Using your website to deepen customer connection

'Connection' is one of the top words flying around at the minute. In a world where AI is levelling the knowledge playing field, customer connection is becoming the true way to stand out.

But it seems that websites are being frequently left out of this conversation on how to create those customer connections. They're still being viewed as just the gateway for people to sign up to your community, rather than to become part of it.

If your brand is built on depth and trust then your website should reflect that too. So I'm here to show you how to use your website as something that's so much more than just a sales tool

1. Create private spaces for deeper engagement

People love feeling like they’re part of something. That they’re “on the inside.” So what if your site offered a members only space? This might look like:

• A members-only content library. Depending on your business, it could be exclusive workouts if you're a PT, different POV chapters if you're an author, or private weekly tips if you're a coach.

• A gated client portal for onboarding or resources. This is especially great if you want to host a course of some form of educational product, as you can host this directly in your website.

• A bonus hub for past clients or alumni, so they have a reason to come back. Like care tips for a product they've bought. If you're a photographer, this could be styling tips for how to showcase their wedding photos (with the added bonus of them then potentially coming back to buy another print version).

These kinds of private spaces are where trust compounds. People engage more deeply when they know something was made specifically for them. I'd typically recommend it for service providers, course creators and coaches, but there will be an idea for everyone.

2. Help people self-identify with interactive tools

It's human nature to not want to be sold too. We instead want to feel seen or understood within your content so we can imagine whatever you're selling fitting seamlessly into our lives. So an interactive element, like a quiz or 'what path is right for you' tool can help them understand where they fit into your world. This might look like:

• A quiz to help people find the right service tier

• A “where are you in your journey?” tool with tailored suggestions

• A decision-tree embedded in your services page

I've recently been working with a mortgage provider where we've offered a free mortgage calculator on their website as a lead magnet tool and we've seen incredible sign up rates from this, so with the right positioning this can definitely work.

I'd recommend this for businesses with multiple offers, mindset or identity-led work, strategy-based services.

3. Move your best content off social media

If you’re pouring your best thinking into Instagram or LinkedIn, you’re building on rented land. Instead, why not build a home for it on your site? This might look like:

• A private podcast feed hosted on your site

• A high-value blog or insights library that's behind a login page

• A recorded live training vault or resource hub

This creates depth and gives people a reason to come back to your site whether they're ready to buy or not. Previously this was seen as a 'negative' thing to do, as you're then potentially hiding valuable content away from Google too, which decreases your rankings. But with the rise of people asking specific questions to AI, rather than 'how to' blog posts driving traffic your way, I think this is the way to keep that content super valuable still.

I'd recommend this for thought leaders, educators, businesses with long sales cycles.

4. Create connection without building a whole community

You don’t need to start a forum or Slack group to build a sense of belonging. Your website can foster that connection between your audience and the broader ecosystem of your brand. This might look like:

• A wall of client stories or outcomes

• A carousel showing your customers, and a chance for them to feature on your site

• An invite-only page for community events or groups

The important part here is to make your users feel part of something bigger than themselves. We inherently want to be part of a community, but we also want that community to come to us (humans are tricky people!). So make it feel like the users are getting an exclusive invitation and something that's especially for them, so they can become excited about the prospect of joining and want to come back. Marketing will be key here.

This would be great for coaching programs and long-term service offers.

5. Make your process feel supportive before they enquire

One of the easiest things to do is to simply be clear on your process. Most people won’t reach out unless they feel safe. But you can start building that safety before a single call is booked by clearly showing what your process looks and feels like. This might look like:

• A visual timeline of your process

• A step-by-step walkthrough of what happens after they book

• Behind-the-scenes videos that show the vibe of working with you

The clearer and calmer it feels, the more trust you build. If just a 'our process' bullet point list on your sales page isn't cutting it, then this is your chance to go big with it on your site. And the bonus of it being hosted on your website rather than flashing up on your Instagram stories is that people have the time they need to digest the information. And can then come back to it.

I'd recommend this for high-investment offers, service providers, coaching or mentoring.

What does this mean for your business?

Most of these ideas don’t require a complex custom build, but they do require clear strategy.

Who is your audience? What do they need to feel, know, or experience to move forward with you? Where are you losing their trust?

That’s the work I do with clients every day. So if you want your website to be your way into gaining that connection with your customers, let's talk.

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