the episode

Your website isn’t just a pretty face for your business. Done right, it’s a 24/7 salesperson, constantly working to attract and convert leads even when you’re not. But how do you make sure your website pulls its weight? I sat down with Lori Highby, owner of Keystone Click, to get to the bottom of what makes a website not only visually appealing but also a powerful sales tool. Here are some key takeaways:

Speak to Your Customer’s Pain
Your website’s primary job is to solve your customer’s problem. Lori emphasized the importance of understanding your *ideal customer* and addressing their pain points right from the start. Visitors are looking for solutions, and if your site speaks directly to their problems, it will grab their attention immediately. 

*Tip*: Each page of your website should focus on *one* problem or pain point. Avoid overwhelming your audience by trying to solve everything on a single page.

Pass the “Billboard Test
Lori introduced a great concept: the “billboard test.” You have just seven seconds to capture someone’s attention when they land on your website. If your message isn’t clear, they’re gone. So what should you focus on? A unique value proposition and proof of your work. 

• Unique Value Proposition (XYZ Statement) – Clearly define what you do, who you do it for, and what benefits your customers get by working with you. For example, “We build websites for contractors, helping them attract more business.
• Proof of Your Work: Instantly build trust with visitors by showcasing testimonials, client logos, or press mentions. People need reassurance that you can deliver.

 Make It Easy to Convert
Once you have their attention, it’s critical to make the next step obvious. Whether it’s signing up for a newsletter, booking a consultation, or making a purchase, your call to action (CTA) needs to be clear and compelling. 

*Tip*: Don’t make your visitors work to figure out how to engage with you. Have multiple, easy-to-find CTAs on each page guiding them towards conversion

Craft Your Homepage as a Gateway
Your homepage is like the cover of a book — it introduces your brand, but more importantly, it should act as a gateway to the rest of your website. Lori suggested thinking of it as a “choose your own adventure.” Make it easy for visitors to navigate to different sections of your site based on their needs, but keep the overall message simple and clear.

The Post-Conversion Experience Matters
What happens after someone fills out a form or takes a desired action on your site? This is often overlooked but incredibly important. Lori pointed out that the follow-up, like a thank you page or an automatic email, should continue to build trust and confidence in the decision they’ve just made.

*Tip*: Reinforce their decision by providing additional value, like testimonials or next steps, and ensure the entire process feels seamless and professional.