How to refine your website based on what’s already working

Tips

Mar 30

The website building process can be really overwhelming with the amount of inspiration there is out there. Whether you’re intentionally looking for ideas, or you just stumble upon a website that inspires you, it’s really easy to compile a long list of things you think your website *should* have. But, a big list of should-haves will slow you down and complicate your process, which may be holding you back from what your website should actually be doing for you. Your website should showcase what you offer clearly, in a way that’s intriguing to your ideal client, and show them the exact first step in working together. An important part of my website design process is sifting through all my client’s ideas and focusing in on what’s actually working for them, and I want to show you how you can do this before you even chat with or work with a designer.

What services or offerings are working well for you?

Your definition of “working well” could be many different things. Maybe there’s a lot of demand for the service, maybe you really enjoy providing this specific offering, or maybe it brings in a lot of revenue. You might not even have a packaged offer yet, but there could be a lot of interest in or demand for a specific area of your expertise, or maybe you have been testing a few different services that have really been gaining traction. Pin point one or two aspects of your business that you could dive deeper into developing and showcasing to your audience.

How to apply this knowledge to your website:

These are the services that should be prioritized on your homepage, on their own page, or a sales page. Make sure that you provide the following details in one of those places:

Exactly what the service includes (deliverables to the client, timelines, schedule, location)
The results that the client can expect (what problem do you solve)
Portfolio examples (if applicable)
Testimonials or reviews (if you have them)
The first step to take if you’re interested (submit inquiry form, book consultation call)

What lead generation methods are working well for you you?

This could be referrals, Instagram, Facebook groups, Pinterest, LinkedIn, in-person networking events, cold emailing or calling, the list goes on. Figure out which methods of lead generation have been bringing you the most inquiries (even if it’s only a few), and also think about which ones haven’t brought you any new business.

How to apply this knowledge to your website:

Where people are coming from can inform your website layout. Think about the first interactions you have with most of your leads, are people emailing you because a friend gave them your email? Are they DM’ing you because they just found you on Instagram? Are they clicking on a link to your website because you posted in a Facebook group? Think about where your leads are coming from and what information you want to provide them when you respond and they click the link to your site. If you’re a personal brand, you may want to introduce yourself first. If you’re a creative, you should lead with your portfolio. If you’re a Naturopath, you should lead with your specific services and credentials.

What services or marketing methods are taking a lot of energy with little results?

This can be a hard question to answer and admit to ourselves, but this is a great way to remove the fluff! Instead of wasting energy on showcasing services that aren’t producing results, or putting energy into marketing that just isn’t bringing in business, why not double down on the things that are working?

Focus on a really killer sales page for the service that brings you the most results. Focus on the user experience that your new leads have based on how they are finding you. A minimal about page or about section on your homepage may be all you need. If your blog isn’t bringing in traffic, helping your audience or clients, stop wasting time on it. By focusing on the things that are working, you can then bring in a few exciting design elements or effects to emphasize those things and really boost your results!