Do you feel like your website isn’t as healthy as it could be?
Maybe your traffic has dropped off, or your products and services have evolved but your website hasn’t kept up with the pace of progress?
It might be time to give your website a workout…
Here’s how to improve your website to get better results
Before you run away, I’m not necessarily talking about a full redesign. I’m talking about getting your website content into shape so that it starts delivering the results you need it to.
Here are six steps to update your website content and attract more of the right customers.
1. Check in with your USP – your unique selling proposition
When you first launched your website, did you think about what sets your business apart from others?
Do you truly, madly, deeply know what your business stands for?
Having a clear unique selling proposition means you’ve thought a lot about this and have set the foundation for a strong and effective website.
It can be so tempting to try to appeal to everyone and be good at everything, but it’s important to think about what makes your business different. What can you offer that will make your customers’ experience special?
Once you’ve worked this out, it’s important to make sure your product or service messaging reflects this core proposition.
Highlighting your point of difference or unique value will improve your website by making it clear you stand for something.
2. Make sure each page has a purpose and call to action
What is the purpose of your homepage? Is it to get people to contact you, book an appointment, or do something else?
Maybe it’s to get your ideal clients to the next page of your website.
Whatever it is, each page of your site should have an end goal in mind. It’s the thing you want your visitors to do next, and one of the best ways to encourage them to do this is to give them a ‘call to action’ in the form of a button or link.
Make it as big and obvious as you can, and make sure the call to action copy is relevant to the page and fits the logical flow.
3. Listen for your brand voice
A big part of getting your website back in shape is understanding that your brand is not just about your logo and colours. It’s also about how you communicate your offerings and explain your value to your customers.
If your website seems a bit off, it may be because your tone of voice isn’t quite right.
If you wrote it (or had it written for you) several years ago, your business has probably evolved and changed in that time. It’s also likely that your special skills and unique approach have become clearer to you and your clients.
Maybe your website copy sounds formal and technical, but your approach with your clients is straightforward and plain speaking.
In order to get the best results from your website, your tone of voice has to be consistently ‘on brand’. It needs to authentically represent you and your business to attract the kinds of customers that will be the best fit.
Best fit customers are the ones who not only can’t wait to work with you or buy from you, but they’re also the first to recommend you. It’s a match made in heaven. Don’t you want more of those?
4. Make sure your site is mobile optimised
People use their mobile phones for almost everything these days, especially when it comes to their health and wellness.
If you have a health or wellness business and created your website a few years ago, there’s a good chance you didn’t consider how your site would look on mobile. That’s no longer an issue that can be ignored.
Having a website that’s not optimised for mobile will not only affect how people interact with your site but may also affect whether they see your site in the search results at all thanks to Google’s move to mobile-first indexing.
Mobile optimisation involves checking your site’s design, structure, page speed and other elements, to make sure you’re not unintentionally turning mobile visitors away.
Improving the experience you give mobile users will make a huge difference to your website’s performance and results.
5. Implement an SEO strategy
Okay, I’m not suggesting SEO is a super easy thing to do – but optimising your site for search engines is critical to its success.
Two important questions to ask yourself are:
- How do people find your website?
- Does it answer their questions?
If you can identify what keywords or search terms will drive your ideal clients to your site, you can start to develop a strategy around how you will use those words.
You might already be ranking for some core keywords that are location specific, for example: “chiropractor Gold Coast”. But have you thought about what other terms or phrases may lead potential customers to your site, like:
- “what’s involved in a spinal adjustment”
- “what does a chiropractor do for lower back pain”?
If you start thinking about these longer-tail phrases, you can make a plan to create blog posts or new pages that target these keywords, increasing traffic and potentially bookings via your website.
6. Update old or tired images
Another simple change that can help get your site in top form is updating your images.
Just like when you’re sprucing up a home for sale, how things look on your website play a significant role in getting the results you want.
If you have old, dated, or generic images, they could be holding you back from booking more appointments or selling more products.
It’s important that your images appeal to your ideal clients and show some personality.
You want to encourage a feeling of trust and connection with you and your business.
That might be as simple as having a smiling picture of your lovely face on your homepage. In fact, using a human face has been shown to boost your website conversion rates.
Think about what images (or videos) you could update or add to make your website more trustworthy and engaging. A simple change like this could pay off in big ways.
Over to you – have you been thinking about updating your website?
Hi, I’m Sophia Arthur, Wellness Copywriter and Sales Coach.
I’ve spent more than 15 years writing about stuff.
Everything from reporting on murder trials, to creating fact sheets on how to reverse a vasectomy...
I’ve also worked on real-life launches for some of Australia’s biggest brands and health organisations.
But none of that compares with how I feel about writing for you.
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