In a world where it’s easier to talk to a chatbot than track down a real-live person, designing your website with a human approach can help you stand out from the crowd. Professional doesn’t have to mean impersonal, but sometimes the line between the two can become blurred.
Creating a human-centric website will allow you to present your brand authentically to prospects and encourage them to contact you. While “humanizing” your web design may sound like a new-age buzzword, it’s the best way to connect with potential clients from afar.
Some thought leaders worry that taking a human approach will come across as insincere or pandering to their prospects. They are also concerned that visitors will be confused by a personable website design and view their authenticity as unprofessionalism.
You are your brand when you work as an online mentor or community creator. That means you want your website design to reflect your essence. From the photos you use to the voice of your content, your website should make prospects feel as if they are chatting with you through the computer screen. Only once you’ve added a hefty dose of your personality to the site should you adjust the design to speak to them.
Don’t Hide Behind Data
Data is essential, but sticking with a just-the-facts-ma’am web design style will cause your prospects to click away from your page as quickly as they clicked in. Think about it like this. When dealing with a difficult situation, most people need two things—a solution to the problem and empathy. Since you may be mentoring individuals who are insecure or frustrated to be struggling, potential clients must know that not only are you equipped to fix their pain points; you will treat them as a human worthy of empathy and compassion.
Showing your humanity through your content will spark a connection with your audience. A fantastic way to do this is by offering information in an accessible way. Since anyone can roll out a list of statistics, don’t take that route. Instead, use your expertise to create educational media that addresses prospects where they’re at right now. Share your story and offer a space where individuals can ask questions in a non-judgmental atmosphere. Engage with your clients genuinely, and you’ll instantly set yourself apart from mentors who appear unapproachable.
Break the Mold
Traditional advice suggests focusing on your ideal client’s needs and warping your persona to align. Though the importance of understanding your prospect’s perspective can’t be denied, squeezing your website design into a box can stifle the elements that make your service unique. Above all, your website needs to be true to who you are as a wellness practitioner. Anything else will feel inauthentic to you and your potential clients.
As an example, imagine you’re going to sell your house and need a real estate agent who can make that happen. You may seek a realtor with experience selling properties like yours, and you’ll want to work with someone knowledgeable and pleasant. If you don’t have a recommendation from a friend, you’ll likely go to the realtor’s website to evaluate if you’d like to work with them.
Say the first website you visit focuses only on deliverables, listing sold and active homes, fees, and contact information. There’s a formal headshot but not much else about the agent themselves. It’s professional and contains the necessary information, but it doesn’t speak to you on a human-to-human level.
Compare that to an agent who welcomes you to their online space with engaging and educational content. On their website or social media profiles, you see other people asking questions and the agent communicating with them in a kind and empathetic manner. This agent is also unafraid to appear on their website and has pictures showing them interacting with smiling clients. They also connect with the audience through their video content. You get a strong understanding of the person you’ll be working with, which increases your confidence in their abilities, even though you haven’t met them yet.
Clients Will Choose Connection
Who would you choose? The agent with the generic, just-the-facts website, or the one who pulls back the curtain and connects with you on a human level? The second agent stands out because they’ve found a way to reach across the digital universe and connect with you. Moreover, they’re human, and in an increasingly automated world, that’s appealing.
What Impression Does Your Site Give Prospects?
As you look at your website, consider the kind of first impression it gives to potential clients. Are most of your photos stock images, or are they of you, your team, and your clients? Do you provide generic data or offer insight and resources specific to your ideal client? Demonstrate that you can meet your client at every stage of their journey by humanizing your website’s design.
Creating a website that is human-centric and authentic to you can feel overwhelming. At Digiality, we provide wellness professionals with the expert help they need to make a flawless first impression online. Our Website & Brand Strategy Power Hour Session is designed to uncover the elements your website is missing and give you an easy-to-execute plan to humanize your website and online presence.