As a WordPress professional, nothing ruins your chances of landing a new client faster than a website that’s all about you.

It’s a hard pill to swallow, but it’s absolutely true. Your clients don’t care about you. At least not in the way that you’re hoping they do. By not caring I mean they don’t want to hear about your long list of coding accomplishments; they don’t want to know about your ‘knock it out of the ballpark’ design skills; and they don’t want to hear about your latest, greatest site launch for a high-profile client.

What your prospective clients want to know is how are you going to help them. Is picking you, the WordPress developer, designer or website builder the right choice for their business?

You know it’s the right choice, but do they?

Attracting new clients with your website means you’ll need to ditch the “I “or “we” and start talking directly to your prospective clients as if they were sitting in front of you. It also means you should be including some very specific pages on your site that directly answer your visitors’ most common questions and concerns.

In this post, we’re going to cover the pages that can help you speak directly to your visitors. Surprisingly, many WordPress businesses forget about the importance and purpose of these pages which is why we’re going to cover them today. You may or may not agree with them, but I’d encourage you to look at them from the perspective of a potential client.

Page 1: Detailed Case Studies

There is a good chance that your website contains a navigation link that takes visitors to your portfolio or a page that lists your previous accomplishments. They are usually a polite way of saying “Hey! Look what I made. Isn’t it cool?” And I’m sure it is, but that’s the beginning and the end of the conversation for your visitor. You haven’t really given them any information of value or anything that will help them to make their decision.

Instead of having a portfolio page, like almost everyone else does, consider creating a page that links to a series of case studies. Case studies give you the ability to showcase your work in a way that provides value to your visitors. But what are the key components of a great case study?

Make it Relevant

Assuming of course that you are targeting a specific niche market or are solving a specific problem, you’ll want to make sure that your case studies are relevant. Are they applicable to new clients either because they are in the same industry (eg. health & wellness) or because they are dealing with a common challenge (ie. attracting new customers)?

Solve a Problem

Does your case study demonstrate your ability to solve a real problem? By demonstrating how you approach and solve client problems from start to finish, your visitors will have a much clearer idea of exactly how you’ll be able to help them. Telling a visitor that you develop conversion optimized WordPress websites is one thing. Sharing an actual case-study and backing it up with real numbers or percentages is a whole different story. If you can provide evidence to back up your claims, you’ll have a much easier job winning new clients.

Make Your Case Studies Interesting

Make sure your case studies are easy and interesting to read. Keep them brief, but chock-full of useful information. You might want to include images, infographics, video and links to relevant information like blog posts that you’ve published on your website.

Include a Testimonial

Case studies are a great place to incorporate testimonials. When your clients provide a testimonial that explains how you helped them, the process they worked through, and the results they experienced, they become more believable.  The more details about challenges, solutions and results your clients are willing to share, the more value the testimonial will have for your visitors.  For extra effectiveness try to solicit a video testimonial from your happy clients.

Page 2: Who Don’t You Work With?

As important as it is to attract the right clients, sometimes it’s easier to deter the wrong ones. There is no easy way to get to this point other than through a winding road of unpleasant experiences. Over time, you’ll have the opportunity to work with a wide variety of clients and it’s important to take notes about the kinds of clients and qualities that detract from running your business efficiently and profitably.

Although we’re not talking specifically about problem clients, you can certainly include some of those in your descriptions. What we are talking about are the specific qualities that would preclude you from working with a client. Some examples of these might be:

  • Not working with clients who are primarily brick and mortar based.
  • Not working with physical product retailers.
  • Not working with clients who aren’t willing to trust your judgment or experience.
  • Not tolerating clients who consistently pay late.
  • Not working with clients who are control freaks.

This page of your site requires you to be honest with both yourself and prospective clients. Don’t make the list too long – you don’t want to scare people away – just make it clear that you don’t work with everyone who comes knocking on your door.

Your honesty on this page can help to set the tone for your future dealings with clients. It tells them that you’re here to get a job done without beating around the bush; that you respect their time and expect them to respect yours.

Page 3: How You Can Help

You’re probably starting to notice a theme here, at least I hope you are. Most WordPress freelancers and businesses have a service page which is a great start. The problem is, that when someone visits your website they’re not interested in what services you provide. They’re interested in whether or not you can help them solve their problem.

Very rarely does a client see their problem as needing a new or redesigned website. They don’t want a landing page or conversion optimization and they don’t need someone to maintain their WordPress website. What they DO want is more customers, more revenue, more time and fewer hassles.

The challenge then, for your “How You Can Help” page is to explain to visitors which one (or more) of their pain points will your services solve. Also, how will you solve them? For each solution that you describe, if possible, link to a case study that demonstrates your abilities.

Remember, almost every person who visits your website is busy. They are running or launching a business and looking for help to solve what, in their mind, is a very specific problem. This is your opportunity to answer their questions as succinctly as possible while speaking to the primary benefit that you provide.

Page 4: Your Rates

If you’ve ever been in the position of researching a product or service and become frustrated with a lack of price transparency, you’ll understand exactly why a page that discloses your rates is so important. Consumers appreciate transparency. Can you imagine shopping at a grocery store where you didn’t find out the price of the items in your cart until you were standing at the checkout? It seems absurd, right? That’s exactly how visitors to your website feel when they’re left having to guess how much your services will cost.

Despite what many WordPress freelancers feel, there are some distinct advantages to discussing the issue of pricing on your website. Without question, the topic of price will come up in your initial conversations with a prospective client. Have you ever had a client who didn’t ask how much your design or development services would cost? By displaying pricing on your website, you can eliminate prospects who are simply not suitable.

Nothing is worse than spending 60 minutes talking to a prospect only to have them bring up price at the end of the call and then disqualify themselves based upon their ability to pay your fees.

Even if your pricing is customized on an individual client basis, it’s still no excuse to avoid disclosure. You can provide sample pricing based upon different project scopes. You can also provide a minimum project or service price so clients know what to expect in advance.

Regardless of where you stand on pricing transparency, the most important thing is to look at it from the perspective of a client. If you were faced with choosing between a business that was open and honest about their pricing versus one that kept that information hidden in their back pocket, which one would you choose? Which one would you feel more inclined to trust?

Wrap Up

If you’re in the business of providing WordPress services, we’ve covered four important pages that you should consider including on your website.

  1. A page that links to detailed case studies.
  2. A page that describes the types of clients you won’t work with.
  3. A page that tells prospects how you can help solve their core problem(s).
  4. A page that provides transparent pricing information.

Each of these pages has the ability to serve both your business and your prospects. It can help reduce your workload or the workload of your sales team by qualifying leads that are appropriate. And it can help prospects by answering some of their most pressing questions early on in the sales process.

Do you currently have all of these pages on your website?

If not, what’s preventing you from sharing this information? If you already share this information, has it made your sales process less arduous?

Please share in the comment below.

Article thumbnail image by Max Griboedov /


Please enter your comment!
Please enter your name here