A beautiful website is nice.
A converting website is better.
If you’re a service-based business, your website shouldn’t just look good — it should do something.
It should build trust, answer questions, and guide people toward working with you.
Not in a “click here!” kind of way. In a “wow, I feel seen and I want to know more” kind of way.
So if your site’s been live for months (or years) and you’re wondering why you’re not getting enquiries, sales, or sign-ups…
Here are 7 things we recommend checking first.
1. A clear, benefit-driven headline above the fold
The top of your homepage — what visitors see before they scroll — is prime real estate. Don’t waste it on vague taglines or clever one-liners.
Instead, say clearly who you help, what you do, and why it matters.
💡 Think:
“Branding and websites for businesses who want to stand out for all the right reasons.”
“Virtual assistant services for overwhelmed coaches who are ready to stop doing it all.”
“Creative content for brands who want to sell without shouting.”
If someone can’t immediately tell what you offer, they’re probably not sticking around to find out.
2. A simple, strategic navigation menu
Confused visitors don’t convert.
Your nav menu should guide users, not overwhelm them.
Keep it to 5–6 main items max.
Use clear, non-cutesy language (e.g. “Services,” “Portfolio,” “Contact,” not “Where the Magic Happens”).
And don’t forget mobile users; make sure it’s easy to use on every device.
3. A compelling “About” section — that’s not actually about you
Yes, your story matters.
But your visitor only really wants to know one thing: “Can this person help me?”
So instead of writing your life story, tell them:
- Who you help
- How you help them
- Why you give a damn
Make it personal, but make it relevant.
4. A clear and confident services page
Please don’t make your visitors dig around trying to find what you actually do.
Your services page should outline:
- What you offer
- Who it’s for
- What’s included
- Pricing (if you want to include it)
- The next step (book a call, apply, etc.)
Don’t worry about including everything, just enough to get them nodding and clicking that button.
5. Social proof in the right places
Testimonials build trust.
Case studies show results.
Logos, stats, screenshots, it all helps back up your claims.
But don’t shove them into one dusty page. Scatter them throughout your site.
That way, people are always seeing evidence that “yes, this person knows what they’re doing.”
6. Strategic (not spammy) calls to action
“Book now!” “Get in touch!” “Work with me!” It’s not about shouting louder.
It’s about meeting your visitor where they are and guiding them gently toward the next step.
Good CTAs feel helpful, not pushy.
- “Not sure what you need? Start with a free 15-min call.”
- Curious how it works? See the process here.”
- “Ready to hand this off? Let’s work together.”
And repeat them often, don’t just pop one button at the bottom and hope for the best.
7. A design that supports, not distracts
You don’t need the fanciest animations or 14 different fonts.
But you do need:
- Consistent colours and typography
- Enough white space for content to breathe
- Clear visual hierarchy (what’s most important?)
- Mobile optimisation
And yes, animation can help when it’s used intentionally.
Our website plugins are designed to add subtle movement that draws the eye and keeps people engaged, without slowing down your site or overwhelming your user.
Final thoughts
Your website isn’t just a brochure.
It’s your first impression. Your sales tool. Your 24/7 teammate.
And if it’s not converting?
It’s not broken; it’s just not built to convert yet.