You don’t need an intricate website to effectively reach your audience. And in reality, most business owners don’t have time every week to manage a complicated website. Most private practices gain more value with a simple, clean website. Here’s why.
1. Make it easy for potential clients to navigate.
The simplicity of a vertically-designed website prevents visitors from getting lost in a maze of pages that don’t include a clear action for them to take. A recent study discovered that this type of website led to 38% more signups than a multi-page site.
2. Keep your information all in one place.
This type of website also makes it easy to update your content as needed because it’s all on one, easy-to-navigate web page. Whether you’re updating your bio or adding more speciality services, you need to be able to easily add, remove, edit, or update your content at any time.
3. Make sure your content loads fast.
Did you know that website visitors only wait an average of four seconds for a web page to load? The fewer barriers there are for potential clients, the more likely they are to engage with you. It’s one of those things that most people wouldn’t stop to think about, but it makes a big difference in your visitors’ experience.
4. Check for mobile-friendly design.
Roughly 49% of website visitors come from mobile devices, which means people need to be able to easily navigate your website content from their phone. Your website should be able to adjust seamlessly to devices large and small, so users can read directly from their mobile device. While some website builders allow you to adjust for mobile separately, consider a platform that automatically accounts for mobile adjustments. That way, you have one less thing to worry about.
5. Get to the point.
The truth is more than half of all visitors spend less than 15 seconds reading through a website before losing interest and leaving. The minimalism of a single-page site naturally encourages you to add only what’s necessary. This format also gives visitors a comfortable, linear experience that leads them toward the action you want them to take—like contacting you.
6. Find your niche.
Some practitioners avoid narrowing down their niche because they want to be accessible to anyone and everyone. It’s natural for business owners to do this. But frankly, you won’t be the right fit for everyone. However, you are the ideal practitioner for someone.
The key is to determine which clients will benefit the most from your help. Once you define your client base, use language on your website that speaks directly to them. Ultimately, it’s all about individuals finding the best service provider that can address their specific needs.
7. Write for your audience.
You’re an expert in your field, but your clients are not. Refrain from using industry-specific terminology on your website. This type of language can come across as impersonal or even cold. Use inviting, plain language, so potential clients can easily understand what you do and why you do it. You don’t have to use complex language to make a lasting impression on potential clients. You should also avoid writing filler language like “Welcome” and “Thank you for being here.”
Your specialty should be clear to your audience from the very first line. Focus your writing so it speaks to the needs and wants of the clients you serve. Then think about the next step you want them to take. Book a consultation? Send an email? Fill out a contact form? Let them know. People want to be led and guided. Make the next step as easy as possible for your potential clients by having a call-to-action—like “Get in Touch” or “Schedule an Appointment.”
8. Shift the focus to your clients.
Take another look at your website. How much of it focuses on you? It’s common for business owners to want to market themselves on their site. However, your website should really be about your clients. Consider what makes you the right person for them.
It can make a big difference to reframe your approach like this. Your site should mention the things about you that are useful and relevant to your client. You can still add your credentials, but explain how these degrees and licenses will benefit them.
9. Make it look professional.
It’s natural to want to fill your site with graphics, color, and copy. But prospective clients are looking for a professional, so your website design should reflect your experience and personality in a refined way. As many do’s and don’ts are out there, your website just needs to be functional and representative of who you are.
Pollen Magazine examines the health and wellness industry through the lens of the professionals that are redefining private practice. Find inspiration, learn from others, and discover insights on how to build the best version of your practice.
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