The 10 Things Potential Clients Look For on Your Website (That You Probably Haven’t Nailed)

When someone lands on your website, they are not really reading. Not at first.

They are running a quick, mostly unconscious checklist.

·      Can she help me?

·      Can I afford her?

·      Do I like her?

·      Is this for someone like me?

And they are deciding all of it in a handful of seconds, long before they have read the bio you took so long deliberating over.

Most wellness websites do a lovely job of looking nice. Far fewer answer the questions that are actually running through a potential client’s head.

So, let’s fix that. Here are the 10 things people are quietly looking for, and why each one matters.

1. Your Prices (Yes, Really)

People want to know whether they can afford to work with you before they have an awkward conversation about it. I know, I know, in your training they told you not to share your pricing, but it’s like when you look in the jeweller's window, if you can’t see the price tags you assume you can’t afford it! Am I right?

Potential clients want to weigh up your prices against three things: their budget, what they expected to pay, and what your competitors charge. They also want to know if booking a block of sessions gives them a discount or if it’s okay for them to do ‘pay as you go’.

Take care though, if showing your prices makes you think twice about what you charge, stop! Remember the all the training, the experience, and the value and outcomes you offer clients. You are worth it! Just make sure your website copy aligns your expertise with your fee.
What we are trying to avoid is making a nervous person email, call or text you to find out a number, because a lot of them simply won’t.

2. A Proper Description of What You Actually Do

Being vague is the enemy here.

People want to know exactly what they get for their money, so they can decide whether it feels worth it.

·      What is included?

·      How long do they get with you?

·      What happens in a session?

·      Do they get resources to use?

·      What is your expectation of them?

·      Do they need to be at a certain stage or readiness?

The clearer you are, the easier you make it for them to say, ‘yes, that sounds like what I need.’

3. Why You, and Not the Other Forty

You are acutely aware; there are others offering something similar to you. So, you know a potential client is quietly asking, ‘what makes her different, and do I warm to her’?

This is where they get their first flicker of rapport. Your words, your tone, the way you talk about the work. It is the early sense of, ‘I think I’d actually like working with this person.’

You don’t need a massive list of qualifications, or a load of marketing speak. You just need to sound like you.

4. Exactly Who This Is For (Is It Them?)

People need to see themselves on the page.

‘Is this for someone like me? Has she worked with people in my situation? Will she actually get what I’m dealing with?’

When a visitor reads your site and thinks, ‘oh, that’s me, she’s describing my exact life,’ you have done the single most powerful thing a website can do. You have made them feel understood before you have even spoken.

Testimonials and client success stories are your secret weapon, when visitors see themselves in your clients, as well as your copy, there is nothing more powerful!  

5. An Easy, Low-Pressure Way to Get in Touch

Not everyone is ready to pick up the phone. Some of your future clients are apprehensive. Some are shy. Some cringe at they thought of calling you and feel a bit panicky at the thought of you answering their email with an impromptu call back!

Give them a low-friction way to ask a question first – or even better anticipate their questions in your FAQ! (Point 7) A simple form, an email address, or WhatsApp number; take the pressure off, and you’ll hear from people who would otherwise have viewed your site and moved on, in favour of a competitor who is not going to hard sell them as soon as they make contact.

6. A Way to Actually Book In

Some people are further along their buying journey. They have done their research, they like the look of you, and they are ready to commit.

If there is no way to book in the moment when they are feeling motivated (or brave), you could be waving that person goodbye, and that is a real opportunity, gone.

It doesn’t have to be a paid service straight away, though. You might want to check they are a good fit for you before you start working with them, so a short, free discovery call is plenty. And if you think they are not your ideal client, but you can connect them with a colleague – do it. Both client and practitioner will be eternally grateful for the intro.

7. Frequently Asked Questions

A good FAQ section does more heavy lifting than people realise.

Use it to:

·      Bust the common myths in your field

·      Answer the questions you get asked over and over again

·      Answer the awkward questions your competitors avoid

·      Give away some useful snippets

·      Be honest about what you can achieve, and what you can’t!

It saves you repeating yourself, and it builds trust by getting ahead of the doubts before someone wonders what the answer might be (or asks Chat GPT for an answer).

8. A Peek Behind the Curtain

Show people something they can’t find anywhere else.

Share a bit of how you do what you do. The thinking, the approach, the stuff your competitors tend to gate-keep. It feels counterintuitive, but giving something away is a signal of confidence. It says, ‘I know my stuff, and there’s plenty more where that came from’.
Something they can use straight away to start transforming even in a small way is a gift they’ll remember when they are ready to buy.

9. What They’ll Actually Get Out of It

This one is all about the outcome.

‘If I work with you, will I get where I need to go? What does life look like on the other side of this?’ Paint that picture.

People are not buying a session. They are buying the result they are hoping the session will give them; a transformation, a simple lifestyle change, or a sense of calm. Whatever it is, if they work with you, it can be theirs but be clear that it will need them to commit, you don’t have a magic wand! (And neither do I, despite what my logo says! )

10. Real Photos of You (Not the Stiff, Glossy Kind)

People want a sense of who you really are.

Overly styled, posed, corporate-looking shots can keep them at arm’s length. A real, warm, recognisable photo lets someone get a feel for you and ask themselves the quiet question: ‘do I think we’d gel? ‘

You are the service. Let them see the human they’d be working with.

Bonus: Add a Short Video of You

This is the one that tips people over the edge.

A short video of you explaining one useful topic does two jobs. Even if someone doesn’t watch the whole thing, they get to see you talking, and they feel a bit more of a connection. And the topic itself might be the exact nudge they needed.

Pair it with something genuinely helpful they can use straight away, and you’ve gone from ‘I’m not sure’ to ‘right, I’m getting in touch.’

Here’s the Bit Nobody Tells You

Your website is not there to please everyone.

It is there to attract the right clients and repel the wrong ones. Yes, I said it. Not every client is right for you, and believe it or not, you are not right for every client either.

A site that tries to appeal to absolutely everybody ends up speaking to nobody in particular. So, use yours as a filter. Let it narrow the field, sending the wrong-fit people elsewhere, and bringing you more enquiries from the people who are ready to work with you.

Don’t spend every discovery call persuading someone to work with you – have fewer fruitless sales conversations and more ‘chemistry’ chats. That’s the goal!