The #1 Way to Improve Website Conversions and Book More Clients
If your website is getting traffic but not turning visitors into booked clients, the problem usually isn’t your design, your colors, or even your SEO — it’s your call to action. In this episode of Elevate Your Practice, I’m breaking down the single most effective way to convert more clients from your website: simplifying how people book with you. I explain why too many booking options create friction, decision fatigue, and missed opportunities — and how one clear, consistent call to action can dramatically improve conversions. If you want to book more clients without redesigning your entire site or rewriting all your copy, this episode is for you.
Key Takeaways
Your website’s primary job is to make it easy for people to book with you.
Forms, phone calls, and service menus often create unnecessary friction and decision fatigue.
One clear discovery call or free consultation should be the main call to action on your site.
Reducing choices helps visitors take action when motivation is highest.
A single booking link simplifies your website copy, design, and overall strategy.
Getting someone on your calendar first makes it much easier to convert them into a committed client.
Resources
Transcript
[00:00:00] I am Samantha Mabe, website designer and founder of Lemon and the Sea, and this is Elevate Your Practice. If you're a holistic health practitioner ready to grow your practice without wasting time on things that don't work, you're in the right place. Each week I share a website, SEO, and marketing advice along with guest experts so you can bring in the right clients and feel confident about how you are showing up and serving the people that you help. Let's get started.
Your Website’s Job Is to Book Clients
[00:00:38] As a health and wellness practice, your goal in your business is to book more clients and patients so that you can help more people and your business can grow and thrive. That also means that the goal of your website and your marketing needs to be to book more clients and patients for your business. After all, why are you spending time marketing if it's not going to pay off in more revenue and more results?
[00:01:09] The number one reason that people reach out to me for website reviews or website projects is because their site isn't doing its job. It is not booking more clients and patients into their practice, whether that's because of their SEO, their design, their strategy, their copy, whatever it may be. They want to get in front of more of the right type of people and then convert them into paying clients. That's why today I am talking about the number one way you can convert more clients from your website into your health and wellness practice.
[00:01:51] Before you listen to this episode, I really recommend you go back and listen to the previous one with Joanna Sapir where we are talking about discovery calls. My inspiration for this episode actually came from that one where we are discussing what you should have as the main call to action on your website. We go into a little detail in that episode, but I wanted to expand that from a website design lens here and make it really easy for you to follow.
Why Most Websites Aren’t Converting
[00:02:23] What I see most people doing, and I have looked at a lot of websites, is that they have one of three options when you get on their website and you want to reach out about working with them. The first option is that they have a form that has to be submitted to get a call back. This can be a short form where they're just asking for your name, email, phone number, and what you're interested in, or it can be a more in-depth form, like the one I filled out today where I had to upload my insurance card in order to get a call back about working with someone in their practice.
[00:03:04] The second option is that they have a phone number for you to call or potentially text. This one is really popular because we know that once somebody commits to making that phone call, it's easier to actually get them to book an appointment, but it means that you are relying on having someone available to answer the phone when someone is ready to call. It also means that people have to be willing to make a phone call and so many people now aren't.
[00:03:34] The third option is that you will have an online scheduler that will be linked in your call to action, but it goes to the main page of the scheduler where the person trying to book has to choose the service that they want before they can choose a date or time or practitioner.
[00:03:55] On almost every website that I have designed, reviewed, or used, one of those three options is what I have to do if I want to work with you. But that's not the best way to convert clients from your website and all the effort you're putting into your marketing.
The Best Way to Convert Website Visitors
[00:04:15] So what should you do instead? You need to think about making the website journey as easy as possible. Give people as few decisions as possible so that once they know that they like what you have to offer and they like who you are, it's really, really simple for them to get onto your calendar.
How to Set Up One Clear Call to Action
[00:04:38] I recommend doing this by having an online scheduler with some kind of discovery call or free consultation that is going to be the main call to action on your website: book a discovery call, book a free consultation, let's chat about working together. But that button, instead of going to every option available, there should only be one option available to them. It should go directly to the booking link for that free consultation. That way they don't have to make a choice about what it is they're signing up for. All they're doing is scheduling a time to talk to you, either through a video call or through a phone call that you are going to make to them. This should be the only choice for them to book with you when they are a new patient or client.
[00:05:38] And it should be the only call to action throughout your website. That means you're repeating it in the main menu. You're repeating it under all of your headlines, throughout the pages in your footer. Every button that somebody can click on, with a few exceptions, should go to booking that free consultation, discovery call, whatever you wanna call it. And that link should open up directly into scheduling the actual call, not making a choice about what they want to book, not making a choice about the services that they need to look through. It should give them the option to schedule a 15 minute phone or video call to talk with you about what it is that you do and if you can help them.
[00:06:27] If you're following along with Joanna's system from the previous episode, this is going to be the way that you are making sure they're a good fit before you get onto a longer discovery call, where you're actually going through what they need from you, how you can help them, and getting them to make a commitment.
[00:06:49] But even if you are not following that exact system, this is still the best option. You want to make their choice as to how to reach out to you super simple so that they can do it at 2:00 AM when they're scrolling on their phone or in the middle of making dinner when they think about it.
How This Improves Conversions and Commitment
[00:07:08] The reason that having limited choices works well is because it reduces the decision fatigue somebody has on your website. They do not have to go through and figure out which practitioner they want to work with or which service would be best for them. All they have to do is decide whether or not they are interested in working with you and what time would work for them to talk with you about that. It gets people onto your calendar right away when they're experiencing the issue or thinking about how they are going to solve it. And it means that you can then help them to choose the right services, plan, or program based on what they're experiencing, what you have to offer, and what is going to get them the best results.
[00:08:00] It also makes planning your website strategy so much easier. If you know that every call to action on your site is getting people to book a discovery call, then all of your buttons are gonna go to that link. All of your copy is designed around answering questions about what you do and making sure you are making a personal connection with people so that they can get onto that discovery call. It also makes the design piece easier because you know that those buttons that they are going to click are going to be the most important thing for somebody to be able to use as far as functionality and visual hierarchy, the thing that stands out the most.
[00:08:47] And doing it this way, where they are just booking that initial 15 minute call is going to make it much easier for you to convert people into clients because once somebody talks to you, they've already had a little bit of buy-in, they already know they're interested in working with you, and they can get a really good sense of who you are and how you work with people. You've gotten them to say a small yes and so getting them to make a bigger commitment. Once they see how much you know, and how much you are willing to help them, and your passion for solving their problems, it makes it so much easier for them to commit to being a client or a patient in your practice. You've already made it easier for them than the majority of other people they may have been considering, and they have established trust and a connection with you.
[00:09:48] So if you are wanting to convert more clients from your website and all of the marketing you are doing in your business, you want to find one link that is directly onto your calendar for a free discovery or connection call and use that as the main call to action throughout your website. That is going to be the best way to improve conversions without having to redo your entire design or rewrite all of your copy.
[00:10:22] It is so much easier for the people who are coming to your website to think about things this way, because what they want is an answer to their problem. They are coming to you because they trust that you know what you're doing, that you can tell them which services that they might need, or the best way to work with you, or whether you're not the right fit. Your job is to build on that trust, to talk with them through everything, and to make sure that they're going to be a good fit for your services and the work that you are doing.
Why This Works from the Client’s Perspective
[00:11:00] As a patient and a parent of a patient, this is the way that I prefer to make inquiries of people. Instead of having to fill out a form and wait for a phone call or an email, instead of having to call into an office, I want to schedule that discovery call directly on somebody's website. I don't want to have to choose from acupuncture versus cupping versus massage. I don't know what I need, and so the best thing that people can do for me is to tell me what is going to be best for me and allow me to get on their schedule initially in a way that makes it super easy for me to find a good time and to do it when I have the capacity to actually reach out to somebody.
[00:11:54] If you are currently using a form or having people call your office, or even if you have a scheduler, but it's making somebody choose from a menu of services, the best thing you can do is to find the one link that allows people to book directly onto your discovery or consultation calendar and use that throughout your website instead of having them make extra choices or wait to hear back from you about becoming a client or patient.
[00:12:31] Thanks for listening to Elevate your Practice. If you enjoyed today's episode, follow the show and leave a review. It helps more practitioners find these tips and start growing their practices with confidence. And don't forget to check out the show notes for links and resources from today's episodes. I'll be back next week with more strategies to help you build a thriving practice.
