Your website needs to work like your best salesperson, 24/7.
It's when you finally get a quiet moment on the couch after dinner. Or a quick scroll during a lunch break. A burst of frustration at 1am when you can't fall asleep. Or a Sunday afternoon when you've both got a moment and the headspace to discuss a plan.
THIS is when people are often researching, browsing and taking action. And in these micro-moments, your website either helps them move forward, or makes them wait.
Your website should be your hardest working sales tool
We're in the process of renovating a house, and that means getting a whole lot of quotes for the things we can't manage ourselves. We have a self-imposed rule to get at least three separate quotes to compare (because we've quickly learnt that prices and advice varies wildly). As two pretty busy professionals, the time we spend searching for the product or service that can help us is usually on the weekends, or after hours when we're chatting about the next steps of our project (or when we encounter an obstacle that is a little over our heads. Old houses, I tell ya, nothing is easy!).
It's been eye-opening to me how many websites simply don't make contact an easy process. And I know that tradies are not always renowned for their online presence (a listing and a few reviews on No Cowboys seems to gets them through!), but I've seen it with my own clients too. Their brief is built around their preferences, with little consideration for their customers' experience.
They assume people will call. Or wait for a reply. Or try again tomorrow.
But your customers aren't always shopping on your schedule. They're looking for answers when it suits them, often after hours, between meetings, or when they're already feeling overwhelmed. Especially if you're serving small business owners, parents or busy professionals.
And if your website makes it hard to take the next step? You've just introduced friction in a moment that is meant to be easy.
And honestly, there was probably a time when you could get away with that. You held the power, you were in demand, they could wait their turn. But at a time when I'm increasingly hearing how it's harder and harder to get a lead, even for businesses who have historically never struggled, I'm encouraging clients to take a closer look at the experience they're serving up online.
The real job of your website copy and design
Yes, your website needs to reflect who you are and attract the right audience. But just as importantly, it needs to:
Anticipate how people are searching
Support what they need in that moment
Remove any barriers to action
Because a good website doesn’t just speak to the right person. It speaks to the right context.
That means:
Clear next steps. Not buried at the bottom of the page. Not vague. Tell people exactly what to do, and make sure they can do it right now.
Contact options that don’t rely on phone calls. Think: enquiry forms, booking links, email, even DMs or chat. Phone numbers are fine, but they shouldn’t be the only way to connect.
Quick answers to common questions. Think about what people might be wondering when they land on your site. Pricing? Process? Turnaround time? The more you answer upfront, the less hesitation they’ll feel.
Reassurance and trust. Often we're searching in moments of solitude; there is vulnerability. We're seeking to be seen and understood, or we're seeking confidence and reassurance that someone can help us. How are we using what we know about our customers' needs, desires and expectations to make them feel safe and assured?
How do you shape a better experience?
1. Audit your existing site like a customer
Pretend it’s 9pm. You’ve just found your site via Google or Instagram.
Now ask:
Can I understand what this business does within 5 seconds?
Is there an obvious next step — and can I take it without calling?
Are my biggest questions answered clearly, without making me dig?
If the answer is no, those are the gaps to close.
2. Simplify your conversion paths
Don’t make people work hard to take action.
That means:
Add an enquiry button or sticky nav link on every key page
Keep contact forms short, but ask questions that will help reduce back-and-forth, eg if there is specific information you can ask for that will enable you to quote to provide information straight away
Include a low-pressure CTA like “ask a question” or “check availability”
3. Offer options for different comfort levels
Not everyone wants to book a call straight away. Some want to dip a toe in first.
You could:
Offer a downloadable guide or helpful resource in exchange for email
Let people DM you via Instagram or Messenger (if you’re active there)
Include a calendar link for those who are ready to talk, now
The more ways you give people to engage, the more likely they are to follow through.
4. Refresh your copy to meet the moment
Great copy goes beyond just outlining your services, it shows empathy for where the customer is right now. Use your copy to:
Anticipate hesitations and answer them upfront
Show that you get the situation they’re in
Highlight the benefit of reaching out now, not later
This is especially powerful for service-based businesses where trust is the first sale.
5. Test it. Tweak it. Treat it like a work in progress.
Websites are not static. They should evolve with your offers, your audience, and how people are engaging with you. Track what pages people visit most. Where they drop off. Which CTAs get clicks. Then adjust.
The websites that are converting are designed for how people buy.
That means recognising that customer journeys don’t happen between your opening hours. They happen when the toddler’s finally asleep. When the inbox has been cleared. When the business owner finally sits down at 10:47pm and thinks, Right. I need help with this. If your website isn’t ready to help them in that moment, they’ll move on.
The most important question to keep in mind: how easy is it to take action?
If they’re ready to enquire, is your form short and clear?
If they want to book, is there a link to do it instantly?
If they’re not ready yet, are you giving them a reason to stay connected?
Because if your enquiry system only works when you do, you’re leaving money (and momentum) on the table.
Make your website a valuable sales tool
I help service-based businesses turn browsers into buyers with strategic messaging and conversion-ready copy. If you think your website could be working harder for your business, let's chat.
