There’s a big difference between having a pretty website and having a website that consistently brings in leads and makes sales.

So what do you do if you’ve got a beautiful website with great fonts, gorgeous photos, and a color palette you’re proud of… and you’re not seeing any results? 

Reading this post is a great first step! 

Here we’re breaking down the 5 ingredients every website needs to convert:

• Brand strategy
• Copywriting
• SEO
• Brand photography 

If your site is sitting there –– pretty and silent –– the recipe for your site is missing an ingredient (or three!). 

So let’s dive into how each ingredient supports a website that attracts the right clients and gets you booked out.

Why does brand strategy matter for my website?

A website that isn’t built on intentional brand strategy is simply guesswork. 

So what is brand strategy? It’s the foundation of your brand and website that’s clearly defined before any design work happens. 

Your brand strategy includes things like your:

• Ideal client
• Positioning
• Messaging
• Unique value
• Purpose 

Some designers skip this entire step of the brand and website design process. That’s how you end up with a gorgeous website that attracts the wrong people or gets totally lost. 

Brand strategy is usually the biggest difference between a $1500 bargain website and an $8500 custom website.  

At Hola Luz, we never skip brand strategy. In fact, we spend a lot of time on this step because it impacts every single decision in the design process. This is where we ask some deep questions about why your business exists, how you’re different from other people who do what you do, and how you want your brand to sound and be perceived by others. 

Your answers and our discussion around these brand strategy foundations directly inform your brand colors, typography, voice, image style, and website page structure. 

We have our clients share their answers through an extensive brand questionnaire and then we talk through the responses –– collaborating, digging deeper, and making sure we’re building a strong, accurate foundation for your brand. 
All of this strategy comes together in a custom Brand Messaging Guide that informs your entire brand and website design and keeps your brand consistent and cohesive in the future.

Does my website need professional copy?

Great design includes strategic, intentional copywriting. 

The words on your website do a lot of the selling, and without strong copy… even the most strategic brands will struggle to convert. 

Website copy isn’t about sounding professional or impressing visitors. 

Great website copy is:

• Clear
• Compelling
• Concise

Website visitors usually scan your website first. You need strong, effective headings and subheadings that tell readers what they need to know and create an emotional connection without paragraphs of text. 

You want your website copy to reflect your unique point of view while celebrating your story, building your authority, and making your potential clients feel seen and valued. 

Your voice is one of your most powerful assets. Don’t waste it with generic AI copy or a fill-in-the-blanks template. 

At Hola Luz, we have an in-house, professional copywriter to capture your voice, tell your story, and amplify your mission through every word on your site.

How does SEO help my website?

SEO (search engine optimization) is the ingredient that makes your site findable. 

A website without SEO is simply a billboard in the middle of the desert. No matter how stunning that billboard is… no one is going to see it. 

There are two types of SEO that work together to help your website attract more of the right people:

• Foundational SEO
• Ongoing SEO

Foundational SEO is what we build into your website. This includes things like keywords, title tags, meta descriptions, page structure, and image optimization. 

Ongoing SEO is what happens after we build your site. This includes things like blogging, link building, and content strategy. Blog content compounds over time and never stops working for you. One optimized post can bring in warm leads for years! 

You need both foundational and ongoing SEO to stay relevant and consistently attract the right website visitors. 

Your dream client is Googling you right now.  The only question is… Will you show up?

Do I need professional brand photos for my website?

Brand photography builds trust with potential clients before they read a word of your website. 

This is one of the website ingredients we find brands skip the most, and it seriously hurts your credibility. 

When you’re a human selling to other humans, you need to look like a real, relatable person, especially if you’re selling high-ticket services. Stock photos and AI-generated images kill trust and make it harder to sell. 

Websites that convert have professional brand images that:

• Capture your personality and essence
• Show your team in action
• Make it easy to imagine working with you
• Tell your story 

If you have a website with great design, strong copy, and strategic SEO without professional brand photos –– it creates a cognitive dissonance that repels even your dream clients. 

The right photos make it easy for visitors to feel good about giving you their hard-earned money. 

That’s why we include creative direction and inspiration for our clients’ brand photo shoots! We clearly lay out your shot list, provide styling direction, guide you toward the best locations, and create a mood board so your photos are aligned with your brand and taken to fit seamlessly into your website.  

What is a CRM?

A CRM (client relationship management) is a tool that helps you track leads, book calls, send invoices, and automate the customer process. 

Our clients use CRMs like:

• Dubsado
• HoneyBook
• GoHighLevel

Regardless of which platform you use, your CRM should catch warm leads and move them into your pipeline. 

When you have a highly effective website without a CRM in place, it’s like having a busy store with lots of customers and no cash register. People are interested, they want to book… but they have no way to take action. 

Part of our design process includes embedding your CRM forms directly into your website. This creates a seamless, automatic journey for your website visitors to go from interested to warm lead. 

Incorporating a CRM into your website saves you from broken links, redirects to third-party pages, and a clunky experience that loses interested buyers. 

We can also integrate your CRM with opt-ins that exist within your website, like signing up for your email list, clicking on promo banners, or social media. 

A CRM is the final ingredient of your high-converting website.

How can Hola Luz help my website convert better? 

We build the full recipe for websites that look incredible and work even harder. 

Our website build process starts with brand strategy before moving into website copy, design, SEO, CRM integration, and then it’s time to launch! 

Every website package at Hola Luz includes:

• Foundational SEO + keyword strategy
• Mailing list setup
• Social integration
• Embedded CRM forms
• Training portal
• 15 days of post-launch support 

Our clients typically choose to add on copywriting services. This custom option includes a professionally curated brand voice, optimized keywords, and strategic copy for every page of your site. 

And like we mentioned, all of our Full Brand and Full Brand + Website clients receive a Creative Direction Deck to share with their brand photographer. 

You deserve more than a pretty website. 

At Hola Luz, we build strong, intentional websites that combine all the best ingredients to attract, convince, and convert your people! 

Click here to explore our website design services.