Is Your Website Really Working? How to Turn Browsers into Buyers

Your website is often a potential client’s first introduction to your business. That first impression matters, and your website needs to do more than just look good; it should actively guide visitors through the buyer’s journey. To convert curious browsers into paying customers, you have to understand what they’re thinking when they first encounter your business, the obstacles they face before making a purchase, and how your website can help move them from interest to action. 

The buyer's journey in steps: Website edition

If your website isn't converting as well as you'd like, it may be time to reconsider how effectively it supports each step of your prospective buyer’s journey. 

Step 1: Am I in the right place?

First impressions happen fast. In fact, 75% of consumers judge a company's credibility based on website design, and it takes roughly a half a second for users to form an opinion. Confusion leads to indecision, so when a visitor lands on your site, they should immediately understand where you're located, what you offer, and whether they can trust you. If they can't easily get the answers to these questions, they're likely to bounce due to their uncertainty.  

This is why it's important to capture their attention right away and keep all important information "above the fold", meaning what they can see on your website without scrolling. Although recent studies show that visitors are more likely to scroll through websites now than in the past, it's still important to answer most of their questions without requiring them to go all the way down to the footer.  

Key tips: 

• Include your location prominently in your page title, headlines, and footer
• Use clear, consumer-friendly language to describe your services
• Highlight critical information "above the fold"—the area visible without scrolling 

Step 2: Will this work for me?

Once visitors feel they're in the right place, their next question is: "Will this work for me?" It's not enough to simply describe what you offer; you must demonstrate how you solve their problems. This is all about highlighting the benefits of your services, rather than just listing them. 

To do this effectively, think about your ideal clients and the issues they are looking to address. Clients want to see themselves reflected on your website—through imagery, testimonials, and language that directly speaks to their needs and aspirations. They should be able to visit your site and see people who look like them, are facing similar challenges, and share the same goals. The images on your website should help them overcome any hesitations they might have. 

Then, prospects need to determine whether your services fit their schedule and budget. Information about scheduling and pricing should be clearly presented on your website. Clients should know what they are committing to and whether they can afford your services.  

Key tips: 

• Focus on the benefits of your services, not just descriptions
• Use real photos of your community to create an inclusive, welcoming environment
• Clearly list your schedule and pricing options 

Step 3: Still on the fence?

Once you've shown potential clients that they're in the right place and that your services could help solve their problems, they may still have some hesitations. You might need to take additional steps to address their concerns before they decide to visit your business.  

Common hesitations include worries about cleanliness, overcrowding, or the place feeling awkwardly empty. You can alleviate these concerns by posting photos of your business online.  

Additionally, consider compiling answers to frequently asked questions and featuring them on a dedicated page of your website. Another effective approach is to showcase social proof through client reviews and testimonials. Lastly, many prospects, especially those considering joining a gym, often have concerns about pricing. They may worry about upfront costs, whether they will be locked into a contract, or if there are hidden fees. Make sure to clearly address all of these questions on your website.  

Create a "Get Started" page that consolidates FAQs, testimonials, clear offers, and pricing details to simplify the decision-making process for potential clients. 

Key tips: 

• Highlight FAQs that address common objections
• Showcase real client testimonials and reviews
• Be upfront about pricing, cancellation policies, and any contract terms 

How Mindbody can help: Mindbody's Branded Web Tools enable you to embed mobile-friendly widgets on your website. These include class calendars, appointment bookings, contact forms, and account sign-up options. 

Step 4: Ok, let's do it

Once a potential client has explored your website, feels confident in your services, and is motivated to move forward, it’s crucial to make the next steps easy and intuitive. Clearly define what action they should take. Whether it’s clicking a “Buy Now” button, claiming an introductory offer like “10 Days for $30,” booking a class, or creating an account to get started.  

Ensure the process is simple and seamless by featuring clear calls to action, offering a user-friendly checkout experience that works across all devices, and providing alternative ways to connect, such as a phone number, chatbot, or a contact form with fast response times. By removing friction and offering multiple easy options, you make it simple for clients to take action and feel supported every step of the way. 

Key tips: 

• Provide a clear, compelling call to action
• Offer a straightforward, mobile-friendly checkout process
• Support different paths to engagement (online, phone, chatbot, walk-in)  

How Mindbody can help: Messenger[ai], a chatbot that offers 24/7 customer service, assisting visitors with any questions they may have about bookings, services, and more. Mindbody's Payments integration also ensures that clients can check out safely on your website. 

Step 5: What's next?

The final step of the buyer’s journey is often overlooked. Many businesses focus on securing the sale or website interaction but forget the crucial follow-up that builds trust and loyalty. After making a purchase, around 40% of people report feeling buyer’s remorse. As a business owner, it's your responsibility to ease those doubts and reassure clients that they made a great choice. 

One simple yet powerful way to do this is by confirming their transaction and offering clear next steps. This could be through a thank-you page, an automated text or email, or even a personal message saying, "We can’t wait to see you!" Acknowledging their purchase not only reassures them but also helps guide them toward actually showing up at your business. Whether automated or manual, timely follow-up helps complete the buyer’s journey on a positive note and strengthens the relationship from the very start. 

Key tips: 

• Send a confirmation message immediately after purchase
• Offer next steps via an automated email or text
• Reinforce their decision with a welcoming tone and helpful information 

How Mindbody can help: Mindbody's partnership with Attentive enables the automation of SMS and email messages. For instance, you can establish automations to send personalized welcome and thank-you messages after someone signs up for a class or books a service. 

Conduct a self-audit of your website

Now that you have a better understanding of the buyer's journey on your website, it's time to evaluate how effectively your site aligns with these steps and whether it successfully encourages prospective clients to commit. Take a fresh look at your website and ask yourself the following questions to identify any changes you can easily make to enhance your site. 

What does this business do?

Rewrite or tighten your main headline to clearly state what you offer. Make it client-centered and results-focused. Keep it simple and obvious within the first few seconds of landing on the site. 

Where is it located?

Make your location highly visible. Include it in the header, footer, and contact page.  

Who is it for? (Are real clients shown?)

Replace generic stock photos with real images of your clients, team, or space. A professional photo shoot can instantly build trust and answer unspoken questions. 

Are the benefits and pricing clear?

Highlight your intro offer or pricing with a prominent button and reduce clutter around it. Use simple, scannable text to emphasize the client benefits over just listing features. 

Are FAQs and reviews available?

Add an FAQ section to answer common hesitations and showcase real client testimonials or reviews to build credibility. These sections should be easy to find and easy to skim. 

How do I start?

Make the first step obvious with a strong, clear call-to-action button ("Buy Now," "Book Your First Class," "Claim Your Offer") on every page. Ensure your checkout process is mobile-friendly, quick, and intuitive.  

By focusing on these quick wins, you can dramatically improve the clarity, usability, and effectiveness of your website without a full redesign. The easier and more inviting you make the experience, the more likely visitors are to take the next step and keep coming back.