The 3 things you need to convert website visitors into leads

When someone lands on your site, they’re looking for a few specific things. 

If they don’t see them, they will leave.

In this post, I’m breaking down exactly what those things are and how to make sure they’re front and center on your website so you’re not missing out on leads.

Let’s be real, attention spans are shorter than ever. It’s not just a stat, it’s how we all live now. We're constantly multitasking, pulled in different directions, and barely have time to pause.

So when someone visits your site, you don’t have minutes to explain what you do. You have seconds. If they’re confused or have to work too hard to figure it out, they will hit the back button.

Here’s what you need to have in place to keep them around:

1. What you do and why It matters to them

Your site should immediately answer two questions:

• What do you do?

• Why should they care?

  
  

This should be clear the moment someone lands on your homepage. No scrolling required. In web terms, this is what we call “above the fold.” It’s the content people see before they scroll down.

Be specific. Spell it out. Bonus points if you clearly name your niche or target audience.

Too often, I see vague taglines or abstract statements next to a photo of a coffee mug. That’s not helping anyone.

Skip the overly clever job titles. “Labor concierge”? What does that even mean? Just say you’re a doula or a midwife. Your visitors (and Google) will thank you.

Avoid acronyms. Skip the industry jargon. Use the same words your clients use when they talk about their problems and what they’re looking for.

This is also a great place to show the value. What’s the outcome of working with you? How does their life or business change? Your website should be built around your visitor, not a long scroll of your credentials and entire life story.

2. A clean, beautiful design that builds credibility with your website visitors

Yes, design matters, but not just because it looks nice.

People form an opinion about your website in 50 milliseconds. That’s basically instant. And once that first impression is made, it’s hard to change.

There’s actually a name for this: the aesthetic usability effect. People tend to believe that if something looks good, it’s easier to use and more trustworthy. Apple has made a fortune off this principle.

If your site looks outdated or cluttered, it can signal to people (even subconsciously) that your business is unprofessional, new, or not quite polished.

Here are a few ways to create a professional, inviting design:

• Keep the layout clean and simple. Don’t try to do or say everything at once.

• Use high-quality photos and graphics. Avoid pixelated or blurry images. This is one of the easiest ways to instantly elevate your site.

• Make navigation intuitive. Visitors should instantly understand where to click next. Use a clear menu at the top and don’t hide important links.

• Stick to just a few fonts. I recommend one for headings, one for body text, and maybe a third for accent (like a script). Anything more starts to look messy.

• Be strategic with color. No more than six, ideally. Use a mix of bold, light, and accent tones, and assign them clear roles,  like one for buttons, one for headers, one for background sections.

  
  

A beautiful site isn’t about being trendy or over-designed. It’s about building trust and making it easy for someone to say “yes.”

Good design helps us process information faster and understand what is important.

3. Clear, easy-to-find contact info

This seems obvious, but you’d be shocked how many sites make it hard to figure out how to get in touch.

If someone is on your site and wants to reach out, that’s a good thing. Don’t make them hunt for your contact info.

Here’s what to do:

• Put a “Contact” link in the top right corner of your navigation. That’s where people expect to find it.

• Include your info in the footer, too. It’s a standard place people scroll to when they’re looking for next steps or social links.

• If quick contact is important (like for emergency services or bookings), add your phone or email right in the top bar. Make it click-to-call if you can.

• Live chat can work great, but only if you’re actually monitoring it. Don’t ghost people who try to connect there.

  
  

And once someone does reach out, follow up quickly. Responsiveness builds trust and keeps the momentum going.

Recap

If you want your website to convert visitors into leads (instead of just looking pretty), make sure you have these three things nailed down:

1. Clarity — What you do, who it’s for, and why it matters should be clear right away.

2. Credibility — A clean, modern design that’s easy to navigate and visually polished.

3. Contact — Multiple ways to reach you, clearly marked and easy to find.

   
   

Of course, there’s a lot more that goes into a high-performing site, but these three will take you a long way.

If you’re looking at your site and realizing some of this is missing, and you’re ready to level up, I’d love to help. My VIP Day Website Intensives are built for this exact thing.

We spend two focused days completely overhauling (or building) your site from the ground up. You walk away with a strategic, beautiful, functional site, live and ready to go by the end of day two. No months-long project. No endless back and forth. Just clarity, momentum, and results.

If you're curious what this could look like for your business, book a no-pressure strategy call here.

Let’s make your website work for you, not against you.

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