The best websites don’t just look good. They help the right people make a quick decision.
Your dream clients are busy. They might be looking at your website while checking emails, on a call, or in between meetings. You don’t have long to show them that you understand what they need and that you are the right choice.
So, what does your website need to do?
Show them what changes for them
People want to know what life will look like once they work with you. Will they finally stop worrying about their accounts? Will they have more time to focus on their own clients? Will they stop missing out on opportunities because their site feels out of date?
Paint that picture for them.
Use the right kind of proof
Your visitors are looking for reassurance. But “great to work with” testimonials won’t be enough. They want to see that you’ve helped people like them, facing similar challenges.
Think about what proof matters to your clients:
- A solicitor’s website could show how many people contact them each month.
- A charity’s site could highlight how easy it is to donate or get involved.
- A consultant’s site could display testimonials that speak to their expertise and credibility.
Proof like this helps visitors feel confident they are in the right place.
Be clear and confident about pricing
People respect clarity. If your pricing is hidden, or if you look uncertain about your value, they may lose confidence. The right clients expect to pay for good work.
Being upfront about what is included shows confidence and helps build trust.
Show you understand their idea of success
Success looks different for everyone. For some, it is a steady flow of new enquiries. For others, it is looking credible enough to secure bigger contracts. For charities, it might be about encouraging more supporters and donors.
Your website should show that you understand what matters most to them.
Look like you take your own business seriously
Your website is part of the first impression. If it looks neglected or out of date, visitors will assume you will treat their needs in the same way.
A modern, cared-for site shows that you value your work and can be trusted to look after theirs.
Your ideal clients make decisions quickly. If your website shows you understand them, provides the right kind of proof, and looks professional, they will choose you.
If it does not, they will move on before you even know they were there.
Does your website do this? If not, now might be the right time for a change.