As much as we are all about a pretty presentation, pretty doesn’t pay the bills. Your website’s content is what has the power to take a client from potential to “take my money!” and sets a great site apart from a good one. Sooo. If you want to give your content (and your website as a whole, really) the converting power it deserves, make sure it answers these questions:

What Do You Do?

This is your brand statement. You’d be surprised how many people forget to state this loud and clear. People want to know exactly what needs you meet.

Example:

“I do ______ for ______ to help them ______.”

“I help my clients create stunningly beautiful spaces that feel like home.”

How do you do it differently or better than anyone else?

This is your unique value proposition (UVP) and it’s what sets you apart.

Why do your clients choose you?

This is social proof (reviews, reviews, reviews!)

“Can you do that for me?”

This is a portfolio that will make prospective clients want what they see.

What’s the next clear step?

This is where you provide one clear, primary call to action.

If you’re like most people, you might have to stop and think about some of these questions. The answers may not be obvious, even to you. And that’s ok. Wrestle with it a bit. Do some digging – find those rave reviews, pull out your best work, ask previous clients to talk about their experience.

Find the answers and put them out there. You’ll create a powerful, authentic website that highlights who you are, what you do, and why you do it. And the more time people spend engaging with your website, the more likely they are to fall in love with you and your brand.

When someone falls in love with your brand, they’ll be willing to invest more with you, share more about you, and come back to you over and over again. You’ll build a relationship and that’s exactly what you want.

And when it comes to selling, remember they’re buying a benefit, an experience, an idea, and a feeling.

When you have a strong brand + website:

• You won’t have to work so hard to sell, because your website will sell for you.
• You’ll feel confident that when people leave your Instagram, they’re going to be in an even better place that is likely to win them over. 
• You will increase your bookings and profits, because the perceived value of yourservices and offerings will grow. 
• You’ll have access to opportunities you wouldn’t have before because more people will have access to a well-represented version of who you are at your best.

It’s all about building engagement and trust, meeting a need, proving your worth, and converting your dream clients. And it takes intentionality. If you’re looking to give your website an effective update, make sure your website clearly answers these five questions.

And what’s really cool? You’ll probably strengthen your brand while you’re at it, and really, that’s the point.