Welcome to the Brand It, Build It Podcast, where we help you create a successful brand and a web design that books more clients and builds your business. I’m Kelly Zugay, co-founder of With Grace and Gold, and today, we’re diving into a topic every business owner is curious about: how to book more clients through your website. If your website is feeling more like an online brochure and less like a client-generating tool, you’re in the right place. In today’s episode, I’m sharing three actionable strategies to help you turn your website into a client-booking machine. Let’s get started!

Step 1: Prioritize a Clear and Compelling Call-to-Action

First things first, your website visitors need to know exactly what you want them to do next. Too often, business owners make the mistake of having multiple calls-to-action on one page: book a call, download a freebie, read the blog, shop the store—you name it. This can be overwhelming and may leave your potential clients unsure of where to go next.

Instead, choose one primary action you want visitors to take on each page of your website. For example, let’s say you’re a wedding photographer. Your goal might be to encourage potential clients to schedule a consultation to discuss their wedding plans. The call-to-action could be “Let’s Plan Your Dream Wedding Together” rather than the generic “Contact Me.” This slight change in wording emphasizes the value you provide and invites the visitor to imagine the outcome of working with you.

Step 2: Make Your Contact Process Simple and Seamless

Now, let’s talk about your contact process. How easy is it for your potential clients to get in touch with you? If you’re asking for too much information upfront, or if your form feels lengthy and intimidating, you could be missing out on bookings. Remember, the goal is to make reaching out feel effortless.

For example, a luxury event planner might be tempted to ask for detailed information about the event, the client’s budget, and preferred vendors all on the initial contact form. However, asking for too much information can feel daunting to potential clients who are just starting to explore their options. Instead, focus on the essentials—name, email, type of event, and preferred date—and gather the finer details later.

Lastly, add a personal touch by including a brief message on the thank-you page that appears after the form is submitted. Let your potential clients know when they can expect to hear back from you and how excited you are to connect. This simple step helps set expectations and shows your commitment to excellent service right from the start.

Step 3: Leverage Social Proof to Build Trust

Finally, people want to know that others have had a great experience with your business before they decide to book with you. That’s where social proof—like testimonials, reviews, and portfolio highlights—comes in. Featuring social proof prominently throughout your website helps build trust and showcases your expertise.

For example, a graphic design studio could share client testimonials that speak specifically to the transformation their services provided. Rather than generic reviews like “Great service!” consider more detailed testimonials like, “Working with *blank* was a game-changer for our brand. The new logo and website have doubled our client inquiries in just three months.” When paired with a photo of the client or the before-and-after design, this kind of testimonial becomes more impactful.

Another example of using social proof effectively is Marie Forleo’s website. She prominently features testimonials from well-known entrepreneurs and business owners, adding credibility and weight to her services. Her client success stories are not just generic praise—they often include specifics about results achieved, making potential clients more confident in choosing to work with her.

If you have a portfolio, use it to tell a story. Include captions or case studies that walk potential clients through your process and the results you achieved. For example, a wedding florist could share a case study detailing how they designed floral arrangements for a unique outdoor wedding, complete with photos from the event. Sharing these stories can help visitors picture what working with you would be like and the results they can expect.

And there you have it—three ways to book more clients through your website: prioritize a clear and compelling call-to-action, simplify your contact process, and leverage social proof to build trust. Remember, your website is more than just a digital storefront. It’s your 24/7 salesperson, guiding your ideal clients toward booking with you. By implementing these strategies, you’re taking meaningful steps toward making your website work for your business.

If you enjoyed today’s episode, don’t forget to subscribe, rate, and review the Brand It, Build It Podcast. We’d love to hear your feedback and continue to bring you content that helps your business grow. Thank you so much for tuning in, and we’ll catch you in the next episode!

Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.