Let me start off with a little real talk today because I feel like getting straight to the point: Your website isn’t just a pretty little portfolio – it’s a tool that, if used right, can be your business’s 24/7 salesperson. But here’s the thing: if it’s not set up strategically, instead of being the top performing salesperson in the office, it’s basically that slacker employee that’s just taking up space, scrolling TikTok on company time instead of closing deals for you.

I get it – designing your website feels overwhelming. You’re probably staring at your homepage thinking, “Is this even doing anything?” (Spoiler: If you’re asking, it probably isn’t.) The truth: a solid website isn’t just a “nice-to-have.” It’s truly the MVP of your business, guiding clients from “Hmm, I like this vibe” to “Take all my money.” That’s what we’re going for here.

And the secret sauce to making that happen? Planning and structure. Yep, we’re talking strategy, baby. It’s about understanding who you’re talking to, guiding them through the perfect customer journey, and making sure your website does what it’s meant to do – convert leads into sales without you having to DM strangers or post another “only 3 spots left for April!” announcement on Instagram.

In this post, I’m breaking it all down for you. You’ll learn how to plan your website like a boss, structure it for maximum impact, and sprinkle in a little conversion magic so your biz is running like a dream. Today’s post is all about how to make your website work for you.

Let’s turn that bad boy from a time-wasting TikToker into your top-performing salesperson. Ready? Let’s do this!

Step 1: Know Your Audience to Guide Your Website’s Purpose

Let me drop a truth bomb: your website doesn’t exist to make you look busy, trendy or legit. It exists to connect with your audience – aka the people who are ready to hand over their credit cards and say, “Let’s do this!” But here’s the catch: if you don’t know who those people are or what they actually need, your website is basically throwing spaghetti at the wall and hoping it sticks.

Before we talk fonts, photos, or anything aesthetic, you need to get crystal clear on two things:

1. Who your audience is:
   Think about the people you want to work with. What keeps them up at night? What’s their “ugh, if someone could just fix this for me” struggle? What do they dream about when they’re not stuck in the chaos of running their business or juggling all the things? Your website needs to speak directly to them – their pain points, their goals, their vibe.
2. What action you want them to take:
   This is big. Do you want them to book a call? Fill out your inquiry form? Buy your product? Whatever the goal, your website needs to guide them there like a perfectly planned IKEA floor map (minus the unnecessary detours).

Now, I know you may not have time to sit down with a journal and map out a “customer avatar” in your free time. That’s the beauty of working with me – I’ll do the heavy lifting for you. I’ll help you uncover who your dream clients are, how they think, and exactly what they need to see to feel confident working with you. But more on that later…

Key takeaway: If you’re winging it and hoping the right people will just get it, your website won’t convert. But when you truly know your audience and what they need, your site becomes a magnet for leads and sales. Lucky for you, I specialize in making that magic happen—without you lifting a finger.

Ready to give your dream clients the website they deserve (and the one you actually need)? Keep reading, because Step 2 is where we start to put together your plan and path to make it work.

Step 2: Plan the Path from Visitor to Client

Imagine this: your website is like the ultimate VIP tour guide, holding your dream client’s hand and saying, “Come on in, I’ll show you exactly why we’re a perfect match!” But if your website doesn’t have a clear, intentional path, it’s more like dropping them off in the middle of Times Square with zero direction. Confusing. Overwhelming. And guess what? They’re bouncing faster than you can say, “Wait, I have an offer for you!”

This is where the customer journey comes in – a fancy way of saying: What path are we taking them on from ‘Who is this?’ to ‘I need this NOW!’ Here’s how we do it:

Awareness: Hook ‘Em Right Away

Your website’s headline and visuals should grab their attention fast. Think bold, clear, and instantly relatable. If your audience can’t figure out what you do or who you help in the first 3 seconds, they gone. You need to hit them with that “YES, this is exactly what I need!” moment right off the bat.

Consideration: Build Trust Like a Bestie

Once you’ve got their attention, it’s time to make them believe in you. This is where testimonials, your portfolio, or a breakdown of your services come into play. Think of this stage as showing off the receipts -you’re proving that you’re legit, that you get results, and that you’re the person to solve their problem. Bonus points if you throw in some personality here—because let’s be real, no one vibes with a robot.

Decision: Give Them a Clear Path to Say Yes

This is the part where you seal the deal. Every page on your site should have a clear, compelling call to action (CTA). Whether it’s “Book Your Free Consultation” or “Get Started on XYZ,” make it ridiculously easy for them to take the next step. Don’t make them hunt for a button or wonder what to do next – hand it to them on a silver platter.

Your website isn’t just a brochure; it’s a guided journey. It takes your visitors from curious to confident to converting. And here’s the thing—if this all feels like a lot to map out, that’s because it is. This is exactly why I’ve designed my Website Experiences, where we plan every step of this journey for you.

Key takeaway: A website without a clear customer journey is like wandering through IKEA without arrows – pure chaos and no Swedish meatballs (my fellow IKEA stans get it). But when you plan the path from visitor to client, you create a seamless experience that builds trust, showcases your magic, and makes it easy for them to work with you.

Still with me? Good, because in Step 3, we’re going to bring it all together with a website structure that’s not just functional but flawless.

Step 3: Create a Strategic Website Layout

Alright, friend. You’ve nailed down your audience, mapped out their journey, and now it’s time to build the structure that ties it all together. Think of your website layout like the floor plan of your dream house. Every room (or in this case, every page) has a purpose. No wasted space. No weird corners. Everything is intentional.

Let’s break down the must-have pages your website needs to convert visitors into clients like a pro.

Homepage: Your First Impression Factory

Your homepage is the digital equivalent of a killer handshake. It’s where people decide in about 3.7 seconds if they’re staying or bouncing. Here’s the recipe for a homepage that works overtime:

• Clear headline: No guessing games – tell them exactly who you are and what you do.
• Key benefits: What do you do, and why should they care? Make it punchy and benefit-focused.
• CTA above the fold: Translation: Before they even scroll, there should be a button begging to be clicked—“Work With Me,” “Book Your Free Consult,” whatever gets them in the door.

About Page: Build Connection (Not Just Credentials)

Here’s a hot take: your About page isn’t actually about you – it’s about them. Yes, share your story and credentials, but do it in a way that makes your dream client feel seen and understood. Sprinkle in some personality (your Love Island obsession? Your go-to coffee order?). The goal here is to build trust and connection. Think of it as your first coffee date with a new BFF – authentic, fun, and oh-so-relatable.

Services/Sales Page: Make It Obvious How You Can Help Them

This is where you turn “Oh, she’s cool” into “Take my money.” Your services page should:

• Clearly outline your offerings (bonus points for keeping it benefit-focused).
• Include CTAs in every section—don’t make them scroll to the bottom to take action.
• Feature client wins, testimonials, or anything that screams “I get results.”

Your Services or Work Together page can give an overview of your offers, and you can go in depth on your specific offers with individual sales pages if you’d like. A good sales page can literally be better than an actual human when it comes to closing clients. Straight up. So when you have your main offers nailed, make sure you have a corresponding sales page to really turn up the heat and show people how fucking amazing it is to work with you, what they can achieve, what they get and how to get started.

Contact Page: Make It Easy to Say Hello

You’ve guided them through your site, wowed them with your brilliance, and now they’re ready to reach out. Don’t ruin the moment with a confusing form or a page that feels like an afterthought. Your Contact page should:

• Be clean and simple.
• Have only the necessary fields (no one wants to write their life story just to say hi).
• Include other ways to connect, like email or social links, just in case.

Bonus Tip: Your Site BETTER Be Mobile-Friendly

Here’s the deal: If your website doesn’t look good on a phone, it might as well not exist. Your ideal client is likely juggling kids, a latte, and 37 tabs on her phone, so your site needs to be sleek, fast, and easy to navigate on the go.

Key takeaway: A strategic website layout isn’t just pretty—it’s purposeful. It’s designed to guide your audience, connect with them, and convert them into paying clients. And guess what? You don’t have to figure this all out on your own. My Website Experiences are built to handle all of this for you, so you can focus on what you do best while I bring your dream site to life.

Next up: Let’s tie it all together with the finishing touches that turn your site into an irresistible client-conversion machine.

Step 4: Design with Conversions in Mind

Okay, let’s talk design – but not in that “just make it pretty” kind of way. Nope, we’re designing with a purpose here: to convert. Your website’s job isn’t to win a beauty pageant (although we love a good aesthetic); it’s to guide your visitors toward taking action. Think of it like online matchmaking – you’re creating the ultimate swipe-right experience for your dream clients.

Here’s how to make your design work for you and not just look good on Pinterest:

Compelling CTAs Everywhere (Seriously, Everywhere)

This is your moment to shine—don’t make people hunt for how to work with you.

• Every page should have at least a few clear, juicy calls-to-action (CTA).
• Be specific: Instead of “Learn More,” try “Book Your Free Consultation” or “Get Your Social Media Glow Up Now.”
• Sprinkle them in naturally, like breadcrumbs leading to the ultimate destination: your inbox.

Clean and Focused Design: Less Is More

Your website isn’t the place to flex all your favorite fonts or throw every color of the rainbow into the mix. Let’s keep it sleek, simple, and focused.

• Stick to a clear visual hierarchy – headlines, subheadings, and text that’s easy to skim.
• Leave room to breathe (a.k.a. white space). Don’t overwhelm your audience with clutter.
• Use your brand colors and fonts intentionally – consistency builds trust.

Remember, your ideal client is busy. She doesn’t have time to dig through a chaotic site to figure out how to hire you. Make it effortless.

Sprinkle That Social Proof Everywhere

You know what makes people trust you? Seeing other people rave about how amazing you are. Testimonials and reviews are your secret weapons:

• Add testimonials on every page where they make sense – your homepage, services page, even your contact page.
• Got client wins or data to share? Pop that into your design, too. Seeing results makes people want results.

Pro Tip: Use Tools to Work Smarter, Not Harder

Want to know if your website’s pulling its weight? Use tools like heatmaps and analytics to see exactly how people are interacting with your site.

• Heatmaps show where visitors are clicking, scrolling, and spending the most time.
• Analytics can help you track conversions, traffic sources, and even drop-off points (so you can fix them ASAP).

The best part? When I build websites for my clients, I make sure everything is optimized for conversions from day one. I don’t just slap on some pretty graphics and call it a day – I use strategy, design, and a sprinkle of web wizardry to create a site that actually works for your business. And I also include analytics options so you can make sure your website is thriving long after we’ve launched.

Key takeaway: A good website looks nice. A great website converts. And you, my friend, deserve a site that works as hard as you do.

Now that we’ve covered how to design for conversions, let’s wrap this up with the final steps to bring your dream website to life – and maybe a little pep talk to get you started.

Step 5: Capture Leads While Building Trust

Okay, now let’s get to the good stuff: leads. I say it all the time…your website should be more than just a fancy digital brochure – it’s a lead-generating machine if you do it right. I’m talking about capturing potential clients who actually want to hear from you. That means we’re going to make sure there are ways to collect those precious email addresses and start building trust before they even book that consultation.

Here’s how you can set up your site to capture leads and keep them coming back for more:

A Free Lead Magnet: Your New Best Friend

Everyone loves something free, right? (I mean, same.) So let’s give your audience a little taste of what it’s like to work with you by offering a lead magnet – something super valuable that they can’t resist.

• Maybe it’s a checklist to optimize their social media content, a free guide to increasing sales, or a downloadable workbook to get their business in shape.
• The key is to make it actionable and aligned with your services. That way, once they download it, they’ll see exactly how you can help them take things to the next level.
• You can show off your lead magnet on your website in a lot of ways – as a pop-up (see below), an in-line form, as an announcement banner across the top of your page. Choose a few (or all!) and give people lots of entry points into getting on your email list.

Pro tip: I love using lead magnets in my website projects because they not only provide value but also help position you as an expert who gives a damn about your clients’ success.

Pop-Ups and Forms That Don’t Annoy (Promise!)

Pop-ups: the word alone gives people PTSD, right? But hear me out – used correctly, they can be super effective. The trick is not to overwhelm your visitors, but to offer something helpful at the right time.

• Use pop-ups to offer your freebie at just the right moment – when they’re about to leave the site or after they’ve spent some time reading a blog post.
• Forms should be easy, clean, and simple. Don’t ask for their entire life story – first name and email is all you need to get started.

Just make sure your forms are adding value and not being annoying. You want your audience to feel like they’ve won something, not like they’re getting hounded.

Email Marketing: The Magic of Nurturing Leads

Once someone lands on your site and grabs that freebie, you’ve got their email. And now, you get to start nurturing that relationship! Cue the confetti.

• Set up an automated email sequence that educates, builds trust, and gives them more of the value they came for.
• The goal here is to show up regularly in their inbox (without being spammy) so they remember exactly why they should work with you when they’re ready.
• Your emails don’t ALL have to be salesy (trust me, no one likes that) – just make them friendly, helpful, and genuine. Sprinkle in a bit of personality, and don’t be afraid to share your story or behind-the-scenes moments.

I personally swear by email marketing to nurture leads and turn them into long-term clients. It’s like the digital equivalent of a warm hug – and who doesn’t want a little extra love from their favorite web designer? (This is why lead magnets and email marketing are a part of my Website Experiences, y’all. I believe in the power of the email inbox!)

Key takeaway: Capture leads with an irresistible offer, make it easy for visitors to get in touch, and nurture those relationships with value-packed emails. Trust me, when you do this right, your website will not only bring in traffic, but it’ll start building a community of potential clients who are excited to work with you.

Alright, we’ve gone through the big steps of how to structure your site to generate leads and sales. Now, let’s wrap it up and talk about how you can actually make all this happen.

What NOT to Do When Structuring Your Website

Let’s be real – there are plenty of ways to mess up your website, and trust me, I’ve seen it all. But don’t worry, I’m here to help you avoid those rookie mistakes that could cost you leads, sales and all the hard work you’ve put into your business. So, let’s take a quick detour and talk about what not to do when you’re structuring your website. Like our girl TayTay says…”are you ready for it?”

Mistake 1: Overloading the homepage with unnecessary text

Okay, I know you’re excited about your business (who isn’t?!), but your homepage is not your memoir. It’s not the place for every single detail about your life, your journey, or every service you offer. Ain’t nobody got time for that.

Instead, make sure your homepage does one thing really well: grab attention and point visitors in the right direction. Keep it clean, punchy, and focused on key info like your core service, the benefits to your clients, and a clear call to action (CTA).

Quick Tip: If your homepage looks like an essay, it’s time for a rework. Your goal is clarity, not overwhelm.

Mistake 2: Lack of a clear CTA (Where’s the “Book Now” button?!)

How many times have you landed on a website, thought, “Wow, I really want to work with this person,” but then had to search for five minutes to figure out how to actually contact them? Ugh, I’ve been there, and it’s not fun.

Your website needs a CTA on every page. Think about it – if someone’s vibing with what you offer, you don’t want them to have to work hard to take the next step. Whether it’s “Book a Call,” “Get Started,” or “Learn More,” make sure it’s clear, easy to find, and leads them exactly where they need to go.

Pro Tip: I like to place CTAs above the fold (so people see it right away), and then again at the at various points throughout the page, just in case they’re ready to take action after they’ve absorbed your value.

Mistake 3: Focusing on design over strategy

It’s easy to get caught up in the prettiness of a website (I mean, who doesn’t love a good Pinterest board full of design inspo?), but listen closely – design is important, but strategy is EVERYTHING.

If your website looks beautiful but doesn’t function strategically to guide visitors toward becoming clients, then it’s not doing its job. It’s like opening a brand new store but not telling anyone where it is or how to get to you. Pointless, right?

You need a website that’s built on solid strategy – one that guides your visitors through a customer journey that leads to conversions, not just likes on Instagram. That’s where working with a pro comes in. You don’t have to figure out all this strategy on your own—leave it to someone who lives and breathes this stuff.

Why It’s worth working with an expert

Look, I get it. Maybe you’re tempted to DIY, or you think you can just “figure it out” by watching a few YouTube tutorials. But here’s the thing: your website is a key part of your business, and if it’s not strategically designed, it’s holding you back.

I’m here to help you avoid these common mistakes and create a website that actually works for you. A website that is a tool to help convert visitors into leads and leads into clients. That’s my jam. Whether it’s designing a website from scratch or revamping what you already have, I can help you make sure it’s built to deliver results – and not just look pretty.

Key takeaway: Don’t fall into the trap of a gorgeous website that doesn’t work for your business. Stay focused on strategy, and make sure your design supports your goals. If you’re feeling overwhelmed, that’s exactly why I’m here to help.

Let’s Wrap It Up: Your Website Is Your Most Powerful Business Tool

Building a website that generates leads and sales isn’t just about making something pretty—it’s about creating a powerful tool that works for you 24/7. With the right structure, strategic layout, and lead-generating magic, your website becomes more than just a digital business card. It’s your business’s secret weapon to scale, grow, and reclaim your time.

Here’s the thing: You could try to DIY this, but let’s be real. My clients don’t have time to YouTube their way through website strategy or cobble together something that “kinda works.” They’re ready for a professional website that doesn’t just look amazing but actually converts.

That’s where my Website Experiences come in. This isn’t your run-of-the-mill web design package; it’s an all-inclusive, everything-you-need-to-succeed experience.

• Strategy, branding, design, and copy? Check.
• Lead generation tools, email marketing, SEO, and social media integration? Done.
• Flexibility in how much you want to be involved? Absolutely. Whether you want to kick back, sip your coffee, and let me handle everything, or you’re game to use my resources and tools to knock out some of the foundational work, I’ve got a plan that fits.
• And the process? Oh, honey, it’s smooth like butter. Clear communication, set boundaries (so we both stay sane), and organization that keeps you in the loop every step of the way.

By the end, you don’t just get a pretty website ou get an incredible tool that helps your business actually grow to the next level.

If you’re ready to stop leaving money on the table and start turning visitors into raving clients, it’s time to take the next step. Let’s work together to create a website that works as hard as you do—because, honestly, you deserve nothing less.

👉 Click here to learn more about my Website Experiences and let’s make website magic happen!

Your future clients are waiting—let’s show them what you’re all about. 💻✨