When you create your website (or hire folks to create it for you), what do you need?
Most of us probably start with…
Great design.
Some of us may also add to that…
Great messaging.
And others may go one step further with…
Great SEO.
All these are important (as I talk about in my triple-threat approach to website copy article). But there’s another crucial piece of your website creation process that you can’t afford to leave out of the equation…
Website strategy.
Intentional website strategy means that you have created a specific path you want website visitors to take through your website. A path that ultimately ends in a business-driving action (usually this action = reaching out to work with your company).
Website strategy ensures your website takes visitors on a journey from “first impression” to “excited to work with you!”
… Instead of leaving the user journey up to chance. (I.e. Just “hoping” your website visitors take action.)
But “website strategy” feels pretty abstract, right?
That’s where this blog post comes in. It’s a blueprint for intentional website strategy as a client-based business.
Actually, it’s 4 unique blueprints for different business models — and you can choose the one that best matches how you structure your business. Here are the 4 Website Strategies we’ll be covering:
- “The Let’s Just Talk”
- “The 2+ Services”
- “The Signature Experience”
- “The Downsell Option”
Ready? Let’s get started.
Website Strategy #1: “The Let’s Just Talk”
This is the simplest user journey:
1) Your prospect lands on your home page
2) They are invited to get in touch with you right away (“Book a Call”, “Apply”, “Schedule a Consult”) without being directed to visit any other website pages
Ironically, this super simple website user journey is best applied for businesses that offer something un-simple. Like if you offer…
- custom services (e.g. interior design)
- abstract services (e.g. self-love coaching)
- complex services (e.g. business consulting)
Any type of service that doesn’t have a clear-cut deliverable, or how you deliver it or charge for it “just depends”.
Why?
Because with these types of complex services, you’ll probably do best to NOT try to explain it all in writing on your website.
Instead, use your homepage to give just enough information that people are intrigued by the possibilities… and become motivated (and feel safe) to talk to you directly.
Then, face-to-face, you can have a conversation about what working together would look like for them, specifically.
But… one thing: I do recommend having a Services or Work With Me page that explains a bit more… but only as a backup for folks who are shy about reaching out right away and need more before they’re comfortable making contact.
You never explicitly direct people to this page, but it’s there in the navigation, easy to find for people who are looking for it.
For an example of what this strategy looks like, click the video below to watch me talk through a client website (for a mindset coach for actors) I did with this strategy ⤵️
Website strategy #2: “The 2+ Services”
“The 2+ Services” strategy goes like this:
1) Your prospect lands on your home page
2) They are prompted to visit a Services page OR a Services “section” on your Home page
3) They get info that helps them easily choose which service you offer is right for them
4) They go to that specific Service page for messaging that’s tailored to their needs
5) They are prompted to take action toward working with you!
This website journey is ideal for any business that — you guessed it — offers 2 or more distinct services that are more or less equal in value. Not variations on the same service or packages for different budgets. For example, distinct services could be…
- An accounting firm offers year-round bookkeeping and tax return filing
- A yoga studio has hot yoga classes and regular yoga classes
- An attorney takes real estate cases and corporate cases
This website journey is also ideal for any business that serves 2 or more distinct audiences. For example…
- A life coach serves newly divorced women and couples
- A photographer does wedding photography for couples and newborn photography for parents
Why?
Because with 2+ services or audiences, you want to be able to tailor your message to the person reading.
So, your best bet is to help people quickly file into the page that’s most relevant for them… instead of trying to appeal to everyone at every stage.
With separate services pages, you can also use them as landing pages, sending people directly to that URL whenever your marketing is talking about that service or audience vs. sending them to your home page.
For an example of what this strategy looks like, click the video below to watch me talk through a client website (for a brand designer) I did with this strategy ⤵️
Website strategy #3: “The Signature Experience”
“The Signature Experience” strategy goes like this:
1) Your prospect lands on your home page
2) They are prompted to visit an Experience or How It Works or What To Expect page to start getting cozy with the idea of working with you
3) Once they’re sold on the experience, they go to a Pricing page to make sure your services are financially possible for them
4) Then, they’re prompted to take action toward working with you!
This website journey is ideal for any business that offers one main service that they do really really well (and probably makes up 80%+ of their revenue). For example…
- A business coach has a comprehensive 12-month group program that’s the bulk of their revenue
- A dog training company has a step-by-step training regimen for every new client
- A website designer only does custom websites for high-end clients
Why?
Because if one offer is working super well for you (like, it’s most of your revenue, it’s easiest to sell, it’s what makes your heart happy), double down with your messaging.
Make your website essentially a sales pitch for this ONE thing. Your messaging will be incredibly strong and tight, and you won’t risk watering it down with less important info.
You can totally offer other things in your business, but you just won’t talk about them on your website because the payoff isn’t high enough to muddy the waters of your ONE message.
Instead, for example, you could tell clients in sales calls about something else you offer if they don’t seem to be a good fit for your one thing.
For an example of what this strategy looks like, click the video below to watch me talk through a client website (for a pet photographer) I did with this strategy ⤵️
Website strategy #4: “The Downsell Option”
“The Downsell Option” strategy goes like this:
1) Your prospect lands on your home page
2) They are presented with one $$$ main option AND a secondary $ option
3) People are encouraged to choose the main option because the CTA is stronger and visually bigger/more distinct, but folks who don’t want the main option have another choice
4) They go to the services page for whichever option they chose
5) They are prompted to take the action associated with that option!
This website journey is ideal for any business that offers a high-ticket main service and a (much) lower-cost secondary option. For example…
- Me, a website copywriter. I offer a done-for-you copywriting service AND a low-cost website audit
- A DEI consultant offers a high-touch 6-month program for corporations AND a low-cost online course
- A website designer offers $10,000 custom website design AND $300 website templates for purchase
Why?
Because if you offer a main high-ticket service, that’s the offer you want to be selling mostly. But… not everyone may be ready right away for a high-ticket offer.
So if you DO have another option in the wings for folks who can’t afford your main thing (or just aren’t ready yet), then you want that to be clear on your website without detracting from your main offer that brings in the bulk of your revenue.
This is one website journey that I think is especially helpful to see in a real-life example. Click below for the short video walkthrough of this website strategy for a resume-writing firm ⤵️
Intentional website strategy may be the difference between a high-converting website and just a pretty website
Before you hire a designer or buy a template, think about your website strategy. Even better if you can dial it in specifically, outlining the journey you want website visitors to go on, backing up every decision with a solid reason.
This will help you make choices if you’re DIY-ing (like, what website template is right for me?) and it will also help make sure you protect your design and copywriting investment if you’re hiring professionals.
Some designers and copywriters always think about our work from a strategy and ROI perspective: “How can we write this or design this to drive sales?” But not all think like this.
If you have your own website strategy outlined, you don’t have to worry about whether your designer or copywriter is concerned about the strategy (or just the words and the design). You can guide them. These 4 website strategies are a great place to start.
Want to know what elements to include on EVERY website page?
This checklist breaks down what exactly to include (including copy + visual elements) on every page of your website, getting you that much closer to a website that converts!
