Create a Website Experience Clients Love
Have you ever lost a potential client between their first visit to your website and the moment they were ready to pay you? Or maybe, the process felt clunky and disoriented even after they signed up. The client journey—from the first interaction on your website through payment and onboarding—should be where your website works hardest for you. Yet, many small business owners miss these opportunities to create a streamlined experience. Let’s dive into how you can set up your website to create a client journey they will love.
Understanding the Client Journey
Many of us have a tendency to focus solely on making a good first impression. It’s about more than just a pretty landing page. It’s about creating a smooth and seamless experience that carries potential clients from the inquiry stage all the way to onboarding with ease.
The Inquiry Stage: Guiding Your Potential Clients
The inquiry stage is where you begin transforming visitors into leads. Does your website make it abundantly clear who you are, how you can help, and what the next step should be? Utilizing a clear call to action—and adhering to the famed “three-click rule”—is crucial to keeping potential clients on the path to conversion.
When a potential client fills out your contact form, communicate immediately what’s next. An automatic thank you page or email sets expectations and removes any worry about what will happen after submitting their information.
The Consultation Stage: Streamlining Scheduling
Once a potential client reaches out, eliminate unnecessary friction by offering a scheduling feature directly on your website. If you can’t implement an automated booking tool, at least ensure your contact form explains what comes next. Redirecting them to a thank you page or sending a follow-up email with FAQs or resources keeps them engaged and reassures them about their choice.
The Proposal and Commitment Phase
This is the stage where decisions are made and deals are done—or lost. Many potential clients drop off here because of a lack of clarity and friction in the process. It’s imperative to make the proposal process as fluid as possible. Consider using a CRM like HoneyBook that integrates proposals, contracts, and payments into one seamless experience.
If you’re sticking with sending PDFs, think about integrating a supplementary proposal page on your site. This page can include FAQs, case studies, and even videos that address common objections and create a more interactive experience.
Onboarding: Welcoming New Clients
Once you’ve secured that “yes,” the onboarding phase sets the tone for your client’s entire experience with you. It’s your opportunity to surprise and delight. Send out welcome materials and next steps immediately and create a hidden welcome page on your website. This page can offer a welcome video, outlines of timelines, communication guidelines, and more.
Automating these processes doesn’t make them impersonal; it creates more opportunities for a personalized and high-touch experience that will leave your clients feeling valued and excited about working with you.
Bring Intentionality and Clarity to Every Stage
Creating a website experience clients love boils down to intentionality. Every part of your website should serve a purpose and guide your clients smoothly and joyfully through the process. Remember, your website isn’t just a digital brochure. It’s an around-the-clock team member that’s essential for client acquisition and retention.
Interested in evaluating your website’s client journey? Book a consultation call and let’s discuss how to transform your website into an experience your clients will love.
