How to turn your website into a lead-generating machine

I’ve spoken to many a high-level service provider and coach who are totally killing it in their business, but their website is sat on the sidelines NOT doing a fat lot.

Like, it’s okay but it doesn’t contribute to their business as much as they’d like. Whether that be actually getting them more than 0-4 leads per year, or actually bringing in enquiries that are from the very best-fit, dream clients instead of randos who don’t appreciate high value services and expertise.

But for myself and my clients, we’ve turned our website into best-fit, dream client attracting, lead generating machines.

So your website doesn’t have to be just this static business card you hope people land on. It can be contributing so much to your business by attracting the leads, clients, and sales you want – working in the background while you’re on a call, walking the dog, or taking an impromptu Tuesday off. So how do you actually make that happen? Let’s break it down:

1. Focus on what you (really) want your website to do

What do want people to do on your website? I’m talking beyond “I want people to visit my website and find out more about me”. Like what do you actually want people to do when they get there? Book a call? Fill out a contact form? Buy into your mastermind?

Think of your website visitors like sheep, your website as a sheep dog, and the action you want people to take as the pen. The goal is to guide the sheep (visitors) into the pen (the final action). How is the sheep dog (your website) going to navigate them in the right direction?

It’s important to keep this in mind when planning and laying out your website so you’re not aimlessly putting anything and everything onto your pages in an attempt to pique the interest of everybody. Which brings me to my next point: 

2. Cater your website to buyers first 

Again, so many business owners tend to put anything and everything on their web pages in an attempt to please everyone (in the hope that SOMETHING will get them to convert). Instead of thinking “what do I put and where?” here’s a better question:

“What do I need to put here that’s most helpful to my buyers?”

Buyers being the people who are coming to are website because they’re ready to buy (yes I want you to assume everyone is coming to your website to buy. Trust me, it makes crafting a high converting site much easier!) 

Let’s take our homepage as an example. On this page we want to show off our blog, our services / offers, our work, and about us. What content do you think your buyers would be most interested in? It’s gonna be the place that they can get straight to buying – our services / offers pages. 

I’ve seen so many business owners hide these pages right at the bottom because they think that people need ALL the information before leading up to this page. They don’t. Get them straight to where they want to go and the buying journey becomes SOO much easier (which makes your website feel slick and easy to use…which makes people more likely to buy!)

3. Check your website is talking to the right people. 

If you want to sell your most expensive, high-end 1:1 package and attract more premium clients who pay in full then talking about how “cheap”, “affordable”, and “budget-friendly” you are is not the vibe they’re looking for. Likewise if you’re wanting to attract busy mums but your website is packed with long paragraphs, overly detailed explanations, or talks about “extensive, in-depth processes,” it can feel overwhelming and push them away.

And if your messaging is aimed at one audience, but your dream clients have entirely different problems and desires, they won’t see themselves on your site and click away. Your website should make it crystal clear that you understand your ideal client and have the solution they’re looking for so use the language that’s gonna aligns with the level of service you offer and the type of experience they’re expecting.

4. Ensure your website looks the part

If you’re selling a high-ticket, premium service but your site looks DIY or outdated, it creates doubt. Premium clients are discerning and when they land on your website, they’re subconsciously assessing your credibility, attention to detail, and whether you can deliver the high-level experience you’re promising. If your site doesn’t reflect the standard of your service, the right people will click away before they even see the true value of your expertise.

And even if you’re not selling high-ticket – I’ve heard from many people who’ve clicked off a website straightaway because it looked old and clunky – even when they’re looking to buy a £10 product.

Having a good looking website isn’t about having something super fancy. It’s about showing up as the serious professional you are so your website visitors will actually take you seriously and stick around long enough to buy. 

Want a website that brings in dream clients?

I promise it’s entirely possible to have a website that actually works for your business instead of sitting on the sidelines (I know because me and my clients have one!) Follow the tips above to help make your site more of a conversion machine and when you’re done DIY-ing and doing it all on your own, head to my services to see how I can help you upgrade your website even further.