website visitorAs a service-based business owner you have to work a little harder to communicate what you’re all about.

How do you sell the invisible?

And how do you sell the invisible on a website?

If someone has never met you in person and she visits your website, what will her impression of you and your business be?

Will she easily know what it is you do and who you do it for?

How will she know you are the right person to help her?

People work with people they know, like, and trust.

The idea is that if a website visitor feels a connection with you, at the very least she will take the next smallest step which is to get on your mailing list.

From there you’re able to be in touch on a regular basis and then you can start building the relationship.

But how do you create a connection with a website visitor?

You have to be willing to show who you are, what you do, and the kind of people you work for in a clear and simple way.

“Courage starts with showing up and letting ourselves be seen.” Brené Brown Click to Tweet

Let’s start with the premise that you have a decent website that you’re pretty happy with (if this isn’t the case, it’s time to get a new website).

Design and images of you are important for making a connection. And of course the text, or copy, throughout your website plays a pivotal role. What is the tone of your voice, what is your style?

I’m not asking you to rewrite your entire website (although you may need to), simply take some time to read it as if you were someone who didn’t know you and was visiting your website for the first time.

Does it reflect who you are? Does it highlight the specific work you do? Or could it be anyone’s text? If it’s no screaming ‘’you” then it’s time to make some changes.

In addition to the copy and the look and feel of your website, here are four specific elements that will help you make a connection with your website visitors.

5 Ways to Create a Connection with Website Visitors

1. Clear Home Page

This is the place where many visitors start. They need to know immediately if they are in the right place. So name your ideal client and what you do for them. Also include a bit of information about who you are. You can put the long version on the About page.

2. Juicy Testimonials Page

Let your previous clients communicate for you. You can put them all on one page and you can also sprinkle them throughout your website. Get more information on testimonials here.

3. Savvy Services Page

Describe who your ideal client is, the kind of results you can help them reach, and how you work. Make it clear what action someone should take if they want to work with you.

4. Exciting About Page

Your About page is probably one of the most visited paeges on your website. Don’t be boring, this is your chance to really show who you are, quirks and all. And make sure you start with how you help your clients. Then you can launch into your succulent story.

5. A Call to Action on Every Page

This is your main Call to Action (CTA). The one action you want people to take. This could be a free assessment or strategy session. It can also be valuable information in the form of a document, video, audio, email series, or a combination of any of these. You offer this in exchange for the visitor’s email address. Get more details on list building here.

The reason your Call to Action needs to be on every page of your website is because people move around in websites and they won’t necessarily go in a particular order. So you need to be sure that wherever they land on your website, they know the next step to take.

Set aside some time to make sure that your website is optimized so you can connect with your visitors and start building robust relationships.

© Stephanie Ward

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER, BLOG OR WEBSITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to create meaningful and prosperous businesses. Grab your FREE copy of the special report ‘7 Steps to Attract More Clients in Less Time’ plus business building tips, at:

How do you create a connection on your website? Share your thoughts below in the comments section.

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