A Good Website Looks Nice. A Great Website Gets Results.

Plenty of websites look decent on the surface — but when you dig deeper, they’re not doing much to bring in leads, bookings, or sales. If you’re a solo business owner, personal trainer, or service provider, your website isn’t just about looking professional. It’s a tool. And it should be working 24/7 to support your business goals.

So what separates a good-looking site from one that actually converts? Here are seven key features that help turn visitors into clients.

1. Clear Calls to Action

If someone lands on your site and they’re interested in working with you, what do you want them to do next? Book a consultation? Fill out a form? Call you?

A strong website makes that step obvious. Your calls to action (CTAs) should be visible, specific, and easy to follow. Whether it’s “Book a Free Call”, “Request a Quote”, or “Start Your Trial”, your CTA should appear in multiple places across your site — not just tucked away at the bottom of the page.

2. Mobile-Friendly Design

Chances are, more than half of your visitors are viewing your site on a phone. If your website doesn’t load quickly, display properly, or feel smooth on mobile, you’re losing people. That’s not just bad for the user experience — it’s also bad for your SEO.

Mobile responsiveness should be baked into your design from the start. Menus should be easy to tap, text should be readable without zooming, and key actions like calling or booking should be just one click away.

3. Fast Page Load Times

Speed matters. People are impatient, and so is Google. If your site takes more than a few seconds to load, many users will give up and leave — and search engines take note of that.

Things like oversized images, slow hosting, and bloated themes can all impact load time. A high-converting site is fast, lightweight, and built with performance in mind. When your site feels quick and easy to use, people are far more likely to stick around.

4. Easy-to-Follow Navigation

Visitors shouldn’t have to work hard to find what they need. If your navigation is confusing, cluttered, or full of dropdowns that go nowhere, people will get frustrated and leave.

Keep your menu simple. Use clear labels like Home, About, Services, and Contact. Highlight your most important pages and make sure people can get back to them from anywhere on the site. When in doubt, fewer clicks is better.

5. Trust-Building Content

Before someone contacts you, they’re asking themselves a simple question: “Can I trust this person to help me?”

Your website should answer that question with confidence. Include testimonials, reviews, case studies, or results where possible. Show your face if you can — people connect with people. Mention any certifications, guarantees, or experience that sets you apart. You don’t have to brag, just reassure.

6. SEO-Friendly Structure

You can’t convert visitors if they never find your site in the first place. That’s where SEO comes in — and it’s not just about keywords.

A conversion-friendly site should be well-structured for search engines too. Use proper headings (H1, H2, etc.), optimise your page titles and meta descriptions, include internal links, and make sure your images have alt text. A fast, well-structured site not only ranks better — it also delivers a better experience for your users.

7. Strong, Benefit-Led Copy

Design gets their attention. Words get the click.

Your copy should speak to your ideal client’s goals, challenges, and motivations. Avoid jargon. Focus on benefits, not just features. Make it clear who you help, how you help them, and what the next step is.

When people feel seen and understood by your words, they’re far more likely to take action.

Your Website Should Be Working for You

You don’t need a flashy website full of bells and whistles. You need a clean, focused, and strategic site that speaks clearly to the people you want to work with — and guides them to take the next step.

If your current website looks fine but isn’t bringing in results, one of these seven areas might be the missing piece.

📩 Want to improve how your website performs without starting from scratch?
Let’s review what’s working — and where we can sharpen things up.