4 Points of Clarity You NEED to Design Your Website to Sell
You want to design your website to be your 24/7 salesperson so that you can raise your rates and sell out your services without hustling your ass off.
But you don’t have a clear vision for how to get your website to that next level. You’re not sure what steps to take first (or at all). You don’t have the time to spending Googling and piecing this shit together. And you’re afraid that you just don’t have the “eye for design” or the skills to take your website from DIY to dramatically different (in a good way).
If you choose NOT to do something about your website, the truth is:
You’re putting a brick ceiling on your package prices and limiting your business growth potential.
By taking steps to improve your website CLARITY, COHESION, and CONTRAST (what makes you different than everyone else that does what you do):
You’ll have a standout website that attracts top-tier clients, allows you to double your rates, and builds buzz around your brand.
So even if you’re not ready (or able) to hire a professional to help you with this, you still CAN take action today to improve your website.
First, I want you to go through this material that I’m presenting to you. BUT don’t stop there! I’m providing you with links to resources to go deeper on each of these points. And, if you’d prefer a single resource with everything you’ll need (and video lessons), then this $27 mini-course is for you:
The Website 101 mini-course will walk you through the exact steps I take to create strong foundations for standout websites.
Because my mission is to help creative entrepreneurs, like you, to craft a standout website so that you can double your rates and sell out your services even if we never work together 1:1.
Now, let’s dive in!
Design your website to be your 24/7 salesperson:
To do this, you need to have clarity on 4 very important v-words. First, let’s go through each of these points briefly, then I’ll expand upon what they mean, and finally, I’ll walk you through some examples.
Clear Voice: (aka copy clarity) meaning that your web page speaks to your ideal customer in terms that they understand and without vague generalizations. SPECIFIC SELLS.
Clear Vision: meaning that your visuals support your copy, your brand tone, and your positioning. Everything should be cohesive and work together. And, because we process visual information so quickly, you can use your visuals to support your USP (unique selling proposition) – showing what you do, who you serve, and how you’re different.
Clear Verb: meaning that you have a single clear action step (call-to-action) on each page ––this is critical to moving your website visitors toward conversions. You should, ideally, have only ONE call to action per page (except on the homepage, which will have a single primary action and 2-3 secondary actions).
Clear Vibe: meaning that your web page, as a whole, gives us more information about your brand than any one piece would. It’s the overall tone of your brand and the feeling we get from the page.
Clarity = Alignment + Specificity
When I speak about being “clear” or having “clarity” around each of these elements, what I mean is “alignment”. When you design your website, consider these questions:
Does your copywriting align with your brand message?
If you’ve gone through my Web Foundations Workbook, then you should have a clear Brand Message. Remember, it’s a blending of your personal brand objectives and motivations with those of your ideal client.
Do your website visuals align with your copy? Do they align with your positioning?
Everything should have a purpose for being on the page. Your visuals + voice work together and support one another in getting your message across in a way that will connect with your right audience. You want to showcase your brand personality and you want to help to visually portray the words on the page.
Does your call-to-action button align with the next step you want your visitor to take?
Have you thought about your ideal client’s “buyer’s journey”? Meaning: have you considered where they are now, where they want to be, and how you’ll help them get there? If you want them to purchase your website copywriting package, considering where they are now, what next step do you need them to take so that they’re closer to wanting (and being able) to work with you?
In this post, I walk through my go-to undercover research method to understand your ideal clients without doing surveys or filling out those “ideal client avatars” – which aren’t effective if you’re not doing the research first. This step is CRITICAL to understanding your ideal client’s buyer’s journey and how you can position yourself to best serve them.
Does your website vibe (the overall aesthetic) align with your Brand Tone?
You can determine your brand tone words by following along with this how-to post I did about creating a moodboard. The vibe of your website is affected just as much through the negative space (or whitespace) as it is through the visual elements on a page.
The idea of an effective vibe is that it adds subtle context and background information that you take in visually (in this case) without detracting or distracting from the content. In other words: it supports, and adds depth to, your brand mission + message without stealing the show.
Suggestions to design your website with more clarity:
Open with a specific benefit-driven, hard-hitting headline. (As clear of a tangible result as possible).
Use an image to accompany your headline that supports your message and communicates the essence of that headline.
Be very specific in your body copy – describing in photographic detail the experiences and what something LOOKS LIKE (and use photos, graphics, or icons, to support those words).
Be very concise and don’t use vague filler words that aren’t adding to the emotion or clarity of a page.
What’s the next step?
Get the $27 Website 101 Mini-Course and learn how to craft a client-magnet website in 7 short lessons.