A lot of wellness businesses create beautiful websites that look great but they don’t actually do anything to grow their business. Here are some basic strategies your wellness website should follow if you want to increase your sales. In fact, they apply to just about any retail business website.
Messaging that is conversion-focused
Conversion focused content is what makes or breaks a website. A lot of businesses talk about themselves but people really, when it comes down to it, people want to know how you can solve their problem. They want to know how you can help them. Use a short descriptive message telling your ideal client how your product or service will solve their problem or pain point. Why should they do business with you? What’s in it for them? How will you make their life better?
Keep it short and sweet, especially on your home page where you only have a few seconds to get them engaged and interested before they move on. As consumers, we are busy and tend to have short attention spans in the current digital age.
Call to action on every page
What is the main purpose of your wellness business website? To get new customers or recapture current ones. We see so many beautiful websites with no clear message on how to purchase the product, whether it’s a wellness program for a big company, yoga classes at a local studio or wellness products to enrich your life.
Makes sure there is a clickable button in a prominent spot on your homepage. Make it easy for me, the consumer, to purchase your product or service.
On all interior pages (because not everyone will land on your home page) there should be calls to action on where you want the visitor to go to next. Lead them through your site to where YOU want them to go. Don’t leave it up to them to decide.
Compelling lead magnet
You may have heard the phrase lead magnet or opt-in form. This is where you provide something of value to your potential client in exchange for their email address. Studies show that most people don’t buy your product on their first or even second visit to your website. Collecting emails of potential clients is an invaluable tool for further marketing, nurturing, and eventually converting them to paying clients.
Examples of lead magnets include PDF downloads, quizzes, coupons or offers. It can be anything that your ideal customer needs that will entice them enough to hand over their email address to you. Once you have their email, you’ve captured that lead and have so many more options to reach them with your offer.
Sales funnel and value ladder
Once you’ve gotten someone into your email list with your lead magnet, you need a sales funnel to get them to the next steps. Having multiple offers at different price points (value ladder) is a great way to get people investing and trusting in you. Once they’ve done that, they can move on to higher-priced offers.
So your lead magnet offers something of value that is free. The next step in your sales funnel could be an offer that’s $20-$50 (ebooks, challenges, do-it-yourself options), then the next one $100-$200 (group coaching, programs, done-with-you services), and then the next $1500-$2000 (one-on-one or done for your services).
As your client goes through this value ladder, they gain more trust and confidence in what you provide, making them more likely to continue to buy. It’s just easier to continue to sell to someone that trusts you than it is to acquire a new lead and turn them into a paying client.
Contact information that is super easy to find
This might sound so super simple, but it can be overlooked or difficult to find. If your business has a phone number, make sure it’s VISIBLE in the header on each page as well as the footer. The top right corner of your homepage is a great spot to put it.
Research shows that visitors view a website from left to right, top to bottom, just like they read a book. Putting it in this spot will ensure your phone number will be the second thing they see after your logo. There are few things more frustrating than when you want to purchase a product or service but have to search for a way to contact the business.
Including it in the footer as well is a great way to get people who’ve spent the time to scroll through the page and have now reached the bottom to now move to the next step to contact you. Instead of having to scroll back up or look for a contact page, they have that info at their fingertips.
Use slideshows and video on your homepage only if it makes sense
Okay, so this is tip 6, but it’s kinda a pet peeve of mine.
Slideshows have become a bit of a website cliche. Everyone is using them. Unless you’re selling a physical product or visual item (like a photographer or artist), a slideshow most likely is of little to no value to your clients. It also takes up valuable real estate and resources on your homepage. 9 out of 10 times, you shouldn’t be using this.
The same rule goes for video. Unless it really tells a story as to why I want to purchase your product or service, don’t use up space on your homepage. If you must use a video, put it on an interior page where people can view it after you have already piqued their interest.
By applying all of these strategies to your wellness website, you’ll be on your way to generating more leads through your website. If you need help with turning your health and wellness site into a lead generation machine, contact us.