You’ve got a website. Great! But is it actually bringing in clients, or is it just sitting there looking pretty? If you’re nodding along, thinking, “Yep, that’s my website,” then buckle up. We’re about to dive into the world of conversion rate optimization (CRO) – fancy talk for “getting more people to do what you want them to do on your website.”
Whether you want visitors to book a consultation, sign up for your newsletter, or buy your latest e-book on intuitive eating, these tips will help you turn those casual browsers into committed clients. Ready? Let’s go!
Your CTA is like the grand finale of a fireworks show – it should be impossible to ignore and inspire immediate action.
What to do:
Actionable step: Review your main CTA. Is it clear what you want visitors to do? If not, rewrite it using action verbs and specific language.
Speed is king when it comes to websites. If your website takes longer to load than it takes to microwave a bag of popcorn, you’re losing potential clients.
What to do:
Actionable step: Use Google’s PageSpeed Insights to test your website’s speed. If it’s not in the green, start by compressing your images using a tool like TinyPNG.
More people are browsing on their phones than ever before. If your website looks wonky on mobile, you’re missing out on a huge chunk of potential clients.
What to do:
Actionable step: Pull up your website on your phone right now. Can you easily navigate it? If not, it’s time to look into a mobile-responsive theme or consult with a web designer.
People trust other people more than they trust businesses. Show off your happy clients and watch your conversion rate soar.
What to do:
Actionable step: Reach out to three of your favorite clients this week and ask if they’d be willing to provide a testimonial for your website.
Nothing kills conversions faster than a form that feels longer than a CVS receipt. Keep it simple, folks.
What to do:
Actionable step: Review your contact or booking form. Can you remove any non-essential fields? If you’re asking for more than name, email, and reason for contact, you might be asking too much too soon.
Instead of creating artificial urgency, focus on communicating the genuine benefits of engaging with your services sooner rather than later.
What to do:
Actionable step: Create a “Success Timeline” infographic that shows the typical progress clients make when working with you over time. For example, “After 1 month: Increased energy levels, After 3 months: Sustainable eating habits established.”
An accessible website isn’t just good practice – it’s good for business. Plus, it’s the right thing to do.
What to do:
Actionable step: Check your website’s color contrast using a tool like WebAIM’s Contrast Checker. Aim for a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text.
Your headline is like the cover of a book – it needs to grab attention and make people want to read more.
What to do:
Actionable step: Rewrite your homepage headline to focus on a specific benefit your clients will get. For example, “Discover Food Freedom and Ditch Diets for Good” is more compelling than “Nutrition Counseling Services,” although that can definitely be in the subheader.
Believe it or not, your About page is often one of the most visited pages on your site – and it should be all about you. Make it count!
What to do:
Actionable step: Review your About page. Does it tell your story in a compelling way? Does it end with a clear next step for the reader? If not, it’s time for a rewrite.
Exit-intent popups can be annoying, but when used correctly, they can also be effective at capturing leads who were about to leave your site.
What to do:
Actionable step: Create a valuable freebie (like a “5-Day Meal Planning Guide”) and set up an exit-intent popup offering it in exchange for an email address.
The golden rule of CRO is to always be testing. What works for one website might not work for another.
What to do:
Actionable step: Set up Google Analytics on your website if you haven’t already. Then, choose one element (like your main CTA button) and create two versions to test against each other.
Improving your website’s conversion rate isn’t about tricking people into becoming clients. It’s about making it as easy as possible for the right people to take the next step with you. Remember, every little improvement adds up. You don’t have to implement all these changes at once – start with one or two that seem most relevant to your site.
And hey, if all of this feels overwhelming, don’t sweat it. Rome wasn’t built in a day, and neither is a high-converting website. Take it one step at a time, and before you know it, you’ll be booking clients in your sleep. (Okay, maybe not in your sleep, but you get the idea.)
Now, go forth and convert! Your future clients are out there, just waiting for a website that speaks their language and makes it easy to say “Yes!” to better health. And isn’t that why we’re all here in the first place?
Need some help – that’s what we’re here for! Let’s chat about it today!
Courtney Vickery, MS, RD, LD is a multi-passionate entrepreneur in the weight-inclusive space. She’s an anti-diet dietitian and Certified Intuitive Eating Counselor with her own private practice, Vickery Wellness. She is also the CEO of Declet Designs, her website and branding studio for weight-inclusive businesses.
She has a double dose of knowledge, with bachelor’s degrees in political science and dietetics, plus a Master’s degree in Foods & Nutrition from the University of Georgia.
Her career journey includes working as a clinical dietitian, managing group fitness programs and community health programs, and roles in healthcare administration. She’s even stepped in as the Interim Director of the Dietetic Internship at the University of Georgia.
At home, Courtney shares life with her husband of 15 years (they’ve been together since high school!), two kids, a dog named Oliver, and two kitty cats, Finn and Callie.
She’s passionate about blending her love for weight-inclusive care with her knack for web and branding design. In a nutshell, Courtney is your friendly expert in dietetics and web design, and she’s all about helping weight-inclusive businesses shine online.
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