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Make Your Website a Conversion Machine When You Answer These 7 Crucial Questions

Biz Strategy & Growth, Design & Aesthetics, Messaging & Copy

These days, a small business’s website is more than just a digital storefront — it’s a platform for connecting with potential clients, building a brand, and showcasing your expertise. For service-based businesses, coaches, and consultants, a well-crafted website can be a potent tool for driving growth and ensuring longevity. 

Imagine your website as the ultimate conversation starter; it’s a digital first impression that, when done well, can captivate your ideal clients and repel the wrong ones. In a matter of seconds, visitors decide whether it’s worth their time to investigate further or click away. 

When I work with clients, we definitely talk through how the website will look and feel but we also get super strategic and specific in terms of how the website will function, what we want it to do, and how it will answer clients’ and potential clients’ most pressing questions. You see, building a website that converts requires a mix of memorable aesthetics, an easeful user experience, and thoughtful web copy that educates, inspires, and guides.

One way to think about planning this all out is through the lens of seven essential questions. As we discuss each one, I’ll highlight the key info your clients want to know, why the question is important and how to answer it effectively. By the end, you’ll be equipped with the knowledge and insights to transform your website into a client-converting machine.

Question 1: What’s your vibe?

A strategic website for small businesses can effectively answer the question “What’s your vibe?” by creating a cohesive and engaging online brand presence that reflects the business’s personality, values, and unique style.

Ultimately, it should create a harmonious blend of design, content, and functionality that immerses visitors in an online experience that authentically represents your brand’s personality and resonates with your target audience, building a lasting and memorable impression.


  • Visual branding: Your website’s visual elements, such as color scheme, typography, logo, and imagery, play a significant role in conveying your business’s vibe. If your brand exudes professionalism and sophistication, a clean and minimalist design with a refined color palette can reflect that. On the other hand, if your vibe is vibrant and energetic, bold colors and playful graphics will do the trick.
  • Your brand voice: The language you use on your website, including the tone and voice of your content, contributes to your brand’s vibe. Whether you’re friendly and approachable or formal and authoritative, consistency in communication across your website’s pages reinforces your business’s identity and resonates with ideal clients.
  • Imagery and photography: Choose images that align with your vibe — both stock and brand photos. High-quality photos of your products, services, team, and work environment can provide visitors with a visual representation of your business’s atmosphere. Candid shots of team members at work can convey a friendly and relatable vibe, while polished images can communicate professionalism.

Question 2: How can clients work with you?

Your website can effectively answer the question “How can clients work with you?” by providing clear, detailed, and easily accessible information on the various ways clients can engage your services or purchase your products. 

By carefully curating the following elements on your website, you provide potential clients with a clear roadmap on how they can work with you, making the process seamless and encouraging them to take that crucial next step towards becoming valued clients.


  • Package or offer descriptions: Offer package deals or bundled services/products to cater to different needs and budgets. Clearly outline what each package includes and how it benefits clients. Provide comprehensive descriptions, benefits, features, and pricing, making it easy for visitors to understand what you offer and how it aligns with their needs.
  • FAQ section: Anticipate common questions clients might have about working with you and address them in a dedicated FAQ section. This saves time for both you and potential clients by providing quick answers that proactively alleviate concerns. Add to this list over time as new or previously unanswered questions arise in your day-to-day interactions with clients.

Question 3: What are your qualifications?

Answer the question “What are your qualifications?” by showcasing your expertise, credentials, and relevant experience throughout your site.

In doing so, you’ll give visitors a comprehensive and compelling overview of what makes you a trusted resource for them. Potential clients and partners will understand your expertise and how it aligns with their needs, helping you establish yourself as an authority in your field.


  • Blogs and free resources: Consistent and relevant blog posts or freebies can help establish your expertise by allowing you to share what you know and, ideally, serve clients some quick wins. Keep in mind that many of the most trusted brands give away the majority of their know-how for free.
  • Social proof and trust signals: Social proof can include testimonials, credentials, client logos, certifications, media mentions, awards, and other achievements. These elements build trust and provide real-world examples of your expertise.

Question 4: How much do you charge and are you worth what you’re charging?

This question is a big one. Answer it by providing transparent pricing information, demonstrating the value you offer, and proactively sharing details about pricing. 

By addressing pricing concerns transparently and showcasing the value you provide, your strategic website can help potential clients understand the investment they’re making and feel confident in the decision to work with you.


  • Pricing transparency and options: While some businesses prefer to discuss pricing during consultations, providing at least a price range or starting point on your website can help visitors gauge whether your services align with their budget. Display your pricing clearly on your website. If you offer different packages or tiers, outline what each package includes and its corresponding cost. Avoid vague statements like “contact for pricing,” as this can deter potential clients.
  • User experience: A website’s functionality and ease of navigation contribute to its vibe. A sleek, intuitive, and user-friendly design communicates professionalism and a focus on providing value to visitors.
  • Before-and-after comparisons: If applicable, provide before-and-after examples to illustrate the transformation clients can achieve through your services or products.

Question 5: What is it like to work with you?

When you share insights into your client experience, showcase your approach, and give visitors a glimpse of what to expect, potential clients will gain a clear understanding of the journey they’ll embark upon and the valuable experiences they can gain from working with you.


  • Case studies, client stories, or portfolios: Showcase your past work and successes through case studies or a portfolio. This provides concrete examples of your capabilities and the results you’ve achieved.
  • Consultation or discovery calls: If applicable, offer free consultations or discovery calls to allow potential clients to discuss their needs and learn how your services can benefit them.
  • Live chat or easy contact info: Offer a live chat feature or clear contact information so visitors can ask questions as they come up. Prompt and informative responses can help address any concerns directly.

Question 6: Why should clients choose your business over someone else’s?

Answer this question by highlighting your unique value proposition, showcasing your competitive advantages, and demonstrating your expertise and credibility. 

By thoughtfully incorporating these strategies into your website, you can help clients choose you over your competition or another provider. Your website becomes a platform for demonstrating your value, expertise, and unique strengths, helping potential clients make a well-informed and confident decision.


  • Value proposition: Alongside your pricing, emphasize the value clients receive in return for their investment. Highlight how your services or products address their pain points, solve their problems, and contribute to their success. Clearly articulate your value proposition on your website by explaining what sets your business apart from competitors and why your offerings are uniquely beneficial to clients.
  • Transformation statements: Craft persuasive and impactful messaging that communicates the benefits clients will gain from choosing your business. Use language that resonates with your target audience’s pain points and aspirations and clearly explain how your services or products can lead to a positive return on investment for clients.
  • Guarantees (if applicable): Assure potential clients that your pricing reflects the quality of your work by offering a guarantee that helps them feel that their investment is protected. A money-back guarantee or satisfaction promise can ease concerns about the value they’ll receive.

Question 7: If they want to work with you, how can they get started?

Perhaps the most important of all the questions, if you have answered this question effectively, you’ll have removed friction from the buying process. That last thing you want to do is make it harder for clients eager to work with you to take the first step.

With the right elements on your website, the process becomes straightforward, reassuring, and user-friendly, encouraging more clients to get started.


  • Clear calls to action (CTAs): Place prominent CTAs across your website, especially on service/product pages and relevant content. Use action-oriented language such as “Get Started,” “Book Now,” or “Request a Quote.” Each service or product page should have a prominent and compelling CTA that guides visitors on the next steps to take.
  • Booking and scheduling: If your business requires appointments or consultations, integrate a booking or scheduling system directly on your website. This enables clients to select suitable time slots and initiate the process seamlessly.
  • Contact information: Include a user-friendly contact form that allows potential clients to reach out with inquiries or to express their interest in working with you. Ensure that the form is easily accessible and provides space for details. But some clients prefer to contact you directly, so you should also provide clear details for how to do that, too.

The power of a well-designed and strategically structured website cannot be overstated. It acts as your digital spokesperson, available 24/7 to represent your brand, provide information, and establish credibility.

And when you answer the seven questions listed above, you’re going a long way toward helping your ideal clients realize that you are the best solution.