How to make your website “up close and personal”

22 Feb 2018
Young smiling woman  using computer at reception of dental clinic.

The wonders of modern technology mean that it is now possible to sell anything online. The big question is, will sufficient numbers of customers buy your product?

People are bombarded from all sides by marketing and sales message. Cutting through all that to get attention for your product or service is a challenge, especially so if you’re selling something “intangible”.

Think about it. If you have a catalogue of physical products that customers are familiar with, your website design can be structured around showing those to best effect and unique selling propositions (USPs) such as price or fast delivery.

When selling therapies and other services, it makes website design more of a headache as the benefits are less tangible. It can easily stray into looking highly impersonal and functional.

You’re selling the relationship you will have with your clients. How on earth do you get that across online?

Engaging content

The words and phrases used need to be client-focused. Rather than listing details of qualifications and services on your homepage, save that for click-through links. Instead, tell your clients what you hope to achieve on their behalf.

You will be answering the question they all have; “What’s in it for me?”. By talking directly to them when they land on your homepage, you have a far better chance of getting “up close” in those crucial few seconds.

Warm imagery

This is another element of website design requiring extra consideration when promoting a personal service. Images of treatment tables and front entrances can seem too business-like and “hands off”. A shot of a client receiving treatment (with their identity obscured) can be far more reassuring. If you use a model, you could still hide their identity. It positions you as a discrete and responsible service provider.

A good quality shot of your therapists shows the human face of the business.

Colour choices

As a therapist, you will appreciate the importance of colour in supporting a client’s health, wellbeing and energy levels. This needs to run through your website design. Colour is a universal, non-verbal language with a powerful psychology behind it. Selecting the right combination to deliver your messages is an important part of securing client engagement with your website.

For more information on creating a personal and warm website, feel free to ring for a chat or email us.

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