If you’ve listened to me before, you know I talk a lot about websites with clear goals. This usually means booking that consultation call, but what I don’t talk about enough is what happens after someone says yes. Or what if your website goal isn’t a consultation at all, but an immediate purchase to make that sale?
Today I want to talk about actually collecting money through your website because a beautiful strategic website means nothing if people can’t easily pay you.
First Things First – Define Your Website Goal
Your website needs to have a clear goal. What is the overall goal for your business?
For myself and other service-based businesses, particularly those offering custom services, high-ticket items, or very personalized solutions like web designers, contractors, consultants, and design agencies, your website will most likely drive people to book a consultation with you. Payment happens after that call when they say yes.
For a direct purchase model, the goal of your website is immediate payment. Visitors can buy what you’re selling without talking to you first. This would most likely apply to products, courses, or standardized services typically under a few thousand dollars. Think course creators, template sellers, physical product businesses, or mini-service offerings.
The question you want to ask yourself is what do you want people to do right now on your website? Are they ready to buy immediately, or do they need to talk to you first? This determines your entire payment setup.
Payment Solutions for Consultation-Based Businesses
For higher-end custom sales where you need that consultation first, let’s talk about what happens after someone says yes. They fill out your inquiry form on the contact page, you have that call, they say yes. Now what?
Most likely you’ll need to generate a contract, create an invoice, and get that payment processed whether it’s a deposit, subscription, or payment plan. The goal is to make it easy for clients to move from yes to a paid client. Someone can have a call with you and say yes, but if you can’t get them to actually sign the contract and pay, they’re not a true yes and you’re not making money.
CRM Integration
I love to integrate a CRM for these types of clients. A CRM keeps everything in one place and creates a seamless experience from website inquiry to final payment.
Some CRMs I see working well include HoneyBook (which I use and love for its website integration), Dubsado, 17 Hats, and Moxie. For medical practices, many use electronic medical records (EMR) systems that handle payments, contracts, and record-keeping all in one place.
Here’s how CRM integration works. A client fills out your contact form on your contact page, which comes directly from your CRM or is embedded into your website. When someone books a consultation, they’re immediately in your CRM system. After your call when they say yes, you can set up automatic workflows to send the contract and payment link.
Invoice-Only Solutions
If you prefer a simpler invoicing system, options include FreshBooks, QuickBooks, Wave, and Invoice to Go.
With this approach, clients fill out your contact form (stored wherever you keep your information), and after the call, you manually generate an invoice and send it from your invoicing system.
While this works, I always suggest using a CRM if possible because it integrates everything from the initial contact form touchpoint through the entire client process.
Payment Solutions for Direct Purchase Businesses
If you’re selling something that doesn’t require a consultation, you need systems that allow immediate purchases. This applies to courses, digital downloads, templates, physical products, or standardized services under a few thousand dollars.
Digital Product Platforms
For courses, I really enjoy ThriveCart because it integrates nicely into your website and makes payment collection easy. Other solid options include Teachable (low cost), Thinkific, and Kajabi (more comprehensive but pricier).
For digital downloads, Gumroad is simple and effective, though many people aren’t familiar with it.
E-commerce Solutions
If you’re selling physical products, Shopify is fantastic for both website functionality and product sales, plus it handles in-person payments too.
For DIY websites, Squarespace has great built-in e-commerce capabilities.
If you have a WordPress website, I like integrating SureCart. It’s a very easy way to add products to your WordPress site and collect payment automatically right there on the spot.
Payment Processors That Power Everything
Regardless of which system you choose, you need a payment processor that actually handles the money transfer.
My favorite is Stripe. It works with any website and any type of tool you want to use, plus it has great customization options. Stripe also allows you to create subscriptions and recurring payments. This is how I handle my WordPress care plans. When someone wants to sign up, I have a page on my website explaining my care plan packages, and both options link to a Stripe subscription payment signup.
Square is another solid option that allows both online and in-person sales, connecting directly to your website so someone can click a button and pay with Square.
Many of the CRM systems I mentioned (HoneyBook, Dubsado) also offer payment processing, and ThriveCart handles its own payment processing for digital products.
Common Payment Integration Mistakes to Avoid
Don’t include too many payment options. Too many choices confuse people. Keep it simple and streamlined.
Avoid making customers create an account just to buy something. Whatever processor or system you’re using should allow guest checkout.
Have as few steps as possible in your payment process. Every additional step increases the chance someone will abandon their purchase.
Don’t integrate direct payments on your website when you need to talk to someone first. If my website design services start at $5,000, someone’s most likely not going to click pay unless they speak to me first. Think about what you want to do and how you want someone to work with you.
Technical Considerations
Check that your payment forms work on mobile phones. This is really important. Mobile first, as I always say. Go through the process yourself on your phone to make sure it’s not confusing or slow.
If you need security badges to show that payment is secure, include them. If you go to a website and something looks off when you’re about to pay, make sure your own website builds trust and shows you’re protecting your clients.
Test your entire payment process regularly. From contact form to final payment, walk through it yourself to catch any issues before your clients do.
Implementation Action Steps
For Consultation-Based Businesses
Consider integrating a CRM that handles payments. I recommend starting with HoneyBook, Dubsado, or Moxie based on your needs and budget.
Connect your CRM to your website’s contact form so inquiries flow directly into your system.
Set up contract and invoice templates in your CRM, then test the entire process from inquiry to payment.
For Direct Purchase Businesses
Choose a payment processor if you don’t already have one. I recommend Stripe for its flexibility.
Add buy buttons to your services or product pages that connect to your chosen system.
Make sure your delivery system for digital products works smoothly.
Check everything on mobile because mobile functionality is non-negotiable.
For Everyone
Make sure your pricing is clear and somewhere on your site. I’m a big advocate for transparency, even if it’s a starting point or range for custom proposals.
The bottom line? Your website needs to make it easy for people to give you money. Choose a model that matches how your customers want to buy and how your business actually works. You can start with one simple tool and add more as you grow.
If you’re not sure what your overall website goal should be, or if your current goal doesn’t align with your sales process, let’s talk. My website coaching call might be a perfect fit. Together we can discuss your sales process, what tools you’re using in the backend, and how to integrate everything onto your website to make it work best for your business.
Ready to create a website that works around the clock to collect payments and grow your business? Book a discovery call and let’s make it happen.
Don’t forget to sign up for the Website Design Made Simple newsletter where I share one actionable tip each week to help you make more money with your website.
