The Non-Negotiables: What Your Website Absolutely Needs to Make Sales
Pretty won’t pay the bills—this is what will.
(Pssst: TL;DR Humans, scroll to the bottom for the recap.)
Let’s get one thing straight: Your website is not a digital business card. It’s not just there to “look cute.” It’s a 24/7 salesperson. A conversion machine. A lead-generation engine that doesn’t sleep.
And if it’s not doing all that? We’ve got a problem.
Whether you’re a coach, entrepreneur, service provider, or e-commerce connoisseur—you need more than a pretty website template and a contact page. You need strategy. Structure. And straight-up sales psychology.
Here’s what your website absolutely needs if you want it to do what it was built to do: Make. You. Money.
1. A Clear, Compelling Offer—Above the Fold (AKA At The Top Part of The Website.)
When someone lands on your site, this is what they should know in 5 seconds:
Who you help
What you help them do
How to take the next step
If your homepage opens with “Hi, I’m Sarah and I love helping people live their best lives,” we’ve got work to do.
Try this instead:
“Get a website that works while you sleep. We design conversion-focused sites for service providers ready to grow on autopilot.”
🔥 Hot Tip: Use strong, bold messaging above the fold—no one should have to scroll to understand what you do.
2. Obvious Call to Action (Like, Can’t-Miss-It Obvious)
(Pssst: A Call to Action is a button (or link) that leads to the most desired action you want people to take.)
If your site doesn’t make it stupid simple to take the next step, you’re losing people.
“Book Now” “
Apply Here”
“Get a Quote”
“Shop the Collection”
—make it bold, make it big, make it frequent.
CTAs should be:
At the top of every page
Repeated throughout longer pages
At the very bottom (because skimmers gonna skim)
No one should have to search for how to buy from you. Period.
3. Social Proof That Sells
Testimonials, reviews, screenshots, before-and-afters, brand logos, video messages—it all matters.
Buyers want to know: “Has this worked for someone like me?” So let’s show them.
🔥 Hot Tip: Start each testimonial with a bold result or quote from the longer quote. Don’t bury the juiciest parts.
“I went from zero leads to fully booked in 2 months.”
“Working with her was the best investment I’ve made in my business.”
4. A Mobile-Friendly, Fast-Loading Experience
This isn’t optional anymore.
If your site takes 10 seconds to load or looks busted on someone’s phone… congrats, they’re gone.
Check your site on:
Mobile devices (PLEASE)
Tablets
Desktop
And make sure it's:
Fast
Scrollable
Easy to navigate without pinching + zooming
Because no one should have to fight with your website layout to give you money.
5. Messaging That’s About Them, Not You
This one stings, but hear me out:
People don’t really care about your story—until they know how you can help them.
Make your website about:
Their pain points
Their goals
Their objections
Their dream outcomes
Then (and only then) tell them why you’re the person to make that happen.
6. SEO Basics That Actually Bring You Traffic
FIRST! If you don’t know what SEO is, Google it ASAP. You can also click here for a quick resource.
You need to understand SEO if you’re going to be a business owner that sells anything online.
No, you don’t need to be an SEO wizard. But you do need:
Keywords your people are actually searching for
Meta descriptions that make them want to click
Alt text on your images
Blog content that positions you as the go-to
More traffic = more eyes = more conversions. So stop hiding in plain sight.
7. An Offer Funnel That Makes Sense
Not everyone is ready to buy your $5K service on the first visit.
Your website should have “entry points” where people can dip their toes in. For example:
Free resources
A value-packed blog
Low-commitment opt-ins or calls
Warm people up. Build trust. Then sell.
8. A Damn Good About Page
Yes, I said your story isn’t the most important—but that doesn’t mean it doesn’t matter.
Your About page should:
Humanize you
Build trust
Show credentials, experience, or “why you”
Reassure visitors they’re in the right place
🔥 Pro Tip: End your About page with a strong CTA (call-to-action) that leads them straight to your offer.
9. A Lead Capture Strategy (AKA: Start That Email List)
Your website should never be a dead end. Give visitors a reason to stay in your world:
Free guide
Quiz
Discount code
Waitlist
Weekly tips
Don’t let your traffic bounce without grabbing their contact info that lets you follow up (and eventually, convert). Find a way to collect their email so you can stay in touch and continue to nurture the new relationship.
10. A Vibe That Matches the Value
Yes, visuals matter. But only if they support your offer, elevate your brand, and feel aligned with your pricing.
If you’re selling a premium service and your site screams DIY from 2012? It’s killing your credibility!
If you’re a wellness brand and your color palette gives chaotic energy, same deal.
✨ Your site should feel like an extension of your client experience. ✨
For Our TL;DR Humans: What Your Site Needs to Sell Like Crazy
A killer headline that hooks people
Clear CTA buttons
Proof that you’re the real deal
A mobile-friendly, fast design
Messaging that speaks to your ideal client
Basic SEO setup
An offer funnel, not a dead end
A strong About page with personality
A way to capture leads
Visuals that back up your price point
Final Word from Your Favorite Marketing & Creative Directors:
If your site’s not making sales, it’s not because people “don’t have money.”
It’s because your site isn’t doing its job. Full stop.
But that’s not your fault—most designers don’t build for conversions. We do.
If you want a website that doesn’t just look good—but sells like hell—
