7 Reasons Your Dream Clients Are Bouncing From Your Wellness Website. And How To Get Them Hooked.
Updated: Sep 25, 2020
As a wellness entrepreneur, whether you teach a course, offer private consultations or sell a product - your website can be the single most powerful tool for your business.
Your website builds your authority online, shows people you’re legit and serious (and not just an influencer on social media). It can generate new leads for you, help you stand out, expand your reach, and even probably bring in those paid subscriptions and sign-ups from your dream clients!!
But, you gotta play your game right for that.
If you’ve noticed that your website has a lot of visitors, but a very high bounce rate (i.e., they check out the link you sent and then leave, never to return).
Or maybe that you keep sending potential leads this way, but none of them seem to stick around and actually sign-up or make a purchase.
Then it’s probably because your audience is feeling one or more of these things when they’re on your site.
1. They’re confused.
“I’m sorry, what do you do again?”
This one is usually the most common reason potential clients and customers leave your website.
Never leave your visitors confused. Confusion is the biggest conversion killer!
Any person who checks out your website wants to know if this is exactly what they’re looking for. They want to see if you can help solve their specific problems - and they don’t want to scroll five times to find that out.
If your new website visitor doesn’t know exactly -
What you do/offer (Ex: Life coaching services)
What problem you solve / What dream you deliver (Ex: Relationship issues)
Who you do it for (Ex: Middle-aged to senior men)
within the first 30 seconds of being on the first page of your website - they’re going to bounce.
Now sometimes your service offering can be pretty complicated, and your audience could include multiple groups of people.
But focus on your ‘dream clients’ and your ‘unique expertise’ - to clarify your ‘welcome statement’, and attract your ideal audience first.
Then slowly focus on other offerings and secondary audience, to draw in the rest.
If you had to do just one thing to keep your visitors hooked onto your site and keep them scrolling for more details, this would be it.
2. They don’t believe you.
Pshh yeah, alright?! Sure, that’s what they all say!
Is your wellness app the best platform ever? Do you promise the fastest transformation? Or the easiest method?
Vague statements like that sound like air-filled boasts.
You might be right, and very justified in these claims, but your new visitor doesn’t know that. Many businesses in the wellness industry simply come online and make these tall claims and assertions, without any actual proof in reality… And your audience knows that.
So if you want to make them believe you, and trust you - give them specifics, give them proof.
Tell them why you’re the best - is it individual attention/ long-lasting results/ painless process.
Tell them how you’ve achieved these fast transformations using a case study.
Show them the number of people who have benefitted with your unique solution.
Use testimonials to back up your claims (After all, what others say about you is more important than what you say about you).
Build a brand reputation that’s as solid and trustworthy as you are in real life.
3. They’ve heard it all a million times before.
What’s so special about you? Wait, is this same one from last week, or was that someone else?
The wellness and personal development industry seem to have developed these stereotyped personalities and fixed branding styles. And it’s gone to the extent that almost every wellness website you go to within a niche, looks and sounds nearly the same!!
Do a quick check, by opening up the websites of some other businesses in your niche.
Are they using similar words and saying similar things?
If you look at the pages for 30 seconds each, what kind of impression do you get?
And after you do that for all the websites, including yours - see if you can tell the difference between the various brands when you think back.
Now when you look and sound exactly like the rest, your visitors are -
Probably going to get bored and leave
Not going to remember you after they leave.
I’m not saying say/ do something crazy outlandish just to stand out.
I simply believe that no two people are completely alike. You have a unique personality, and individual opinions and preferences - and your brand and website should reflect that.
Let some of your inner personality shine through - your quirks, your favourite phrases, or unique specialities.
Perhaps you teach yoga out in the forest, or maybe your consultation sessions are always followed by a dance party?
Gone are the days of being this perfect, ideal personality online. People want to work with someone they can relate to - someone who has dreams, likes, dislikes and everyday flaws.
Whatever it is that makes you, you - build your brand around that and share it with your audience. You'll stand out of the crowd, and your audience will stick around and connect with you.
4. They are tired of hearing about you.
Uhm cool, so you’ve done 300 hours of training and have 5 certifications. So what?
If you followed the previous steps, your audience is probably interested in you and wants to know more.
But, they don’t want to read 2 whole pages about you, your skills and details of your service.
I know, I know. I just told you that you should add some personality to your brand, and make your website more personal and human.
And you should. But in a way that is relevant to them, to their pain points and their desires.
And how do you do that??
Make it relevant to them. In your copy, answer the question - ‘What’s in it for them?’, or ‘What do they get out of signing up for this?’
Speak benefits, not features. Every time you talk about your unique skills or list out details of your service/ course - tell them how it is going to help them get over their specific pain/ problems.
Or simply, as a rule of thumb - make sure there are more 'you' than 'I' in the copy.
Doing this makes it all so much more relevant to your audience.
It connects everything that you do - directly to their pains, to their desires, ambitions and dreams.
It builds empathy and makes them feel like you genuinely understand them, and presents you are the perfect solution to them.
5. They’ve no idea what you’re talking about.
Huh, what’s that thingamajig you’re talking about?
I’ve seen the websites of some top-notch experts in the field of wellness, and what they’re saying just makes no sense to me. Sure, they have a certification in whatever it is they’re talking about - but I don’t.
And I’ve no idea what the heck they’re talking about when they use insider jargon or complex terminology. So I simply leave the site and find someone else who speaks so I can understand.
Now, chances are, you’re audience is a lot like me.
They probably don’t like having things go over their head. And they probably feel much more comfortable when you speak to them in terms they understand.
Contrary to what you might think, jargon-filled scary words don’t build trust or your authority.
Speaking to your audience like they talk amongst themselves does.
The only side-effect of speaking to them like that - is they might just fall in love with you.
Here are some ways to simplify your language and make it more relatable:
Go creep on some forums where your dream clients may be, and see what kind of terminology they use to describe their problems and desires. Use those words.
Speak to some old customers and see how much they know about the process/ industry terms - and use words you are sure they will understand and relate to.
If you absolutely have to use a complex term, then explain it in simple terms to educate your audience first.
6. They don’t think they’re ready for the big commitment.
Woah, I don’t want to subscribe for a whole month! I just met you!
If you just met someone in real life, and they suggested that you buy this product that would solve your back pain - you’d probably be skeptical about it. And so are your leads.
This is more so when you have a high-value product/ service, that requires a larger or longer-term investment. Unless they already know you and have a connection with you - it’s unlikely that they’ll be willing to take that step immediately.
So give them a lead magnet (aka free sample/ advice & proof of your awesomeness, in exchange for their contact details/ friendship) to earn that trust and start a connection.
Keep in mind:
1. It should be something that is of value to your audience.
Something that will help them/ benefit them directly and quickly.
Maybe it’s a weeklong email course, where you help them uncover their problem.
Or a mastermind session, or a free consultation call to educate them on the solutions available to them.
Perhaps an ebook that offers tips on how to put a band-aid on their pain, for quick relief.
Whatever it is, ensure you're using that lead magnet to build authority, show expertise and ever so subtly - persuade them to take the next step with you.
2. Make sure that your lead magnet is displayed bold and clear on your website!
You don't wanna make all the effort or creating and putting it up, and then have them miss it while scrolling through your home page.
It helps to have it offered in a pop-up landing page, with compelling, benefit-oriented copy to make it easier for them to say yes, and sign up for it.
An example of a masterclass lead magnet and landing page by MindValley.
You can use that lead magnet to prove your expertise, build a relationship & later pitch them on your service.
7. They don’t know how to proceed.
What do I do next? Where do I go?
When someone lands on your website, you want them to know about you, like you and trust you - and then you want them to take some action. Maybe that is to check out your services page, or sign up for your email list, or contact you, or perhaps even buy from you.
And you need to guide your visitor on taking that action, using ‘Call to Action’ buttons places strategically on your page.
There is nothing worse than when someone goes through your website, likes your service/ product, wants to sign up or find out more - but doesn’t know where to go next, and hence leaves!!
A well-crafted ‘Call to Action’ button is the ONE thing that all high-converting websites have in common.
They can make the entire website experience 10X smoother for your viewer, making them stay on your website for longer while getting to know you more and more.
Here are some things to keep in mind:
Use the button to guide visitors to the next place you want them to go to.
(Ex: Check out our services / Get to know our expert team)
When making an offer, address the action words to your audience. A.k.a use 'you' / 'your' in the CTA to make it more personal.
(Ex: Grab your bonus voucher now.)
Use benefits to make an action more real and exciting
(Ex: Discover your new self here)
Examples of some clear & concise 'Call To Action' buttons
But, remember not to use too many on one page, and confuse your visitors on what to do!
Use them smartly and strategically, and they will boost your website conversions and give you a great ROI on your investment!
And that’s it! We’ve covered them all!
So, which one of these do you think is the reason visitors are dropping off your wellness website? Comment below and let me know.
Or if you’ve gone through this, and you’re still unsure which parts of your website need to be fixed, then get in touch with me - for a free website audit.
But, if you’ve gone through this, and realised that your website has more than 3 of these issues - then I recommend that you rewrite your website copy.
Or if you can, hire a professional copywriter who specialised in this niche (like me) and get a website copy refresh done.
Your website can be responsible for changing your entire business game, and boosting your sales and conversions - so get started on fixing it up asap, and lemme know how it goes!