It’s that time of year when the snow is melting (if you don’t live in upstate NY like I do), flowers are blooming, and the birds are chirping. I’m already getting the spring cleaning itch for my house—I’m ready to donate every scrap of clothing in my closet and deep clean every corner that I’ve been ignoring since I last saw the sun.
But here’s what I REALLY think needs a spring clean: your website.
I see it ALL the time—business owners who’ve got their shit together in every place possible except their website. And they’re wondering why their once steady stream of inquiries has dried up, but fear not: that’s *exactly* what we’re fixing today.
Consider this post your website audit checklist—five quick areas to review so you can clean things up, tighten your messaging, and start turning more visitors into actual inquiries.
#1 — Your homepage hero
Your hero is the first thing anyone reads when they land on your site. And it has ONE job: make them want to keep reading.
A really good homepage hero tells your visitor what you do, who it’s for, AND why they should care all at once. Most hero sections only manage one of those three things (and it’s usually the first one 😬).
This is also usually the section that needs the most *dusting off*. Because it’s often the first thing you wrote when you launched your site, and it’s the last thing you think to update. But if your ideal client has shifted, your offers have evolved, or you’ve just generally grown as a business owner, there’s a good chance your hero section is still out there introducing your old brand to new people.
And beyond the words themselves, your hero section also needs to pull its weight for SEO. That means your target keyword needs to show up SOMEWHERE in there, whether that’s your headline, subheadline, or a short intro blurb.
So! Now’s the time—pull up your homepage and ask yourself:
- If someone landed on my homepage with zero context, would they immediately know what I do and who I help — just from the hero section?
- Does my hero speak to what my ideal client actually wants — or just what I offer?
- Is my target keyword showing up naturally in my headline or subheadline?
- Does it still sound like me? Or like a version of me from a couple years ago?
Pro copy tip: Read your hero section OUT LOUD (and proud). If it sounds like something you’d find on literally anyone else’s website in your industry, cut it out. The more specific you are, the more the *right* people will feel like you’re speaking directly to them.
#2 — Your About page
Did you know the About page is one of the most visited pages on any service-based business website?!
YUP. People go there on purpose. Which means whatever’s on yours actually really matters.
Here’s what’s wild, though—SO many business owners write their About page like a biography or boring LinkedIn profile. And I get it! It’s called the About page, so it makes sense that you’d want to make it allllll about YOU!
But here’s what your visitors are really thinking when they click over to read it: can I trust this person with my problem?
As your friendly neighborhood copywriter, I’m here to tell you straight: they’re not there to read your resumé. They’re not there because they want to know where you went to school or what your favorite coffee order is. They’re there to figure out if you GET IT. And if you get them.
That’s why leading with your credentials and your background tends to feel … meh. And not because those things don’t matter, but because your reader isn’t ready to care about them yet. They need to feel understood FIRST.
Once they do? THEN they want to know who you are. That’s when your story becomes relevant and actually compelling.
Because the best About pages aren’t really about you at all. They’re about your client, told through the lens of your story.
Open your About page and ask yourself:
- Does my About page open with something that immediately hooks my ideal client, or does it start with a paragraph about me?
- Does it connect my experience back to my client’s situation, or does it just list my credentials?
- Does it end with a clear next step, or does it just kind of … trail off?
Pro copy tip: If your About page opens with “Hi, I’m [name] and I’ve been a [insert job here] for X years…” it’s time for a rewrite. Lead with something your ideal client will immediately recognize about themselves. Then bring yourself in as the solution. It’ll make a huge difference, pinky promise!
#3 — Your Services page
Your Services page is where a lot of potential clients make their final call on whether to reach out (except your Contact page can tip the scales! You can read more about that in this blog post). So yeah, it’s a big deal.
And the most common mistake I see? A page that’s fully focused on telling your readers what you DO, when you really should be focusing on telling them what they GET. And not just the basic benefits, but the TRUE benefits!
Ex. Let’s say you’re a photographer and you want to book more clients. That’s the basic want. But that’s not what you’re looking for deep down.
What you really want? To stop wondering if next month is going to be slow. To book enough weddings this season that you can finally take your family on vacation without checking your inbox the whole time. And to feel less stressed about your finances and more excited about the work you’re doing.
THAT’S what you’re selling to your clients too. And when your Services page speaks to those deeper wants—instead of just listing your deliverables—that’s when it starts to do some real work for you.
Click over to your Services page and go through this checklist:
- Do your service names make sense to someone who’s never worked with you?
- Does each service description speak to the TRUE benefit—the emotional want underneath the obvious one—or does it just list out what’s included?
- Is it clear who each service is for AND who it’s not for?
- Does it reflect your current packages, pricing, and availability? An outdated services page creates confusion before a potential client even has the chance to reach out.
- Does every service have a clear next step? Without one, even an interested reader doesn’t know what to do, and most of them won’t stick around to figure it out.
Pro copy tip: Read the whole page like you’re a potential client who just Googled their problem and ended up on your site. Is it immediately obvious you’re the answer? That’s the goal.
#4 — Your calls to action
Okay, let’s talk CTAs. I know they seem like such a small detail, but they’re a vital part of your website. Your calls-to-action are literally the moments where you’re asking someone to take the next step—and if those moments are weak, vague, or just … missing, you’re leaving A LOT of potential inquiries on the table.
When someone reads a CTA, they’re making a split-second decision about whether or not clicking is worth their time. And a generic “learn more” or “get in touch” doesn’t give them any reason to say yes (and they’re, frankly, boring). Nothing tells them what’s waiting on the other side of that click. And you’re also missing out on the opportunity to play into your unique brand voice.
Go through each page of your website and ask decide:
- Does every main page have a clear, visible next step that’s easy to find?
- Do your CTAs tell the visitor what they’re getting—not just what they’re doing? The more specific the promise, the more compelling the click.
- Are you using consistent language across your site/do your CTA buttons match your vibe?
- Is your contact form actually short enough that people will fill it out? Every extra field you add = fewer completions. Only ask for what you genuinely need to take a first step!
Copy pro tip: Instead of the usual button text, try something new. Instead of “contact me,” try “let’s talk about your wedding,” or instead of “see services,” try “learn how I can help you.” Readers are taking the same action, but one of them gives your reader a real reason to take it. That’s the difference between a CTA that converts, and a CTA that gets overlooked.
#5 — Your social proof
Testimonials are some of the MOST persuasive copy on your entire website. And also some of the most wasted, because most of them are just wayyy too vague to do anything.
“Working with [name] and I loved every second!” Adorable. TRuly. But it doesn’t tell your potential client a single thing about what problem got solved, what the experience was really like, or what changed on the other side of working with you.
Here’s what that matters: when someone is considering hiring you, they’re trying to picture themselves in your past client’s shoes. Vague praise doesn’t help them do that. But “I went from zero inquiries to fully booked within 2 months of launching my new website”? That’s something they can see themselves in—and something they want.
And it’s not JUST about what your testimonials say—it’s also about where they live on your site. If your social proof is only living on a dedicated Testimonials page, you’re missing a HUGE opportunity. The most effective social proof shows up right next to the service it’s about or to back up a claim you’re making. Those are the exact moments your reader needs a little nudge to move forward.
Find your testimonials, and ask yourself:
- Do they include a real name and, ideally, a business or role? Anonymous quotes carry a lot less weight because there’s no one to picture on the other end of them.
- Are your testimonials specific enough to be convincing? Do they mention a real result or a real problem that got solved? If not, consider reaching back out to past clients and asking for a little more detail.
- Do they reflect the work you want to be hired for RIGHT NOW?
- Are they placed near relevant content?
- Do they include a real name and, ideally, a business or role? Anonymous quotes carry a lot less weight because there’s no one to picture on the other end of them.
- Is there at least one piece of social proof on your homepage? If someone bounces before clicking anywhere else, you want them to leave knowing that real people have trusted you.
Pro copy tip: Create a feedback form with specific guiding questions and make it part of your offboarding process so every client gets it automatically. You’ll never have to scramble for social proof again or send an awkward DM like, “so … what did you think?” Most clients are SO happy to fill it out when you make it that easy for them.
TLDR; Your website deserves the same energy you’re putting into everything else right now
Just like I’m not going to let another season go by with a closet full of stuff I don’t wear anymore, you shouldn’t let another season go by with a website that isn’t really doing anything for your business.
You’ve got five areas to look at now:
- Your homepage hero
- Your About page
- Your Services page
- Your CTAs
- Your social proof
So go through them, ask yourself the hard questions, and be honest about what you find. Because business owners who are consistently booking their dream clients? Their websites are putting in werk, and yours should be too.
Still not sure where to start? Don’t worry, I’ve gotchu.
Book a website copy audit to get pro eyes on your site and find out exactly what’s working, what’s not, and what to fix first.
Hire me to write your website copy. You know you wantttt to. Click here to inquire.
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