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Shifting the Spotlight: Creating a Client-Centric Website

As a coach or service provider, your website is a powerful tool for connecting with your target audience and attracting potential clients. However, it's important to remember that your website is not about you—it's about your ideal client.

By turning the spotlight to shine on your client, rather than on yourself, you can create a more effective and engaging website that speaks directly to their needs and desires.

In this article, we will guide you through the what, why, and how of creating a client-centric website, providing practical steps to improve the copy and content on your small business website.

Woman sitting in chair with laptop

Why Focus on Your Ideal Client?

Understanding and catering to your ideal client is essential for building a successful coaching or service-based business. By putting your ideal client at the centre of your website, you demonstrate that you truly understand their challenges, desires, and aspirations. This creates an immediate connection and builds trust, making it more likely that they will engage with your services.

The What: Identifying Your Ideal Client

To create a client-centric website, it is important to go beyond surface-level understanding of your ideal client. Delve deeper into their beliefs, core values, and emotions regarding their current situation. By demonstrating a genuine understanding of their challenges and desires, you can make them feel truly seen and heard. This will establish a stronger connection and build trust, increasing the likelihood of them choosing to work with you. To create an even more welcoming and connected website, you may want to explore adding these elements to enhance its client-centric approach.

The Why: Benefits of a Client-Centric Approach

By shifting the focus to your ideal client, you can create a website that speaks directly to their needs and desires, providing several valuable benefits:

  1. Enhanced Connection: When your website directly addresses your ideal client, they feel understood and connected to your brand. This deep connection increases their likelihood of engaging with your services and becoming a loyal customer.

  2. Effective Messaging: A client-centric website ensures that your messaging is clear, concise, and impactful. By addressing your ideal client's pain points and offering tailored solutions, you quickly communicate the unique value you provide, making it easier for visitors to understand and relate to your offerings.

  3. Increased Conversion Rates: By tailoring your website to your ideal client, you attract high-quality leads who are more likely to convert into paying clients. When you focus on their specific needs and position yourself as the solution they've been searching for, you create a sense of trust and credibility, increasing the chances of conversion.

By implementing these strategies, you can transform your small business website into a highly valuable, client-centric platform that attracts and converts your ideal clients. Remember, it's not about you—it's about shining the spotlight on your client and providing them with the solutions they seek.

Table with coffee, notebooks and mobile phone

The How: Steps to Create a Client-Centric Website

  1. Research and Empathy: Dive deep into understanding your ideal client's needs, challenges and desires. Conduct surveys, interviews, or market research to gather insights and develop a persona that represents your ideal client.

  2. Tailor Your Messaging: Craft compelling copy that speaks directly to your ideal client. Instead of constantly referring to "me, myself, and I," prioritise using the word "you" to turn the sentence around and make it about your client. Use their language, address their challenges, and highlight the benefits and solutions you offer. Make it clear that you understand their unique struggles and can help them overcome them.

  3. Visual Storytelling: Use visuals that resonate with your ideal client. Choose images, colours, and fonts that align with their preferences and reflect their aspirations. Visuals can evoke emotions and create a connection before your ideal client even reads a word of your copy.

  4. Avoid Overusing Personal Photos: When designing your website, it's important to strike a balance between personal branding and client-centricity. While including some photos of yourself can help establish trust and credibility, using too many personal photos may shift the focus away from your ideal client. Instead, choose the right photos for your website by ensuring they align with your ideal client's preferences and aspiration. They want to imagine what it's like working with you, so imagery that they can insert themselves into or that represents them is the way to go.

  5. Client-Centric Navigation: Design your website's navigation with your ideal client in mind. Make it easy for them to find the information they need and guide them through a seamless user experience. Focus on the actions you want them to take, such as contacting you or signing up for your services.

  6. Social Proof and Testimonials: Showcase social proof, such as testimonials or success stories, to build trust and credibility. Your ideal client wants to see that others have benefited from your services and achieved the results they desire.

  7. Continual Improvement: Regularly review and analyse your website's performance. Collect feedback from your clients and website visitors to identify areas for improvement. Make adjustments to your copy, visuals, and user experience to ensure your website remains client-centric and effective.

By following these steps, you can transform your small business website into a client-centric powerhouse that attracts and converts your ideal clients. Remember, it's not about you—it's about shining the spotlight on your client and providing them with the solutions they seek.

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Caitlin Pieters portrait taken by Katrin Campbell

Caitlin Pieters is a Wix Website Expert based in Nottingham, UK. She loves working with small business owners who need a website that connects and converts.

For curated tips and guidance on how to build your brand on Wix, sign up to her monthly newsletter Build


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