Improving your website doesn’t have to be time-consuming or expensive. The 10 ideas below will enhance your site & get it working harder for you.
That means clients & prospective clients visiting your site:
- will have a clearer idea of how you can help them
- will understand why you are a great match for them
- will be more likely to make a connection with you – by signing up to your newsletter, emaling you or joining you on social media
1. Hone your Elevator Pitch & display it prominently
Your ‘elevator pitch’ is a few sentences which sums up what you do and how you can help your ideal client. Creating your own will not only give you clarity on your business, your strengths & your focus, but will also make it easier for your prospective clients to understand if you are a good fit for them.
Once you’re happy with your EP, ensure it is displayed clearly on your homepage (preferably before scrolling) & anywhere else you feel it should go (maybe your services page, the sidebar of your blog, your Instagram bio and the About tab of your Facebook page).
2. Visit your site on your mobile
Over half of all internet traffic is mobile, so getting your mobile site right is so important! Here – in brief – are my top tips for a mobile friendly site:
- Make your ‘above the fold’ content meaningful (that means what visitors see on any of your pages before they scroll should be helpful & relevant – not just an image or a meaningless heading – how about using your Elevator Pitch here?).
- Avoid drop-down menus where possible as they take up most of the screen & can be problematic to manage on some mobiles.
- Review your use of images – images take up a lot of room on a screen & take longer to load than text. Unless an image really enhances a visitor’s understanding of what the page is about, consider scrapping it on a mobile. Many WordPress themes allow you to choose which elements of your site are visible on different devices. This is also possible on Wix. As far as I know, Squarespace requires CSS (code) to achieve this.
3. Be ruthless when editing your copy
Never use 25 words if 5 will do; consider if your visitor really needs to know what you have just written; be concise.
4. Review your services
Is it clear what you offer? Can you create some packages? Do you need more explanation, fewer services, better names for those services?
5. Add case studies
Use your blog, or if you don’t yet have one, simply create a new ‘Case Studies’ page, and go into more detail about how you have helped a client.
6. Install Google Analytics (or at the very least some kind of statistic plugin) on your site
This will help you:
- keep track of which pages & blog posts are most popular
- understand where your site visitors are coming from
- calculate your bounce rate – whether visitors stay on your site once they land there. If not, why not?
7. Add professional body logos
This will help build trust with your clients & demonstrate your authority & skills in your industry. You could add them to your footer, on your About page, in your FAQs section or on your Contact page.
8. Review your font choices
The fonts you use across your site (& other marketing material) imply something about you & your business. When choosing your fonts, consider who you want to appeal to & what impression you want to give.
- FontPair is a good website to get you started when choosing a couple of fonts (a heading font & a body font)
- The Google Fonts page allows you to search by category, e.g: handwriting style, and by property, e.g: the slant or thickness.
9. Review your colour choices
Everything I said about fonts is true of colours – visitors will make assumptions based on the colours you use, so choose carefully! Here are some of my favourite tools & websites for choosing colours:
- Coolors – a very cool tool which suggests colours that go well together. Click on ‘Start the Generator, it’s free’ then lock colours you like or press the space bar for more options – drag colours next to each other to see how they look. Make a note of their hex code & use them on your website.
- HTML Colour Codes – found a colour you love on another site? Take a screenshot, upload the image to this site & discover its hex code.
- Canva blog post: 100 Colour Combinations – fantastic inspiration for colour combos.
- This comprehensive & helpful post from Neil Patel looks into the psychology of colour.
10. Rewrite your About page
The About page is often one of the most visited pages on any small business website. People buy from people, especially where personal services are concerned. Read my blog post The Best About Pages Include These 5 Elements – you might be surprised about what I suggest you include!
I am always happy to answer questions & give advice, so if you have a comment or question, please leave it below, or email me at firstname.lastname@example.org 🙂