Is your website a beautiful failure? It looks stunning and maybe even win design awards. But it doesn't do the one thing that matters most for your business. Turn visitors into customers.
Most business owners set up their profile once and forget about it. That's leaving money on the table. Your GBP is often the first impression potential customers get of your business, and it directly impacts your local search rankings.
Here are three straightforward ways to make your profile work harder for your business.
The Brochure Website Trap
Traditional websites focus on looking impressive. They showcase your company history, list your services, and display pretty photos. That's fine for brand awareness, but it doesn't drive results.
Here's what brochure websites get wrong:
- They talk about you instead of your customer's problems
- They bury contact information and calls-to-action
- They create confusion instead of clarity
- They don't address common objections or concerns
Your visitors don't care about your company's founding story. They care about whether you can solve their specific problem.
What Sales-Focused Websites Do Differently
A website built for conversion treats every visitor like a qualified lead walking into your office.
- They lead with customer problems. Instead of "We've been in business for 20 years," try "Tired of contractors who don't show up on time?"
- They make the next step crystal clear. Every page should have an obvious action for visitors to take.
- They build trust systematically. Customer testimonials, case studies, and professional credentials should be woven throughout the site.
- They answer objections before they're asked. Address pricing concerns, timeline questions, and common hesitations directly on your pages.
The Elements That Convert
- Clear value proposition above the fold. Visitors should understand what you do and why it matters within five seconds.
- Strategic calls-to-action. Don't just say "Contact Us." Use specific language like "Get Your Free Estimate" or "Schedule Your Consultation."
- Social proof throughout. Reviews and testimonials should appear on multiple pages, not just a testimonials section.
- Mobile-first design. More than half your visitors are on mobile devices. If your site doesn't work perfectly on phones, you're losing customers.
A Framework to Build Trust
- Display your credentials prominently. Licenses, certifications, and insurance information all signal legitimacy.
- Use real photos of your team and work. Stock photos scream "fake" to modern consumers.
- Include detailed contact information. Physical address, phone number, and business hours should be easy to find on every page.
Making the Investment Work
You don't need to spend tens of thousands on a website that converts. Focus your budget on:
- Professional copywriting that speaks to customer problems
- High-quality photos of your actual work and team
- Fast, reliable hosting and mobile optimization
- Strategic placement of trust signals and calls-to-action
Skip the expensive animations and complex features that look cool but don't convert.
Your Next Action
Look at your current website through your customer's eyes. Does it immediately address their main problem? Is it obvious what they should do next?
Small changes can create big results when they're focused on conversion instead of just appearance. Your website should be working as hard as you are to grow your business.
What's the first change you'll make to turn your website into a sales machine?
Feeling like you need some help navigating how to make your website work for you? Schedule a free 30-minute discovery call with our team. We will audit your website for free and determine the best next steps for your website.
6 String Creative
helps you get found on Google and drive more traffic to your business.
Schedule a free consultation today to see how we can help.
Illustrations from Storyset by Freepik | Terms of Service | Privacy Policy
©2025 6 String Creative, LLC all rights reserved