The Most Important Parts of Your Website Are Things You've Probably Never Thought About

Everyone thinks about the obvious stuff for their service-based or wedding business. An about page. A services page. A contact form. Maybe a portfolio. You know you need those things, so you write them, you put them on your site, and you think you're done.

And I get it. No one tells you that the most important parts of your website aren't even your main content. It's all the other stuff you didn't know you needed, and probably haven't even considered.

Things like:

• Answering the questions your visitors are asking before they ever reach out

• Communicating the processes and steps your potential clients need to go through to inquire or to book with you

• How easy is it for someone to reach out? Fill out your forms? Get their questions answered? How long will it take you to respond? How will you contact them? Are your consultations in person, or through Zoom?

  
  

These are the things people want to know. And these are exactly the kind of things I help you communicate when you work with me to design or redesign your website.

Why People Struggle With This Stuff

It's hard because you're too close to your own business to see what other people see.

Most of the time we're so focused on trying to explain what we do, that we don't realize the people visiting our website are more interested in learning what's in it for them.

Your visitors aren't on your website to learn about you. They're there to figure out if you can solve their problem, what results you'll help them get, and what it will be like to work with you. Writing for you, vs writing for them are very different things.

If you're not getting enough inquiries or bookings, here's the good news: Once you know what to look for, it's not that hard to fix. You just need someone to show you what you're missing.

Your Potential Clients Have Questions. Your Website Needs to Answer Them

Before someone even inquires, they're searching for information.

They want to know:

• How does your process work?

• How long does it take?

• When do they pay?

• Do you offer refunds?

• What do they need to do to prepare?

• Are you going to give them a bunch of stuff to do?

• Are they going to have to talk to you on the phone?

• Is this going to feel easy or like a hassle?

  
  

If your website doesn't answer these things, people hesitate. And hesitation turns into "I'll think about it." Which turns into them not booking you.

The Stuff Nobody Thinks to Include (But Should)

This is where most service-based websites fall short. Not usually because of what they say, but because of what they leave out.

Your booking process. Not just a contact button. They might not even get that far. You need to say, in advance, what happens after someone clicks that button or fills out that form. Step 1, Step 2, Step 3. When people know what to expect, it feels easy. And when it feels easy, they're more likely to do it.

Your intake form. If you're asking 40 questions just for someone to inquire about potentially working with you, you're losing people. As a wedding planner, for example, do you really need their life story and a mood board full of wedding inspiration before they even know if you're available on their wedding date? No, you don't.

FAQs that answer real questions. Not the things you want to tell people because it makes you feel good. The things people want to know but are nervous to ask. Pricing. Timelines. What happens if something doesn't go as planned. Are you available weekday evenings to answer their questions? Answer the uncomfortable stuff and you'll build trust fast.

Booking calendar. Do you make it easy for people to schedule meetings and calls with you on their own, when it's convenient for them? Or do you make them message you and wait for a reply? Do you tell them how long they'll have to wait before they hear back?

Transparent pricing. People want it. They expect it. Your competitors provide it. So when you don't, people just move on. They're not contacting you and waiting for a reply to get necessary information that can easily get elsewhere.

Your policies. Cancellations, rescheduling, turnaround times. What happens if there's another Covid situation and the world shuts down and they need to postpone or cancel their wedding? These don't scare people off. They show you're a professional who has thought this through. They are wondering these things.

What This Actually Looks Like on a Real Life Website

The booking process thing:

Someone likes your work, clicks contact, fills out the form. Then nothing. They don't know if you got it, when you'll respond, or what happens next. So they contact three of your competitors just in case. By the time you reply, they've already booked someone else who was available and responded within the hour.

The intake form thing:

You ask 20 questions before the client even knows if you're available on their wedding date. They give up halfway through the form. Or they do finish it, but they're already annoyed before you've even spoken to them. Meanwhile, your competitor asked three questions (the necessary ones only) and got the inquiry. Then they got the booking because the client knew they were available.

The FAQ thing:

Someone's reading your services page. They're interested. But they're wondering what happens if it rains, or if a vendor cancels, or if they need to change something last minute. Your FAQ answers nothing relevant. Or worse, you don't even have an FAQ. They assume you're not flexible. They book someone else who eases all their worries.

The booking calendar thing:

Someone wants to schedule a call with you. You say "email me to schedule a time." They email you. You email back with options. They reply two days later. Then you reply to confirm the date and time they chose. Four emails and 4 days later, they finally have a call booked. But only if they make it that far. Maybe you missed out on the call altogether because they got annoyed and booked with someone else who had a live scheduler.

The pricing thing:

Someone wants to know if you charge $500 or $5,000. But you don't list any version of a price. They email you. You email back asking for a call. They're not interested in a call with someone who might be completely out of budget. They hire the person who says "packages start at $3,500" because at least they have a number. Some don't even email because they assume you don't list pricing because it's super high.

The policies thing:

Someone's planning a wedding in 2027. They're scared. What if there's another pandemic? What if they need to cancel? What if something goes wrong? What if someone gets sick? You don't mention any of this. They assume you're not thinking about it either. They book with someone who has a clear cancellation and rescheduling policy posted on their site.

Most of this fixable by just saying the thing out loud and making it easy for your potential clients. Even if it's a little bit harder for yourself. Don't make them wait. Don't make them guess. Don't annoy them.

What is Website Strategy and What Does it Have to do With Your Content?

If you've spent any time around web designers or marketers, you've likely heard the word 'strategy' thrown around like it's some insider secret that only they understand. And they're not exactly rushing to explain what it means.

But I will because it shouldn't be a secret. And it's not even really a strategy at all. The whole strategy is just doing the things that make it easy for people to understand how you can help them, and make it easy for them to work with you. That's really it.

But 'making it easy' means doing quite a few things. Such as:

• Ensuring you're not overwhelming people

• Making your site easy to navigate

• Providing information your visitors need, and making it easy to find

• Speaking in language that makes sense to them

• Not making them jump through a bunch of hoops to inquire with you

• And a lot more

A good designer will know what to look for and how to fix it. If you need help improving or simplifying your website, I'd love to help.

I offer a mini website audit (for all platforms) to help you identify what's not working, and tell you how to fix it. It's $179 USD and includes:

• a 10-15 minute recorded video as I scroll through your website, comment on what I see and make suggestions for improvements

• A PDF document outlining my top 5 recommendations and a report card that scores your website in different areas such as:

  • Offer clarity

  • User friendliness

  • Visual design

  • Booking process

  • Website speed and more

Please contact me for a Mini Audit.

If you need a Wix redesign or a brand new website, you can view my Web Design Services page for more info.

Frequently Asked Questions

How long does it take to write website content?

Probably longer than you think. Most people significantly underestimate it. Even with a clear system, writing conversion-focused content for a 5-6 page website usually takes at least a week, sometimes two. This is why I send clients access to their content system well before the project start date.

Do I have to write my own content or can you do it for me?

My Classic website package was designed to have clients write their own content with the help of my content system. I include copy refinement and editing if needed. Full copywriting can be added on for $75+ USD per page section.

The Signature package includes full copywriting on all your pages (up to 6).

If you're building your own website, you can purchase my content system if you need help. It walks you through every page, section, and component on your website. It's being updated to version 2.0 currently but you can sign up for email updates and I'll let you know when it goes live again.

Can I get your content system if you're not my web designer?

Yes! I'm currently making updates for version 2.0. You're welcome to sign up for updates (above) and I'll let you know when it's live.

What's the difference between a contact form and an intake form?

A contact form is for getting in touch, inquiring or asking questions. An intake form collects information when someone is interested in working with you. Your contact form should be short. Your intake form can go deeper, but you should only ask what you actually need in the initial booking steps.

What are keywords and do I really need to think about them?

Keywords are what your potential clients are typing into Google and AI tools. If your content doesn't include them, search engines don't know who to show your site to. You don't need to be an SEO expert, but you do need to write with your ideal client in mind.

What should I put in my FAQ section?

The questions people want to know and the things they're nervous to ask. Pricing. Timelines. What's included. What happens if something goes wrong. If you're often answering the same questions over email, they belong on your website.

Why does content have to be done before the website is built?

Because the content determines the structure. How many pages you need, how long each section is, where things live. The overall design and visual balance is affected by the written content, how much there is, and the actual placement of it.

Sounds Great, But I Don't Want to Deal With Any of This

I don't blame you! This stuff can be a lot. If you need help, I offer mini website audits for any platform and Wix redesign, semi-custom design, and hourly fixes. Learn more on my Web Design Services page or contact me.