Welcome to Brand It, Build It Podcast. I’m your host, Kelly Zugay, and today, we’re talking about the one website change that can completely transform your client experience — and in turn, lead to more inquiries, smoother onboarding, and more aligned clients. Let’s dive in.

Why Client Experience Begins on Your Website

When you think of your client experience, you might think about what happens after someone inquires — things like onboarding, welcome guides, project workflows, or final delivery. And yes, all of those moments matter so much. But something we’ve learned over the past 10+ years of serving over 1,500 clients is that your client experience doesn’t begin at onboarding — it begins on your website.

Before someone clicks “inquire” — they’re already forming opinions and making decisions based on what they’re seeing and experiencing. Are they feeling informed? Inspired? Clear on what you offer and how the process works? Or are they left wondering what you do, who it’s for, or what the next step is?

That’s why today’s tip is so valuable. It’s one simple change you can make to your website that sets the tone for a more thoughtful, elevated client experience from the very first click.

The One Change: Add a ‘What to Expect’ Section

The one change? Add a “What to Expect” section to your Services page.

It sounds simple, but this section can make a world of difference in helping prospective clients feel at ease — because it removes the mystery and provides them with the clarity they’re craving.

Instead of just listing your packages or sharing pricing, a “What to Expect” section walks visitors through the step-by-step journey of working with you. It might sound like:

1. Inquire — Fill out the contact form and schedule a complimentary consultation.
2. Onboard — We’ll make things official with a signed agreement and deposit.
3. Collaborate — We’ll begin with a discovery call and then move into design.
4. Refine — You’ll share your feedback, and we’ll polish every detail.
5. Launch — We’ll celebrate your final brand and website together!

By mapping out the journey in 4-5 clear steps, your visitor feels supported. They can imagine themselves moving forward with you. The unknown becomes known. The complicated becomes simple.

Why This Works — Backed by Data

There are several compelling reasons — backed by research — why this change works:

1. Clarity reduces bounce rate and increases conversion.
   According to a study by Adobe, 38% of users will stop engaging with a website if the layout or content is confusing. A clear “What to Expect” section improves readability and gives your visitor a reason to stay and explore.
2. Visitors spend more time on websites that guide them.
   The Nielsen Norman Group, a leader in user experience research, found that users are more likely to stay engaged on a website when the content is scannable, structured, and clear — especially when they can quickly understand how a service works and how to take action.
3. Trust is the #1 factor in decision-making.
   In a Stanford Web Credibility study, 75% of users admit to making judgments about a business’s credibility based on its website. Sharing your process shows you have a process — and that you’ve thought through the journey your client will take with you. That level of transparency builds trust.
4. Transparency drives conversion.
   A HubSpot report revealed that website conversion rates are highest when businesses clearly outline what clients can expect before, during, and after making a purchase or booking a service. This aligns perfectly with offering a “What to Expect” section as a key trust-building strategy.

How to Add It to Your Website

So, how do you add this to your own site?

• Place it on your Services page — either just before or after your packages.
• Use visual cues — like icons, numbers, or illustrations to make it easier to follow.
• Write in a friendly, conversational tone — like you’re walking a friend through the process.

If you have different processes for different services, you can customize each section — or add a simple line like, “Here’s what you can expect from our signature design process.”

Today’s Takeaway

If you take just one thing from today’s episode, let it be this:
Your website isn’t just a digital business card — it’s the first touchpoint in your client experience.

By adding a clear, kind, and easy-to-follow “What to Expect” section to your Services page, you’re:

• Reducing confusion and overwhelm
• Building instant credibility and trust
• Increasing the likelihood of aligned inquiries
• Creating a smoother experience for both you and your clients

Sometimes, the smallest change makes the biggest difference — and this one truly does.

Thank you so much for tuning in to today’s episode of Brand It, Build It Podcast. If today’s episode was helpful, we’d love if you left a rating or review, or shared this episode with a fellow small business owner. And as always, for purposeful brand and web design, visit withgraceandgold.com.

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.