3 simple website changes to attract and convert more of your ideal clients

If you're running a growing business, your website has likely been quietly trucking along in the background. It's not completely broken, so you've put off hiring a messaging strategist, buuuut then again, it's not exactly doing what it's meant to be doing (generating leads and making sales) either. 

It might've served you well in the early days, but as your offer matures and your audience evolves, your website needs to keep up.

That doesn't mean just looking better. I'm afraid looks only get you so far. 

Keeping up means clearer messaging, smarter content, and an 'oh, that's what I've been looking for!' first impression. 

The good news is you don't always need a total overhaul to make meaningful improvements.

Sometimes, evolution beats disruption. 

So, here's three high-impact changes you can make today to help your website connect with the right people and get them clicking 'BUY NOW'. 

Shift your hero section from who you are to what you do

Starting at the top. 

Your hero section (that eye-catching banner you see when you first open a website) isn't just a logo holder or a vibes dispenser. It's your opening line. And it needs to say what you do and why someone should care, fast.

The mistake a lot of growing businesses make is they lead with their name or category.

Welcome to Bilbo Baggins' Wealth Consultancy

Vs.

Get the retirement savings you need without giving up the lifestyle you love

You see the very clear difference here, right? 

Forget for a second that the second version resonates with the target audience (presumably people preparing for or approaching retirement) because of the transformation it offers. 

Most people outside the finance world have only a vague idea of what Wealth Consultancy is.

What does Welcome to Bilbo Baggins' Wealth Consultancy actually mean to the average Joanna? 

You're already losing them because it means nothing to most people.

Also, to attract the right people, you have think more Google. What is your target audience going to be typing into the search bar?

Are they going to be typing:

'Wealth Consultancy'

Or are they going to be asking stuff like:

'How to save for retirement?'

'How much do I need to save for a comfortable retirement?'

You don't need to have the exact search terms word for word in your headline. But your website copy needs to be close enough to what people are actually searching for to help make your site more discoverable. And one of the best places to do that is in your H1 titles. (Of course, it helps if the rest of your content is relevant too, but we'll save SEO lessons for another day.)

MAKE THE CHANGE:

• Rewrite your hero headline to focus on the transformation you offer, not your company name or structure.

  
  

• Add a subheading that clarifies what you do, who it's for, and what problem it solves.

  
  

• Guide your reader toward conversion by making your primary call to action obvious and relevant. (Not just 'Learn More' but 'See how we help you retire earlier').

  
  

Copy that connects: Give them what they want, not what you want to say

The first section under your hero is a golden opportunity to connect. 

And too many websites squander it by talking about themselves.

At this stage, your reader is still asking, 'what's in it for me?' They want to be seen, not learn about why you set up shop 20 years ago or where you went to college. 

The opportunity for you exert your expertise comes later.

Instead of diving into your story or your service list, lead with three specific ways you make your audience's life easier, better, or more successful. 

What are three things every client or customer gets when they buy from or work with you? 

Think outcomes, not offerings.

MAKE THE CHANGE:

• Identify three tangible benefits or results you help every client achieve. (Less mess, more leads, higher margins, time back, clarity, confidence, etc.)

  
  

• Frame each one around a specific pain or desire your audience has. Use language that sounds like them. Not internal jargon or words that make you happy.

  
  

The goal is to get them nodding along and thinking 'yes, this is exactly what I've been looking for. This brand really gets me.'

Here's an example: 

Example 1 (yawn - don't do this):

• Personalised financial planning

  
  

• Retirement income strategies

  
  

• Estate planning solutions

  
  

Example 2 (better):

• Learn exactly how much you need to retire comfortably and how to get there

  
  

• Stop worrying about outliving your savings (we'll build a plan that works for your lifestyle)

  
  

• Protect your family's future with a clear, tax-efficient legacy strategy

  
  

Example 3 (great - because it's stripped of jargon, speaks their language and reflects worries or desires your audience has):

• Finally, feel confident about your retirement plans. No more guesswork!

  
  

• Enjoy life now and later without sacrificing the things you love

  
  

• Leave a lasting gift for your loved ones (without the stress of complex paperwork or legal jargon that you don't understand)

  
  

Write SEO-friendly website headings that guide your reader (and help your site get found!)

We've all seen the classic headers: 

About Us

Services

Our Approach

They're fine. Functional. And sometimes necessary. But they don't pull the reader in or help your site stand out.

Good headers do two things:

• They help your reader feel understood and curious to keep scrolling

  
  

• They help Google understand what your content is about (and who it's for)

  
  

So, go through your site, look at your headers and think about whether they answer the questions your audience is already asking.

The goal is to match the language your audience is thinking, speaking, and searching in.

MAKE THE CHANGE:

• Replace vague section titles with headers that reflect the questions your audience asks and the concerns they share

  
  

• Think about the flow of your page: what's the next thing your reader needs to know to keep scrolling? Use that to shape your headers.

  
  

• Where it makes sense, naturally include the kinds of phrases people might search for (but don't force it).

  
  

Some examples: 

Instead of: Our Services

Try: How we help you save for retirement and protect your wealth

Instead of: Why Choose Us

Try: Why more retirees trust us to help build a comfortable retirement

Instead of: About Us

Try: How we make retirement planning simple

Small shifts, big difference. Great headers help your ideal clients feel like they're in the right place.

Small tweaks for big impact: Copy that converts

• Say what you do, not just who you are

  
  

• Lead with real value

  
  

• Write like your audience searches

  
  

You don't have to overhaul your tone; you need to tune it.

When you're ready, get in touch. We can have a chat about how I can help you attract the right people and convert them on the spot.