10 things to put on your website before you pay for another advert

You are about to pay for an advert, a boosted post, or another month on a directory. That spend sends a stranger to your website. If the page does not show them this is for them, and how to take the next step, you have bought a visit and nothing else.

An advert can only bring someone to the door. The page has to earn the enquiry. Check these ten on your own homepage before you pay again.

The first line should be the sentence they would say to a friend. Help with sleep. Stop smoking. Feel calmer before a presentation.

Put the name of your approach underneath, for people who already know the word hypnotherapy. Everyone else is looking for the problem. Example: someone searching for help with sleep should see sleep in the first screen, without having to scroll.

Say who you see, in one specific sentence. Adults in a particular town. Parents. People who have already tried other support.

If you do not work with under 18s, or you refer a particular issue on, say that here too. “I work with anyone who is ready to change” tells nobody whether to write. They need to recognise themselves in one sentence.

Use the words they type. Anxiety, sleep, smoking, phobias, confidence, habits. If your training used a different name, lead with the phrase people actually search for.

Put the three problems you want this advert to bring on the homepage, each with one line on what the work looks like. Lead with the one the advert is for.

People hesitate when they cannot picture the hour. Write it in the order it happens. You talk about what they want. You explain how a session feels. You agree whether to continue.

Say how long it is, and whether it is in a room, online, or either. A free chat and a paid first session are different offers. Name the one you actually run, and one practical thing they should know before they arrive.

Give a plain range. You cannot promise a result. You can say what you usually see. Example: “Most people I see for this come for four to six sessions. Some finish sooner. Some need longer. We review as we go.”

A range answers the fear of a bill with no end, and the hope that one hour will finish the work. If your work really is a single session, say so.

Put the fee on the page. The session price, a package if you sell one, and the first appointment if that costs something different. Write your real figures in pounds.

Hiding the price costs you the careful people. They assume they cannot afford you, or that asking will feel awkward, so they write to someone who already showed the number. “Contact me for fees” makes them do that work before they trust you.

Use a real photo of your face, recent enough that they will recognise you at the door. A logo, a sunset, or a picture of the empty room does not do this job.

People are choosing a person to sit with. Use a picture that still works when a directory crops it small: eyes visible, quiet background. Put that same photo on the website, on Google, and on the directories.

Offer one next step. Book a time, or send a short enquiry. Then say what happens after they click. “You pick a time and get an email confirmation.” Or “You send a short note, and I reply the same day with two times I can see you.”

A phone number, a form, a WhatsApp link, and an Instagram message is four decisions. The pause is where the enquiry slips away. Pick the route you will actually answer quickly, and make that the button that matters.

Try the button on your phone first. If it fails, or there are no free times, fix that before you pay for the advert.

Name the town, and say whether you also work online. “In person in your town, and online across the UK” is a complete answer. Put the town in the words of the page, not only as a pin in the footer.

If you only work online, say that in the first screen, so nobody plans a journey to a room you do not have. If the advert is for one town, that town belongs in the first screen as well.

Add two or three short lines about what changed, in words a client would actually use. Sleeping through the night. Walking into the meeting without the old panic. Stopping at the packet they meant to be the last one.

“Lovely therapist, would recommend” does not help the next person decide. They already hope you are kind. They need a result that sounds like their problem.

Use real feedback you are allowed to share. A first name is enough. Do not invent a quote. If you have none yet, describe the change people come for, and label that as a description of the work.

Open your website on your phone today. Read only the first screen, as if you had never heard of yourself. Mark which of the ten are missing, or sitting so far down that a new visitor will not reach them.

Fix the first missing one before you pay for another advert. You can change the page this afternoon.