The document discusses five key principles for creating client-attracting websites: 1) having a niche focus, 2) usability, 3) an opt-in box, 4) a video introduction, and 5) compelling copy. It provides research-backed guidelines for each principle, such as placing the opt-in box at the top of the page and keeping video introductions under a minute. The overall message is that following principles from psychology and usability studies can improve website results.

1. The Psychology of Client-Attracting Websites
Juliet Austin, MA
Marketing Coach and Copywriter
www.julietaustin.com
www.clientattractingwebsites.com
If you follow the research-based psychological principles of client-attracting
websites you will get better results.
1. A Niche Specific Focus
 Websites that have a specific niche focus tend to outperform those that
have a general focus.
 This is true from a visitor’s perspective and also from a search engine
perspective. People are looking for specific information that pertains to
their specific problems.
2. Website Usability
Web usability is about creating your website in such a way that your site users
can find what they're looking for quickly and efficiently.
Web usability studies show that if you re-design your site for usability you can
increase conversion rates by up to 83%. Usability studies tell us that:
 Websites should have fast loading times – limit graphics.
 Design, while important, is secondary to text (copy).
 Navigation should be easy to find, the same on all pages and intuitive.
 Users eye movement follows an “F” pattern on the screen. They start
looking in the top left corner, then scan across to the right and then down
vertically, and then horizontal again before looking down the bottom of the
“F”.
 Headings and subheadings should always be used as most readers scan
a webpage and read only the sections that capture their interest.
 We should limit the number of elements on the page. The more you have,
the more overwhelming it is for visitors. Leave lots of white space.
 One column website formats tend to perform better over multi-column
formats.
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© 2009 Juliet Austin
Marketing Coach and Copywriter
www.julietaustin.com www.clientattractingwebsites.com

2.  Photos and Images should be secondary to the copy and should be
relevant and reinforce the copy.
 Copy should be easy to read – font should be large enough especially if
you have an audience over the age of 40. Body text color should be dark
on a light background.
3. The Opt-In / Newsletter Subscribe Box
 The subscribe box should be at the top of page—top right or top left.
 The fewer number of fields, the greater the conversion rate –best to have
first name and email or email only.
 Be explicit about your privacy policy.
4. Video Introduction
 Captures visitors’ attention—stands out from other sites.
 Video is personable and engaging –helps build relationships with web
visitors.
 Increases trust and credibility.
 A cost effective investment—has been shown to double and even triple
conversion rates.
 Make your video short—about a minute in length or less.
 Focus on your clients’ problems and concerns and let them know how you
can help.
 End with a call to action – preferred response would be to sign-up for a
newsletter.
5. Compelling Copy
Web copywriting is the science and art of using words to compel your potential
clients to take action when they arrive at your site. The action could be sign up
for a newsletter, buy something from your site, or call you to book an
appointment with you.
Copy is usually the most important element contributing to how effectively a
website attracts new clients.
Sometimes changing one word can increase conversions dramatically.
_______________________________________________________________________
© 2009 Juliet Austin
Marketing Coach and Copywriter
www.julietaustin.com www.clientattractingwebsites.com
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3. Headlines:
 The headline is the single most important element on the page. 80% of
people read the headline only.
 Purpose of the headline is to get the attention of the reader. In order to get
attention it must be compelling and speak to the client’s core problems or
desires.
Body Copy:
 Copy should focus on the client, not on you.
 Use empathy. Show that you understand the client’s pain.
 Make it conversational as if you were speaking to one client.
 Make it compelling. Each line should draw the reader in.
 Use clear, specific language, free of jargon. If you have to use clinical
terms, define them clearly.
 Use simple vocabulary and short sentences and paragraphs. A 12 year
old should be able to easily read and understand it.
 Make It long enough to be convincing, but make sure every word counts.
 Use repetition-it reinforces the message.
Increasing Credibility and Trust:
 Use testimonials and case studies.
 Use expert endorsements.
 Mention statistics on your success rates, of techniques used, etc.
_______________________________________________________________________
© 2009 Juliet Austin
Marketing Coach and Copywriter
www.julietaustin.com www.clientattractingwebsites.com
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