know what their main problem is and how you are uniquely able to solve that problem for them through the services you offer. To find out why you should niche down click here.
2. Your portfolio doesn’t reflect the kind of work you want to attract
It’s your portfolio that helps your ideal client understand the kind of work you do. If you’re an interior designer, for example, your portfolio is what helps potential clients dream about what their home could look like should they choose to work with you. If you want to attract full service interior design projects, then don’t put color consultation projects in your portfolio. Ensure your portfolio only illustrates the kinds of projects you want to attract. And, remember, less is more. No one is going to hire you because you have 50 projects in your portfolio. To find out more about what makes a good portfolio page click here.
If you’d like to learn more about your portfolio and how it can be a powerful sales and SEO tool for your business, join the Interior Design Society and watch my presentation to the virtual chapter on this topic.
3. Your branding doesn’t appeal to your ideal client
As a service-based business, it’s essential that your potential clients feel they know, like and trust you. It’s vital that you have your brand foundations established. You need to express your brand values so your audience understands the beliefs you uphold and how you operate your business. You also need to know what makes you unique – clearly explain why a client should hire you over someone else who does exactly the same thing. Sharing this information on your website will help you attract the kind of clients who would be a great fit to work with you.
4. Your site doesn’t visually appeal to your ideal client
The visual elements of your brand set the first impression that your audience gets of your business. It’s important that you catch their eye and make a great first impression. Your brand visuals need to appeal to and resonate with your ideal client. From your logo, to your colors and fonts, to your images, they all need to set the right tone for your business and match the personality of your brand. They need to create the kind of experience you want to deliver. You want to make sure all of the visuals on your website are sending the right kind of message to your audience about what kind of business you are and the kind of people you want to work with.
5. Your pricing doesn’t match your ideal client
Once you understand who your ideal client is, you’ll want to create your offerings with their needs and budget in mind. If you are an interior designer and you want to attract the high-end, luxury client, you need to make sure that your services are priced to match what they would expect to pay. And, more importantly, you need to ensure that your client experience matches that price point.
Remember, brands evolve and change. This is who your businesses is now – but you can make changes and updates to your website as needed.
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If you’d like to start the conversation about working together, please fill out the client application form and I will be in touch to schedule a complimentary introductory call.